Makeup · United States
The Good Mineral
Founded by Ego & Natasha Iwegbu
The Good Mineral is a clean mineral-makeup brand founded and formulated by Black sisters Ego and Natasha Iwegbu, who have acne-prone, sensitive skin. The two sisters are from South Africa, with Natasha a chartered engineer and cosmetic chemist and Ego a salon entrepreneur and CEO. The origin story is remarkable: taking a grassroots approach, the sisters stopped women on the street to serve as skin-tone models over the years, producing a lineup of mineral foundations, blushes, contours, highlighters and bronzers free of fillers, parabens, preservatives, fragrances, essential oils and synthetic dyes. For deep skin this matters: the formulas exclude bismuth oxychloride (a common ashiness culprit) and were built from scratch for every tone, created on actual skin rather than on paper or using Pantone colors. The hero Loves-You-Back 3in1 acts as concealer, foundation and powder and has won Oprah and SELF awards. Caveat: it's a small DTC indie whose mineral shades are adaptable rather than a vast fixed deep-shade lineup, so a selfie shade-match is recommended.
Who it matches
- Depth range
- Light, Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- Sensitive
- Price
- Mid-range
- Finish
- Natural, Matte
- Coverage
- Medium, Full
Hero products
- Loves-You-Back 3in1 Powder Foundation
- Soft Complexion Pressed Powder Foundation
- Blush Boost Mineral Powder
- Mineral Gold Highlighter
What it targets
- fragrance-free
- paraben-free
- clean
- mineral
Not sure this is your shade?
Tap your tone and let Shade-True match you across 178 deep-skin houses. No selfie, no scanner.
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