Wild Faerie Essentials launches ethnic cosmetic lines

By Simon Pitman

- Last updated on GMT

Related tags Cosmetics

Tapping into the big rise in the demand for skin care and cosmetics
products formulated for specific ethnic skin types,
California-based Wild Faerie Essentials has launched a complete
line of loose minerals-based color cosmetic and skin care products.

Available on the internet, the Wild Faerie Essentials​ is an online boutique targeting African American women and Latinas - groups that currently make up the two largest minorities in the US population but still have limited skin care and color make-up options.

According to the company, all the product lines are chemical-free and because they are all natural-based, they are hypo-allergenic, which in turns means that they will not lead to the frequent outbreaks that are often associated with more generic products used by women of color.

"There are many pure loose mineral cosmetics companies but very few that actually cater to women of color,"​ the company says.

Tapping into a growing market, a number of the leading players, including the likes of Avon, P&G and L'Oreal, who are all developing both research and development capabilities and adapting their business portfolios in an effort to tap in to the increased demand.

A recent market report from Euromonitor pointed out that while the US market for cosmetic and toiletry products remains flat, one of the few remaining areas of growth is for skin care and cosmetics products designed around specific ethnic skin requirements.

The report outlines that Ethnic hair care, skin care and color cosmetics are set to enjoy considerable growth, stating that, "Major cosmetics and toiletries manufacturers are watching these categories closely because they consider them major potential areas for growth."

Although African-Americans only constitute around 12 percent of the nation's population, they spend twice as much money on hair care products and substantially more on skin care than the average American.

And the huge surge in the US Hispanic population is also continuing to fuel growth, particularly in view of the fact that this part of the population is growing both in wealth and social mobility.

"After years of searching for cosmetics that matched and wouldn't break my skin out, I stumbled upon mineral makeup. The only problem was that I couldn't find any in my complexion,"​ said May Howard, Founder of Wild Faerie Essentials.

"I began researching and started developing my own loose mineral foundation, using loose minerals like titanium dioxide (a natural sunscreen), sericite, mica, magnesium stearate, and iron oxides, elimnating the harsh chemicals, preservatives and waxes that clog the pores which are found in most commercial cosmetics."

The company's e-store carries a range of pure loose mineral cosmetics featuring a collection of foundations available in 12 different shades, blushes, eyeshadows, lipsticks and lip glosses.

It also offers a line of of natural bath and body treats, created from ingredients such as unrefined shea, cocoa butters and jojoba oil.

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