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Mineral Movement: Rita Patel
Rita Patel founded mineral cosmetic collection MiA BelleZZa a year ago in an effort to provide a line of mineral makeup that naturally blends to the wearer’s skin tone, is hypoallergenic, and offers a wide array of intense pigments. The products contain a combination of minerals including titanium dioxide, zinc oxides, and iron oxides. MiA BelleZZa, which translates to my beauty in Italian, is symbolic of new wave developments in the mineral makeup market.
“With MiA BelleZZa everyone can create their own beauty. I wanted to create something that was more of an Italian luxury line and in the mid-price range.”
Rita cites her teenage years as the starting place for her desire to develop the MiA BelleZZa mineral makeup collection. She was born in England, moved to the United States and discovered her interest in the cosmetics industry while in high school. There was not a day where Rita did not wear cosmetics, further stating that she was raised to step out in public wearing no less than eyeliner and lip gloss.
“Instead of studying at the library I would pick up GLAMOUR Magazine and just admire the new looks and colors, started experimenting, and realized I had a passion for cosmetics.”
Having sensitive skin, mineral makeup became Rita’s cosmetic venture of choice and her Hindu background broadened the importance of color options within her own collection.
Jen Prudhome: What distinguishes MiA BelleZZa from other mineral makeup products in the beauty industry?
Rita Patel: I’ve seen a lot of the mineral concepts out there, their available colors, and how they were [manufactured] in loose packaging. They were tedious to apply and the available colors didn’t seem to match my medium, olive skin tone. I thought to myself, let me create a line. I wanted to develop color options along the lines of MAC Cosmetics. I find the available minerals very boring and in loose colors. Thus, there are no loose powders in my collection; powders will simply sit on the skin and do not look natural. My liquid minerals will sink in and blend with the skin tone. It produces a healthy glow. That’s what we create with my manufacturer, press minerals and liquid foundations that fit better with the skin.
JP: What about your products, specifically, makes them hypoallergenic?
RP: MiA BelleZZa minerals are made of natural pigments, thus, a lessened chance of an allergic reaction. My minerals are fragrance, dye, wax, oil, and peraben free; they’re in more of a natural state. Most of the reactions to major mineral makeup lines are due to the dyes used in the products, specifically a red dye in the powders that create that sensitivity. On the MiA BelleZZa website, each product lists what it is free of in the description so that consumers are informed of the ingredients as well as the benefits. A majority of my items are all dye free.
JP: What are some of MiA BelleZZa’s most sought after products?
RP: The Mineral Illuminator, correcting powder, and our primers.
As people get older, they find ways to fight aging and face wrinkles or dark circles. Typical concealers set into wrinkles and cakes onto the eyes. I created a liquid form, Mineral Illuminator that takes away focus from darkness around the eyes and illuminates the eye area with light diffusers.
We have two types of primers with SPF (Sun Protection Factor), one for oily skin and one for normal skin. Controls oils all day long and make the face look fresh from day to night.
A lot of people don’t use foundation but want the look of foundation. So, I recommend them using the primer and then brush our corrector on and it will have the appearance of foundation. They won’t have to worry about the color shades not matching in addition to its quick and easy application.
Source: For more information regarding Mia BelleZZa products please visit http://miabellezza.com.