How a Formerly Stodgy Mineral Makeup Brand Is Turning Insta-Famous

“Scroll through Pür Cosmetics’ Instagram feed, and you’ll find images of eye shadow cut creases, contouring, and matte liquid lipstick galore, as well as memes (‘There’s just something you can’t trust about a person who doesn’t like guacamole or makeup’) and artsy product flat lays. Another buzzy new internet-spawned makeup line a la Colourpop? Nope. Pür, a former mineral makeup brand that used to hawk itself on HSN, is a 15-year-old brand looking for a new audience.” Read more at Racked.