Thirty years ago, I was teaching a class and asking how many of the attendees read ingredient labels. I was lucky if two hands fell out of 50 people. None of those present knew what he was putting into his body’s largest organ every day. Now it’s different, consumers care more about clean beauty and are more aware of clean makeup brands.
I’ve always been interested in what I put on my body too, so it was only natural for me to research makeup ingredients once I decided to leave the entertainment world and explore the possibility of developing a non-food foundation that’s good for the skin. In my 25-year career as a casting director, producer and writer in TV and film, I’ve seen many actors and models struggle to keep their skin healthy – bombarded as it was with all kinds of make-up, morning, noon and night. I remember a prominent agent in New York telling me that she would never hire a model with bad skin. This struck a chord with me. Thus, bad skin affects self-esteem and career. Here is an opportunity to improve the lives of women.And that was to become my mantra and still is.
We started with Amazing base (so called because every time I put it on someone, they said Awesome!). Amazing Base was a non-food foundation, concealer and sunscreen all in one. This mineral foundation powder is formulated without talc, synthetic preservatives and dyes. It also offered excellent coverage (the skin still felt like skin) and broad-spectrum sun protection that soothed the skin thanks to zinc oxide. Plus, dermatologists and plastic surgeons loved this mineral makeup!
It wasn’t long before patients were asking if we had other products to go with the mineral foundation. A plastic surgeon relayed the request of one of his patients and said: “I never thought I would have lipstick next to my scalpels.” We started gradually, a few pencils, lipstick, a concealer under the eyes and then came the big one. We decided to press the minerals. This was not easy, but the PurePressed Base was an instant hit and has been our best seller ever since. It now comes in 26 shades and is available worldwide.
Growing our clean makeup brand internationally has been important to me. The idea that we can reach women of all ethnicities and improve their self-esteem gives me a sense of accomplishment and being fulfilled in life is definitely one of the most rewarding feelings.
I am sure the brand will continue in this direction. We have always been known for our innovation in the clean beauty industry and this will continue as we develop products using fresh ingredients. The choice of ingredients now is much greater than when we first started and clean beauty was relatively unknown. Now, labs continue to develop their innovation and become increasingly aware of environmental impact and sustainability. They also understood that we can really take care of skin health with skin care and makeup working in tandem. Sunscreen is a perfect example. It is not effective to apply sunscreen first and then layer it with skin care and makeup. Having sunscreen inMakeup means it is the last layer we put on and therefore the easiest to maintain. It took me a long time to get this message across!
I now look at the pure beauty section of the industry and marvel at the size. Clean beauty innovation not only helps women but also the environment and animals. “No animal testing” has become one of the most important claims a consumer looks for. I know we’ve had a significant impact on that and it helps me sleep at night.
My interest in what we put into our bodies was integral to my love of gardening. I love fresh vegetables, fruits, flowers for the table. Colors and fragrance have deeply influenced our makeup line and so many flower colors have found their way into our blushes and lipsticks. This spring’s collection is a perfect example – ‘Ready to Bloom’. Two beautiful PurePressed eyeshadow triples, Honeysuckleand wild flower; two shades of the luscious PurePressed Blush, Velvet Petal and Flourishand my favorite Forever Peach Just Kiss Lip and Cheek Stains. Honestly, I do Forever Peach the Forever Redevery day of my life! Along with the PurePressed Base in Amberand Wind of copper PurePressed Blush, I have a trio that never lets me down.
30 years! Wow! 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 their ingredients on their website and now it’s commonplace. We participated in a movement that empowered and protected women. We are proud of it. We are grateful to have been a part of it.
Thank you for 30 years of loyalty, support and feedback. The success of this brand has been a joint effort and, with your help, one that will continue for at least another 30 years.
Jane Iredale
February 24, 2024
