BareMinerals was the first beauty brand to create what is now recognized as a "Clean formula", and other cosmetic brands quickly followed their concept…
Launched in 1995, bareMinerals ORIGINAL Loose Mineral Foundation revolutionized the beauty industry with its clean, good-for-skin formula. Today, one jar is sold globally every 18 seconds* and this iconic product has been named the Prestige Loose Powder Foundation in the U.S. and U.K. time and time again.
Clean Beauty is what most people look for when purchasing cosmetics these days, but bareMinerals pioneered this trend many years ago. Many companies quickly began trying to replicate the idea, predicting massive changes in the cosmetics market.
Just what does "Natural Charm" entail?
Some cosmetics companies have adopted the "Clean Beauty" philosophy in an effort to make their products safer for consumers' health and the environment by omitting harsh chemicals and other potentially harmful ingredients. Furthermore, cruelty-free, vegan, and planet-friendly are all characteristics of clean beauty.
In 1995, BareMinerals released its best-selling mineral foundation, which is still the best-selling product of the brand today, kicking off the clean beauty revolution. Numerous ladies all over the globe share this feeling. The high-performance cosmetics made by BareMinerals aren't the only thing the company is known for. It also makes items that give women more independence...
As the pioneer of the clean beauty movement, bareMinerals has consistently delivered cutting-edge cosmetics and skincare without ever sacrificing quality or respect for animals. In the cosmetics industry, BareMinerals products were a challenge to some of the more established names, prompting many of them to rethink and even copy their approach. But bareMinerals is the pioneer of the clean beauty movement.
Would you look more fabulous if your beauty products are cruelty-free?
Why is BareMinerals considered a high-end cosmetics line?
BareMinerals is a product line that does not contain any harmful ingredients. All of the BareMinerals' skincare, anti-aging, and makeup products are formulated with natural ingredients so that you can feel good about applying makeup without worrying about damaging your skin. The makeup from bareMinerals is formulated with skin-loving ingredients that instantly boost your complexion's mood and vitality. Every time you put on your favorite foundation, lipstick, mascara, or other cosmetics.
Be the generation that ends animal testing and takes care of the planet…
Where do we stand on plastic use?
When it comes to innovative recycling initiatives, bareMinerals was an early supporter. If you live in the United States (bareMinerals' largest market), you can recycle your empty containers and unused cosmetics. If you're already a member of their loyalty program, you'll be rewarded with points for your efforts. BareMinerals is not only a cruelty-free and effective skincare brand that values the skin it serves. bareMinerals is a company that prioritizes environmental sustainability and women's empowerment.
Women focus on creating awesome products
We admire what Leslie Blodgett has accomplished by founding and expanding the San Francisco-based makeup and skincare company BareEscentials and its flagship product line BareMinerals and then relocating to New York City. By offering her wares through the home shopping network QVC, Blodgett caused a stir in the high-end cosmetics industry. Known as the "gutsy" founder who single-handedly made mineral makeup a thing in the mid-1990s, she has been called a pioneer in the field.
Leslie Blodgett became CEO of Bare Escentuals in 1994 after a career in product development at Neutrogena and Max Factor. Back then, it was just a bath and body shop in Northern California. They did, however, have an unusual product: mineral or powder-based makeup. The fine powdered makeup line, on the other hand, offered shades that did not match real skin tones. Blodgett saw this as a challenge and set out to start her own business.
Blodgett began by relaunching bareMinerals with new eyeshadow, blush, foundation, and brush shades. She found herself staying up late worrying about how to market the line in the early days of the company, so she ended up watching endless hours of shopping networks on cable TV. This encounter sparked an idea. When she was offered a spot on QVC in 1997, she quickly sold out her entire $45,000 inventory. She eventually reached a sales volume of $1.4 million per hour. This was in stark contrast to how higher-end cosmetics were traditionally sold in department and drug stores. She then expanded her distribution network, avoiding traditional distribution channels in favor of company boutiques and specialty cosmetic stores like Sephora and Ulta, all the while continuing to sell on QVC.
Women can empathize with other women's needs
Blodgett began receiving a lot of positive feedback from her QVC appearances. She started responding to e-mails and letters personally. "What I discovered is that touching a woman's face a few minutes after meeting her forms an emotional bond; it's powerful stuff."
One lady wrote: "I've always been overweight, Leslie. I've never felt beautiful. I went 15 years without using cosmetics. My younger sister persuaded me to try bareMinerals in 2008. I did, and then I sobbed. Finally, at the age of 49, I was attractive."
"Sometimes they come to you after a cancer diagnosis or an emotional trauma, so what we do isn't superficial stuff that only helps women look good for their husbands“We want to stop the filter movement,” which the company has committed to rolling out in 2022.
"We are in the business of making women feel good about themselves," Leslie concluded.
Women can creatively overcome obstacles to growth
Bare Escentuals went public in 2006, shortly after its sales increased by more than 60% in the first half of the year. However, soon after the IPO, Bare Escentuals felt the impact of the economic downturn, which limited consumer spending.
"We weren't looking for Shiseido," Leslie explains, "but we were looking for better inroads into Asia." Shiseido has been in business for 140 years and has a presence in 87 countries, so it makes sense." Shiseido Co, Japan's largest cosmetics company, made the $1.7 billion acquisition in early 2010, the largest in its 83-year history.
Leslie Blodgett had a two-year-old son Trent when she founded the company. He's now 22 years old. When she first started working for Neutrogena, she made a risky decision with her husband Keith.
Keith worked in film production, and they agreed that whoever made more money would stay at work when they started a family. Keith has been a stay-at-home dad since then. "He does everything around the house," Leslie observed. "I'm not even sure how to start the dishwasher."
Blodgett announced her departure from Bare Escentuals as an advisor in April of this year to join the newly established Shiseido Americas Creative Center.
"As I embark on my next chapter, I leave with an incredible sense of pride in what the company has accomplished—including the community we have built—as well as an incredible sense of purpose." I will continue to be involved with Bare Escentuals through my role as an advisor to Shiseido Americas, and I am excited to see how the brand will continue to inspire and connect women around the world."
Blodgett appears to be well-positioned to reinvent herself and continue to serve as a role model for female founders who are building growing businesses and exciting investment opportunities.