This May, mineral makeup pioneer jane iredale is celebrating a huge milestone – 25 years of clean, natural makeup that is actually good for skin.
Starting out with just one product in 1994, Amazing Base, the range has expanded rapidly with the multi-tasking formulas available in 53 countries worldwide.
With a belief from the beginning that ‘skin is the ultimate foundation’, Jane Iredale changed the game when it came to makeup, creating formulas free from parabens, talc, fillers, synthetic fragrances and more.
On top of that, products are dermatologically and allergy tested – and recommended by The Skin Cancer Foundation as effective broad spectrum sunscreen.
The idea for her makeup range came about when working in the entertainment industry alongside actresses and models. Jane realised the makeup used on set was contributing to problem skin, which in turn threatened careers and undermined self-confidence.
As soon as Amazing Base was created, “it was immediately embraced by dermatologists and plastic surgeons because of its ability to cover, soothe and protect. Patients loved it because it didn’t feel like makeup; it just resulted in beautiful, flawless skin,” Jane Iredale says.
