But where do consumers find a makeup line that is suitable for all skin types, even the most sensitive ones? There is one Swedish brand on the market that offers a solution.
“We carefully select all ingredients and make sure that our skincare and makeup products are free from common allergens such as nickel, chromium and bismuth oxychloride,” Caroline Thunstedt explains. As the Export and Product Development Manager for IDUN Minerals, Caroline proudly adds, “All of our products are free from perfume and have been quality controlled by the Swedish pharmacies which have a strict quality control focusing on the environment, health and safety.”
In fact, the innovation behind IDUN Minerals was so game changing that it is the only makeup brand in the world awarded the seal of approval from the Swedish Asthma and Allergy Foundation. “It is a statement that our products can be used by people with sensitive skin and allergies,” Caroline states.
With credentials like this, IDUN Minerals is taking a place of pride in The Innovation Pavilion by Sweden that Global Pharma Consulting has organized at Arab Health 2018 in Dubai in January. Currently sold throughout Scandinavia, Italy, The Netherlands, Switzerland, The Baltics, USA, Iran and Asia, IDUN Minerals’ is seeking to expand. “Our next target is the Gulf Cooperation Council (GCC) region where we see a lot of potential,” Caroline reveals.
“Because our powder foundation consists of 100% highly purified minerals it is perfect for hot climates,” Caroline notes. And IDUN Minerals understands their customer. “We know that women despise foundations that crack during the day but with a powder foundation that will never happen, and your makeup will stay flawless.” Currently, in the startup phase in the MENA region, the interest for IDUN Minerals could mean that a product launch is not too far away.
“Our goal for attending Arab Health 2018 and participating in Global Pharma Consulting’s The Innovation Pavilion by Sweden is to meet with possible customers and distributors within the GCC region,” Caroline Thunstedt explains. And proven success in several competitive markets shows that IDUN knows their client base.
When asked who they want to serve in MENA and the GCC Caroline replies, “IDUN’s target customer has high preferences when it comes to quality. She is aware of what the products she puts on her skin contain and if she is sensitive she values gentle products. At the same time, she loves to play with colors and try new shades and looks. Even though we are a skin-friendly brand, we still have a vivid color palette and rich colors suitable for all skin tones.”
And because protecting your skins is as important as treating it gently, IDUN’s minerals also provide a natural SPF 15.
Having the right partner help you navigate market entry in MENA and GCC is critical to success. “We think that Global Pharma Consulting has taken the right direction in their The Innovation Pavilion by Sweden at Arab Health 2018 by focusing on the innovation and quality guarantee that Sweden has,” Caroline concludes.