Body & beauty

Jane Iredale on her Amazing Beauty Brand

Jane Iredale is a big name on the natural beauty scene, but who is the woman behind the brand?

ith a career that began in the glitz and glamour of the entertainment industry, as a casting director and producer in New York, Jane Iredale’s name is now synonymous with the equally alluring world of natural cosmetics. The British business woman’s passion for make-up began after witnessing many actresses and models have mainstream beauty products applied that often contributed to problem skin. Surely there was a better way? She decided to create a make-up line that actually benefited and enhanced skin. Fast forward 20 years and the range is now available in more than 50 countries, from fine spas to salons and shops alike. We caught up with the iconic beauty guru.

The brand, Jane Iredale, started with one product. It’s our loose mineral foundation called Amazing Base. We still have it in the line – it’s a foundation, concealer, powder and sunscreen all in one. It was inspired by my career in the entertainment industry, watching actors and models struggle to keep their skins healthy with make-up that was heavy and clogging their pores. Dermatologists were the first to see the benefits and results. It all grew from there. The biggest challenge we have faced as a brand is keeping our formulas clean and as natural as possible while still getting the results that everyone wants.

When it comes to the world of natural beauty, I predict that we will be more and more educated about ingredients and will make more demands for clean products. I hope the industry will be able to keep up with demands and provide efficacy at the same time. It’s important to understand the need to feed the skin from the inside because that’s where you will see lifechanging results. Everyone has a different opinion about what they will and will not accept as natural – there is no recognised definition, so it becomes a personal choice. All ingredients have had some alteration in the lab and no one wants to put a product on their skin that is crawling with bacteria. So, it’s really about reading the ingredients, asking about the ones you aren’t familiar with and then making a valued judgement.

In order to adopt a greener approach to beauty, I think it has to be holistic. It isn’t only about the ingredients but also about packaging and messaging. Get into the habit of asking questions like: ‘Is there a lot of waste, or too much plastic?’ ‘Is the brand inclusive?’ ‘Does it support philanthropy?’ ‘What is the company’s philosophy towards animals, the environment, its customers and employees?’

My beauty bag essentials include Dream Tint Tinted Moisturiser, PurePressed Base, Warm Contour Kit, Retractable Brown Pencil, Mystikol Eyeliner, Smooth Affair for Eyes, Lash Conditioner, Lengthening Mascara and Forever Red Lip Stain. I can do almost anything with this combination – day to evening. I also swear by always wearing sunscreen and paying attention to your brows. To me, beauty is something that moves me to a better place. Looking at a rose can literally transport me to the point of wonder.