IDUN Minerals

Packaging

The brand follows the “reduce, reuse, recycle” approach in overhauling its packaging, aiming by 2025 for all new packaging to use reduced material or be recyclable, renewable, or recycled. As of early 2024, 80% of their packaging is already made in Europe to cut transport footprint. New designs prioritize mono-materials and post-consumer recycled (PCR) content for easier recyclability. For example, lip gloss tubes were redesigned in a single material (all-PE) and made 82% lighter, saving ~742 kg of plastic per year. Blush/Bronzer compacts switched from plastic to FSC-certified paper, avoiding an estimated 2.27 tons of non-recyclable plastic annually; the metal pans pop out for separate recycling. Even product tubes are innovative: the day cream tube is made in Sweden from bio-based “Green PE” (sugarcane-derived plastic).

All in all, Idun Minerals still relies heavily on plastics, but has made a concerted effort to make their packaging as recyclable as possible, all the while reducing size and weight to save on overall waste.

Ingredient Sustainability

The brand favors plant-based ingredients wherever possible, and has made 99% of its products vegan, with the remaining formula being reformulated to achieve 100% vegan status. Many of their in-house formulas utilize renewable, locally-sourced ingredients. For example, their moisturizer uses Swedish canola oil and oat kernel oil in place of tropical oils.

Idun actively avoids ingredients with known sustainability issues. No microplastics (e.g. plastic microbeads or non-biodegradable polymers) are used. They also pledge to use no PFAS chemicals (per- and polyfluorinated compounds) which are bio-persistent and often dubbed “forever chemicals.” Any palm oil–derived ingredients in their products are guaranteed to be RSPO-certified sustainable. The company claims to be mapping full ingredient traceability “from cradle to grave” and continually seeking lower-impact alternatives.

That said, some Idun products do include lab-made synthetics (e.g. safe synthetic waxes, polymers, or mild preservatives) in order to ensure product performance and stability. While these ingredients (like a petroleum-derived polymer in mascara or microcrystalline wax in lipstick) are not renewable, they are used judiciously and are generally not high environmental toxins.

Energy Use and Footprint

To reduce its overall carbon footprint, Idun Minerals has taken meaningful steps primarily in manufacturing and logistics. A major strategy is localizing production: by 2025 Idun aims to produce 100% of its products within Europe. In collaboration with sustainability consultants (U&We) and researchers, Idun conducted a carbon footprint analysis comparing new eco-friendly packaging to their old packaging. Results showed dramatic improvements: for example, the new paper-based blush/bronzer compacts made in Europe had roughly 75% lower CO₂ emissions than the previous plastic compacts manufactured in Asia.

However, outside of packaging initiatives, Idun has not yet published a comprehensive carbon or energy report. There is no public evidence of the company’s own energy usage breakdown, renewable energy adoption in operations, or targets for greenhouse gas reduction beyond the packaging and production locality changes. Idun also does not claim to be carbon neutral and has not indicated any carbon offset program at this time.

Waste Management

Idun is moving toward refillable solutions: notably, they introduced refill pans for their eyeshadow palettes so customers can replace only the used portion instead of buying an entirely new palette. Idun’s efforts have earned recognition such as the Nordic Swan Ecolabel on its dry shampoo, a certification that, among other criteria, ensures the product meets strict environmental standards from ingredients to packaging and disposal.

Business Model

Rather than treating sustainability as a marketing add-on, Idun openly frames its entire operation as a continuous sustainability journey of improvement. Idun also invests in collaborations and reporting that guide its business decisions: they produced their first sustainability report in 2024 to transparently disclose efforts and challenges, developed with external sustainability consultants. Idun’s product strategy also reflects sustainability: they focus on quality over quantity.Of course, Idun remains a for-profit company selling cosmetic products, so like any business it must balance sustainability with commercial growth. Its recent expansion into new markets and product categories must maintain careful curation to avoid contradicting its conscious positioning.

This stance has contributed to Idun’s reputation for suitability on sensitive skin. In fact, Idun’s loose mineral foundation is the only makeup product recommended by Asthma Allergy Nordic, indicating it passed rigorous scrutiny for allergenic ingredients. The brand also formulates without the usual “dirty” chemicals flagged by clean beauty advocates: no parabens, phthalates, sulfates (SLS/SLES) or formaldehyde-releasers are present in the products’ ingredient lists we reviewed. Instead, Idun uses safer alternatives, such as phenoxyethanol and organic acids (sodium benzoate, potassium sorbate) as preservatives in minimal effective concentrations.

The cleansers rely on mild, biodegradable surfactants (like polyglyceryl esters) rather than harsh sulfates, and incorporate skin-calming agents (glycerin, niacinamide, oat oil) to prevent stripping the skin. Even in makeup, their pigments are mineral-based and their mineral powders are ultra-purified to remove any trace heavy metals (like nickel) that could cause reactions. Additionally, the company’s alignment with initiatives like ChemSec’s no-PFAS Movement underscores that they avoid toxic persistent chemicals not yet banned by law.

By manufacturing in countries with stricter labor laws and oversight, Idun reduces the risk of labor abuses that can occur in low-cost manufacturing hubs. The goal is to have all products made in Europe by 2025, which the brand is well on its way to achieving. In its raw material sourcing, Idun also pays attention to labor ethics. Mica mining is notorious for child labor in certain regions, but Idun explicitly partners only with mica suppliers that do not employ child labor, helping to combat exploitation. The company has not released a formal Supplier Code of Conduct or audit reports, and specifics on how it verifies fair labor compliance at third-party manufacturers or plantations are limited.

Animal welfare is one of Idun Minerals’ strongest areas, as the brand is staunchly cruelty-free and predominantly vegan. Idun has verified cruelty-free status: it is certified by PETA.

One pillar of their community engagement is through strategic charity partnerships that align with their values. For example, Idun supports Hand in Hand, an organization focused on poverty alleviation via entrepreneurship. In 2024, Idun became an official sponsor of Hand in Hand’s “Bloom, Buzz & Business” project in Kenya, which empowers women farmers with training and micro-loans. On the social front in Sweden, Idun collaborates with Unizon, the national association of women’s shelters and youth centers. Idun contributes by educating its team on domestic violence issues, donating to support Unizon’s work, and using its platform to spread information about men’s violence against women.