Beauty, Pür and simple

Are you wearing Pür Minerals makeup right now?” I asked Lynnette Cole, former Miss America and currently vice president of global relations and international spokesperson for Pür (pronounced “pure”) Minerals.

“Yes, I am,” she said cheerfully as we sat down for a one-on-one interview at Rustan’s. I could not take my eyes off her radiant face, so I decided to follow up on my first question — “How long have you had your makeup on?” — thinking that she must have just done her makeup for the 2 p.m. interview. “Oh, I’ve had it since this morning, right after I arrived from Florida,” she told me.

Surely she must have retouched because there was no way she could look freshly made up after only three hours of sleep, lunch and possibly jetlag. So I pressed her some more: “Did you retouch your makeup at all since this morning?” Without batting her thick, long and lustrous lashes, she replied, “No, I just dabbed a dry sponge to my face to remove the oil and reapplied some lipstick.” Studying her face I told her, “You look absolutely gorgeous and your makeup looks so natural!”

And so my introduction to Pür Minerals began.

Mineral makeup has been around for the past 30 years, but has created a buzz only in the last five years. Touted as the “best makeup” for any type of skin at any age, it’s supposed to diminish the appearance of wrinkles and other unwanted lines on the face, avoid the “caking” effect of heavier foundations and give a woman a more youthful, radiant glow. I have personally tried several brands of mineral foundation and can tell you that although they seemed easier to apply and felt lighter on the skin, they didn’t deliver on all their other promises.

Pür-fect: The wide array of eyeshadow colors, mascaras, eyeliners and eye pencils for women who like to play up their eyes.

Lynnette Cole came to Manila to dispel all misinformation and apprehensions any woman might have about mineral makeup. A strong health proponent who champions causes such as breast and ovarian cancer awareness, supports the American Heart Association and is a youth advocate, she talked about Pür Minerals and all its benefits as all-natural, hypoallergenic, fragrance-free, and packed with essential oils for today’s women.

PHILIPPINE STAR: Honestly, I have never heard of Pür Minerals before. Where is the brand from?

LYNNETTE COLE: Pür Minerals is a 10-year-old makeup brand that originates from the state of Georgia; all research, development and manufacturing are done in the laboratories in Georgia so I can proudly say it is a made-in-the-USA line of makeup and skincare products. The company headquarters is also located there.

I read that you had a successful modeling and TV hosting career after your reign as Miss America, even appearing in several films. How did you get involved with Pür Minerals?

I actually started out as a customer; I believed in the products so much I told the owners, whom I didn’t really know, to give me a job. I grew up around makeup being a model, doing New York Fashion Week and all that; I used makeup that wasn’t really healthy for my skin. I was blown away by Pür Minerals because their makeup worked phenomenally on photos, the runway, even TV. The makeup artists were amazed at how the makeup looked so natural and transferred onto the screen so well; most other mineral makeup do not look as good on TV.

I read a lot of testimonials about acne problems disappearing with the use of Pür Minerals. What do you have to say about that?

I can relate to them because I had acne-prone skin as well and used to break out with other makeup brands, but after using Pür Minerals, my acne episodes all but disappeared.

How was Pür Minerals introduced to the market?

We first introduced Pür Minerals to the consumers in the US via TV shopping; then we went into domestic retail with Ulta, the retail makeup stores. Today, we also sell our products over the Internet and I must say our sales in the US are almost evenly distributed among the three mediums.

Where else in the world is Pür Minerals available outside the US?

Must-have: The Start Now 4-in-1 starter kit is a steal at P1,950, available at Rustan’s.

You can buy Pür Minerals in Canada, Germany, London and now here in the Philippines at all Rustan’s Department Stores.

So this is your first foray into the Asian market. Why the Philippines?

The people of Rustan’s approached us and we’d heard of Rustan’s impeccable reputation and track record, so we knew the Philippines through Rustan’s would make a great first stop in Asia.

There has been a deluge of mineral makeup on the market lately, each one positioning itself as the best. What sets Pür Minerals apart from all the other brands?

First of all, we don’t want irritants on the skin, so Pür Minerals is 100-percent pure and natural mineral makeup; none of our products contain talc, fillers, chemical dyes, petroleum-based oils and fragrance, which have been found to be the main cause of skin irritation for every type of skin. Our products are particularly beneficial to mature women because they are full of vitamins, especially vitamin E, essential oils, shea butter and other natural ingredients that promote healthy, radiant and youthful skin. Because of our products’ formulation, our makeup stays longer on the skin without excessive or repeated application.

Certain makeup products are only good for certain types of skin. Is that true of Pür Minerals?

