" It's always been more than makeup. Thank you for 30 beautiful years." - Jane Iredale

Long before 'clean' there was 'care'. As a casting director and producer, Jane Iredale saw first-hand how conventional makeup undermined skin health and wondered, “Why can’t makeup be good for the skin?” ​​The goal was lofty, but the premise was simple – create high-performance makeup that cares for skin.

With equal parts premium ingredients, skincare benefits, and no-fade performance, Jane Iredale launched a first-of-its-kind skincare makeup hybrid that revolutionised the beauty industry.​​

Formulated with nourishing and protective ingredients like Pomegranate and Algae Extracts, Amazing Base Loose Mineral Powder was immediately embraced by skin professionals. Dermatologists and plastic surgeons praised its ability to soothe, cover and protect, and patients loved that it didn’t feel like makeup. Free of known irritants and, perhaps more importantly, carefully crafted with skin-boosting ingredients, Amazing Base helps restore and protect skin without sacrificing performance.

Today, The Skincare Makeup boasts dozens of skin-loving beauty solutions for all skin types and remains headquartered in rural Massachusetts, USA, surrounded by the organic farms and gardens that feed Jane’s spirit and her work. The brand continues to be guided by the simple premise that makeup should look good, feel good and be good for the skin.