21 years on and still going strong…

For more than 20 years, mineral makeup pioneer, Jane Iredale, has been creating quality products of the highest standard for her much-loved mineral makeup range, jane iredale. We thought, we’d take some time to reflect on the journey and pay homage to the wonderful highs for the brand to date.

Jane miraculously reinvented the professional makeup industry by asking herself one simple question – what can I do to make my life more useful? – She was motivated and committed, and worked tirelessly to create her own cosmetics that were good for the skin.

Celebrating its 21st birthday this year, jane iredale has long been providing makeup that both looks and feels exceptional. Launching in 1994 with Amazing Base mineral foundation, jane iredale is still going strong and has forever changed the landscape of the professional makeup industry!

The evolution of jane iredale – 21 years in brief….

1994: AMAZING BASE® LOOSE MINERAL POWDER. Jane Iredale launches her range with the first loose mineral powder, providing weightless, broad spectrum SPF 20 and skin care benefits.

1995: Colour is added to the collection with the introduction of blush and lipstick.

1997: New technology allows Jane to press the loose mineral foundations without the use of fillers, allowing her to introduce PUREPRESSED® BASE MINERAL FOUNDATION into the range, providing weightless coverage in the convenience of a compact!

2001: jane iredale goes international with new distributors established in Taiwan and Canada.

2003: Jane introduces new LIQUID MINERALS a liquid mineral foundation that combines anti-aging benefits with the soft-focus effects of minerals.

2004: DISAPPEAR CONCEALER is added to the range. This creamy concealer is packed with pigment; it covers tattoos, scars, veins and acne breakouts while providing antioxidant benefits to the skin.

2005: jane iredale introduces a QUAD BRONZER in Moonglow – a stunning quad of golden-based shades that can be used on cheeks, eyes, lips and all over as a bronzer.

2007: SUGAR&BUTTER LIP EXFOLIATOR/PLUMPER is added to the range. As delicious as it is effective, this dual-ended lip exfoliator and plumper conditions and revitalizes lips, leaving them smooth and oh-so-kissable!

2008: Jane introduces a dual-purpose mascara – LONGEST LASH THICKENING & LENGTHENING MASCARA – with a new formula, which uses sea minerals to condition lashes to grow to their fullest potential, and cellulose fibers to coat individual lashes, making them appear richer and fuller.

2010: the much-loved LIP FIXATION®launches with a longwearing customisable colour containing moisturising ingredients that prevent drying and flaking commonly associated with lip stains. A complementary gloss finishes the look.

2012: Jane develops and introduces two new multitasking products that nourish skin and give it a lit-from-within glow! GLOW TIME® FULL COVERAGE MINERAL BB CREAM provides unsurpassed coverage, while SMOOTH AFFAIR® FACIAL PRIMER & BRIGHTENER improves the application and wear of all mineral foundations, to help achieve a flawless finish.

2013: Jane Iredale’s mum, Tess, turns 100! Tess assembles our MAGIC MITT by hand.

2014: jane iredale celebrates 20 years of enhancing the lives of women!

2015: This year we’ve already seen some exciting product launches, including new LIPDRINK® SPF 15 LIP BALM shades and the reinvigoration of an old favourite with the new EYE SHERE LIQUID EYE SHADOW. Stay tuned for more exciting product launches that will be coming soon! Mid August, to be exact.

Although the range has evolved, the key principles remain the same and you can rest assured that when you use jane iredale products you will continue to use the best in skin care makeup.

Leave a comment

Please note, comments must be approved before they are published