Frustrated by mainstream cosmetics brands, home-grown cosmetics businesses are finding a foothold in the competitive mineral make-up market.
Whether it's due to concerns about chemicals or annoyance that international brands don't cater for the hot and dry Australian climate, a posse of WA make-up brands is emerging.
Elusyion Mineral Cosmetics creator Jodye Strickland credits her 1970s childhood growing up with a "clean and green" vegetarian family, who taught her the benefits of organic eating, as the impetus for her to create her mineral make-up brand.
Her brand was formulated in the kitchen of her Roleystone home in the mid-1990s.
"My drive was to formulate a product that was natural and organic, that allowed me to have the glamour I love, but keep the health of my skin, which is very important to me," Ms Strickland said.
Ebony C Cosmetics was launched by Ebony Caldow in 2011. "Originally, the idea of launching Ebony C Cosmetics was to bring high-quality Australian products to the market," she explained. "The products are tailored to the needs of Australian skin types, given our climate conditions and forward-thinking on skin-care regimes."
She says she is extending the range, adding more bodycare products and increasing the range of shades.
Morgan Annie All Natural Beauty founder Kylie Apostoles started researching her mineral make-up brand in 2006, beginning with her It's All About Lips range, before launching a full range in 2008. Ms Apostoles said becoming a mother bought chemicals in the home to her attention.
"This then lead me to my bathroom, where I discovered unnecessary chemicals in skincare and make-up," she said.
"Learning that a well-known international mineral make-up brand still used chemicals in their products, inspired her to pursue her dream of creating her own natural make-up range. She says being a make-up artist for 13 years had made her aware of how make-up should perform.
"Morgan Annie Mineral Make-up is 100 per cent pure, but my goal and passion is to brand my range so that it's fashionable, and can be compared to the big known brands, without all the unnecessary chemicals."
According to Ms Apostoles, who opened her first Morgan Annie Mineral Makeup Bar in March 2012, keeping up-to-date on chemicals was one of the biggest challenges her business faced.