With just over a decade since it first launched, US based Pür Minerals has slowly but surely carved a trusted reputation in the mineral make-up market. Having stepped up its European presence last year after entering Marks & Spencer’s new beauty departments, Julie Campbell, the company’s VP of Marketing, talks about staying a step ahead of its competitors.
Tell us a bit about the history of the brand.Pür Minerals was conceived in 2002 and is known as the pioneer of pressed mineral make-up. Our revolutionary 4-in-1 Pressed Mineral Makeup was the no mess alternative to loose mineral make-up. We were the first brand that could offer women portable minerals that were exclusively formulated with nourishing ingredients such as vitamin E and shea butter.
Who are your main competitors?Women today have so many exceptional choices; therefore any colour brand could be seen as a competitor. However, Pür Minerals is distinctively different as our core focus is on perfecting the complexion. Instead of just covering up the skin, it’s our goal to correct the skin.
What else sets Pür Minerals apart from other mineral brands?Pür Minerals is treatment make-up, where our complexion products feature our proprietary Ceretin Complex containing encapsulated retinol and ceramides for age defying clinical results. [It] is a true multitasking line. Star products include the 4-in-1 Pressed Mineral Makeup and the 4-in-1 complexion category.