Make-up products have rarely been available in Swedish pharmacies due to strict ‘black list’ regulations banning a long list of ingredients. Today, IDUN Minerals is the only cosmetic brand sold in all major Swedish pharmacies. “Being environmentally friendly and producing high-quality products in approved plants are only some of the tough conditions the pharmacies stipulate,” says export and product development manager Caroline Thunstedt. “The reason our products are on the shelves in pharmacies all over Sweden is because we have always imposed tough restrictions on ourselves – even stricter than those set out by the pharmacies.