Mineral illuminating powder companies are scrambling to get in on the mineral illuminating craze as China’s mineral-rich provinces struggle to maintain supply.
The booming industry, which has been growing at a rapid clip since a massive surge in demand in 2013, has already attracted attention from companies such as Unilever, whose mineral illuminating products are sold in major supermarkets in the United States.
The U.S. maker, which says its products are safe for sensitive skin, also said on Tuesday it is considering launching its own line of mineral illuminating.
Unilever said its Mineral Expanding Powder, which retails for about $16.99 in stores, has been sold to more than a dozen U.N. agencies in China.
China’s mineral wealth has fueled a boom in mining, but mineral exploration is not yet as lucrative as it once was, said Wang Yang, a professor of environmental economics at Renmin University in Beijing.
The government has made mining a priority in recent years, but the country still does not have enough mineral deposits to meet demand, he said.
China is also grappling with pollution, a problem that has become more acute in recent months.
It has ordered more than 700,000 toxic cleanup workers to help clean up toxic sites and build more roads to allow for mining, according to the state-run Xinhua news agency.
With more than 5,000 mines and quarries in China, the government has built up a vast network of industrial and residential complexes in an effort to boost the economy.
In addition to the huge deposits of gold and silver, the country has also made great strides in mining the hard minerals of the mantle, a deep, rocky, earth-like rock that can be mined with explosives.
In the past few years, China has been building up vast industrial parks with huge scale-up plans, according, the U.K.-based Mineral Exploration Council.
A project in Zhejiang province, which borders Tibet, will see the construction of nearly 200 megawatts of solar energy, Xinhua reported.
The country is also building an infrastructure to support the mining industry, with a goal of producing enough steel to build an entire skyscraper by 2025.
In July, China announced plans to set up a national mining and steel manufacturing industry with the aim of creating at least 500,000 new jobs.
Chinese officials have also made it a priority to boost coal production, especially in the provinces of Hebei and Henan.
China’s coal consumption rose for the first time in more than five years in June as it ramped up mining activities and expanded coal production in the country’s south.
The industry has been a key driver of China’s economic growth, with demand for coal accounting for almost a third of its GDP in 2014.
But the country is facing pressure to diversify its economy.
President Xi Jinping has pledged to build a diversified economy and reduce dependence on fossil fuels.
As China’s economy matures, it will need to diversifying its energy mix, including coal.
The U., France and Germany are among the countries that have already said they will phase out coal, according a draft of a new China-EU trade deal leaked to Bloomberg.