Bare Escentuals also sells its products in its company-owned boutiques and via infomercials. By the end of 2008, the company plans to expand its domestic distribution by about 40 percent to 780 doors. Additionally, Bare Escentuals is testing its wares in four U.K. department stores.

Bare Escentuals' success with mineral makeup has prompted a host of mass market brands to follow suit. Over the last several years, Neutrogena, L'Oréal Paris, Cover Girl, Maybelline, Almay and Revlon have entered the mix, broadening the mineral trend in the mass market carved out by Physicians Formula.