Natural mineral makeups have not only been ready for their close-ups for years, but they’ve also become bona fide stars at conventional cosmetics counters nationwide. So how can your store compete with Sephora, Nordstrom and Target, not to mention the relentless mineral makeup promotions that are aired almost 24/7 on TV shopping channels?

Surprisingly, quite well.

Although Nutrition Business Journal reports that U.S. consumer sales of natural and organic cosmetics—most of which are mineral based—dropped about 1 percent in 2010, compared to a 5 percent increase in 2009 and 10 percent growth in 2008, other data show this sales dip is not affecting natural products stores. In fact, natural cosmetics and beauty aids sales increased a stunning 18.2 percent in naturals stores between April 2010 and April 2011, according to Schaumburg, Ill.-based market research firm SPINS.

So who’s posting the less-than-glamorous sales figures? Conventional food, drug and mass merchandisers. SPINS reports that during the same time period, natural cosmetics sales plummeted 33.7 percent in conventional stores. The result is that natural makeup revenues are now almost identical across the two channels—$10.9 million in natural and $11.3 million in conventional.

While natural retailers don’t always have the space or resources to compete with department store makeup counters or drug store cosmetics sections, they can offer a unique approach that appeals to a broad cross section of shoppers. “We get some newbies who have heard about natural makeup and come in for more information, and we get dedicated natural shoppers,” says Shauna LaChapelle, aesthetician and manager of Pharmaca Integrative Pharmacy’s Oakland, Calif., location. “There’s no overwhelming percentage of one or the other.”