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Mineral Makeup Launch in New York

By: Nancy Jeffries
Posted: October 20, 2006
Lauren Sheahan, CEO and founder of LaurEss Mineral Makeup, launched her new line of mineral products at New York’s Paper Moon Café. Sheahan, who discovered the benefits of mineral makeup when she searched for products appropriate for her own sensitive skin, has developed a line that utilizes lightweight pigments to deliver sheer and soft focus coverage for all skin types and tones. Because the ingredients are inert materials that cannot harbor bacteria, no preservatives are necessary, and the line’s shelf life is said to be indefinite.

Sheahan specifically noted that she chose not to use bismuth oxychloride, as its heavier weight made makeup application more difficult, choosing to concentrate on products that are light in texture and feel, hypoallergenic, fragrance and preservative free, and anti-inflammatory.