Mineral Fusion

What Mineral Fusion does

Mineral Fusion is a clean beauty brand operating in the mineral cosmetics and natural personal care segment, with a portfolio of approximately 25+ stock-keeping units spanning face (liquid and pressed powder foundations, concealer, primers, setting powders, SPF products), eyes (palettes, mascaras, pencils, brow products), lips (lipsticks, glosses, tints, pencils, stains), cheeks (complexion, bronzer, highlighter palettes), and nail care (polish, treatments, removers). The formulations use micronized natural minerals — Titanium Dioxide, Iron Oxides, and Zinc Oxide — as the functional base, with a 16-free nail polish formula that omits DBP, TPHP, formaldehyde, toluene, xylene, camphor, and other common cosmetic chemicals. All products are positioned as pharmaceutical-grade, non-comedogenic, hypoallergenic, vegan, and cruelty-free, omitting parabens, gluten, phthalates, FD&C artificial dyes, and synthetic fragrances. The brand is legally operated by Luminary Brands, Inc. (headquartered in Petaluma, California) and was acquired by Seaweed Bath Co. in November 2024 alongside Andalou Naturals as part of an explicit clean beauty portfolio expansion strategy.

Name

Mineral Fusion

Legal name

Luminary Brands, Inc.

Website

https://mineralfusion.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Mineral Fusion is a clean beauty brand offering mineral-based cosmetics, color products, and 16-free nail care sold via DTC e-commerce and 500+ US retail partners to consumers seeking non-toxic, vegan, and cruelty-free beauty options.

Ownership category

akta.pro rank

Product category

Mineral Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)

akta.pro secondary industry

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Mineral cosmetics
• Clean beauty
• Mineral makeup
• Natural nail care
• Vegan cosmetics

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Mineral Fusion sells directly to consumers through its website mineralfusion.com, offering the full product range including cosmetics, nail care, and bundles with free shipping on orders over $60.
2. Wholesale/Retail Distribution: Products are sold through an authorized retailer network of over 500 locations across the United States including natural food co-ops, specialty grocery stores, and beauty retailers. Luminary Brands Inc. manages the wholesale distribution and MAP pricing policy.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Mineral Fusion manufactures and sells clean, vegan, cruelty-free mineral-based cosmetics and natural nail care products under its own brand. Its core assortment includes liquid and pressed powder mineral foundations, eye and lip color cosmetics, complexion palettes, and a 16-free vegan nail polish and treatment line. Products are sold directly to consumers via mineralfusion.com and through an authorized U.S. retail network of more than 500 stores.

