Bare Minerals was everywhere in the early 2000s. They were the first mineral makeup company to introduce mineral makeup to people in the 90s. Bare Minerals ads would play on the radio, advertising their subscription-based service and offering deals to try products. Now, it seems like they’ve faded away, but have they?
I participate in affiliate programs, including Amazon Affiliates, and may earn a small commission if you purchase items through the sites links.
The Rise Of Bare Minerals
The brand was founded by Leslie Blodgett in 1995. It revolutionized the beauty industry with mineral makeup, paving the way for mineral-based makeup brands today. The advertising was simple: the makeup was clean, natural, and skin-loving. It helped accentuate your natural beauty. Bare Minerals quickly became a QVC success story and developed a cult following.
The Golden Years
The loyal fan base led to the brand being featured in stores like Sephora and Ulta. Celebrity endorsements followed as Bare Minerals continued to expand its line of products. Foundations offered an inclusive shade range; you could find so much more than mineral-based foundation and lip gloss. The brand continues to grow and expand.
The Acquisition
In 2010, Shisiedo acquired Bare Escentuals, the parent company of Bare Minerals. However, the brand struggled to maintain its identity under the new corporate ownership. There were shifts in leadership and marketing strategy. However, the mineral makeup trend was still going strong.
Market Challenges
Soon, other companies offering mineral makeup began to pop up. Catchy Indie brands offered fierce competition and competitive prices. Rival brands like Fenty and Glossier began to pop up. The brand appeared to struggle with the innovation necessary to keep up with modern brands, and then the mineral makeup trend began to slowly lose steam. Instead of it being a trend, makeup that was good for you became the norm.
Changes And Downsizing
The competition led to Shiseido closing almost half of the Bare Minerals stores nationwide. The parent company shuttered 100 of the 209 Bare Minerals stores, citing competition as the reason. The massive downsizing further hurt sales, though.
Then, in 2021, Shiseido sold the brand and parent company to Advent International, a private equity firm. Advent International purchased other beauty brands and began a portfolio of key brands under the collective Orveon Global. This sale led to more layoffs, every store closed, and massive restructuring.
The brand was no longer as readily available. The new parent company focused on e-commerce and selling online or with select retailers. This move ultimately saved them money and possibly helped save the brand. However, it also led to many not knowing the brand existed for years. Today, you can still shop Bare Minerals on the website or find products in Sephora and Ulta.
Current Revenue
Bare Minerals may be past its golden years, but the brand is still going strong. Private companies like Bare Escentuals aren’t required to release revenue statements to the public, but some sources estimate the brand brings in about $75 million a year with sales mostly from it’s website.
Where Is It Today?
Bare Minerals isn’t the cultural phenomenon that it was once, but it still has a loyal fan base. Marketing strategies promote the cleaner formulas and sustainability. Many Bare Minerals products exclude thousands of ingredients and are gluten and allergy-free. You can still find products on the website, as well as in Sephora and Ulta.
The Bare Minerals Legacy
Bare Minerals pioneered the clean beauty movement and mineral makeup. It influenced how brands today market themselves as clean or good for your skin. The brand was ahead of its time with makeup that looked more natural than other brands at the time. It continues to be a trusted name in complexion products, and makeup products consistently receive rave reviews.
What Happened To Bare Minerals?
Bare Minerals went from a groundbreaking disruptor to a quiet player. It doesn’t dominate headlines the way it used to, but it continues to hold a place in the beauty industry, on our vanities, and in our hearts. The brand’s evolution mirrors the fast-changing pace of beauty trends.
We watched it go from barely there, to suddenly the hottest products, to having hundreds of stores, to being an e-commerce platform that still produces revenue. The brand continues to evolve with consumer demand and marketing strategies to stay a player in the game. Through all of this, they’ve continued to offer beauty free from many harsh chemicals and allergens, and it’s offered in inclusive shades. The mineral veil powder remains a staple. Check out the rest of the site to learn more about beauty brands.
Related Articles