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Jane Iredale Cosmetics revolutionised the beauty industry in 1994, when Jane Iredale herself created a range of mineral makeup products, all designed with a skincare ethos in mind. She was the first to create a brand of makeup that has the same nourishing effects as skincare. With this philosophy in mind, she continued to develop an effective product range that is good for the skin.
As a young woman, Jane Iredale moved from the UK to the US, where she started her makeup career in the entertainment industry. She was an on-shoot makeup artist, working in film, television, and theatre. She saw, in person, the power of makeup on self-confidence. Most of the actresses and models she came across struggled with the constant reapplication of heavy-duty and damaging makeup. She also met people who had been rejected from high-visibility industries due to their skin disorders and sensitivities.
Iredale realised that there was no beauty brand out there that actually improved skin whilst restoring confidence to those who were suffering from complexion woes. She wanted to create products that looked good, felt good, and did good. She also understood that women are busy creatures. It was important to her to create multi-functional products that were easy to use, so that women could look their best in the shortest space of time.
Additionally, Iredale wanted to create makeup that would photograph beautifully; provide excellent coverage, colour, and texture; and have great staying power. She worked closely with the world’s top plastic surgeons and dermatologists to formulate products that are 100% chemical-free and made from only the cleanest of ingredients.
Jane Iredale’s range is completely free of sensitising products, including FD&C dyes, chemical preservatives, parabens, and phthalates. The entire range is free from the drying and irritating ingredient talc, a filler that is often used in conventional makeup. All products are clinically tested, sensitivity tested, allergy tested, and noncomedogenic, allowing the skin to breathe and function normally. The beautiful range of natural ingredients is designed to help soothe and protect whilst always looking amazing on the skin.
The first product in the Jane Iredale Mineral Cosmetics line was Amazing Base Loose Mineral Foundation. This gentle foundation is a concealer, foundation, powder, and SPF all in one. The product is so gentle that it can even be used directly after cosmetic and plastic surgery. Like all Jane Iredale cosmetics, it is free of oil, talc, artificial dyes, and parabens.
With the success of Amazing Base Foundation, Iredale expanded her range to include BB creams, primers, eye pencils, blushers, lipsticks, and so much more. Jane Iredale Cosmetics are seen as the gold standard of mineral makeup and recommended by numerous medical professionals.
Jane Iredale Glow Time Full Coverage Mineral BB Cream is a bestselling product, known for its ability to disguise wrinkles, conceal blemishes, and minimise pores whilst offering broad-spectrum SPF 25. PureLash Lengthening Mascara is another popular product. This mascara offers extreme lengthening properties whilst conditioning the lashes and thickening them with Wheat Protein.
Not only is Iredale passionate about producing high-quality makeup that is kind on the skin; she also is an advocate of women's rights, animal rights, and the environment. Jane Iredale has been a long-time supporter of breast cancer awareness, Greenpeace, the Wildlife Conservation Society, the American Red Cross, and more charitable causes.