When Jane Iredale started Iredale Mineral Cosmetics in 1994 she was hesitant to describe it as “natural” because she didn’t know how to define the word. “What is natural anyway, a handful of earth from the garden? Even then, that will contain heavy metals and probably some acid rain. Is natural always a good thing? Poison Ivy is natural, so is Nightshade”, says Jane.

Naturally, it made more sense for her to describe her cosmetics line as “clean” rather than “natural.” For Jane, this meant creating products that were free of ingredients that she thought had the potential to harm our skin or our health. Although ingredients play a major role in how she defines “clean,” she also believes it is important to be mindful of how Jane Iredale cosmetics impact the environment.

Creating mindful product formulations

At jane iredale close attention is paid to anything that’s credited as an endocrine disrupter. Talc, synthetic fragrance and any other ingredients that have the potential for causing any type of irritation have been eliminated, however this has proven to be somewhat of a challenge since sensitivity can be caused by almost anything. That’s why Jane found alternative preservative systems to parabens. For example, carmine is a natural colourant that saves the need to use FD&C dyes (soluble dyes approved for food, drugs and cosmetics, mostly derived from petroleum or coal tar), but some people can be very allergic to it. Also, as it is derived from beetles, it means that vegans can’t use it. This is called a formulator’s dilemma! Jane made the decision to move away from carmine as much as possible and substitute it for D&C Lakes – insoluble dyes approved for drugs and cosmetics bonded to a calcium substrate. It’s a compromise until something better comes along.

The effectiveness of natural products

The effectiveness of natural products. Unfortunately, there is no official definition of “natural”; however, if it means “free of synthetics”, then that also needs to be clearly defined. For example, iron oxides can come from nature but they are loaded with heavy metals (which won’t get approved) or can be made in a lab under strict supervision with minimum contamination. They are still iron oxides but does that make them synthetic? Adding iron oxides to certified organic products doesn’t necessarily make them effective either; in fact, consumer perception is that they aren’t. Consumers want a healthy dose of science, as well. Whatever your definition of natural is, it doesn’t mean effective.

Cruelty free makeup

jane iredale is a certified cruelty-free cosmetics brand, recognised by both Leaping Bunny and PETA for voluntary commitment to no animal testing at every stage of product development and manufacturing. Jane has always felt that animals contribute positively to our lives and that we owe them respect, especially the ones we domesticated who are now completely dependent on us. Nobody asks them for permission to perform unspeakable experiments on them. Like children, they are completely vulnerable. This pledge to cruelty free makeup has always been at the core of the jane iredale brand. It is an essential element in the holistic approach to creating responsible, healthy beauty.

Toxic ingredients and what to avoid

The ingredients Jane has chosen not to use in her products include synthetic preservatives (parabens and phenoxyethanol), phthalates, talc and nano-size minerals. jane iredale minerals are tested under laboratory conditions to ensure the utmost purity, safety and efficacy. Sulfates are also avoided, which are most commonly found in hair care products.

Ingredients and how they are selected

In terms of good ingredients to look for, a lot of plant extracts are used – most of them are certified organic. Jane states, “Their benefits, taste and smell are in my blood because I’m an avid gardener”. Many of them, like pomegranate extract, have active antioxidant properties and help to reverse sun damage. Because the jane iredale brand is rooted in science, Jane loves it when she finds botanicals that combine the natural and scientific worlds. Most plant extracts are sourced from Europe where there is a long heritage of appreciating and understanding their benefits.

How jane iredale claims are supported

Far more product testing is completed than what is actually required for mineral makeup companies. All products are tested for comedogenicity, sensitivity and phototoxicity. They are also dermatologist and clinically tested. You can trust them. But not all mineral makeup is created equal. It’s important to look at the ingredients and the claims that are made.

Learn more about the complete jane iredale range.