Thirty years ago, I was teaching a class and asked how many of the attendees read ingredient labels. I was lucky when out of fifty people two hands shot up. None of those present knew what they were putting on the largest organ of their body every day. Now things are different: consumers care more about clean beauty and are more aware of clean makeup brands.
I’ve always been interested in what I put in and on my body, so it was natural for me to research makeup ingredients when I decided to leave the entertainment world and explore the possibility of developing a non-comedogenic foundation that was good for the skin. . In my 25-year career as a casting director, producer and writer for television and film, I have seen several actors and models struggle to keep their skin healthy – bombarded as they are by all kinds of makeup, morning, afternoon. and at night. I remember a prominent agent in New York telling me that she would never hire a model with bad skin. That struck a chord with me. So bad skin affects self-esteem and careers. Here lies an opportunity to improve the lives of women.And that would become my mantra and it still is.
We started with Great base (so called because I put it on someone every time, she said Astonishing!). Amazing Base was a non-comedogenic foundation, concealer and sunscreen in one. This mineral foundation powder is formulated without talc, synthetic preservatives and dyes. It also provided excellent coverage (skin still looked like skin) and broad-spectrum sun protection that soothed the skin thanks to the zinc oxide. Plus, dermatologists and plastic surgeons loved this mineral makeup!
It wasn’t long before their patients asked if we had any other products besides the mineral foundation. A plastic surgeon relayed the request of one of his patients, saying, “I never thought I would have lipstick in addition to my scalpels.” We started gradually, a few pencils, lipsticks, an under-eye concealer, and then came the big one. We decided to press the minerals. This wasn’t easy, but PurePressed Base was an immediate success and has been our bestseller ever since. Now it is formulated in 26 shades and is available worldwide.
The international growth of our clean makeup brand has been meaningful to me. The idea that we can reach women of all ethnicities and improve their self-esteem gives me a sense of fulfillment and that fulfillment in life is certainly one of the most satisfying feelings.
I am confident that the brand will continue in that direction. We have always been known for our innovation in the clean beauty industry and that will continue as we develop products with newly created ingredients. The selection of ingredients is so much bigger now than when we started, and clean beauty was relatively unknown. Now laboratories continue to expand their innovation and become increasingly aware of environmental impact and sustainability. They also understood that we can truly promote skin health when skin care and makeup work together. Sunscreen is a perfect example. It is not efficient to apply sunscreen first and then follow it up with skin care and makeup. Have sunscreen inmakeup means that this is the last layer we apply and therefore the easiest to maintain. It took me a long time to get that message across!
I now look at the clean beauty segment of the industry and marvel at its size. The innovation of clean beauty 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 substantial impact on that, and it helps me sleep at night.
My interest in what we put in and on our bodies was integral to my love of gardening. I love fresh vegetables, fruit, flowers for the table. The colors and scent have had a profound influence on our makeup line and so many floral colors have found their way into our blush and lipstick. This spring’s collection is a perfect example of this: ‘Ready to Bloom’. Two beautiful PurePressed Eyeshadow Triples, HoneysuckleAnd Wild flower; two shades of luscious PurePressed Blush, Velvet petal And Flourishand my favorite Forever peach I just kissed a lip and cheek mark. Honestly, I wear Forever peach or Forever redevery day of my life! Together with PurePressed Base AmberAnd Copper wind PurePressed Blush, I have a trio that never lets me down.
30 years! Wow! What changes we have seen. Consumers read ingredient labels, hold companies accountable and reject brands that test on animals. Transparency is key. We were the first cosmetic brand to list the ingredients on its website and now it is common practice. We have been part of a movement that has empowered and protected women. We are proud of that. We are grateful that we could be part of it.
Thank you for 30 years of loyalty, for your support and feedback. The success of this brand has been a collective effort, and with your help, an effort that will continue for at least another 30 years.
Jane Iredale
February 24, 2024
