Urban Minerals Makeup Review

I’m a busy mom, and like most moms, it’s hard to find time for myself sometimes. One way that I pamper myself a little is in my choice of cosmetics. When I was a teenager, I didn’t care that much and just bought the cheapest stuff, regardless of what was in it.  Now that I’m a little bit older and (I hope) a little more discerning, I’ve chosen to only use mineral foundations. I appreciate that mineral makeup doesn’t contain all the junk that conventional makeup often does. Things like preservatives, parabens, mineral oil, chemical dyes, and fragrances that can irritate my skin or cause blemishes.

I recently discovered a new Canadian makeup company that takes mineral makeup one step further. Urban Minerals is a dynamic new cosmetics company based in Toronto, Canada. Sarah Devika, the owner and creator, was inspired by the multiculturalism of Toronto to create a line of loose mineral foundations for women of all colours. You can see her sources of inspiration in the unique and creative names she gives her colours: One Love, Urban Heart, Like a Boss, Missus Multicultural, and Universal Harmony to name just a few of the 30 shades available. All the ingredients are natural and locally-sourced wherever possible, and her herbal botanics add anti-inflammatory, reparative, and skin-soothing properties.

Urban Minerals loose foundations #makeup offer 30 colours to match any skin tone.

Each jar contains a generous 30 grams, and the cost is comparable to other loose mineral foundations on a gram per gram basis. The jar comes with a sifter and an inner shield that turns to control the amount that comes out or to cover the sifter completely.

Check out the list of natural ingredients:

Serecite, Zinc Oxide, Boron Nitride, Titanium Dioxide, Silica, Urtica Dioica (Nettle Root) extract, Hippophae Rhamnoides (Sea Buckthorn) extract, Salix Alba (White Willow Bark) extract, Organic Aloe Barbadensis (Aloe Vera) extract, Organic Althaea Officinalis (Marshmallow) Root Powder, Organic Matricaria recutita (Chamomile) extract, Organic Calendula Officinalis (Calendula) extract, Rosmarinus Officinalis (Rosemary) Leaf Extract (CO2).

The Urban Minerals Look

I’ve never used loose foundation before, only pressed, so I was quite intrigued to try this. I tipped some into the lid, picked a little up on my kabuki brush, and swirled the brush in circles working from the outside edges to the centre of my face. Here’s the result!

Urban Minerals Mellow Yellow foundation

On the left: bare skin. On the right: Urban Minerals Mellow Yellow loose foundation.

From my before and after pictures you can see my Urban Minerals did a good job of evening out my skin tone and covering up my blemishes, especially around my chin, but I don’t look (or feel) made up. It even helped the circles under my eyes without any concealer. The coverage was easily buildable, though I usually prefer a lighter touch with my foundation. I like being able to still see my skin – just better skin.

The feel is a little creamier than other mineral foundations I’ve used, but despite this, I was impressed to find the soft, matte finish stuck around just as long, if not longer, than other mineral foundations I’ve used. I have normal and oily combination skin, but in winter the normal areas get pretty dry. I was happy to see that the Urban Minerals foundation didn’t look flaky over the drier areas of my face the way my regular brand of pressed foundation can in the winter months. It also has a subtle, fresh herbal scent that I really love.

Shopping Online

Urban Minerals is only available online right now. Shopping from home is so convenient, but picking the right shade for me was a bit of a journey. I consider that the major drawback to ordering any cosmetics online. I originally picked Unfurled Flowers, but the colour was too yellow for my skin tone. Sarah was so helpful and figured out that Mellow Yellow was more my shade. Luckily, Urban Minerals offers detailed descriptions and a free sample with free shipping (Canada only) to help you pick your perfect shade. And if after all that the colour still isn’t right, Sarah will cover your return shipping. Now that’s what I call risk-free!

If you’re looking for a high quality, environmentally and skin-friendly loose powder foundation, Urban Minerals is definitely worth your while. With 30 shades to match any skin tone, superior ingredients, and fantastic customer service, this one’s easy to recommend.

I’m really excited to tell you that Urban Minerals is sponsoring an amazing prize in next week’s Mama’s Got a New Look Giveaway Hop. Come back then to enter to win your choice of TWO loose mineral foundations plus a free personalized consultation with Sarah to help you pick your perfect shades.


Connect with Sarah at Urban Minerals on Facebook and on Twitter for the latest news, specials, and promotions.


Pop over to Urban Minerals and shop for your perfect shade. Full size jars are 30 grams and sell for $37.00 each.

Disclosure: I received a sample item for review. All opinions expressed are completely honest and my own, based on my personal experience. Your experience may differ.

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