Mineral Fusion, an EWG-verified line of natural mineral-based cosmetics, has a new look. 

The brand’s new modern aesthetic is based on a rose gold color palette — take a look at its shiny cartons, shown above.

“When it comes to our color cosmetics, our ingredients, formulas, and performance are proven superior,” said CEO and natural products pioneer Stacey Kelly Egide. “Now our new packaging is equally inspiring for the next generation of consumers ready to crossover from ordinary mass market and over-priced synthetic brands.”

Mineral Fusion first launched in 2007, and its commitment to “Making Beauty Healthy” has extended its reach beyond the natural products industry and into the mass market, the company says.

 Consumers who are becoming savvy about the health and efficacy of their personal care products, but expect the performance and overall appeal of a conventional brand can have it all.