Invest in The Good Mineral Company

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.