When it comes to finding makeup that doesn’t just sit pretty on your face but also cares for your skin, clean beauty pioneer Jane Iredale is among those leading the charge. And who better to share insights on this than Shawn Towne, the brand's Global Director of Education & Artistry, who has spent 17 years perfecting the art of clean, skin-loving makeup.
In this exclusive interview with Preview, Shawn shares his go-to products and the trends we can expect in the beauty world.
Preview Exclusive: Shawn Towne on OG Clean Beauty Brand Jane Iredale
What sets Jane Iredale apart from the countless beauty brands out there?
According to Shawn, it’s simple: “Clean. That's the key,” he explains. “Jane Iredale created the brand in 1994 because she saw the damage that traditional makeup was doing to people's skin. A lot of people think she was a doctor or a nurse, but she was a casting agent in the show business industry. She worked with Francis Ford Coppola and Steven Spielberg. What she saw was that the actors and actresses she was casting for roles were coming back with horrible skin from the stage makeup that they had to wear on stage. So she decided to create makeup that was good for the skin... This year, we've been in business [for] 30 years.”
Shawn’s Top Picks from Jane Iredale
With years of expertise under his belt, it’s no surprise that Towne has some go-to Jane Iredale products. His top pick? The PurePressed Base, which he personally wears every day. “We have what's known as the skincare makeup system that consists of our Smooth Affair primer, PurePressed Base, and Hydration Spray to set it with. And those three products are our best sellers and I love them because I wear them every day and it looks like skin...It feels weightless but it takes away all the discoloration. It makes my skin look really flawless and it lasts from the time I get up to the time I go to bed,” he shares.
How do you think it keeps up with the Philippine weather?
The PurePressed Base, a staple in Shawn’s routine, doesn’t just look great in controlled environments. It’s also ideal for places like the Philippines, where the humidity is known to be a makeup enemy. “With the Philippine weather, it's perfect because it's primarily consisting of titanium dioxide and zinc oxide which are minerals that are soothing and calming and give it broad-spectrum sun protection. The pigments are mineral-based, so because it's a powder with mineral pigments in it, it sticks to the skin and it stays all day...It's built for longevity so it's perfect for Asia,” he says.
What kind of beauty trends do you think are gaining more momentum in the next year?
“I definitely foresee a return to more skin-like foundations. For the longest time, people were doing really shiny complexions...I've even seen some matte complexions, which are really beautiful to me. I love a good matte complexion probably because I started doing makeup back in the 1980s when matte skin was very on-trend,” he notes.
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