IDUN Minerals

IDUN Minerals is a Swedish clean-beauty company founded in Stockholm in 2011, on International Women's Day [1]. It makes makeup, skincare and haircare built around highly purified minerals, and positions its products as well-tolerated by sensitive skin. The brand takes its name from Idun, the Norse goddess associated with beauty and eternal youth; an apple, the goddess's emblem, appears on its packaging and compacts.

The company remains active. Its products have continued to feature in Nordic beauty press through 2025 and 2026, and it operates a full e-commerce site alongside a stated presence in around 25 countries, with the Nordic region as its largest market [7].

IDUN Minerals was started by the siblings Göran and Per Agardh [7]. According to a Trade Partners Sweden interview, the brand launched in Swedish pharmacies shortly after the deregulation of the country's pharmacy monopoly — a moment the company describes as an opening to introduce beauty products based on highly purified minerals [7]. It began with a range of roughly 30 to 40 makeup products and later expanded into skincare and haircare [7].

Caroline Thunstedt serves as chief executive. The brand's products are developed in cooperation with Swedish researchers and dermatologists, and are formulated for a range of skin types, including sensitive skin.

IDUN Minerals presents itself as a clean-beauty brand, a term it defines as developing high-performance products that "respect the environment, animals, and care for your skin," along with transparency and responsibility. The company favours short ingredient lists and what it calls well-documented, science-backed ingredients combined with ultra-purified minerals.

Central to its pitch is the purification of its minerals. The company says these are cleaned of impurities such as nickel and chromium that can otherwise trigger allergic reactions, and states that all ingredients must meet the criteria of Asthma Allergy Nordic. Its makeup and skincare are made without added fragrance or essential oils, and the brand says it avoids microplastics and PFAS on environmental grounds. Its tagline is "Simply Pure & Clean."

The brand's range spans face, eye and lip makeup, skincare and haircare. Recurring products include its Mineral Powder Foundation, the Mascara Vatn Volume 38°C, a Moisturizing Mineral Skin Tint with SPF30, and the Ready Set Fix setting spray. Its Refreshing Dry Shampoo was, according to the company, the first dry shampoo on the market to carry the Nordic Swan Ecolabel [2].

Frequently cited ingredients include hyaluronic acid, niacinamide, squalane, glycerin and vitamin E, alongside cosmetic minerals such as mica, zinc oxide and titanium dioxide.

IDUN Minerals frames its environmental work as an ongoing "sustainability journey" rather than a finished claim, organised around people, products and planet. The company says 99% of its products are vegan and that it aims for a fully vegan assortment, with one waterproof mascara formula identified as the remaining non-vegan product under reformulation [3]. It states that 100% of its formulations are produced in Europe, and has set goals including a circular business model by 2030.

Its vegan products carry the I'M VEGAN logo and are approved by the Swedish animal-welfare organisation Djurens Rätt. The brand also reports approval by PETA under its Beauty Without Bunnies programme, and references the Forest Stewardship Council for packaging sourced from responsibly managed forests.

IDUN Minerals products have appeared in Nordic editorial press. The brand's press page lists features in ELLE — including Best Mascara 2026 for the Mascara Vatn Volume 38°C and Best Tinted Sunscreen 2026 for the Moisturizing Mineral Skin Tint SPF30 — and in Vogue Scandinavia [6]. The company's About page additionally states that its products have won Swedish Beauty Awards and Scandinavian Global Makeup Awards [1]; these claims are not accompanied by years, categories or external citation on the brand's own press materials [6].

IDUN Minerals is described as an independent, sibling-founded private company, and no information on a public listing or parent group appears in the trade interview that documents its founders [7]. A separately named entity, "Idun Industrier AB," was listed on Nasdaq First North in 2020 [10]; this is an unrelated industrial holding group and not the cosmetics brand, a name collision rather than a corporate link.

The brand is active. Its most recent documented activity includes 2025 and 2026 editorial features in the Nordic beauty press, and it maintains a current online store and a stated multi-market presence centred on the Nordics [7].