Female-founded and the pioneer of skincare makeup, Iredale Cosmetics Inc. (jane iredale) celebrates 30 years of uplifting the lives of people through premium, high-performing makeup that cares for the skin. This celebration will commence all year to commemorate three decades of outstanding innovation and the brand's many loyal partners distributors and customers.
“The beauty landscape thirty years ago was dramatically different than it is today,” said Chris Payne, jane iredale CEO. “The idea of ‘clean makeup’ didn’t exist, and Jane Iredale was the first to challenge convention and ask, ‘Why can’t makeup be good for the skin?’”
Jane Iredale is a former casting director and produce, here she saw first-hand how conventional makeup was harmful to skin health and threatened not only careers but also the self-confidence of the talent.
“In my 25-year career as a casting director, producer and writer in television and film, I encountered countless actors and models struggling to keep their skin healthy,” said Jane Iredale. “I recall a prominent agent in New York telling me that she would never hire a model with bad skin. That struck a chord in me - here is an opportunity to enhance the lives of women,” said Iredale.
To create beautiful makeup that cares for the skin was a lofty goal with a simple premise. Created with
equal parts premium ingredients, skincare benefits, and no-fade performance, Jane Iredale launched Amazing Base Loose Mineral Powder, a first-of-its-kind skincare makeup hybrid that revolutionised the beauty industry. At the time, Iredale didn’t view herself as a pioneer, but the launch of Amazing Base initiated a paradigm shift in how consumers viewed cosmetics and raised the bar for all beauty brands.
“Amazing Base is a cruelty-free foundation, concealer and sunscreen all in one, formulated without talc, synthetic preservatives and dyes. It also delivers superb coverage and broad-spectrum sun protection while soothing and calming the skin.” explained Iredale. “That was unheard of 30 years ago.”
In celebration of 30 years sowing seeds of change in the beauty industry and cultivating a community of women who refuse to compromise, jane iredale will launch ‘Ready to Bloom,’ a floral-inspired colour collection on April 2 in Australia, that pays homage to the brand’s beautiful beginnings and future growth.
“My love of gardening – fresh vegetables and fruit, flowers for the table – has long served as a source of great inspiration,” said Iredale. “The colours have impacted our line profoundly, and Ready to Bloom is a manifestation of finding beauty in nature.”
Unlike many new clean cosmetic products, jane iredale’s relentlessly high standards for ingredients, safety and efficacy were never about brand image. From the beginning, the brand partnered with aesthetic professionals to develop radiance-revealing makeup with skincare at its core.
“Plastic surgeons and dermatologists were the first to recognise the benefits of our products,” recalled Iredale. “They understood immediately and started using them on patients that had skin issues or had undergone procedures like laser resurfacing. The credibility of the doctors helped to open doors that would have been closed to me."
Today, jane iredale boasts a complete range of colour cosmetics and remains the trusted choice of skincare and industry professionals across the globe.
“Our products are recommended and distributed by renowned skin professionals in more than 50 countries worldwide,” said Payne. “Many of our loyal customers first discover jane iredale through a skin professional, and the trust our partners place in our products is invaluable.”
Ready to Bloom features: PurePressed Eye Shadow Triple in Wildflower and Honeysuckle PurePressed plus PurePressed Blush Velvet Petal Flourish, and Forever Peach Just Kissed Lip and Cheek Stain. To become a distributor of jane iredale in Australia get in touch by filling out this form and we will be in touch with you!