Product overview

Mineral Fusion is a clean beauty brand specializing in mineral makeup and natural cosmetics. The company offers a unified portfolio of approximately 25+ cosmetic products including foundations (liquid, pressed powder, sheer tint), color cosmetics (eye shadows, mascaras, lip products, cheek products), and nail care (polishes and treatments). The product line emphasizes hypoallergenic, non-comedogenic formulations free from parabens, gluten, phthalates, and harsh ingredients. The brand operates under Luminary Brands, Inc. and was acquired by Seaweed Bath Co. in November 2024. Products are sold through the company's e-commerce website and authorized retail locations across North America, with a free shipping threshold of $60 for U.S. orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Liquid Foundation Hypoallergenic liquid mineral foundation that provides natural, radiant, youthful-looking coverage, available across multiple shades and undertones for individual consumers with sensitive or normal skin.
• Pressed Powder Mineral Foundation Pressed powder mineral foundation offering buildable, natural-finish coverage in multiple shade ranges for everyday wear.
• So Classy Volume Mascara Volumizing mineral mascara that creates the appearance of thicker, bolder lashes for all-day wear, part of the mascara collection including So Lifted, So High, and So Ageless variants.
• Eye Shadow Palette Curated vegan eye shadow palette with on-trend shades for creating signature eye looks.
• 3-in-1 Color Stick Multi-use mineral color stick for lips, cheeks, and eyes, enabling versatile single-product makeup application.
• Hydro-Shine Lip Gloss Hydrating vegan lip gloss available in a range of shades from the brand's lip line.
• Sheer Moisture Lip Tint New FD&C dye-free lip tint delivering sheer moisture and color with a clean formulation, positioned as a recently introduced product.
• Gel Top Coat Nail Treatment Premium 16-free vegan gel top coat providing long-lasting nail protection, part of the cruelty-free nail treatment line.
• Eye Pencil Mineral eye pencil for defining eyes and brows, available in multiple shades.
• Facial Powder with SPF 30 Brush-on mineral powder sunscreen providing SPF 30 protection for convenient reapplication throughout the day.
• Nail Polish Collection Nature-powered vegan nail polish line with 16-free premium formulas available in red, pink, green, blue, metallic, purple, grey, white, nude, and other color variations.
• Retractable Brow Pencil Brow pencil for defining and filling eyebrows, available in Blonde, Medium Brown, and Dark Brown shades.
• Lipstick Butter Hydrating lipstick offering buttery moisture and color, available in shades including Blackberry, Delicious, Honeysuckle, Juicy, Pomegranate, Ripe, and Vine.
• 2-in-1 Lip & Cheek Stain Multi-use stain for lips and cheeks available in Rosé, Tavel, Syrah, and Merlot shades.
• Complexion, Bronzer, and Highlighter Palettes Cheek palettes including Complexion (Nightlife), Bronzer (Pool Party), and Highlighter (Stargazing) variants for contouring, warming, and highlighting the complexion.
• Sheer Tint Mineral SPF Serum Sheer tint foundation with mineral SPF protection available in Light, Medium, and Tan shades.
• Nail Polish Remover Gentle nail polish remover aligned with the 16-free nail treatment line.
• Cuticle Oil Cuticle treatment oil for nail care as part of the nail treatment collection.
• Base Coat Nail Treatment Base coat nail treatment prepping nails before polish application as part of the nail treatment line.
• Top Coat Nail Treatment Top coat nail treatment for sealing and protecting nail color as part of the nail treatment line.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alima Pure: Alima Pure is a mineral makeup brand specializing in mineral-based foundations and color cosmetics, sharing Mineral Fusion's core mineral formulation approach and clean ingredient positioning.
• 100% Pure: 100% Pure is a clean beauty brand offering fruit-pigmented color cosmetics and skincare; directly comparable to Mineral Fusion in clean color cosmetics across face, eye, and lip categories.
• RMS Beauty: RMS Beauty is a clean color cosmetics brand using natural/mineral ingredients, directly comparable in clean-beauty positioning, premium pricing, and multi-category makeup portfolio.
• BareMinerals: BareMinerals is the leading mineral-based foundation and color cosmetics brand, sharing Mineral Fusion's core positioning around mineral formulations, clean ingredients, and broad U.S. mass and specialty retail distribution.
• Jane Iredale: Jane Iredale is a mineral makeup brand marketed through spas and specialty retail; it competes directly with Mineral Fusion in mineral-based color cosmetics with similar hypoallergenic and skincare-grade positioning.
• Kosas: Kosas is a clean color cosmetics brand focused on face, eye, and lip products with skincare-grade formulations, directly comparable in clean beauty positioning and DTC-led go-to-market.
• Andalou Naturals: Andalou Naturals is a clean beauty brand acquired alongside Mineral Fusion by Seaweed Bath Co. in November 2024, making it a directly comparable clean beauty peer now operating under the same parent company.
• Juice Beauty: Juice Beauty is a clean beauty brand offering color cosmetics and skincare with organic/plant-based formulations; it overlaps with Mineral Fusion in clean color cosmetics and natural food/specialty retail distribution.
• ILIA Beauty: ILIA is a clean color cosmetics brand combining skincare and makeup with mineral-based SPF; it directly competes with Mineral Fusion's SPF-tinted and clean beauty product positioning across face, eye, and lip categories.

Emerging players

• W3LL People: W3LL People is a clean/natural cosmetics brand offering multi-category color cosmetics with a DTC-led distribution model; comparable to Mineral Fusion in clean beauty positioning and product breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mineralfusion
• Instagraminstagram.com/mineralfusion
• TikToktiktok.com/@mineral.fusion?_t=8mQortpdGu6&_r=1
• Xx.com/mineralfusion

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mineral Fusion