The Journey Begins.....
Let me introduce myself and the inspiration behind Root Minerals....
My name is Jay - founder of Root Minerals, husband to Amy.
A makeup range truly inspired by love!
Over eight years ago, my wife Amy was struggling with her skin. Every time she applied makeup, something would react - a breakout here, an irritation there, an itch that said nope, not today! She'd tried product after product. Same story, different packaging. From here, it sparked off something deep within and set me on a mission to resolve it.
I asked the questions “how come you don’t wear makeup!?” With her response being...”Why!? Do I need it?”
To which I replied “Of course not babe! You’re a natural beauty!” (smooth...real smooth!)
What I Found Shocked Me
I started reading labels. Really reading them. And what I found - in products from brands marketing themselves as “natural” and “clean” - was honestly alarming.
Bismuth Oxychloride. Cheap filler ingredients. Synthetic compounds with no business being near sensitive skin. I wasn’t just surprised - I was frustrated. Why were these things in there at all?
That frustration turned into obsession. I taught myself everything: skin structures, undertones, T-zones, mineral pigments, formulation chemistry. I read. I researched. I experimented.
And yes — I tested on the wife!
Turmeric powder and all sorts were involved. It did not go well. But we kept going!
Slowly, through endless trial and what I can only describe as enthusiastic amateur chemistry, I found Amy’s perfect shade. (For the curious: it’s our shade Peanut. And she still wears it every day.)
So anyway, the frustration of applying makeup on top of makeup was getting all too much and furthermore being a primary school teacher there wasn’t any need for full glam. She told me it's not worth all the hassle, so going makeup free was the only way!
The Moment Root Minerals Became Real
The more I learned, the more I couldn't un-learn.
Ingredients that penetrate the bloodstream. Animal testing as standard practice in a world that simply doesn't need it anymore. A foundation market where "close enough" was considered acceptable for millions of people with diverse skin tones. It all kept nagging at the same question:
"Why can't makeup actually benefit the skin?" And gradually, that question became a brand.
Root Minerals launched publicly for the first time at the Olympia Beauty Show in 2016 - with 30 foundation shades, 20 lipsticks, 50 eye shadows, and a commitment to formulating with the highest-quality natural and organic ingredients we could source while serving the skin tones others forgot about!
No talc. No parabens. No nanoparticles. No harmful fillers. Certified by The Vegan Society. Cruelty-free from day one!
A makeup range for ALL skin types, backgrounds, and styles was born.
What Drives Everything We Do
Root Minerals isn't just makeup. It's makeup infused with the power of nature - formulated to enhance your beauty, not cover it up.
We are on a mission to inspire, educate, and help create a kinder world. That might sound ambitious for a cosmetics brand. We mean every word of it.
Our values aren't a wall hanging or a website page. They're in every ingredient we choose, every shade we develop, every customer conversation we have.
Kindness. Compassion. Love.
These are the things that got Root Minerals started - and they're the things that keep it growing.
We believe beauty should be genuinely safe. We believe every skin tone deserves a proper match, not a compromise.
We believe that what goes on your skin matters just as much as what doesn't. Also that a brand can be high-performance AND ethical - that these two things are not in conflict.
Kindness, Compassion & Love has driven us to create a brand that truly delivers outstanding quality and high performance cosmetics for all skin types and undertones no matter what your background or style!
Our 5-star reviews across Google and social media tell us we're getting it right. A decade on. Over 5,000 items sold and lots of happy customers who have become friends :)
“For some, makeup is armour. For others, it’s confidence. For us, it’s an expression - a way to live fully in this moment. Beneath all the makeup, one realises their true power lies within. You are unique - you are, quite literally, made from stardust.”
The Range (and the names behind it)
People often ask about our product names. Soft Cookie, Tropical Waters, Golden Supernova - the list goes on! Products with names that feel like small adventures!
Each one is inspired by our love of nature and travels around the world. It was a long and honestly very enjoyable creative process - because who on earth wants boring numbers on their products? YOU are not just a number.
What we've built is a full professional range:
Foundation Shades - formulated from a single master base for every undertone: olive, cool, yellow, warm.
Super Pigment Eye shadows - colour without compromise.
Organically Infused Lipsticks - with names worth talking about.
Mascara, Eyeliner & Kabuki Brush - the full kit, formulated to the same standard.
Everything is small-batch and tested to ISO and GMP standards. Everything carries the Vegan Society certification.
And the testing on the wife? It continues. She genuinely enjoys it now! (She told me to say that. I believe her.)
Our Future And Evolution
Every skin has a story. Sensitive, reactive, menopausal, acne-prone, rosacea, psoriasis struggling - or simply tired of being told your shade doesn't exist. You deserve makeup that works with you, not against you. No compromises. No guesswork. No nasties hiding in the formula.
Every skin. Every undertone. Every moment.
What ever you FACE - FACE it with Root Minerals.
This isn't just a brand to me. It's a belief that you should be able to wear makeup and feel genuinely good about - inside and out. So whether you're here for the first time, or you've been part of this community for years, I want you to know you belong here, exactly as you are.
With love, Jay x
My name is Jay - founder of Root Minerals, husband to Amy.
