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Inthusiasm Natural Mineral Make-Up

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History and Product Descriptions/ Ingredients Listing 2007

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The magic of mineral make-up

By Nicola Popplewell

Four thousands of years, women have used ingredients
sourced from the earth to highlight their features and
hide their flaws. Nicola Popplewell talks to Lynne
Lauf of Inthusiasm to find out more about
mineral make-up

FROM the ancient Egyptians to the modern day makeup
fundi, minerals and gemstones have been used in
the formulation of colour cosmetics to cover flaws and
emphasise certain facial features. Recently, there has been an
increase in claims regarding ‘mineral make-up’ from all the
big colour cosmetics houses. Lynne Lauf, of Inthusiasm, has
been selling her products for years and is perfectly positioned
to comment on this growing trend.

‘Like most women in the cosmetics industry, I got into
make-up because I used it. I would put my face on first
thing in the morning but by 10 am, most of it was gone,’
says Lauf. ‘Make-up can’t disappear and my curiosity meant
that I wanted to know where exactly it went to. After much
research, I realised that, like anything we put on our skin, it
was being absorbed. So the idea for make-up that didn’t just
cover and colour, but also introduced health benefits was
born.’

Four thousands of years, women have used ingredients
sourced from the earth to highlight their features and
hide their flaws. Nicola Popplewell talks to Lynne Lauf
of Inthusiasm to find out more about mineral make-up
Lauf bought her company in 1999. It had been available
in SA since 1992 under the name Indian Earth, later Aztec
Earth. ‘I changed the name to Inthusiasm because it means
“knowing God” and so many of my customers are from
Afrikaans Christian backgrounds. They could relate to
the product as something that fits in with their belief
system.’

Originally the brand consisted of a powder, blush and lip
balm and as the brand’s popularity increased, so did the range.
Now, the range includes everything from foundations to eye
shadows and Lauf has even found customers demanding a
skin care range.
‘Once women use the product, they use it for life. They
have seen first-hand just how effective mineral make-up
can be and love the fact that they aren’t putting anything
“unnatural” onto their skin. I only source the purest
ingredients from all over the world. I have cosmetic scientists
that broke down the original formula, improved it, and
are continuously researching the different minerals. I even
have a geologist who is currently doing his doctorate on this
consulting for me.’
Lauf accredits the trend to a ‘moving back’ to previous
times. In the past, make-up was made from ingredients
found in the earth, such as mica. This rock is crushed to
a find powder that results in a white, shimmery substance
– perfect for an eye shadow. ‘After my research, some of the
ingredients found in make-up can be harmful. Crushed shells
are sometimes used and if a consumer is allergic to shellfish,
this can have an effect on the skin,’ says Lauf. ‘Minerals are
also absorbed into the skin so the likelihood of them clogging
pores is extremely low.’
Aside for this, Lauf points out the many other benefits
of mineral make-up. ‘Minerals also contain a natural sun
protection, for example, titanium dioxide, which is frequently
used in sunscreens. Mineral make-up is not just make-up; it’s
caring for the skin. Minerals have been proved to protect the
skin, to feed it and rejuvenate it.’
For a preservative, Lauf uses suprapin which she sources
from a company in Australia, although the head office is in
Germany. ‘Like I said, I use ingredients found all over the
world, not just in Africa,’ says Lauf. Although her ingredients
may come from afar, the products themselves are relatively
low cost. ‘Depending on what product you buy, they go from
about R95, up to a maximum of just under R200, which is
much more cost-effective that some of the more luxury brand
names.’
Although the make-up can be purchased in traditional
packaging, Lauf has found that many of her customers prefer
the ceramic pots which give the range a more ‘earthy’ feel.
The products are sold mostly through direct selling, using
women from different parts of the country. ‘I have about
20 agents who sell for me, although my products can also
be found in a handful of health stores. It’s my ambition to
double both the amount of agents and the stores my products
are available in. I first started selling at the Bryanston Organic
& Natural Market who have stringent requirements about
what their stallholders sell. After a few women had tried my
products, they came up to me and asked if they could sell for
me. Some have given up jobs to sell for me full time.’
‘My biggest challenge is to convince women to change
from wearing conventional make-up to mineral make-up. It
doesn’t change they way they apply make-up – their routines
still remain the same. It’s just changing what they apply. With
so many misleading adverts, the cosmetic industry needs to
encourage consumers to read the labels and make informed
decisions about what they want to put on their skin. It’s a
huge trend in Europe and I believe SA will get there.’
Lauf has already seen an increase in demand from South
African consumers, most notably the men. ‘It may seem
rather strange but they are the ones who convince their wives
to buy the products. They understand the logic behind using
mineral make-up and since women are usually so brandconscious,
they often need a little coaxing to step away from
their traditional brands. The men are also the ones buying the
products – for their daughters. They want to get them started
on good skin care brands from an early age and teenagers
don’t realise how what they put on their skin now can affect
them later on in life.’
Aside for her local customers, Lauf also exports to countries
like Australia, England, the US and New Zealand. ‘My
overseas customers come to the Bryanston Market as a tourist
spot and after trying my products, want to keep using them
so I ship them over. They can order either through the
website or over the telephone.’
Lauf is clearly passionate about using mineral in her makeup
and her ability to compete with international brands is
evident of the brand’s quality. She states that her make-up
enhances ones’ natural beauty without the appearance of
wearing make-up and after all, isn’t that what every woman
wants?
www.inthusiasm.co.za

Make-Up so pure you can eat it

Make-Up so pure you can sleep with it

For all skin types and colours

Inthusiasm is South Africa's Natural Mineral Make-Up and is the most natural make-up next to your skin

The Inthusiasm range of make-up enhances your features while nourishing and protecting the skin

It contains natural extracted minerals and will not clog pores - it forms a filter that allows the skin to breath naturally

Inthusiasm is not just a make-up - it is a skin care

Features of Inthusiasm Make Up include:

• Allows your skin to breathe
• Cannot clog your pores
• Natural weightless coverage
• Minerals give natural sun block
• Minerals provide all day coverage
• Does not fade, crease or smear
• Virtually no allergic risk
• Calms and soothes your skin

Inthusiasm make-up is a petrochemical free mineral based make-up line made in South Africa

“ Our products are formulated in our own laboratory by an experienced Cosmetic Chemist and British Herbalist /Aromatherapist (ITEC qualified), registered with the *CTFA of South Africa (Cosmetic Toiletries and Fragrance Association, The Allied Health Professions Council of South Africa, and Member of the International Guild of Professional Practitioners (UK). Beauty without Cruelty International White List approved member.

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