brand awareness
This month we shine a spotlight on Youngblood Mineral Cosmetics, charting the true story behind the make-up brand’s flawless success…
Whilst working as a paramedical aesthetician in California, Pauline Youngblood was to experience a truly life changingmoment. Not only would her eventual discovery change the course of her professional career, it would ultimately help to transformthe lives ofmany women fromaround the world.
In themid-1990s, Pauline worked closely alongsidemany leading plastic surgeons and dermatologists. Although patients were satisfied with the results of their treatments, they were increasingly dissatisfied with the lack ofmake-up options available for post- surgery and traumatised skin. For Pauline there appeared to be a real need for a cosmetics range that would assist in reducing the appearance of facial bruising, irritation and post-treatment discolouration while also appealing to everyday women for everyday use.
Armed with the determination to turn this idea into reality, she set to work and embarked on thoroughly researching the market. It was during this period that Pauline first began to discover the power of natural minerals and themany benefits that these ingredients could offer when combined with cosmetics. "I began working with chemists to develop a suitable option – a product that would cover raw, inflamed or discoloured skin, while allowing it to breathe and heal,” explains Pauline. “This led tomy work with naturalmineral cosmetics.”
Developed with the help of leading doctors and clinically tested, Pauline would ensure
1996 - PaulineYoungblood foundsYoungblood Mineral Cosmetics.
First product is also launched – the Loose Mineral Foundation.
2002 - The brand’s in- salon presence soars with the introduction of the first all- inclusive tester display stand.
that the newmake-up offerings contained only the healthiest ingredients possible, acting as a skin treatment and an effective cosmetics range for teen tomature skin of all
ethnicities.The first product to be created was the LooseMineral Foundation which was designed to provide soothing, natural, breathable coverage for post-treatment skin. In 1996, patients and specialists convinced Pauline tomake the foundation commercially available and in that very same year,YoungbloodMineral Cosmetics was officially born.
themagic ofminerals
Having enjoyed initial success over in the States, it wasn’t long before theYoungblood word quickly began to
spread.Thanks to the company’s fresh, exciting and innovative approach, they were soon inundated with demand fromoverseas withmake-up artists and women all eager to access what the brand had to offer.
Now firmly established internationally in such countries as Ireland,Australia,Turkey, India andMexico,Youngblood’s global presence continues to grow. In 2007 Gary Baulch,Managing Director of DermaPure Ltd, launched the range onto UK shores. British industry professionals were immediately impressed withYoungblood’s collection ofmineralmake-up items and the host of advantages the products offered to not only themselves butmore importantly, their clients.
“Youngblood strive for passion and excellence, providing the healthiest, highest quality products, empowering women to always look and feel their best,” notes Gary.
“Youngblood’s short list of ingredients signifies the simplicity of the brand, distinguishing it fromother ‘mineral’ ranges,” he adds. “The range uses a blend of 100%pureminerals that not only sooth the skin, but also offer adjustable, non- comedogenic and non-acnegenic coverage with a perfectly flawless, sun protecting finish.”
Today the brand’s original flagship product, the LooseMineral Foundation, is now joined by a complete line of cosmetic products with a choice of shades and coverage for all skin tones.Water-resistant and transfer-proof, items include loose, pressed and liquid foundations, powders, concealers, bronzers, blushers, eyeshadows, palettes and lipglosses to name a few. Current best-sellers include the LooseMineral Foundation, Liquid Mineral Foundation,Mineral Primer, Pressed Mineral Eyeshadow Quads, Lipsticks and Mineral Radiance.
2007 - Company re-branding begins, including the launch of sleeker and more stylish logo. New luxurious and sophisticated packaging is also introduced with the addition of revolutionary spill-free and sifter-lid technologies.
2009 - Cheryl Cole is spotted using the brand’s cosmetics on The X Factor.
The brand’s Mineral Primer is launched becoming an instant best-seller.
70 GUILD NEWS
PaulineYoungblood
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