Launched in 2011, the brand name traces its name to Idun, the goddess of beauty, eternal youth and rejuvenation in Norse mythology. Revered as the keeper of magic golden apples, – that gifted Gods with the ability to sustain immortality – making them eternally young and beautiful. The brand carries the apple as its symbol on packaging as well as engraved in some of the makeup compacts as a tribute to female strength.
The classic, clean products from Scandinavia are minimalistic, vegan and arrive in sustainable packaging. With a strong focus on purity, quality, and sustainability, IDUN Minerals aims to elevate beauty routines across the country. The formulations are in keeping with the requirements of the Indian climate, with 22 foundation shades infused with highly purified minerals, ultra-light sunscreen (SPF 50), and inclusions of essential oils in different products to keep your skin hydrated. Suitable for all skin types.
The brand is free from talc, bismuth, PFAS, parabens, sulphates, fragrances, and essential oils and highly purified from nickel and chromium, demonstrating its commitment to providing clean and safe beauty solutions.
“We’re very excited to be launching IDUN Minerals in India and raise the discussion of conscious and clean beauty and get to know the Indian beauty market better.” said CEO, Caroline Thunstedt.
IDUN Minerals is available online through its official website in India, www.idunminerals.in and select marketplaces such as Tira Beauty, Amazon and Myntra.
Currently, the product offerings for India include make-up and skincare and will expand to haircare as well over the coming months.
