Whole Foods to launch mineral based cosmetics line

MediaPost reports that organic food chain, Whole Foods will be selling cosmetics from this week. The company lowered sales outlook for the year. although net income had quadrupled for the quarter, sales growth was lower than originally expected. The company is however, upbeat on bringing in bringing in specialty products such as cosmetics.

Its first, a mineral-based cosmetics line, bows later this week in the higher-margin Whole Body section. Whole Foods isn't just testing the waters with foundation, as many beauty companies have done recently. It is launching a complete color line, with 102 SKUs.

The brand, called Mineral Fusion, will consist of concealers, loose and pressed powders, eye shadows, cheek colors, lipstick, and face bronzers. No mere supermarket brand, it will also be priced at a premium, retailing for $15 to $37.

Mineral Fusion was co-created with Glominerals manufacturer Caleel & Hayden, and is now slated for exclusive sale at Whole Foods until March. Because it does not bear the Whole Foods name, Mineral Fusion may also be distributed to other retailers, including the Sephora cosmetics chain, according to Women's Wear Daily.