Taxi Cosmetics, the hip British make up brand masterminded by entrepreneurial duo Peter Kelly and Jane Williamson, has teamed up with packaging and formulations experts HCT Europe to create a new mineral based extension to their line.

The Taxi Pure Collection comprises of 100% natural mineral powders for eyes, cheeks and face. All formulations were carefully selected from the extensive range of shades and textures created in house by HCT chemists.

HCT Packaging Director of Product Formulation Mohsin Asaria explains: “HCT Packaging has created some of the most iconic and innovative packaging for mineral powders in the industry, for brands such as Bare Escentuals and YSL, and we have now combined our expertise in packaging with excellence in product formulation. During 2008 we have been working on creating a portfolio of our own mineral formulas, which we can offer to our customers together with stock HCT packaging as a full service opportunity.

He adds “We were thrilled to be able to offer Taxi a selection of our 100% natural mineral powders, and we worked closely with them to fine tune the precise textures and colours they required to fit within the Taxi Pure line.”

Taxi Pure have also chosen several of the latest HCT stock mineral containers, which have been specifically designed to prevent the ever-present issue of excess product migration and portability.

Asaria adds, “ We see the use of pure mineral powders as more of a lifestyle shift rather than a short lived trend, and as such we are developing new and innovative formulas and packaging to support our customers’ demands.