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Made for sensitive skinBecause mine is too
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Australian ownedFounder led since 2019
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Cruelty freeNever tested on animals
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Talc and bismuth freeNo fillers, no harsh additives
Our story
I made this because nothing else worked on my skin
Alluring Minerals started with my own face, and a bathroom cabinet full of foundations that had all promised me confidence and given me breakouts instead.
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I was covering up the thing my makeup was causing
For years I had acne prone, sensitive skin, and every foundation I tried made it worse. Breakouts, irritation, and a face that had slid off by lunchtime. I wore it to hide my blemishes, and somewhere underneath I knew the makeup was part of the reason they were there. If you have been in that loop, you already know how tiring it is.
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Mineral makeup was the answer, until I read the labels
So I went looking for something gentler. What I found was mineral makeup bulked out with talc and fillers, or genuinely natural formulas with no staying power at all. Nobody seemed willing to do both properly. That gap is exactly why Alluring Minerals exists, and it is still the thing I care most about.
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So I made the one I wanted
Clean mineral formulas with no talc, no bismuth oxychloride and no fillers. Gentle enough for skin that reacts to almost everything else, and built to hold through a proper Australian day. Australian owned, never tested on animals, packed and posted by us. Over two hundred reviews later, the word that comes up most often is comfortable, and that is the one I am proudest of.
★★★★★“This mineral make up is light, flawless and has great coverage. I have very sensitive skin and this make up is perfect for me.”
Selena, verified review
The person behind it
Hello, I am Cher
I did not set out to start a makeup company. I wanted a foundation that would stop making my skin worse.
Everything here began in my own bathroom, with a drawer full of foundations that had all let me down. I was not a beauty industry insider. I was simply someone with reactive skin who got tired of being told that irritation was the price of looking put together.
These days I work with chemists who know far more than I do, I wear everything myself before it ever goes on the site, and I read and answer every message that comes through here personally. So when you write in, it really is me on the other end.
If you are standing where I was, unsure what will suit you and worn out from trying, please just ask me. That is genuinely my favourite part of this job.
Cher
Founder, Alluring Minerals
Read my full storyWhere we are now
The short version
Since 2014
making mineral makeup for skin that reacts
240+
verified reviews from real customers
Australian
owned and founder led
Talc free
and free from bismuth oxychloride and fillers
What we stand for
Four things we will not compromise on
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Clean, and specific about it
No talc. No bismuth oxychloride, which is behind a great deal of the itching women blame on mineral makeup in general. No fillers bulking a formula out to make it cheaper to produce. Every ingredient list is published in full on the product page, so you can read every word before you decide.
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Formulated for the skin that gets left out
Rosacea, eczema, acne prone, reactive, or simply skin that has changed and no longer tolerates what it used to. That is who I formulate for, and it is why so many of our customers arrive having already tried everything else.
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Gentle still has to perform
Buildable from sheer to full, breathable rather than sealed over, and made to hold through heat, humidity and a day that does not end when you would like it to. Kind to your skin is the starting point, not the excuse.
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Kind the whole way through
Cruelty free, always, and vegan wherever the formula allows it. Recyclable packaging, and refills that cost twenty dollars less than a new jar because you already own the jar. Small things, but they add up over the years.
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Come and talk to me
Whether you are choosing a shade or working out where to start, write to me at cher@alluringminerals.com.au. I read and answer these myself, and I would far rather help you get it right the first time than have you guessing.
Where to start
The ones I would begin with
If you are new here, these three are the best introduction to how the range feels.
- Choosing a selection results in a full page refresh.