Josie maran luxury with a conscience

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LUXURY COSMETICS WITH A CONSCIENCE INTRODUCING JOSIE MARAN COSMETICS

WHAT IT IS: A model new approach to makeup. The “green is gorgeous” mentality has certainly been embraced by the masses. Everywhere you look, from home design and cars to fashion and beauty, there are chic, environmentally-conscious options. But while the world of skincare has certainly followed suit, the makeup industry is lagging behind. Until now. Introducing Josie Maran Cosmetics, a complete collection of pure, natural and evolved cosmetics that is equally chic, luxurious and beautiful.

THE BACKGROUND: Josie Maran is synonymous with beauty. As the face of Maybelline cosmetics for an unprecedented ten years, she was the spokesmodel for one of the most popular national makeup brands in the country. Yet Josie is hardly your typical glamour girl. In fact, she didn’t even like to wear makeup when she first became a model. The child of bohemian artists, Josie grew up in Northern California with a mother who was a “true beauty” who never wore a stitch of makeup. However, Josie’s attitude towards makeup changed as her modeling career kicked into overdrive and she started working with the top makeup artists in the business. They showed her how to apply makeup and helped her see that it is something that doesn’t just transform a look, but boosts confidence and the spirit as well.

When pregnant with her daughter a few years ago, Josie decided to look for natural makeup formulas to use and discovered that none lived up to the levels of sophistication and luxury she wanted. It was then she realized that after spending so many hundreds of hours in the makeup chair, she was uniquely qualified to create her own line of cosmetics, the type of makeup that she was searching for: chic, luxurious and, most importantly, healthy. Not long after the birth of her daughter, Josie Maran Cosmetics was born.

THE FORMULAS: Josie’s parents instilled in her a deep love for the natural world and an appreciation for the environment. In fact, she has always lived a healthy, organic lifestyle (from the food she eats to the car she drives) – years before it became a popular way of life. It was only natural that when she decided to create her own line of cosmetics, she was determined to create makeup that looks as good on you as it is for you. As a result, all Josie Maran Cosmetics formulas are created with natural, organic, nontoxic and gentle ingredients (including avocado, coconut, flax, jojoba, olive, soybean, beeswax, cocoa butter and shea butter), as well as innovative proprietary formulas that allow them to look and feel just like high-end luxe brands, so there is no longer a trade off between luxurious and natural.

THE PACKAGING: In keeping with Josie’s philosophy, all of the packaging is as pleasing to the planet as it is to the eye. Each product comes in sleek, rose-colored metallic packaging that is recyclable and/or biodegradable. The compacts are made of a corn based plastic (PLA), the lipsticks and concealers are all housed in aluminum, the argan oil bottled in glass, and the outer boxes are made from 30% recycled stock and soy ink.

WHAT IT COSTS: $18-$52

WHERE TO FIND IT: Now available at Sephora and online at www.josiemarancosmetics.com

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