Dermatologist Review of gloMinerals

GloMinerals is one of the earlier mineral makeup brands to be launched in the United States. The GloMinerals brand was launched in November 2002 by Caleel & Hayden, LLC of Denver, Colorado. Dr. Richard Caleel, a cosmetic surgeon, and Mark Hayden, an investor, partnered to develop products and services related to high quality skin care and cosmetics. The team founded GloMinerals which today has an extensive mineral makeup and accessory product line that continues to be very well received in the United States while enjoying growing popularity abroad.

Glo’s founders, Caleel & Hayden, have been active in high end skin care development, marketing and distribution since 1997. In the early years the company mainly focused on marketing and distribution. Cellex-C, for example, is marketed and distributed in the United States by the company. The launch of GloMinerals in 2002 marked a transformation of Caleel & Hayden. The company spent three years researching and developing their line to optimize its appeal within the growing market for mineral makeup. GloMinerals has exceeded Caleel’s expectations and become very popular. Since launching GloMinerals, the company has followed up with GloSpa, a spa-focused skin care line and GloTherapeutics, a more cosmeceutical focused line. Over the past two years GloMinerals has benefited from a large investment by North Castle Partners of Greenwich, CT. This investment has allowed GloMinerals to expand product research and development while at the same time enhancing marketing and distribution efforts.

Today GloMinerals has a very extensive product offering that includes approximately three hundred distinct products. The products can be categorized in various ways and fit neatly into five distinct categories – bases, cheeks, eyes, lips and tools. Each of these categories has a multitude of products each with a wide range of shades, colors or variations. GloMinerals has several unique products and the product offering continues to be expanded and refined.

GloMinerals does an excellent job with pressed base. gloPressed Base continues to win converts from other mineral makeup lines by virtue of its tendency to allow just the right amount of coverage in a smooth polished way without causing irritation or breakouts. The gloConcealer partners very well with this pressed base and is particularly effective at concealing concerns in the under-eye area. GloMinerals also has gloCamouflage which is a bit heavier that the concealer. The concealer blends well with the rest of the line and is ‘skin friendly’.

GloMinerals has a wide assortment of blushes and bronzers for the cheeks. GloBronze provides subtle color and shimmer to the cheeks that can be fine tuned based upon application technique and quantity. A full range of blushes is also available and, while working well on all skin types, are particularly well suited to oily skin.

GloMinerals has a wide range of eye and lip products. Mascara, eyeliner, eyeshadow, brow enhancement - the line has it all for eyes. GloLash Lengthening Mascara has been particularly well received for its natural color and lack of clumpiness. Lip products also abound in GloMinerals– lipstick, lip plumper, lip gloss and lip liner are all available.

GloMinerals makes very good brushes and offers a wide assortment to suit essentially all mineral makeup application needs. The Kabuki brush is particularly popular and notable for its high quality and optimized functionality.

GloMineralshas exceptional branding and unique packaging. The packaging is clean and simple without excessive adornment. The product logo and branding is consistent and particularly creative and descriptive. Overall the packaging/branding is one of the most cohesive I’ve seen for a brand with this much range. GloMinerals is very well marketed; the experience of the brand’s founders likely plays a role in that regard. Press mentions are frequent and the brand seems to be welcoming to a wide range of consumers.

GloMinerals is a competent and well marketed mineral makeup line. The products have improved over the years and the company has adequate resources to remain on the cutting edge within this market niche. Certainly with mineral makeup consumers tend to have their favorites. GloMinerals is certain to be a favorite with many mineral makeup users due to the simple yet edgy packaging and broad offering of high quality products that stand out from others based upon packaging and incrementally innovative additives. For those who are not entirely happy with their current makeup or are curious to try something new, GloMinerals is worth a look. Like the mineral makeup market generally, GloMinerals is here to stay.