Itay Mineral Makeup began with one simple idea: Natural Beauty.

The idea that every woman on Earth is born beautiful--with a vision of grace and elegance that is all her own. With this in mind, we turned to the natural world around us for inspiration and found it in the rolling fields and infinite seas of the Italian landscape. The myriad shades of blue swimming in the Italian lagoons became the blues of our eyeshadow. The glowing summer sunsets inspired the rosy hues of our blush and the golden shades of our bronzers. The warm ochre tones of the earth itself and the crumbling marble buildings became the shades of our foundations.

We drew inspiration from the most beautiful place on Earth to create the most beautiful makeup on Earth.