English Mineral Makeup — Company Mission Statement

English Mineral Makeup exists to provide genuinely safe, transparent cosmetics that support the long-term health of both people and the environment.
The company was created in response to the increasing use of unnecessary and potentially harmful substances within everyday beauty products. Our purpose is to give customers a trustworthy alternative — products that perform beautifully while removing avoidable chemical exposure from daily routines.
We believe customers should never need a chemistry degree to understand what they are putting on their skin. For this reason, we prioritise clear ingredient disclosure, honest education, and formulations designed around safety first, not marketing trends.
Our responsibilities extend beyond our customers. We are committed to making decisions that consider environmental impact, responsible sourcing, and fair relationships with suppliers and partners. Wherever possible, we favour simplicity, minimal processing, and low-waste production methods.
Profit is necessary for a business to operate, but it is not our sole purpose. English Mineral Makeup aims to improve trust within the beauty industry and help individuals make informed, healthier choices without fear, pressure, or misleading claims.
Our goal is that every product sold reduces harm rather than contributes to it.