Simply Pure & Clean
In Norse mythology, Idun was the goddess of beauty and eternal youth. Idun offered apples of youth to the gods to keep them young and live in eternity. Carrying on the giving tradition, IDUN plants trees in places where fruit is needed or clean air. For every IDUN purchase, IDUN will contribute to plant trees in Eastern Africa in cooperation with Vi Agroforestry (Vi-Skogen).
As one of Sweden's hottest brands, we fell in love with their pure mineral formulations, which contain the purest and cleanest ingredients. We tried to wrap our minds around offering a brand from Sweden, but ultimately decided that their products were exceptional and the colors were a great fit for women with different skin tones. We know you'll love their natural products and their packaging is literally a work of art.