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Jane Iredale – 25 Years of Clean Beauty

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In 2019, mineral makeup pioneer Jane Iredale celebrates 25 years of Clean Beauty!


Jane’s ethos has always been to make products that are good for the skin – her belief is that ‘skin health is the ultimate foundation’. The natural skincare formulas and multitasking mineral makeup are high-performance, clean (free of parabens, talc, phthalates, synthetic fragrance, fillers and GMO ingredients), preserved using only highly effective natural ingredients, and certified cruelty-free by CCIC (Leaping Bunny) with no animal testing and no products sold in markets where animal testing is required.

Jane was a pioneer of the mineral makeup revolution launching her first product Amazing Base in 1994. Dubbed “The Skincare Makeup”, the jane iredale brand is a luxury cruelty-free mineral makeup and from the beginning, Jane purposely developed the formulas without things like Talc, Petroleum, Synthetic Preservatives, Synthetic Fragrances or Toxic Dyes. The brand has remained true to her vision ever since and this month launched a game-changing ultra-smooth, all day liquid foundation to add to her stable of clean beauty products.

jane iredale’s new Beyond Matte™ Liquid Foundation is a clean, multitasking mineral formula, in a semi matte finish, with 18 buildable shades, that adjust to match your skin tone. It is a primer, concealer and foundation all in one! It minimises skin imperfections and reduces shine, while evening out the complexion with natural-looking colour. The long-wearing formula melts into skin and feels ultra-smooth and lightweight and is packaged in a recyclable glass bottle.

It’s beyond matte; it’s multi-talented!

Also added to the jane iredale range in September is the new Eye Delight collection of PurePressed Eyeshadows. Shimmering duos and triples light up lids with luminous colour and dazzling dimension.

The Collection includes:

Blue Hour (Triple) – shimmery light grey, shimmery deep blue, matte charcoal grey

Twilight (Triple) – shimmery medium pink, shimmery berry, shimmery platinum

Golden Peach (Duo)  –  matte gold, shimmery coral

Ravishing (Triple) – shimmery rose gold, shimmery plum, shimmery plum brown

Harmony (Triple) – soft pearl sheen, soft shimmery green, shimmery khaki green

Sorbet (Duo) – shimmery petal pink, metallic rose brown

From starting out with one product, Amazing Base in 1994, the range continues to go from strength to strength quarter of a century later and is now available in 53 countries worldwide.

Congratulations Jane on 25 wonderful years!

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