By and  on February 4, 2011

Bare Escentuals is looking to its mineral roots and to the roots of plant life for its first comprehensive skin care collection under the bareMinerals moniker.

Each product in the eight-item range relies on a formula powered by the active ingredient RareMinerals ActiveSoil Complex, an extraction of 70 macro and micro minerals from the virgin soil sourced from around the country. ActiveSoil Complex is said to deliver faster cell turnover, smaller pores and smoother-looking skin, according to the line’s clinical results. Products also are free of synthetic fragrances, artificial oils and parabens.

The skin care range neatly ties into the company’s growth strategy, which in addition to expanding in key international markets, includes entering new product categories.

“Over 70 percent of customers said if [Bare Escentuals] had a skin care line, that they’d use it,” said Sarina Godin, vice president of product development.


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