Thirty years ago, I taught a class and asked how many of my participants read ingredient labels. I was lucky if 2 out of 50 people raised their hands. None of the participants knew what they were applying to their bodies’ largest organs every day. It’s different now. Consumers are becoming more focused on clean beauty and are becoming more aware of clean makeup brands.
I’ve always been interested in what I put in my body, so after I decided to leave the entertainment industry, it was natural for me to research the ingredients of cosmetics and explore the possibility of developing non-comedogenic foundations that are gentle on the skin. was. . During my 25-year career as a television and film casting director, producer, and screenwriter, multiple actors have struggled to keep their skin healthy while being exposed to all types of makeup morning, noon, and night. I’ve seen models. I remember a prominent New York agent telling me he would never hire a model with bad skin. That touched my heart. Therefore, poor skin condition can affect your self-esteem and career. Here is an opportunity to enrich women’s lives.And that became my mantra and still is.
I started with amazing base (It’s called that because every time I put it on someone, she said, wonderful!). Amazing Base is a non-comedogenic foundation, concealer, and sunscreen all in one. This mineral foundation powder is formulated without talc, synthetic preservatives, or colorants. It also had great coverage (my skin still looked like skin) and skin-soothing broad-spectrum sun protection thanks to the zinc oxide. Additionally, dermatologists and plastic surgeons also loved this mineral makeup.
It didn’t take long for patients to ask if there were other products that could be used with the mineral foundation. “I never thought I’d be putting lipstick next to a scalpel,” said one plastic surgeon, relaying a request from one of his patients. I started adding a few pencils, some lipstick, and a bit of concealer under my eyes, then a big one. We decided to press the minerals. It wasn’t easy, but the PurePressed Base was an instant success and has been our best seller ever since. It is now available in 26 colors and available worldwide.
The international growth of our clean makeup brand is meaningful to me. The idea that we can reach women of all ethnicities and increase their self-esteem gives me a sense of fulfillment and a sense of fulfillment in life. It is definitely one of the most fulfilling of all emotions.
We are confident that the brand will continue to move in that direction. We have always been known for innovation in the clean beauty industry and will continue to do so with the development of products with newly created ingredients. There are far more ingredient choices now than when we first started, and clean beauty was relatively unknown. Today, the Institute continues to expand its innovations and awareness of environmental impact and sustainability. I also understood that skin care and makeup can work together to foster skin health. Sunscreen is a great example. It is not efficient to apply sunscreen first and then add skin care and makeup.have sunscreen inMakeup means it’s the easiest to maintain because it’s the last layer we apply. It took a long time to get that message across!
I look at the clean beauty sector of the industry right now and am amazed at how big it is. Clean beauty innovations not only benefit women, but also the environment and animals. “Not tested on animals” has become one of the most important claims consumers are looking for. I know we have a big influence on it, and it helps me sleep at night.
My interest in the things we put in and wear on our bodies was integral to my love of gardening. I love fresh vegetables, fruits and flowers on the table. Color and scent have a huge influence on our makeup line, with so many floral colors featured in our blushes and lipsticks. This spring collection, Ready to Bloom, is a perfect example. Two beautiful PurePress eyeshadow triples, honeysuckleand wildflower; Two shades of luscious PurePressed Blush; velvet petals and prosperand my favorite eternal peach Dirt on my lips and cheeks from just a kiss.Honestly, I’m wearing it eternal peach or forever redEveryday life of my life! With PurePressed Base amberand copper wind PurePressed Blush, I have a trio that never disappoints me.
30 years! oh! What changes have we seen? Consumers are reading ingredient labels, holding companies accountable, and rejecting brands that test on animals. Transparency is key. We were the first cosmetics brand to list ingredients on our website, and now it’s commonplace. We have been part of a movement that empowers and protects women. we are proud of it. We are grateful to have been a part of it.
Thank you for your 30 years of loyalty, support and feedback. The success of this brand is a collective effort, and with your help we will continue to do so for at least another 30 years.
jane iredale
February 24, 2024
