Zia Natural Face Powder, a mineral-based makeup that delivers oil-free coverage, is a new entry in the naturals arena, and an example of the growing popularity of mineral cosmetics. Zia has launched a line that is free of talc, mineral oil, and artificial colors, which is said to provide light coverage to even skin tones and minimize the appearance of fine lines and imperfections. According to the company, mineral pigments diffuse light to soften fine lines and surface imperfections; cornstarch and natural clay control surface oil and shine; and a refillable compact helps reduce waste. Natural is clearly a growing niche in the color cosmetics market.
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