New Australian Mineral Makeup Brand, Alexami, Makes Anticipated Launch

Gold Coast Australia, December 15, 2009 ~ Fresh new Australian cosmetics company, Alexami, will be launching nationally on December 21, 2009, but don’t assume you’ve seen their likes before. Alexami plans to revolutionize the mineral cosmetics market by creating truly professional grade cosmetics that do away with any questionable chemical additives.

“Most cosmetics aim to merely cover up imperfections or artificially cloak the outward appearance of women’s complexions. This superficial approach does little to actually improve skin condition, often causing more problems by coating skin in a chemical cocktail,” explains company founder, Alenka Dirnbek. As a former makeup artist, hair stylist and image consultant, Alenka has seen first hand how often women actually cause damage to their skin and health in the pursuit of beauty. With this in mind she started developing Alexami with the aim to create a truly natural line of cosmetics that actually perform at professional grade standards. This separates Alexami from both the regular professional grade cosmetics and health store offerings currently on the market.

“Alexami’s innovative products aren’t tested on animals, are kind to your skin, and strive to be environmentally friendly. But while there are other independent brands that can make these claims, Alexami differs in that our products are also salon professional quality to deliver a flawless finish every time. We are targeting stockists who are the true connoisseurs of makeup quality; makeup artists, beauty salons, and upmarket spas as well as places were makeup performance is paramount, like dermatologists, plastic surgeons, and anti-aging clinics. We do not use unnecessary fillers to bulk up our products and only deliver quality pigments and pure ingredients. This focus on delivering professional grade products means Alexami products are also fashion-forward; Alexami will always present the latest colour palettes to ensure the season’s hottest looks,” explains Dirnbek. Alexami’s focus on colour extends to their product display stands, which organise products according to different skin tones, making it easier for consumers to find exactly the right shade to suit. The Alexami website goes one step further by offering a helpful online colour analysis tool to assist in buying or selling makeup. “If the colours are not right customer satisfaction drops dramatically, so we have invested a lot of time to ensure that we offer an easy way for specialists and customers alike to discover more about colour compatibility,” Dirnbek said.

Yet this focus on outward makeup performance is only part of the story - Alexami is also sincere in its efforts to ensure Alexami stands for both safety and sustainability. “All our marketing material is printed with soy ink on recycled paper, our products come in larger volume sizes which give more product to consumers to save them money while cutting back on unnecessary packaging waste, and we use renewable bamboo and synthetic hair for brushes which makes our products cruelty-free and eco-friendly. But while these steps are all important, our big focus is on product safety. Humans absorb up to 60% of the substances applied to their skin, which means the average woman ingests around 2 kilograms of chemicals via her skin each year from cosmetics like makeup, skin care lotions, and hair products. This is why it is so important to make sure our products have only the purest, safest ingredients, and why Alexami independently tests all our products for safety,” Dirnbek states.

As mineral makeup doesn’t require artificial colouring or preservatives, it is the purest and most natural form of cosmetics available on the market today. While some lower quality mineral makeup may still contain traces of questionable ingredients, true mineral cosmetic formulations like Alexami don’t just cover imperfections but are a ‘natural skin food’ for a lasting beautiful glow, naturally. Alexami mineral cosmetics also protect against harmful UV rays – that fast-aging enemy of healthy skin. The SPF average in Alexami’s foundation is 20+ thanks to the natural sun-repelling qualities of nano-technology FREE Zinc Oxide.
“Unlike conventional cosmetics, true mineral cosmetics shouldn’t contain any toxins or unnecessary fillers, such as talc, synthetic dyes, parabens, and irritants like bismuth oxychloride. Naturally preservative and irritant free, Alexami’s pure mineral cosmetics are weightless, long wearing, water resistant and provide naturally high UVA and UVB protection. Alexami mineral makeup gives complete coverage without clogging pores, so is suitable for conditions such as acne prone skin, rosacea, and eczema. Titanium Dioxide and Zinc, the two main ingredients in our mineral makeup, are even reputed to have anti-inflammatory properties that may help calm sensitive skin. This is why mineral makeup is recommended by dermatologists and cosmetologists for use on sensitive skin, and is generally considered safe to use after surgery, micro dermabrasion, laser and other beauty treatments,” explains Dirnbek.
The entire Alexami range of products will be available exclusively through select stockists from December 21, 2009. For more information visit http://www.alexami.com

About Alexami ~ Launched in 2009, Alexami is a fresh new Australian natural cosmetics company that aims to deliver professional-grade products exclusively available through select spas, salons, beauticians, professional makeup artists and dermatologists. Using only the safest and purest natural ingredients, Alexami cosmetics have been inspired by Australia’s wild beauty and contain vivid natural mineral pigments and recyclable packaging featuring artwork depicting native Australian flora. For more information on Alexami products visit http://www.alexami.com