by Erin Able

Created on: February 24, 2007   Last Updated: April 17, 2007

With mineral makeup quickly becoming the trend du jour, one line stays true to its pure roots. Bare Escentuals, which encompasses Bare Escentuals, i.d. Bare Minerals, Rare Minerals, and MD Formulations, is 100% pure minerals and in a category all its own.

Staci Wilson, Senior Vice President of Brand Development and Brand Awareness for Bare Escentuals, sings the praises of mineral makeup, ensuring that it is not a trend but here to stay.

"Bare Escentuals is really classified in its own category," comments Wilson. "We stay focused on connecting with customers, making sure they know that we're a pure mineral makeup line and we wouldn't ever add any fillers' to put on your face. That's just not for makeup!"

With lots of "mineral makeup" on the market, Wilson encourages consumers to check out the ingredient deck to see just what they are putting on their face.

"Not every other brand has just minerals," explains Wilson. "Take a look at the ingredients in most so called mineral makeup and you will see talcs and preservatives these aren't minerals! Also, some companies try to pass off liquid makeup as liquid mineral makeup but that doesn't stay true to the natural form of the minerals. To liquefy them, you have to add additives. On the flips-side, some companies try to crumble their products to make them appear more mineral-like when in fact they are simply just crumbled makeup."

With products that can be used as eyeshadows, blush, all-over face color and lip gloss all-in-one, Bare Escentuals has the market cornered on multi-tasking products.

In fact, one of their products, i.d. bareMinerals Multi-Tasking Minerals, is an eyeshadow base to keep your shadow in place, as well as a concealer for your face to cover dark circles and skin imperfections. While Natural Light Face Lifting Duo gives you a little shimmer where you need it to contour your face and reflect light away from dark areas.

What really counts? With the new restrictions about what can and cannot be brought aboard airplanes, Bare Escentuals mineral makeup makes it through without a snafu since each container weighs in under an ounce and you can fit all you need into the approved quart-size, clear zip-top plastic baggy. That's piece of mind right there!

The myriad of colors available are a result of simply blending various minerals. "Just look at the variations that you can see in rocks there is such a broad spectrum of naturally occurring colors." If you ever had troubled matching your skin tone for foundation,

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