Mineral cosmetics firm undergoes makeover

By Guy Montague-Jones

- Last updated on GMT

Related tags: Cosmetics

Natural mineral make-up specialist Alima Pure is preparing to make the move to retail distribution with the creation of a new brand, upgraded packaging and a redesigned website.

The Oregon-based company, formally known as Alima Cosmetics, is making the transition to retail after experiencing a 125 percent increase in online orders last year.

Preparations for retail move

The four year old firm is broadening its product range and updating its packaging to maximize its chances of success in the retail environment.

“Our strategy is to break through the crowded marketplace with a charming design that communicates the essence of our brand, beautiful and natural, in a modern way,”​ Alima Pure founder Katie O’Brien.

Alima Pure is targeting the fast growing market for natural mineral make-up with products that carry the BDIH natural cosmetics seal.

With a newly designed website and upgraded packaging featuring a bird logo, decorative custom jars and recycled paper boxes, O’Brien says the company is ready to take its portfolio of 250 products into the international retail space.

“After four years of creating products to help women feel their best, it was time to freshen up our own look,”​ said Kate O’Brien, Alima Pure founder. “Now we’re ready to take our line to the next level with a wholesale program in the states and distribution in Europe and Asia.”

Growth in the mineral make-up market

Alima Pure is not the only mineral make-up specialist to be pursuing rapid expansion plans.

Earlier in the year, California-based BellaPierre Cosmetics announced its intention to turn its mineral-based make-up line into a global brand through the development of a worldwide family of franchises.

Both companies are following in the footsteps of Bare Escentuals, which bought mineral make-up to the market and has grown rapidly in recent years reaching a turnover figure of $511m in 2007.

In a recent study on the color make-up market, Euromonitor said mineral make-up was spearheading growth in the category because it provides natural sunscreen, long-lasting coverage and is suitable for use on sensitive skin.

Related topics: All Asia-Pacific, Market Trends

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