Every day Ruthie Molloy sets a Google alert to keep abreast of the marketplace when it comes to makeup.
Mineral makeup, that is. Specifically, liquid mineral makeup.
Molloy, 51, would love to keep her share of the popular market because, eight years ago, she created the only full line of liquid mineral makeup in the world.
She calls it Illuminare; her company is based in El Dorado Hills.
Illuminare does what powdered mineral makeups haven't quite hit on: It contains titanium dioxide and zinc oxide, which not only protect against the sun's UVB rays but also UVA rays, which cause the most significant skin damage.
We sat down with Molloy to catch up on plans for her homegrown company.
The cosmetics market never stalls, so how have you been able to hold the liquid makeup lead?
There's a ton of mineral makeup out there, but Illuminare is like Seabiscuit (the racehorse). We're still ahead of the pack. We've got a good base in California – even nationwide.
What are the signature products in the line?
The foundation of the company is, indeed, the liquid foundations. They have SPF 21 and come in three finishes. It's concentrated, so one drop goes a long way. It saves on the added steps of a moisturizer and a sunscreen. And there are blushes, eye color creams, lip colors and glosses.
What's next?
I'm working on a black cream mineral eyeliner that will be waterproof and smearpoof.
• For more information on the line and a store locator: www.illuminarecosmetics. com.
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