In 1994, Jane Iredale founded Iredale Mineral Cosmetics, a line of mineral makeup that was the first to include skin-nourishing ingredients within each product. Every product manufactured is multifunctional, including the mineral powders which incorporate sunscreen, concealer, powder and foundation. The company offers a wide array of makeup products for women, and skin-hydrating products for both men and women. The brand is successful within the United States, as well as in 40 other countries.
Iredale received her inspiration for her eponymous line while working in the entertainment industry. She noticed that models and actresses constantly battled the adverse effects of the makeup they wore during shoots or scenes. She realized that their skin conditions threatened their careers in the same way that these skin ailments destroyed the self-confidence of women around the world.
The company's unique skincare and makeup manufacturing strategy is to use the highest-quality all-natural ingredients, whose performance, application, texture and coverage exceed its customers' expectations. Iredale Mineral Cosmetics' products are hypo-allergenic to minimize the risk of allergic reactions and non-comedogenic, which means they do not block pores.
The company also uses natural preservatives, when necessary, and natural anti-irritants to enhance the skin health of all of its customers. Iredale bases her company's success on enhancing the natural beauty of the women who wear her products, and not trying to make her customers' faces conform to the latest fashion trends.