Jane Iredale, founded in 1994, has been ahead of its time, focusing on makeup that’s not only beautiful but also beneficial for the skin. Preview had the chance to sit down with Shawn Towne, the brand's Global Director of Education and Artistry. With 17 years at the helm of this clean beauty brand, Shawn has seen it all. During our chat, Shawn revealed his top picks from the brand, offering insights into what makes them so special.
The Best Beauty Products from Jane Iredale
PurePressed Base Mineral Foundation
First up is the PurePressed Base. Shawn swears by this product for its versatility. “It is a foundation, a powder, a concealer, and a broad spectrum sun protection in one. But it goes on like a powder, and then it looks like skin,” he says. The PurePressed Base combines four functions into one sleek package, providing a natural finish without the typical powdery look. It’s talc-free, so it won’t dry out your skin—something many users appreciate.
PurePressed Base Mineral Foundation Refill SPF 20/15, P2600, JANE IREDALE, Rustan's
PureMatch Liquid Concealer
Another standout is the PureMatch Concealer. Shawn loves it for its excellent coverage and natural finish. “The other product that I'm really in love with these days is our new PureMatch Concealer. I love it because it has good coverage. It comes in a wide array of colors, and when you put it on, it disappears right onto the skin, leaving perfect coverage without looking obvious,” he explains. With its range of shades and skin-loving ingredients, this concealer is a game-changer for flawless coverage that feels and looks like second skin.
PureMatch Liquid Concealer, P1850, JANE IREDALE, Rustan's
ColorLuxe Hydrating Cream Lipstick
For a perfect pout, Shawn recommends the Color Luxe Lipstick. “Everybody is loving our new Color Luxe Lipstick. It's hydrating. It's creamy. It's got a lot of pigment in it, so it really makes the lips look absolutely gorgeous,” he notes. This lipstick combines hydration with intense color payoff, and the built-in stain ensures that your lips stay vibrant even as the top layer wears off.
ColorLuxe Hydrating Cream Lipstick, P1950, JANE IREDALE, Rustan's
ColorLuxe Eyeshadow Stick
The Color Luxe Eyeshadow Sticks are another must-have, according to Shawn. “The new Color Luxe Eyeshadow Sticks, that’s what everybody's here for today. These are eyeshadow sticks, and they go on like a cream, and then it dries to a powder. And it stays all day,” he says. These sticks are incredibly versatile—they can be used as eyeshadow, eyeliner, or even on the waterline. Once they’re on, they stay put, making them perfect for long-lasting looks.
ColorLuxe Eyeshadow Stick, P1650, JANE IREDALE, Rustan's
Lash Fixation Length & Definition Tubing Mascara
Lastly, Shawn highlights the Lash Fixation Length & Definition Tubing Mascara. “Lash Fixation Length & Definition Tubing Mascara has these tiny little bristles on it that capture every little lash. You have to use it when it's wet, and then once it's dry, you don’t go back over it,” he advises. This mascara is a favorite for its water-resistant formula and ease of removal with warm water, which is especially handy in hot climates.
Lash Fixation Length & Definition Tubing Mascara, P1500, JANE IREDALE, Rustan's
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