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Beauty Industry

Maybelline to Enter Minerals Market

Maybelline New York introduced a complete collection of mineral makeup.

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By: Jamie Matusow

Editor-in-Chief

Maybelline New York introduced a complete collection of mineral makeup called  Mineral Power. The line features an entire beauty regimen from start to finish:  liquid foundation, powder foundation with signature kabuki brush, liquid concealer, powder blush and finishing veil loose and pressed powder. 

“As the number one cosmetics brand at mass, Maybelline New York is entering the mineral makeup market with a system our product development team went to great lengths to perfect,” says Cheryl Vitali, senior vice president, Maybelline New York.  “We are thrilled to bring our consumers a complete line of mineral products at an affordable price point and look to take a leadership position in this category.  We are providing our consumers with the products and education to give them a flawless, naturally luminous look.”

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