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This is one of the hardest letters we’ve ever had to write, and you may have heard already. Two weeks ago we connected with our previous Affiliate family to let them know that Sweet Minerals has always been more than a business. For over 14 years, it has been a sisterhood, a labor of love, a dream we built together, and a journey that created memories, friendships, and confidence that will last a lifetime.
We are writing to let you know that the time has come for us to close Sweet Minerals.
Looking back, our hearts overflow with gratitude. The trips we took together, the reunions we hosted, the fun-filled events, and the countless late nights dreaming and building, those moments will always be etched in our memories.
What a joy it has been to watch women blossom with confidence, to see friendships form across states and even across oceans, and to know that the sparkle of Sweet Minerals was so much bigger than just makeup.
We are especially blessed that we’ve been given time to wind down the company gracefully, not overnight, not abruptly, and never at the cost of your hard work.
Through every high and low, we stretched, including putting significant personal funds and years of time into keeping the doors open. During Covid, when so many businesses shuttered without warning, we made sure no one’s livelihood was shaken because of us.
We never missed a commission, and that is something we are very proud of.
The only thing being lost here are the beautiful products and the shared experiences around them. The love, the memories, the confidence , those live on forever.
We still remember our biggest year like it was yesterday, the excitement, the growth, the joy of seeing women come alive in their own skin. It felt like the dream we had nurtured for so long was taking off in ways we had only imagined.
And then, Covid hit. The world shifted overnight, and like so many small businesses, life for Sweet Minerals was never the same. The changes in the marketplace made it harder and harder to keep going.
At home office, we turned completely volunteer, not because it was easy, but because we loved this brand and all of you. We believed in the bigger cause. We kept going, long after it made sense on paper, because our hearts were tied to the mission of helping women feel beautiful and worthy.
Sweet Minerals became like the beloved mom-and-pop hardware store in a small town. For years it thrives on relationships, loyalty, and love. Neighbors gather there, families depend on it, and it becomes part of the community’s heartbeat.
When we started Sweet Minerals, we tried so many different ways to share our products. And then we discovered the distribution channel that truly connected with our hearts: Direct Selling, through home parties.
At one time, there were as many as 3,000 Educators opening their homes, setting up shops, teaching makeup classes, and creating communities across the USA. Women were able to experience the products firsthand, and what always stopped them in their tracks was the WOW factor of our signature Flawless Face package, Foundation, Blush, Bronzer, Mineral Veil, and our two beloved brushes.
It was unique, it was different, and it made women light up with joy when they saw themselves in the mirror. That memory will always stay with us.
But over time, just like those mom-and-pop hardware stores that once thrived until the big box stores came in and slowly suffocated them, we watched that beautiful business model of home parties begin to crumble.
We’ve seen other brands we admired close their doors almost overnight. We were proud that Sweet Minerals stayed alive even into 2025, five years after Covid, held up by love, loyalty, and reorders.
But the truth is, no brand can survive on reorders alone without a steady stream of new customers and broader distribution, and eventually the weight became too much.
As we close this chapter, please know that every ounce of gratitude in our hearts is directed toward you. You believed in us, you shared these products, you gave your time and energy, and you helped build a community that changed lives.
We are proud that we can close with integrity, every commission always paid, every promise honored, and every ounce of our love poured into this brand until the very end.
We also know the need and love for these products is still so strong, we feel it ourselves. That’s why, as we prepare to wind things down, we’re offering “lifetime supply” closeout sales so you can stock up on your favorites at a significant discount. The minerals never expire, so you’ll be able to enjoy them long after our doors officially close.
UPDATED 9/17/25: Here are the special closeout offers, available until we sell out.
VERY LOW on some items, selling until sold out.
Buy 10, get 40% OFF The ONE Foundation (any shades, includes Clarify Treatment)
Buy 10, get 40% OFF Mineral Blush (any shades)
Buy 10, get 40% OFF Mineral Bronzer (any shades)
Buy 10, get 40% OFF Mineral Veil (any shades)
JUST ADDED: Buy 5, get 25% OFF, Buy 10, get 40% OFF Brushes (mix & match)
Buy 10, get 40% OFF Lash UP Mascara
Buy 5, get 40% OFF Eye on the Prize Eyeliner
Buy 5, get 40% OFF Daily Essentials Cleanse
Buy 5, get 40% OFF Daily Essentials Moisture Prep
We’ll keep you updated as inventory sells down so you’ll have the chance to secure what you love most.
Sweet Minerals may be closing as a company, but the heart of what we created, love, confidence, and sisterhood, will always live on. We are forever grateful for the years you poured into this journey with us. Thank you for the laughter, the trips, the reunions, the hard work, and the lifelong friendships we built together. Sweet Minerals will always be part of our hearts, and yours.
With endless gratitude and love,