I started jane iredale in 1994, I’m a Londoner who came to New York looking for adventure and found it! It began with a career in the entertainment industry working with actresses and models in television and film. As a casting director and producer, I got to know all aspects of an industry obsessed with appearances. A large part of the appearance tool kit, was, of course, makeup. However, it didn’t take me long to realize that makeup was still a second-class citizen. It didn’t matter what was in it, as long as it covered and stayed on long enough to get the shot. Worse was that makeup was contributing to problem skin and problem skin threatened careers and undermined self-confidence. 24 years ago, at three o’clock in the morning I had an idea: “How about a makeup that’s good for the skin?