INTRODUCING THE ENGLISH MINERAL MAKEUP COMPANY, FROM HERTFORDSHIRE
Carla Valois Lobo
The English Mineral Makeup Company, launched this week, was founded by mother-and-daughter Jeanette and Grace Burrows. The brand’s powders are suitable for vegans and formulated with mineral ingredients, and they do not contain Bismuth oxychloride (BiOCI), talc, synthetic fragrances, parabens, or mineral oils. “We took 18 months from conception to perfect the initial capsule range”, Grace tells us exclusively, revealing that they already “have new products in the pipeline”.
Jeanette and Grace are based in Bishop’s Storford, Hertfordshire, and decided to create the EMMC as they wanted high quality makeup that was “good enough to be traceless on older skin”, and “enjoyable to use” as well. “We have no external investment, we are a family company”, says Grace, who studied at the London School of Economics. “Our makeup is completely manufactured in the UK”, she adds, also mentioning that her mother runs a hair salon and spa in their hometown.
The EMMC’s first collection is composed of five products, although its shades offer is much larger: the Mineral Foundation is available in 30 undertones, whereas the Mineral Blush comes in eight highly pigmented colours and the Mineral Warmth in four. There’s also the multi-tasking Fairy Godmother, which is translucent and works as a primer or as a finishing powder, and the brand’s Kabuki brush. The packaging is lovely, quite minimalistic, yet very girly.
Here at Morning Beauty we happily tested the Mineral Powder, the Mineral Warmth in Real Bronze, the Fairy Godmother, and the Kabuki brush. The Mineral Powder (£37) has a medium-full coverage according to how many layers you apply, and it doesn’t dry or wrinkle the complexion, despite a matte finish. The Mineral Warmth in Real Bronze is stunning, and it gives a shimmer, healthier look to the skin as it has golden pigments. The Fairy Godmother (£55) is great used as a finishing powder, and it’s formulated with jojoba and rosehip oils and green tea rooibos. The EMMC’s Kabuki brush (£15), which is made with really soft bristles, is very handy and it can be used with all the products mentioned above.
The EMMC’s products can be purchased online via the brand’s website, which delivers in the whole United Kingdom and in over 20 European countries as well, such as Austria, Belgium, France, Spain and Portugal.