Happy 30th anniversary Jane Iredale, and welcome Ready to Bloom

Founded in 1994,  the eponymously named jane iredale is, without a doubt, the OG mineral makeup brand. A true innovator at the time, its creator was working in the screen industry as a casting director and seeing more and more talent developing problem skin as a consequence of long days wearing heavy makeup under hot studio lights.
The beauty landscape thirty years ago was dramatically different than it is today, and the notion of ‘clean beauty’ just didn’t exist. Jane Iredale herself was the first to challenge the status quo and ask: “why can’t makeup actually be good for the skin?’. Her goal was indeed lofty, but the premise was simple: to create beautiful formulas that were good for the skin. With equal parts premium ingredients, skincare benefits and no-fade performance, Jane Iredale launched Amazing Base Loose Mineral Powder, a first of its kind hybrid that revolutionised the beauty industry almost overnight.
Amazing base is a foundation, concealer and sunscreen in one, and I first encountered it around twenty years ago when I instantly fell hard for its high performing properties and the love it gave to my skin. I still always have the pressed version in my kit, and more often than not reach for it on an almost daily basis – either on its own, over a light wash of tinted moisturiser or as a spot concealer. It’s genius, and also a magic travel companion!
“Plastic surgeons and dermatologists were the first to recognize the benefits of our products,” recalls 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, the cosmetic disruptor’s eponymous mineral makeup line now turns over upwards of US$50 million ($83m) in revenue annually, has developed more than 400 products, and is distributed in day spas, salons, luxury resorts, medical offices and select retail stores in more than 50 countries around the globe. No longer just the creators of a game changing base product, the brand now offers a plethora of all-good makeup formulas for eyes, cheeks, lips and more, making it possible to nourish your skin with colour every day.

In celebration of thirty years sowing the seeds of change in the beauty industry, jane iredale has just launched the sublime ‘Ready to Bloom’ collection (see, above) – a floral inspired colour offering that pays homage to the brand’s beginnings and future growth. It includes Velvet Petal PurePressed Blush – a dusty peach – and Flourish PurePressed Blush, a soft coral, while the Wildflower PurePressed Eye Shadow Triple is destined to brighten any day with a soft matte peach, metallic coral and matte chocolate to dress the eyes. The Honeysuckle PurePressed Eye Shadow Triple contains a metallic champagne, soft matte apricot and metallic earthy brown, while the Just Kissed Lip and Cheek Stain is a soft peach that flatters so many complexions. You can see my take on Ready to Bloom above, from a shoot last month with the brand that I came away from with so many new tricks and tips for making the best of their iconic products.

Still blazing a trail with no sign of slowing down, you can check out the whole jane iredale offering here.


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