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Finding good makeup is hard. It's hard if "good" means quality, long-lasting, vegan, cruelty-free, sustainable, natural and hand-made, anyway. Even for the discerning woman who finds a brand of makeup that's most of these things, she might find the variety lacking. Everyday Minerals wants to cater to that woman, who wants makeup as natural as it comes with enough choices to match her skin and style, her every need. Everyday Minerals is all about empowering women, and giving them control over how they look and feel.