Brands
Beauty brand IDUN Minerals launches in India
Mumbai: Sweden’s favourite clean beauty brand, IDUN Minerals announces its entry into the Indian market. With a strong focus on purity, quality, and sustainability, IDUN Minerals aims to elevate beauty routines across the country.
IDUN Minerals is known for its exceptional range of mineral-based makeup products. These products are carefully formulated to enhance natural beauty while nourishing the skin. In line with its commitment to inclusivity, with 22 foundation shades, the assortment offers a wide range of shades that are infused with highly purified minerals, catering to diverse skin tones.
“We’re very excited to be launching IDUN Minerals in India and raise the discussion of conscious and clean beauty and get to know the Indian beauty market better.” said CEO, Caroline Thunstedt.
The products are formulated in close cooperation with researchers and dermatologists, making them suitable for all skin types, including the most sensitive ones. IDUN Minerals takes pride in using only the finest and purest ingredients, with a focus on minerals that benefit the skin. The brand is free from talc, bismuth, PFAS, parabens, sulfates, fragrances, essential oils, and highly purified from nickel and chromium, demonstrating its commitment to providing clean and safe beauty solutions.
“Each product of IDUN Minerals has been carefully crafted as a testament to our unwavering dedication to clean formulations. Our products have been loved globally for their high-performance formulas and high-quality results and it brings us so much joy to now be in India. We invite everyone to join us on this journey towards a more conscious and beautiful future. We believe that beauty should be a celebration of individuality and well-being. With IDUN Minerals we can offer a unique blend of science and nature, empowering individuals to embrace their natural beauty with confidence and authenticity.” said Thunstedt.
“We are excited to introduce IDUN Minerals to the booming beauty market in India. As the beauty sector grows in the country, consumers are increasingly gravitating towards conscious beauty with products featuring natural, organic, and clean ingredients. With IDUN Minerals’ global success and its commitment to purity, quality, and sustainability, its entry into India will have a major impact on the beauty industry.” said BRDG Group director Magnus Toveberg.
In line with its ambition to be a sustainable beauty brand, IDUN Minerals is intensifying its focus on local production, transparency, and reducing the environmental impact of its products. IDUN Minerals is cruelty free and vegan certified by PETA and Djurens Rätt in Sweden, Swedish for Animal Rights, solidifying its commitment to ethical and eco-friendly practices in the beauty industry. By 2025, the brand aims to offer recyclable packaging for all its products.
Inspired by the natural beauty of Scandinavia, IDUN Minerals’ packaging reflects a minimalist and chic aesthetic, embodying the brand’s philosophy that beauty should be both inside and out. Idun, in Norse mythology, was the goddess of beauty, eternal youth and rejuvenation. She was known to be the keeper of magic golden apples, known to provide the Gods with the ability to sustain immortality, making them eternally young and beautiful. IDUN Minerals highlights the goddess Idun in the brand name as part of its Nordic heritage but also as a symbol of beauty and female strength. The brand carries the apple as its symbol on packaging as well as engraved in some of the makeup compacts.
IDUN Minerals is available online through its official website in India, www.idunminerals.in and select marketplaces such as Tira Beauty, Amazon and Myntra. Currently, the product offerings for India include make-up and skincare and will expand to haircare as well over the coming months.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
