MINERAL MADNESS: FACT AND FANTASY
Mineral Makeup Lines Abound with Claims of Health and Beauty Benefits
We’re in the midst of a mineral revolution, mineral makeup that is, and it appears there is no end in sight. What started as a small trend in counter culture San Francisco in the mid-1970s has turned into a mega-money maker. To wit, Bare Escentuals, the category’s market leader with its BareMinerals brand, is being purchased by Shiseido, Japan’s BIGGEST cosmetics company, for a whopping $1.7 million. And believe you me, the success of Bare Escentuals has not gone unnoticed, from the feting of Leslie Blodgett, the company’s guiding CEO, by the cosmetics industry and Wall Street, to the provocation of a gaggle of
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