A makeup range truly inspired by love!
Over eight years ago, my wife Amy was struggling with her skin. Every time she applied makeup, something would react - a breakout here, an irritation there, an itch that said nope, not today! She'd tried product after product. Same story, different packaging. From here, it sparked off something deep within and set me on a mission to resolve it.
I asked the questions “how come you don’t wear makeup!?” With her response being...”Why!? Do I need it?”
To which I replied “Of course not babe! You’re a natural beauty!” (smooth...real smooth!)
What I Found Shocked Me
I started reading labels. Really reading them. And what I found - in products from brands marketing themselves as “natural” and “clean” - was honestly alarming.
Bismuth Oxychloride. Cheap filler ingredients. Synthetic compounds with no business being near sensitive skin. I wasn’t just surprised - I was frustrated. Why were these things in there at all?
That frustration turned into obsession. I taught myself everything: skin structures, undertones, T-zones, mineral pigments, formulation chemistry. I read. I researched. I experimented.
And yes — I tested on the wife!
Turmeric powder and all sorts were involved. It did not go well. But we kept going!
Slowly, through endless trial and what I can only describe as enthusiastic amateur chemistry, I found Amy’s perfect shade. (For the curious: it’s our shade Peanut. And she still wears it every day.)
So anyway, the frustration of applying makeup on top of makeup was getting all too much and furthermore being a primary school teacher there wasn’t any need for full glam. She told me it's not worth all the hassle, so going makeup free was the only way!
The Moment Root Minerals Became Real
The more I learned, the more I couldn't un-learn.
Ingredients that penetrate the bloodstream. Animal testing as standard practice in a world that simply doesn't need it anymore. A foundation market where "close enough" was considered acceptable for millions of people with diverse skin tones. It all kept nagging at the same question:
"Why can't makeup actually benefit the skin?" And gradually, that question became a brand.
Root Minerals launched publicly for the first time at the Olympia Beauty Show in 2016 - with 30 foundation shades, 20 lipsticks, 50 eye shadows, and a commitment to formulating with the highest-quality natural and organic ingredients we could source while serving the skin tones others forgot about!
No talc. No parabens. No nanoparticles. No harmful fillers. Certified by The Vegan Society. Cruelty-free from day one!
A makeup range for ALL skin types, backgrounds, and styles was born.
What Drives Everything We Do
Root Minerals isn't just makeup. It's makeup infused with the power of nature - formulated to enhance your beauty, not cover it up.
We are on a mission to inspire, educate, and help create a kinder world. That might sound ambitious for a cosmetics brand. We mean every word of it.
Our values aren't a wall hanging or a website page. They're in every ingredient we choose, every shade we develop, every customer conversation we have.
Kindness. Compassion. Love.
These are the things that got Root Minerals started - and they're the things that keep it growing.
We believe beauty should be genuinely safe. We believe every skin tone deserves a proper match, not a compromise.
We believe that what goes on your skin matters just as much as what doesn't. Also that a brand can be high-performance AND ethical - that these two things are not in conflict.
Kindness, Compassion & Love has driven us to create a brand that truly delivers outstanding quality and high performance cosmetics for all skin types and undertones no matter what your background or style!
Our 5-star reviews across Google and social media tell us we're getting it right. A decade on. Over 5,000 items sold and lots of happy customers who have become friends :)
“For some, makeup is armour. For others, it’s confidence. For us, it’s an expression - a way to live fully in this moment. Beneath all the makeup, one realises their true power lies within. You are unique - you are, quite literally, made from stardust.”
The Range (and the names behind it)
People often ask about our product names. Soft Cookie, Tropical Waters, Golden Supernova - the list goes on! Products with names that feel like small adventures!
Each one is inspired by our love of nature and travels around the world. It was a long and honestly very enjoyable creative process - because who on earth wants boring numbers on their products? YOU are not just a number.
What we've built is a full professional range:
Foundation Shades - formulated from a single master base for every undertone: olive, cool, yellow, warm.
Super Pigment Eye shadows - colour without compromise.
Organically Infused Lipsticks - with names worth talking about.
Mascara, Eyeliner & Kabuki Brush - the full kit, formulated to the same standard.
Everything is small-batch and tested to ISO and GMP standards. Everything carries the Vegan Society certification.
And the testing on the wife? It continues. She genuinely enjoys it now! (She told me to say that. I believe her.)
Our Future And Evolution
Every skin has a story. Sensitive, reactive, menopausal, acne-prone, rosacea, psoriasis struggling - or simply tired of being told your shade doesn't exist. You deserve makeup that works with you, not against you. No compromises. No guesswork. No nasties hiding in the formula.
Every skin. Every undertone. Every moment.
What ever you FACE - FACE it with Root Minerals.
This isn't just a brand to me. It's a belief that you should be able to wear makeup and feel genuinely good about - inside and out. So whether you're here for the first time, or you've been part of this community for years, I want you to know you belong here, exactly as you are.
With love, Jay x
For some, makeup is armour...for others it's confidence...for us it's an expression to live in this very moment...for it's all we really have...
Beneath all the makeup...one realises their true power lies within. You are unique...for you are truly made from stardust
