This is a wonderful soft, finely milled loose-powder foundation that feels nearly weightless on skin, and it is indeed a mineral-based powder.
Housed in a screw-top sifter, application requires the standard “mineral makeup method” of shaking out some powder into the lid, swirling the brush in the contents, then applying to your face. That technique works well enough (though it’s messy), but unlike many loose mineral foundations, this one cannot provide full coverage without looking cakey. If you prefer sheer to light coverage and have normal to oily or combination skin, you’re in luck, but that assumes you don’t mind a soft shimmer finish. If you already have oily skin, you want to be cautious about adding extra shine. Of all the Extra Virgin foundations, this one has the most neutral shades that will suit the widest range of fair to tan skin tones.
As for the mineral makeup angle, please see More Info below to learn why it’s more marketing angle than a beauty breakthrough. Also refer to More Info for what is a confusing discrepancy regarding the claim that this foundation provides sun protection.
- Finely milled powder has a light-as-air texture.
- Wide range of neutral shades.
- Natural-looking sheer to light coverage.
- Screw-top sifter packaging is messy.
- Soft shimmer finish not ideal for combination/oily skin, the skin types this powder foundation is best for.
The “mineral” in the name of this product is merely a marketing ploy to lead consumers to believe that all things mineral are something special. Mineral makeup generally includes the same cosmetic ingredients that companies have been including in products for years. There is nothing more natural or preferred about makeup labeled mineral than other powders without that designation.
Sun Protection Issue
This foundation includes the sunscreen ingredient titanium dioxide, which is capable of providing adequate sun protection, and it’s marked as “sunscreen” on The Body Shop’s website, but NOT on the product itself. Because the titanium dioxide is not designated as “active” on the label, and because there is no accompanying SPF rating, you should absolutely not rely on this product for sun protection.
Titanium Dioxide, Kaolin, Illite; May Contain: Mica, Iron Oxides, Titanium Dioxide
This England-based company was one of the first to offer "natural" products in freestanding stores. Founder Anita Roddick opened her first shop in 1976, and the store's success spurred her husband to turn the business into a franchise opportunity, thus spawning the opening of several more stores across England and, by the end of the 1980s, the United States. As Roddick has commented, the timing of her stores and their merchandise occurred just as Europe was "going green." It is not unrealistic to speculate that were it not for the success of The Body Shop, companies such as Aveda, Origins, and numerous others may not have started on such sure footing. Most consumers are drawn to products with natural ingredients, even though those from The Body Shop, like many other companies claiming natural, use the same standard cosmetic ingredients seen throughout the industry. If anything, The Body Shop's worldwide expansion has caused them to rely less on natural ingredients and more on robust, effective, synthetic ingredients. Can you imagine the smell of millions of bottles of Banana Shampoo rotting in a warehouse?
A somewhat controversial business transaction occurred in 2006 when L'Oreal purchased The Body Shop. Fans of the brand and its stance on animal testing protested that this corporate marriage made for strange bedfellows given L'Oreal's dodgy history with animal testing. The acquisition had many consumer groups focused on ethical and organic business practices calling the sale a cop-out and accusing Roddick of selling out to "the enemy." Roddick commented that the sale had more to do with L'Oreal wanting to learn more about community trade, which could prove a financial windfall for the developing nations and tribes The Body Shop has conducted business with for years. (Sources: www.cosmeticsdesign.com/news/ng.asp?n=66584-l-oreal-the-body-shop-takeover-ethical; and http://news.bbc.co.uk/1/hi/business/4894854.stm). Regardless of motivation or ethical issues, what's certain is that L'Oreal's financial and developmental clout will allow the continued expansion of The Body Shop, although in terms of product improvements, you'll find more signs of that with the makeup than the skin-care products because that is L'Oreal's strength.
An attractive point of difference for this line is their ongoing commitment to environmental and social causes as well as fair trade and animal rights advocacy. For those efforts, the company (fueled by Roddick's personal passion for such issues) deserves high marks. If only the products were as sensible as the company's Mission Statement! It's not that there aren't good products to be found in The Body Shop's familiar green-trimmed stores, but far too many of them are ordinary formulations whose natural ingredients make little impact aside from looking good on the label. And many products contain irritating natural ingredients or fragrance components that place them a notch below the competition. This is not a company that has kept up with the latest research in what skin needs to look and feel its best. Instead, most of their products take a one-note approach to skin care, forcing customers to choose whether they want the benefits of vitamin C or E, seaweed, aloe, or a host of others—several of which have so-so benefit for skin, or less so in the amounts included in The Body Shop's products. Still, the line has remained affordable and is readily available, and so as long as you pay attention to the products that are worth your time and money, The Body Shop has some effective products in store for you.
Postscript: The Body Shop's founder, Anita Roddick, passed away in September 2007 at the age of 64. Although through the years we have had my issues with several of her company's products, it must be said that her business acumen and worldwide humanitarian efforts deserve accolades. She was a unique, passionate businesswoman, and we have no doubt her input will be sorely missed.
For more information about The Body Shop, owned by L'Oreal, call (800) 263-9746 or visit www.thebodyshop.com.
The Body Shop Makeup
Makeup isn't the main attraction at The Body Shop, at least if you survey the store and notice the small display compared to shelf after shelf of body lotions, butters, scrubs, and shower gels. Yet if you're drawn to the makeup display you will find it is nicely organized, with product labels and prices in plain view, plenty of testers and mirrors, and even a bit of counter space for your purse. It's an inviting setup, and the sales staff is low key and willing to let you play, which is always a plus. As it turns out, L'Oreal's acquisition of The Body Shop has paid off handsomely for the makeup, which received a much-needed spiffing-up in October 2006. Several products were reformulated, new products (mostly improvements) debuted, and the packaging improved both functionally and visually. Due to the extra attention paid to the makeup you will find some outstanding options for foundation, powder, liquid eyeliner, makeup brushes, and creamy lipsticks. The prices are reasonable too, but they're no bargain if you don't shop this line carefully. Still, L'Oreal has infused some panache into a makeup collection whose core products were becoming ho-hum, and the changes are welcome!