Hailey Baldwin has become the latest high-profile model to jump aboard the bareMinerals bandwagon. The catwalk icon, who's the daughter of actor Stephen Baldwin and recently-announced fiancé of Justin Bieber, has joined fellow model Rosie Huntington-Whiteley and Black Panther star LetitaWright to promote the beauty company. Celebrity makeup artist and Hello To Beauty blogger Nikki DeRoest also signed up with bareMinerals which has long enjoyed status as a cult favorite among those in the cosmetics industry.
The company could elevate to more mainstream popularity with the star power getting in line to push the virtues of bareMinerals products. The brand has been hyping its mission statement of only using natural ingredients in its mineral-based cosmetics line long before "clean" makeup became a trend. With an emphasis on purity, bareMinerals reportedly screens the contents of what will go into anything from foundation to lipstick and rejects any substances that may be artificial or harmful to the skin.
Such celebrity support is timely considering that bareMinerals is pushing a few new arrivals as part of its "Power of Good" campaign. Recent additions include lines of Blemish Rescue skin-clearing loose powder foundation and an anti-redness primer, new Skinlongevity products like a sleeping gel cream and an infusion serum and Barepro items like a full-coverage concealer and a liquid foundation. Prices points on the dozens of these products just hitting retail counters range from $12 to $60.
But the campaign involves more than peddling a few products coming out of bareMinerals' headquarters. The company is pushing the socially-conscious envelope as it explains the virtues of using natural ingredients to not only promote epidermal health and safety but minimize damage to the environment as well.
Baldwin, who's said publicly that she's a makeup junkie, has been busy with a number of pursuits, such as landing on the September covers of Vogue in Japan and Mexico and taking to the runway in Shanghai for a Tommy Hilfiger fashion show earlier this month. There, she worked with other fashion luminaries like Gig Hadid, Joan Smalls, and Josephine Skriver.