Certainly not. Pür Minerals is great for all types of skin; its micronized formulation prevents the face from looking pasty, instead giving the skin a translucent effect. It is ideal for oily skin because it has no oils that can clog the pores and make the skin look shiny. It is wonderful for dry skin, too, because it contains no talc, so makeup doesn’t settle in the fine lines and wrinkles, making the skin look dry and old. It is also great for sensitive skin because it has none of the irritants commonly found in other makeup brands and perfect for sun-sensitive skin because the foundations utilize titanium dioxide, a mineral that provides SPF 15.

What about age and skin color?

I personally find it difficult to buy the perfect foundation since I am already 45 and I enjoy staying under the sun, so my skin is darker than usual.

Are your makeup products suitable for me?

Absolutely! Our makeup products are suitable for women of all ages and skin colors, although we find we are able to cover more women of darker skin tones. If you’re young, our makeup provides a sheer, beautiful and youth-enhancing coverage. If you’re older the mica, a natural light reflector found in our products, gives the skin a youthful, healthy glow. We have 10 shades of pressed foundation, a variety of blushes, eye shadows and lipstick colors. In the US, our market ranges from the porcelain to the golden-medium skin tones but in other countries, we sell more to darker-skinned women aged 35 and above.

Most makeup products have a limited shelf life. What about Pür Minerals?

Except for our 4-in-1 Pressed Mineral Makeup, which has SPF, all of our makeup products have no shelf life; they can be used for as long as they last.

Aside from a complete range of makeup, what other products does Pür Mineral carry?

Our skincare products are just as exciting and extensive as our makeup line. We have, for example, Mineral Melt and Mineral Quick Clean makeup cleansers that nourish the skin and condition the lashes as well. A product I carry with me everywhere is the Fulvic Mineral Mist because it’s lovely for hydrating and soothing the face, body and hair. Of course, we’ve got the Mineral Moisture Complex, a powerhouse anti-aging moisturizer that helps increase collagen production and synthesis in the underlying layer of our skin and many, many more.

Which among the Pür Mineral products is your favorite?

Oh, that’s very difficult! Can I pick three? An absolute must-have for me is the foundation primer because it conditions and nourishes my skin substantially and conceals my facial imperfections. Next would be what I call “the 60 seconds to beauty” 4-in-1 Pressed Mineral Powder, which happens to be our best-selling product as well, because it works as a foundation, concealer, finishing powder and sun protector. It only takes 60 seconds to dip, draw and dust the pressed powder for a flawless look. Last but not least, I swear by the Mudd Masque, which I lovingly call “the DUDE” (deep cleanses, unclogs, detoxifies, and exfoliates).

You’re married and you travel a lot. How do you balance a busy work schedule with being a wife?

My husband is fascinated with my job and he knows that it brings me such pleasure, so he’s fine with it. And when I have a baby, little bambino will have to come with me to work.

You say that Pür Minerals uses only the most natural and best ingredients. Does that drive up your cost? How competitive is your price range?

No, not at all. Our prices are incredibly affordable. See for yourself.

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I did just that and found out that the starter kit with 4-in-1 Mineral Pressed Powder, Bronzer, Mineral Marble Powder and brush made from a mixture of pony, sable and goat hair retails for P1,950.  The solo Pressed Mineral Powder, Bronzers and Blush cost about P1,250, while the eye shadows are priced at P745. The lipsticks and glosses go for P845 and the five-piece brush set can be had for P2,250. The skincare line ranges from P895 for an 8-oz. Mineral Wash to P1,950 for the 2-oz. Mineral Moisture Complex.

If you think it can’t get better than that, Pür Minerals is the only makeup brand with an iPhone application called iPur Beauty. How cool is that?

My Personal ‘No Retouch’ Test

I went to see Lynnette Cole two days later and made it a point to use my starter kit; I wanted to see for myself whether Pür Minerals would hold up to the “no retouching” challenge, as Cole had claimed. I didn’t apply a primer to even out my skin color and hide my sunspots but the 4-in-1 Pressed Mineral Powder did the trick; the powder quickly adhered to my skin and I had complete coverage with very little application in a matter of seconds. I went on to put some bronzer and wow! It gave me a shimmer that wasn’t shiny, a glow that was natural.

I put on the rest of my makeup and by 10:30 a.m., I was Pür Mineral-ed. I went about my tasks and avoided all mirrors until about 12:30 p.m. I then went to check my makeup and lo and behold, I really didn’t need any retouching, just a bit of dabbing with a sponge to remove some oil from my skin! I watched my daughter’s school performance, had lunch and headed back to Rustan’s at 3 p.m. Just before going to the event, I inspected my makeup again. Except for some oil on my face, I still looked fresh and radiant, still in no need of a retouch.

I then headed for the venue, where Cole was prepping for a beauty forum. I rushed to her and told her, “Lynnette, I’m wearing Pür Minerals and I didn’t have to retouch at all!”

Flashing her Miss America smile, she said, “I told you so!” And off she went to mesmerize the roomful of expectant women, Pür Minerals and all.

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Pür Minerals is available at all Rustan’s Department Stores.