The Good Mineral Company
Acne, Eczema, Rosacea, Skin Allergies? We make feel-good, comfortable coverage without consequence
$65,444
Highlights
Featured Investors
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“This founder-formulated makeup comes in modern, high-end packaging and offers a fresh, diverse feel. We love the potential of this product and the passion of the managing founder, Ego!”
Entrepreneur, investor, board member and the Founder, Co-Founder and/or Investor in multiple companies locally and internationally.
“We are proud to invest in The Good Mineral Company, a business that exemplifies innovation, ethical practices, and a genuine commitment to improving lives. Founded by sisters Ego and Natasha Iwegbu, The Good Mineral Company has a compelling story rooted in personal experience and a passion for creating high-quality, skin-friendly makeup. Their journey from hand-formulating products to addressing the needs of those with sensitive and acne-prone skin is truly inspiring. By eliminating all known skin irritants and using only the highest grade, cleanest ingredients, The Good Mineral Company ensures that their products are not only effective but also safe for all skin types. This commitment to quality and ethics sets them apart in the beauty industry. The results speak for themselves. With over 70,000 face matches and countless positive reviews, The Good Mineral Company has proven its ability to deliver products that make a real difference in people’s lives.”
Our Team
Sensitive Skin Needs Good Makeup
The Good Mineral is award-winning clean makeup for sensitive, acne-prone skin.
We are here to empower people to look their best no matter their skin condition.
The Problem
The problem for sensitive & acne-prone skin is that makeup can exacerbate skin conditions with pore-clogging ingredients, irritants, and unclean formulas. Application tools and methods can also irritate skin.
But for those with common sensitive skin conditions like acne, eczema, and rosacea makeup can be the only way to face your day with confidence.
This is clear as the US cosmetics market continues to growth at an unstoppable pace; $8.5 billion is spent on color cosmetics alone annually. The need to look good remains but consumers preference for organic, chemical-free, and vegan products has increased and is driving the market.
The Solution
Meet The Good Mineral
Minimal ingredients, maximum effect
Makeup hand-formulated differently by scientist and co-founder Natasha on her kitchen table over many years. Using the elimination diet process, clean, non-comedogenic, non-irritating ingredients were added one by one for efficacy and soothing natural results.
The Good Mineral formulations do not contain any harsh, active, treatment-like ingredients; instead, they are built on soothing minerals and ingredients such as Zinc Oxide, Rice Starch, Jojoba Oil, and Kaolin Clay. Yet give incredible glowing coverage and color that feels like nothing but looks like everything. 50,000+ Matches - The Good Mineral is the ultimate clean makeup for sensitive skin.
Product Innovation
Responding to the need for a more compact version we developed and launched a revolutionary pressed powder range in November 2023. Formulated like no other, with minimal non-comedogenic, non-irritating ingredients, offering soothing velvety coverage. Powered by innovative binders, vegan and talc-free, our best-selling shades are almost sold out!
There is so much room for growth with our small but mighty range - We will keep innovating, creating unique formulas that cater to sensitive skin, combining natural, simple ingredients with effective results, in beautiful packaging.
Our KPIs include Average Order Value (AOV), Customer Acquisition Cost (CAC), and Lifetime Value (LTV). Currently:
- AOV: $65
- CAC: $68
- LTV: $390
- LTV to CAC Ratio: 6:1
Our goals are to reduce CAC to around $45 by using less expensive channels (SEO, email, social media) and increase LTV through the launch of new, curated products. We also track CTR (click-through rate) on digital ads and emails for effectiveness.
