Pür Insight

Saturday, August 16, 2008 | Tips & How-Tos

Joli Baker, President of Pür Minerals

Q & A with Joli Baker, Pür Minerals President

Recently, I had a chance to sit down with Joli Baker, president of Pür Minerals, and hear firsthand how the premier mineral beauty line got its start.

Q: What was your vision for the Pür Minerals brand?

Joli: I recognized the need for makeup that was simple, effective and contained “good for your skin” ingredients. Pür Minerals began with our flagship product, the 4-in-1 Pressed Mineral Makeup. Pure and simple, it’s the epitome of the Pür Minerals philosophy.

Q: What are the benefits of mineral makeup? Why is it so popular in today’s market?

Joli: Mineral makeup looks natural on the skin. It provides great coverage and has a natural sun protection factor. The Pür Minerals 4-in-1 Pressed Mineral Makeup is a woman’s foundation, finishing powder and concealer with SPF 15 protection all in one compact. We refer to it as the “one-minute makeup miracle,” because it only takes 60 seconds to apply. And because of its unique pressed formulation, it’s not messy like traditional mineral cosmetics.

Minerals are so popular, because they look great and don’t have all of the artificial additives and chemicals that typically cause skin irritation. Consumers have become extremely ingredient savvy and want to do what’s best for their skin. Mineral makeup can do this.

Q: What do you think will be the next big thing in minerals and why?

Joli: Mineral-based treatment products are the natural next step. Pür Minerals was the first company to offer a complete line of mineral-based cosmetics and skin care. It looks like others are paying attention. The companies coming into the arena today are seeing that makeup is only one piece of the solution; it’s also about how a woman cares for her skin.

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