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BareMinerals Will No Longer Retouch or Filter Campaign Images

Bareminerals has always been about embracing natural beauty—and the latest brand initiative really drives that message home. Today, the makeup and skincare company announced that it will no longer retouch or filter any campaign images or videos across all platforms.

“With innovation and proven performance at the heart of our brand, we are committed to ensuring our complexion content accurately represents the efficacy of our products,” says Serena Giovi, Bareminerals Chief Marketing Officer. “Our community values and celebrates natural beauty, product performance and transparency, which made the decision to go filter-free an easy one."

To kick off its unretouched mission, Bareminerals just debuted a new campaign promoting the new BarePro 16-HR Skin-Perfecting Powder Foundation. The campaign also highlights all of its extensive base lines, including Complexion Rescue, Original, and, of course, BarePro.

If you need proof that the images and video are indeed au naturel, there will be a watermark on each asset signifying that it was unretouched.

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The brand is fully embracing the trend of the skincare-makeup hybrid with some new product launches, so ditching filters just makes sense. The new BarePro 16-HR Skin-Perfecting Powder Foundation has a wet-dry formula that prevents the product from caking throughout…

Best of bareMinerals: The 10 products we can’t live without

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We all have that one brand that’s our ride-or-die.

Maybe it’s Maybelline with their timeless mascara. Perhaps it’s Rare Beauty with the brand’s iconic eyeliner pen. Or maybe it’s an underground indie brand that has yet to be discovered by the world.

Whatever your go-to brand is, it’s developed a special place in your beauty-loving heart.

For me, that brand is bareMinerals. Specifically, their makeup that spans eyes, lips and face.

Below, we rounded up my all-time favorite bareMinerals products from blush, concealer and more.

This is literally the best tinted moisturizer on the market — at least, I think so.

It’s packed with 24 hours of hydration, sheer to light coverage and broad spectrum SPF 15. Apply as little or as much onto your face to enjoy blurred imperfections and an even skin tone.

Customer review: “If you want sheer coverage and that no-makeup makeup look, then tinted moisturizer is the way to go. It feels so light on your skin. Perfect for hot AZ weather, when you want…

BareMinerals Reclaims Clean Brand History With Hailey Baldwin as the Face

BareMinerals is strengthening its stake in the clean beauty movement with a little help from the stars.

The brand, which has struggled since its acquisition by Shiseido in 2010, is rebooting with a renewed focus on its 23-year history of being clean. This summer, the company launched a three-pronged campaign called “The Power of Good” with “Black Panther” actress Letitia Wright. Now it is adding two new faces to its roster: Hailey Baldwin and Rosie Huntington-Whiteley.

“Bare had been struggling for sure,” said Jill Scalamandre, president of Bare Escentuals. “We knew we had to reboot the brand — not reposition, but reboot. Clean is such a big movement right now. We’ve been clean for 23 years and we’ve never told anybody, so the reboot really started with reclaiming clean. You own it? Reclaim it.”

BareMinerals was down 5 percent last year, according to industry sources. Scalamandre said that though the brand has been challenging, she sees growth ahead in the next 18 months.

The “Power of Good” campaign is geared toward a “socially caring and conscious consumer,” said Scalamandre, and both Baldwin and Huntington-Whiteley embody clean lifestyles. As part of BareMinerals’ celebrity influencer base, the two will promote the…