IDUN Minerals was founded in Stockholm on International Women’s Day in 2011. Built in collaboration with researchers and dermatologists, the brand creates high-performance makeup and skincare using highly purified minerals, designed for all skin types—even the most sensitive.
Inspired by the Norse goddess Idun, a symbol of beauty, renewal, and strength, the brand reflects Nordic heritage through its name and apple emblem. With a focus on inclusiveness, transparency, and reduced environmental impact, IDUN Minerals is committed to conscious beauty, with goals including 100% vegan formulations and a circular business model by 2030.
