Our Sustainability Journey

ABOUT OUR

SUSTAINABILITY JOURNEY

We don't perceive ourselves as a sustainable brand. Instead, we see ourselves being on a continuous sustainability journey, with an unwavering commitment to constant improvement. While initial steps have been taken to adjust our assortment to reduce our climate impact, such as our packaging transformation, we always strive to pursue the latest knowledge and innovations to actively identify opportunities for further change. Join us as we navigate towards a more sustainable tomorrow.

our vision

Our vision is to be a beauty alternative that improves for people without harming animals and nature.

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SUSTAINBAILITY FOCUS AREAS

PEOPLE

Social responsibility is very important to IDUN Minerals, both for the potential impact our operations have on people around the world and for the impact our operations have on our employees. Relocating production to Europe brings us closer to achieving greater transparency and ensuring improved working conditions. We also advocate collaborative efforts, explore more about our sustainable partnerships here.

PRODUCTS

For us, performing and conscious products are the foundation of our business. We are not content with merely complying with legislation but have very clear regulatory requirements that we follow. We always strive to make the best possible choices when it comes to all our products being more conscious simply with care for people, animals, and nature. For instance, we aim for our entire product line to be 100% vegan.

PLANET

Reducing our footprint on the planet and enabling a sustainable future will require some adjustments. We see an opportunity to be at the forefront of conscious beauty and to offer a range of products that are developed with sustainability in mind. For that, we want to develop smarter packaging with designs that have a lower environmental impact. Read more about our packaging transformation here.

OUR VALUES

At IDUN Minerals, we have strong values that permeate the entire business. This gives us guidance and streamlines internal work and simplifies decision-making.

TRANSPARENCY

We strive to be transparent in everything we do. From disclosing our sourcing practices to openly communicating about our environmental impact, we prioritize transparency to build trust and accountability with our customers.

COMPETENCE

Our products are developed in collaboration with qualified scientists and experienced product developers, while continuously seeking to expand our internal knowledge base.

CARE

We take great responsibility for our actions, prioritizing care for nature and the equal value of all beings.

OUR CURRENT

SUSTAINABILITY GOALS

In our journey we have several milestones to achieve.

PACKAGING

We design packaging based on the principles of reduce, reuse, and recycle. Our goal by 2025 is to ensure that all our new packaging is either made of reduced materials, recyclable, renewable, or recycled materials.

LOCAL PRODUCTION

We shift our production to Europe to promote transparency, support local economies and ensure higher standards of labor and environmental practices. By 2025, our goal is to achieve 100% production within Europe.

VEGAN

We are committed to eliminating all animal-derived ingredients from our products, striving to become 100% vegan. Our mascara Vatn Waterproof is currently the only non-vegan product in our range. Nevertheless, we're actively working to transition it to a vegan formula.

Read more about our Packaging Transformation and our take on Clean Beauty below! Do you have any questions on our sustainability journey? Please contact info@idunminerals.com for more information.

Packaging Clean Beauty