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
Zelio E-Mobility ties up with Punjab Kings as official EV partner for 2026
Cricket debut partnership to boost brand reach and spotlight EV models
MUMBAI: Zelio E-Mobility has partnered with Punjab Kings as its official EV partner for the 2026 season, marking the brand’s first foray into cricket-led marketing as it looks to accelerate its national footprint.
The partnership will see Zelio leverage one of India’s most-watched sporting platforms through branding, digital integrations and in-stadia activations across the season. The company’s flagship models, XMen 2.0 and the newly launched XMen+, will be showcased by the franchise, placing them at the centre of fan engagement initiatives.
For Zelio, the tie-up is as much about visibility as it is about scale. With cricket cutting across regions and demographics, the brand is aiming to deepen its connect with consumers in Tier 2 and emerging markets, where demand for electric mobility is steadily rising.
Commenting on the association, Zelio E-Mobility managing director Kunal Arya said, “Cricket continues to be one of the most powerful platforms to connect with audiences across India. Our association with Punjab Kings allows us to engage with a wide consumer base while strengthening Zelio’s brand presence in a culturally relevant environment.” He added that such partnerships help align brand visibility with the company’s growth momentum.
Echoing the sentiment, Punjab Kings chief commercial officer Saurabh Arora said, “We are delighted to welcome Zelio Electric Scooters as our official EV partner. This partnership reflects the growing synergy between sport and sustainable innovation.” He noted that the collaboration aims to drive meaningful fan engagement while supporting the broader shift towards clean mobility.
The partnership comes on the back of Zelio’s recent public market debut, where it raised Rs 78.34 crore through its IPO, with participation from both institutional and retail investors.
With a dealer network spanning over 350 outlets across more than 20 states and union territories, Zelio serves a growing base of electric mobility users across two- and three-wheeler segments.
As the EV race gathers pace in India, Zelio’s cricket pitch debut signals a clear play for mindshare, blending sport, sustainability and scale to power its next phase of growth.
