Urban Minerals: Mineral Makeup with Purpose

In a given week, I wear foundation a minimum of five days, and with skin on the more sensitive side, I usually opt for mineral powders.  I first connected with Urban Minerals on Twitter, and being a mineral foundation fan, you can imagine how excited I was when I was asked about doing a review.  Not all mineral foundations are created equal and Urban Minerals combines a unique philosophy and fantastic ingredients to create a foundation that has quickly become top tier on my vanity.  

Picture from Urban Minerals

Sarah Devika Sumnauth, Urban Minerals' founder, is passionate about bringing green beauty to women of all colours, an ethos that's reflected in the company's extensive shade range.  With 30 shades, there are colours catering to both paler and deeper complexions and covering a variety of skin undertones.   Urban Minerals has detailed written descriptions of each shade, and I'm sure Sarah would be happy to help if you're struggling to choose.  The company also has a generous return policy with refunds/exchanges within 90 days to make sure you find your perfect colour.

I was sent samples of five shades, and I found my match in Missus Multicultural, a neutral shade with both cool and yellow undertones.  (Don't ask me how that works, but it does!)  The foundation blends effortlessly and offers a beautiful, buildable coverage.  One layer gives a light, soft-focus finish, while two or three layers creates a more medium-to-full coverage.  The foundation also works well for spot concealing, should you have any areas that need a little extra coverage.  

Having a difficult time showing foundation shades!  L to R: Universal Harmony, Missus Multicultural, Light Mode, Real Vitality, Unfurled Flowers

The foundation is denser and creamier than most powder foundations I've used.  You get the ease and convenience of a powder product, but once buffed in, it feels slightly creamy to the touch, similar to the feeling of cream-to-powder products.  If you're someone who worries about mineral foundations being drying or looking powdery, this would be a good one to take the plunge with.  The creamy texture also lends itself to great lasting power, and the foundation consistently makes it through my 10-hour work day without any problems!

With regards to ingredients, Urban Minerals also stands out from the crowd.  Everything is Canadian-sourced, and along with the standard minerals, the foundation contains a host of additives, each selected for their healing and therapeutic properties.  The formulation is packed with anti-inflammatory ingredients like nettle, aloe, chamomile, calendula, and marshmallow, and also contains balancing sea buckthorn, anti-bacterial white willow bark, and antioxidant rosemary.  I haven't noticed any drastic improvements in my skin while wearing the foundation, but neither has my skin reacted to the extra ingredients.  Together the additives give the foundation a subtle scent that's herbal and slightly sweet.  

Picture from Urban Minerals

The Bottom Line
A diverse shade range is where a lot of natural makeup companies fall short, so I'm excited to find a company like Urban Minerals who is making this a top priority.  The price point is higher than some, but the foundation is excellent quality, with great ingredients and buildable coverage, and is comparably priced to higher end lines like Bare Minerals.  I'd love to see the line expand from foundation into color products in the future too!  

Where to Buy:
$37 from Urban Minerals

Ingredients: Serecite, Zinc Oxide, Boron Nitride, Titanium Dioxide, Silica, Urtica Dioica (Nettle Root) extract, Hippophae Rhamnoides (Sea Buckthorn) extract, Salix Alba (White Willow Bark) extract, Organic Aloe Barbadensis (Aloe Vera) extract, Organic Althaea Officinalis (Marshmallow) Root Powder, Organic Matricaria recutita (Chamomile) extract, Organic Calendula Officinalis (Calendula) extract, Rosmarinus Officinalis (Rosemary) Leaf Extract (CO2)

Disclosure: Products provided for my honest review.  I was under no obligation to write a positive review in return for free product, nor was I compensated for this post.  All opinions are my own.


  1. This comment has been removed by the author.

    1. Oops! I deleted my comment.

      I think this may be what I've been looking for. I'm using Korres mineral foundation but have been looking for something Canadian with a positive philosophy. I"ll have to check them out.


    2. I haven't tried the Korres, but I think this would fit the bill! I love that even the ingredients are from Canadian sources :)