Despite a market saturated with mineral makeup lines, makeup artist Sonia Kashuk is entering the category this fall with a Sheer Magic Mineral Face Palette.
Similar to last year's Solid Fragrance Palette, Kashuk's goal was to create something simple for consumers to use.
"I wanted to come up with something that took the guesswork out of applying makeup and that was light and sheer on the skin," said Kashuk. "With so many women hearing about minerals, I wanted a product that was easy for women to apply."
Launching in Target next month, the mineral face palette trio set will include a concealer, powder blush and powder foundation. Retailing for $14.99, the stackable and portable set will be available in light porcelain, medium beige and warm tawny. The Sheer Magic Mineral Face Palette is designed to match the skin tone so customers don't have to worry about having each individual product match.
"I coordinated the shades to make them work closely together to help any confusion, so consumers can feel at ease, knowing it all matches together," said Kashuk.
Kashuk believes the mineral makeup category will only continue to grow.
"Everyone sees mineral makeup as something that's not going away and is only getting bigger, since everyone is paying attention to being as healthy as possible," said Kashuk. "I wanted to keep creating as healthy a product as possible."
In addition to entering the mineral makeup category, Kashuk has partnered with Target and The Breast Cancer Research Foundation to launch a limited edition collection of cosmetic bags. All proceeds from the three sets — a pink brush set, a purse-size pouch and a duffle — will be donated to the foundation.
"After I went through breast cancer last year, I immediately wanted to become more active," said Kashuk. "I feel blessed that I've been given a voice that can help educate women on looking and feeling better."
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