In 1994, the jane iredale brand began with one product, Amazing Base (still a star in the line). It was immediately embraced by dermatologists and plastic surgeons because of its ability to cover, soothe and protect. Patients loved it because it didn’t feel like makeup; it just resulted in beautiful, flawless skin. As an added bonus, the quality of their complexions got better and better.

In 2018, The brand now reaches women of all ages and nationalities. Embedded in the DNA is the belief that makeup is at its best when it doesn’t try to make a woman conform to the latest fashion trends, but embraces her natural beauty and allows her personality to shine.