When Jane Iredale launched the mineral makeup category 23 years ago, cosmetics’ effects on skin and wellness simply weren’t discussed. “I’d seen the bad effects of toxic makeup, and it occurred to me that there must be a place for makeup that was good for the skin,” Iredale says.

Since launching her first “skincare makeup” hybrid, Amazing Base Loose Mineral Powder, Iredale has worked tirelessly to promote a holistic approach to beauty. It’s an achievement recently recognized by her eponymous brand’s expansion into Neiman Marcus, in response to the retailer’s customer demand for clean beauty. With the natural beauty segment outpacing overall beauty market growth by 5%, it’s safe to say the wellness movement is now mainstream. (In fact, the value of the natural beauty market is expected to reach $13.2 billion by 2018, according to FastCompany.)

“Beauty from within is exactly what consumers are looking for,” says Iredale. “This area is expanding exponentially and encompasses all ages—women and men.  We’ve been progressing the category for years. It’s taken a while for people to catch up, but it’s happening very quickly now and we’re thrilled to have been at the forefront. It validates everything that we’ve been working for.”

Sustainable Packaging

Neiman Marcus is carrying jane iredale’s full category range in select stores and online, including nourishing skincare, healthy makeup and targeted, vitamin-rich beauty supplements. The line features sustainable packaging, including 100% recyclable outer packaging printed with vegetable based inks and refillable compacts for select pressed products. Packaging for the brand’s Skincare Supplements is made entirely without plastic, echoing the brand’s overall commitment to environmentally responsible products and ingredients. Its fish oils, for example, are sourced from Epax, an organization certified by Friends of the Sea.

“We are constantly on the hunt for innovative, fresh and high-quality brands,” said Kelly St. John, vice president and division marketing manager of beauty at Neiman Marcus. “With the rise of interest in clean beauty products, we are very excited to provide our customers with high-performing natural products from jane iredale.”

For Iredale, the wellness conversation will continue to evolve. “We’re going to be talking a lot more about the importance of wellness in our lives in general,” she said. “I recently attended the Global Wellness Summit and heard scientists, doctors and psychologists speak to the pillars of a well life. We know that if we’re happy about the way we look, it has a profound effect on us physically and mentally. Using products that promote healthy, beautiful skin isn’t trivial. We want to make sure that we offer products that work but also contribute to overall wellness. That’s a challenge, but we’re up for it.” 

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Brands that market beauty and wellness supplements include ZIRH, Minerva and SIBU.