For 30 years, British-born Jane Iredale has been sowing the seeds of how efficacious clean cosmetics can be with her eponymously named makeup brand. The collection's core is her skin minerals, which blend seamlessly, cover any concerns, and offer an SPF. Most importantly, they allow you to commit the ultimate beauty sin of wearing them to sleep. Creating a cult following while growing a community of women who refuse to compromise, this month, she celebrates her 30th year with ‘Ready to Bloom,’ a floral-inspired makeup collection.
Image BeautyEQ, editor Trudi Brewer’s favourites from the Ready to Bloom collection.
After 30 years of creating a clean beauty movement, Jane Iredale is famous for high-performance cosmetics. Makeup that simultaneously protects, nurtures, and cares for the skin and our planet. Celebrating three decades of being on the cutting edge of innovation with several firsts in one of the most competitive industries, Chris Payne, Jane Iredale CEO, believes, “The beauty landscape thirty years ago was dramatically different than it is today. 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?’ Beauty wasn’t always on her wish list as a business Iredale started out in the movie business, where she saw first-hand how conventional makeup undermined the health of the skin. “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 Iredale. “I recall a prominent agent in New York telling me she would never hire a model with bad skin. That struck a chord in me - and I thought, here is an opportunity to enhance women's lives.”
Fast forward to today, and Jane Iredale is the perfect blend of premium, lasting makeup that offers skincare benefits; case in point with the Amazing Base Loose Mineral Powder, which broke the mould of makeup at that time, revolutionising the clean cosmetic industry, that since that time many other brands have tried to emulate. “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 - unheard of 30 years ago,” says Iredale.
So, to Iredales 30 years of success, to mark this auspicious occasion, there’s a pretty new makeup collection named Ready to Bloom (which you can get your hands on from beauty clinics and spas on the 1st of April). The inspiration came from Iredales’s happy place, her garden. “My love of gardening – fresh vegetables and fruit, flowers for the table – has long been a source of great inspiration. The colours have impacted our line profoundly and are a manifestation of finding beauty in nature.”
Ready to bloom
To celebrate 30 years of uncompromising natural beauty, here are the latest Nature-inspired colours for lips, cheeks and eyes.
Jane Iredale, JustKissed Lip and Cheek Stain in Forever Peach, $70.
We love a multi-purpose beauty buy, and this new lip and cheek stain shade was created to make the most of your natural assets. It works by flattening the undertones in your skin, adjusting to a shade that is flattering to your colouring. A nourishing balm stacked with plant extracts, including olive, avocado, pumpkin and jojoba seed oils. Pomegranate, blackberry, blueberry, cranberry extracts, white tea and Damascena, rose flower wax; it’s not only intuitive, it’s heavenly to wear.
How to style them in your home.