Beauty Talk: Q&A with Jane Iredale, Healthy Cosmetics Guru

Photo by Angela Tague

In addition to healthy food on my plate, I want skin-nourishing beauty products in my makeup bag.

When I learned about jane iredale cosmetics, my search for natural, non-toxic makeup was complete! This year jane iredale will celebrate 20 years in the beauty-turned-skin care industry. I had a chance to catch up with the beauty and brains behind the cosmetics, Jane Iredale herself.

Here's the inside scoop on this makeup company: past, present and future!

Angela: Congratulations on celebrating 20 years in the makeup industry! I understand you started your venture in 1994 with the launch of a mineral makeup called Amazing Base Loose Mineral Foundation. Why is it important to you to work with minerals versus other types of ingredients?

Jane: Mineral powders are pure pigment which is what gives them their excellent coverage, making the skin glow flawlessly. They allow the skin to breathe and function normally, as well as giving broad spectrum sun protection. They contain none of the problem ingredients that cause sensitivities and breakouts.

Not all mineral powders are created equal. Some just use the word mineral as a marketing term and some contain no sunscreen benefits. jane iredale cosmetics were the first to add skin care benefits to makeup, which is why our logo contains the words "The Skin Care Makeup."

When jane iredale was born with the launch of Amazing Base Loose Mineral Foundation in 1994, no one knew what mineral makeup was. We were creating a whole new category of mineral makeup, and it was a challenge to help consumers understand what true mineral makeup really was. And even today, although mineral makeup is more mainstream, it can still be challenging to help people understand the difference between a true mineral makeup and alternatives.

But our commitment to using the best possible ingredients is unwavering. It's something we celebrate as we'll reflect on the past 20 years, and will maintain through the next 20 years and beyond. It will always be our mission to provide personal, natural beauty to improve the health and lives of women.

Angela: My readers love to live healthy, wholesome lifestyles. Can you explain how jane iredale is allergen-friendly and a great option for people looking for natural beauty products?

Jane: Our products blur the line between skin care and makeup with ingredients and delivery systems that benefit the skin in a number of ways. We never stint on the quality of our ingredients or on our testing. We conduct tests that are not required of cosmetics in general. For example, we test for comedogenicity, sensitivity, heavy metals and photo-toxicity. Of course, we're always current with our colors, and we have makeup artists at New York Fashion Week each season.

But more than anything else, I believe that what differentiates us is our point of view. We believe that makeup should be integrated into the overall health of the body, not purely a fashion statement. Also, we've spent the past 20 years being as transparent with consumers as it's possible to be. We list all of our ingredients for every product on our website, and we have clear information for those who embrace vegan and gluten-free lifestyles. We've always done this. We want people to know what is in our products because it's important to me and I know it's important to them.

Angela: I'm excited to try the jane iredale Magic Hour Collection, which launches in March 2014 and is just one of the many collections and products being released during this 20th anniversary year. The dusty rose and bronze tones look fabulous for everyday wear. Which product in this collection are you most excited for women to try?

Jane: This year, spring and summer beauty is all about glowing, healthy skin (again), and the Magic Hour collection delivers that look of warm light and shimmering color. The entire collection is inspired by our Moonglow Quad Bronzer, which gives a golden glow to any part of the body.

It's hard to choose just one favorite from the collection. The smoky eye never goes off-trend, but this season, it's being done with more color than the usual grey and brown. I recommend using the PurePressed Eye Shadow Trio in Golden Girl to replace your standard smokey eye look with golden lids that are equally sultry and romantic. The new Jelly Jar Gel Eyeliners finish the look.

Strong lips are very current as well, and as you can imagine, my favorite approach to this trend is to complement clear, healthy-looking skin with a pop of color on the cheeks that tones with the lips. The InTouch Highlighter in Comfort and Lip Fixation in Craze pair beautifully for this look. I love the Lip Fixation's stain and gloss duo because its color lasts all day and lips look hydrated and luscious.

Angela: I'm a firm believer that makeup can enhance a woman's natural beauty. On a daily basis you work to create healthy, innovative products to make ladies look their best. In one sentence, what does being beautiful mean to you?

Jane: In a nutshell, I would say that true beauty lifts your spirits, whether you find it in a person, in nature or in buildings and objects. There's a natural, easy quality to it. If it looks as if you're trying too hard at beauty, it never works.

Thank you, Jane, for your wonderful insight and letting my readers know about the magic behind your company's products. Here's to the next 20 years of healthy beauty products!

Have you tried jane iredale cosmetics? Tell me your thoughts in the comments below.

Until Next Time,
Choose Healthy!

Angela Tague
Whole Foods Living

PS: Next week I'll feature a review of the Magic Hour Collection! Sign up for an email reminder on the top, left corner of this page so you don't miss it!