BareMinerals, the indie brand acquired by Shiseido in 2010, is hitting refresh with a clean marketing focus and a few new recognizable faces. “The Power of Good” campaign, launched this summer with actress Letitia Wright (Black Panther), reminds us of the brand’s clean-mineral heritage: Full of What’s Good / Free of What’s Fake. Now the brand is introducing two new faces, Hailey Baldwin and Rosie Huntington-Whiteley, as well as its first official makeup artist, Nikki DeRoest.
Baldwin and Huntington-Whiteley will promote the Full Of/Free Of initiative on social media, particularly on YouTube, where they have shot individual makeup tutorials. Full Of/Free Of states that BareMinerals continues to be free of harsh chemicals and unnecessary additives including Chemical Sunscreens, Coal Tar, Formaldehyde, Mineral Oil, Microbeads, Parabens, Phthalates, Propylene Glycol, Triclosan and Triclocarban.
“Hailey and Rosie demonstrate that our passion for the power of our products and the power of our message is shared by some of the world’s most influential women,” said Jill Scalamandre, President, bareMinerals. “We chose Letitia earlier in the year because of her personal and impactful message about the world of clean beauty. When looking at what unites our ambassadors, it was clear that they all live their lives with humanity, meaning, and strive to positively affect the people they touch. We are excited to watch these partnerships grow.”