Clean beauty partnership: National Nutrition to sell Mineral Fusion cosmetics in Canada

National Nutrition, Canada’s health, wellness and nutrition retailer, is collaborating with Mineral Fusion, the US-based natural cosmetics brand, to bring chemical-free makeup products to Canadians.

“It's very important that our customers have a healthy choice,” Darren Firth, president at National Nutrition tells PersonalCareInsights. “Conventional makeup can cause issues for some. Mineral Fusion with their unique formulas based on lightweight minerals and nourishing botanicals gives National Nutrition shoppers beautiful alternatives.”

National Nutrition highlights the findings of the Environmental Working Group which suggests women wear an average of 12 personal care products daily. “This is a lot of chemicals and toxins to be absorbed into the skin on a daily basis,” says the company. 

“This partnership is a natural fit. Mineral Fusion products are not only rich in minerals and vitamins, but they also offer a wide range of shades to suit all skin tones,” Firth says.

On the other hand, cosmetics such as foundation, concealer, lipstick, eye shadow and mascara by Mineral Fusion are naturally derived, non-comedogenic, hypoallergenic and cruelty-free. 

“We can work together to ensure that Canadians have more options for clean makeup,” adds Elizabeth Fenlon, key account manager at Mineral Fusion regarding the partnership.

National Nutrition will now carry a wide selection of Mineral Fusion products, including face powders and blush – totaling 160 products.The Canadian government intends to bring transparency to chemicals that may pose negative environmental- and human-health impacts.

Cruelty-free ingredients
The company details that Mineral Fusion manufactures makeup without harmful chemicals for multi-functional, performance-driven products infused with skincare benefits. The brand is inclusive of diverse skin tones and types – including sensitive skin.

“Mineral Fusion formulas are packed with clean ingredients and are free from additives, preservatives, talc and parabens. The products are a fusion of lightweight minerals, nourishing botanicals and high-performing ingredients that naturally liberate the skin,” it details.

According to Innova Market Insights, global cruelty-free personal care product launches more than doubled from 2017 to 2021. Europe had the most cruelty-free launches at 44%, followed by North America (27%) and Asia (16%). 

Most cruelty-free launches were within the skincare category (22%) as facial moisturizers, while hand, bath and shower products made up 14% of the products tracked. Additionally, the indexed number of lip gloss and balm launches tracked as cruelty-free saw a 54% average annual growth between 2017 and 2021.National Nutrition will carry 160 Mineral Fusion products, including face powders and blush.

Reducing chemical use in cosmetics
The National Nutrition and Mineral Fusion partnership also reflects the aim of the Canadian government to legally require cosmetic companies to label certain substances to minimize health risks.

The government intends to bring transparency to chemicals that may pose negative environmental- and human-health impacts. Under Canada’s Chemicals Management Plan, the Canadian government has evaluated 34 compounds so far, 14 of which have been judged to be hazardous to the environment or human health and for which risk management strategies have been put in place or are being developed. 

Moreover, PersonalCareInsights previously reported about researchers urging alternatives to prevalent toxic cosmetic pigments, UV filters and preservatives.

Since pigments, UV filters and preservatives are challenging to replace in cosmetics, the researchers at the University of California, Santa Barbara, Guangdong Technion-Israel Institute of Technology and Rensselaer Polytechnic Institute underscored that future research must focus on scaling chemical alternatives that are harmless to humans.

By Radhika Sikaria