Photo Credit: Jane Iredale
Mineral beauty guru Jane Iredale‘s favorite saying is “always put your best features forward.” Her commitment to purity, quality, and safe ingredients is reflected in her line of beauty products that span from concealers, primers, eyeliners and mascara to blushes, bronzers, lip liner and mineral foundation.
The native Londoner came to New York and started a career in the entertainment industry as a casting director and producer working with actresses and models in television and film. It was there she found that makeup was actually contributing to problem skin and decided to create a line that not only made skin look great but contained health benefits.
In 1994, the Jane Iredale brand introduced its first product, Amazing Base, which quickly became a favorite of both dermatologists and plastic surgeons for its ability to cover, soothe and protect. Since then, her easy-to-apply mineral line contains minerals that soothe the skin, provide sun protection, contain antioxidant properties and feel weightless .
Jane Iredale has recently expanded into the Boston Neiman Marcus store.
Photo Credit: Jane Iredale
We caught up recently with Iredale to find out why she left a career in the entertainment industry to create her own skincare line.
You had a career in the entertainment industry before getting involved in the skincare industry. Why did you decide to make that leap of faith?
I eventually got show-biz burn-out. What I’d always wanted to do was to be involved with something that would enhance the lives of women and have some healing aspect to it.
Your offices and distribution are based in Massachusetts. What do you enjoy most about living here?
I like the people, the opportunity to be in the outdoors, the culture that the Berkshire offers – music, theater, dance – the farm-to-table restaurants, the lack of stress that New York always had for me. And we almost always have a white Christmas!
Photo Credit: Jane Iredale
How did you come up with the concept of mineral makeup?
I’d seen the bad effects of makeup when I worked with actresses and models as a casting director and as a producer, so it suddenly occurred to me that there was a place for makeup that was good for the skin. I’d spent so many years working with women whose careers depended on having a flawless complexion, and the heavy makeup they were using to cover up skin problems was actually aggravating their skin concerns, instead of improving them. I started thinking about a solution – a makeup with true skin care benefits.
What are some beauty essentials that every woman should have?
Sun Protection – The sun is responsible for 80% of the signs of aging. Almost all of our products with sunscreen provide UVA medium protection.
A Good Base – A moisturizer or primer that prevents trans-epidermal water loss. Our DreamTint, Smooth Affair Facial Primer & Brightener and Glow Time BB Cream do that.
A Gentle Cleanser – Something to take your makeup off at night; Cleansing your face nightly helps wash off the environmental pollutants, chemicals and debris skin is exposed to throughout the day. So I recommend our Magic Mitt which removes makeup and debris using only water. It never leaves the skin tight.
Lash Strengthener – PureLash Lash Extender & Conditioner is another favorite of mine and truly the one product every woman should have in her beauty bag. It strengthens, lengthens and thickens lashes, and works as an overnight treatment and a lash primer; I use it under my mascara for extra volume.
Photo Credit: Jane Iredale
Are there any specific ingredients consumers should keep an eye out to avoid when buying beauty products?
My advice is to read the ingredient list to see if there is anything that you know you’re sensitive to. It does require some education because, for example, acne-prone women have been trained to avoid oil. But often oils in ingredients lists aren’t true oils, but esters, which don’t cause breakouts. To make things simple, look for the formulas that have the least ingredients. If there are a lot of unpronounceable words, avoid it.
What do you think it is about your line that makes it so unique?
As The Skincare Makeup, we introduced something unprecedented – makeup that also nurtures skin – forever changing the landscape of the industry. With every new product it is our mission to deliver personal, uplifting beauty that is as good for the skin as it is beautiful to wear, and we are committed to continued innovation.
Tell us about your own personal daily beauty routine.
I always use our PurePressed Base Mineral Foundation. It works in all climates, day and night. It saves me so much time because it’s four products in one – a powder, foundation, concealer and sunscreen. Although I change up on blush and eye shadows, I never deviate from our PureLash Lash Conditioner and Longest Lash Mascara in Espresso. Then I typically grab Forever Peach Just Kissed Lip and Cheek Stain because I can dab it quickly on my cheeks and lips for a pop of color, and I know it’s going to stay put all day.
Photo Credit: Jane Iredale
