SME News Southern Enterprise Awards 2023 | 76 Best Cruelty-Free & Natural Make-Up Company 2023 The English Mineral Makeup Company is the brainchild of mum and daughter team, Jeanette and Grace Burrows. Believing that there’s no place for toxins and artificial ingredients in makeup, the pair have created a range of 100% natural, cruelty-free cosmetics. Today the company offers a full range of foundation, blush, eye and lip colours as well as tone correctors, illuminators and primers. We chat with Jeanette to find out more. The beauty industry has long grappled with issues surrounding toxins and artificial ingredients in makeup products. Many cosmetics contain harmful additives such as parabens, phthalates, and formaldehydereleasing agents. Some ingredients have been linked to health concerns such as skin irritation, allergies, and even carcinogenic effects. Artificial colours and fragrances, known to trigger skin sensitivities and allergies, and a lack of transparent labelling compound the challenges customers face. Unsurprisingly as we become more aware of the risks associated with wearing traditional products, the demand for purer more natural alternatives continues to grow. Based in Bishop’s Stortford, the English Mineral Makeup Company (EMM) is helping clients detox their makeup choices, one product at a time. By providing high performance alternatives to mainstream brands, the company hopes to set new standards for clean beauty and ethical industry practices. Jeanette says, “Our mission is to provide high-quality, natural, and sustainable makeup products. We want our customers to be able to enhance, heal and protect their skin without compromising on quality or effectiveness. We’re passionate about promoting inclusivity, supporting ethical practices, and raising awareness about the importance of detoxifying your makeup routine. Grace and I started the company to fulfil our own makeup needs whilst also respecting our values of sustainability and natural skincare.” EMM's makeup products are loose minerals powders derived from high-quality, vegan-no-nano technology minerals. The products contain none of the synthetic chemicals, additives or preservatives often found in other brands. There’s no settling for the ‘next-best colour match’ either with EMM. The company’s Classic Foundation range offers an incredible 26 colour choices with an additional six shades available in the Ultimate Deep Tone range and 7 in their translucent range. And if you’re looking for miracles for your big night out, then you’d be wise to call for the EMM Fairy Godmother. This combined primer and finishing veil uses microscopic prisms to reflect light and give the appearance of fewer wrinkles and fine lines. Infused with goodies such as jojoba, tea tree and rosehip, the Fairy Godmother is also a nourishing healing feast for your skin. Jeanette explains, “Our focus on quality ingredients has resulted in creating multi-tasking and long-lasting makeup products that appeal to those wanting to enhance their appearance and provide benefits for their skin. Our makeup range is suitable for everyone, regardless of age or skin type. This inclusivity sets us apart from brands that may have limited options or cater to specific demographics.” Currently, EMM is working on a range of lip glosses, and finding the right formula for texture and performance is proving to be a challenge. But the team is not deterred and advises us to ‘watch this space’ for further developments. To find out more about EMM or to order a product, please visit the company website. Contact: Jeanette Burrows Company: The English Mineral Makeup Company Web Address: www.englishmineralmakeup.co.uk
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