About Us

At Just Pure Minerals, every cosmetic product is handcrafted and packaged in Boise, Idaho.

As a small, independent company, we're committed to creating high-quality cosmetics made with carefully selected ingredients—without synthetic preservatives, bismuth oxychloride, nanoparticles, synthetic dyes, or unnecessary fillers commonly found in conventional makeup.

We also believe that great products shouldn't disappear. Unlike many cosmetics brands, we don't discontinue our core products simply to encourage customers to buy the latest release. When you find a shade or formula you love, you should be able to rely on it being available.

Because we produce our cosmetics in small batches, we have the flexibility to continue making our core products for as long as the ingredients remain available. Our focus isn't on chasing trends—it's on providing the products you love, when you need them, at a fair price.

Simple, dependable, and made with you in mind.

These photos capture years of searching for the "perfect" foundation—and collecting countless products that never quite measured up. Like many makeup lovers, I held onto them all, convinced they might be useful someday.

The collection above represents foundation after foundation that missed the mark. Some were too light, others too dark, and many simply didn't perform the way I wanted.

For me, it wasn't a matter of a favorite product being discontinued. The perfect foundation simply didn't exist—until I created it myself.

That experience became the inspiration behind Just Pure Minerals: makeup designed to deliver the shade, performance, and quality that so many of us have spent years searching for.

And here is the lipstick collection—proof that finding the perfect lip color can be just as elusive.

Most of these products simply weren't quite right. If they had been, they would have been used to the very last swipe instead of ending up forgotten in a drawer. Some were purchased to replace discontinued favorites, while others were hopeful attempts to find that perfect shade.

If you're wondering why I photographed them all, it was actually for a customer contest. Everyone was invited to guess how many forgotten foundations and lip products were hiding in my bathroom drawer. The closest guess won a fabulous prize—and we all had a good laugh along the way.

Sometimes the best beauty inspiration comes from years of searching for products that never quite lived up to expectations.

Meet Emily

Hi, I’m Emily — the hands (and heart) behind Just Pure Minerals. I make every product in small batches, using the best-sourced, non-toxic, all-natural ingredients I can find, because I’d rather get it right than get it fast. I believe kindness is beautiful, inside and out.

That belief runs through everything we do. Every full-size product you buy sends a portion toward animal conservation efforts, because loving makeup and loving animals shouldn’t be a trade-off — they’re the same value, showing up in two different ways. And since kindness should extend to the planet too, we ship in eco-friendly, recyclable packaging, so trying something new doesn’t mean adding to the pile.

Thank you for being here, for caring about what goes on your skin, and for helping this small, handmade brand do a little good in the world with every order.

Emily Stanton

Just Pure Minerals LLC
PO Box 4082
Boise, Idaho 83711
emily@justpureminerals.com