Curator's Corner, 2/18/2012
New to me brand: Laqa & Co.

Idun Minerals

I spotted this line a while ago at Makeupalley and couldn't get it out of my head!  Meet Idun Minerals, a mineral-based makeup line from Sweden.  These products echo beauty balm creams in their promise to nourish and protect your skin at the same time as improving its appearance, and in the fact that they were also developed by a dermatologist.

That's all well and good, but what's interesting to me about this line are the illustrations - each face product features a different one.   I looked closely at the packaging and hoped the name on it would lead me to the person who did the illustrations, and indeed it did!  From what I was able to piece together, the niece of Maurizio Gucci, (grandson of Gucci pioneer Aldo) Patricia Gucci created them.  The original pieces hang in Idun's Stockholm headquarters.


Idun foundation


Idun concealer


Idun blush



Brush box:

Idun brush
(images from

I wasn't able to find any of Gucci's other works, but I was inspired by another artist.  Perhaps since the brand is Swedish I've got Scandinavia on the brain, but in any case these designs are reminding me of Norwegian painter Edvard Munch.  The bold lines and broad, heavy brushstrokes of saturated color are similar to my eye - not so reminiscent of The Scream, for which Munch is most famous, but his self-portraits. 

Self-Portrait against Blue Sky, 1904:


Self-Portrait with Bottle of Wine, 1906:

images from

Of course, the girls adorning Idun's packaging are much sunnier than Munch's angst-filled subject matter!

Now that we've had our little art comparison, which one of Idun's packages is your favorite?   I think mine is the bronzer - I love that the girl's head is enveloped in a peach (or some kind of fruit).  :)

comments powered by Disqus