IDUN Minerals is a Swedish beauty brand inspired by the Norse goddess Idun, symbolizing youth and beauty. Created in collaboration with Swedish researchers and dermatologists, the brand combines purified minerals with skincare-focused ingredients to develop makeup, skincare, and haircare products that are gentle enough for even the most sensitive skin types. Their formulas are vegan, cruelty-free, fragrance-free, and dermatologically tested, delivering high-performance results without unnecessary irritation.
Known for its Scandinavian simplicity and clean beauty philosophy, IDUN Minerals creates mineral-based products designed to nourish and protect the skin while still offering the pigmentation, performance, and longevity of luxury beauty products. Their makeup brushes are crafted using Taklon, a vegan and hypoallergenic fiber known for being exceptionally soft and gentle on the skin. Sustainability is also central to the brand, with a strong focus on recyclable packaging, reduced plastic use, and responsible European production. Certified by PETA and Sweden’s Djurens Rätt organization, the brand has been featured in InStyle, Harper’s Bazaar, Vogue, ELLE, and Forbes, further establishing IDUN Minerals as a leader in modern clean beauty.
