Founded nearly 25 years ago and headquartered in Great Barrington, Massachusetts, the Jane Iredale brand is among the first of the clean beauty movement. From the beginning, the company has been committed to using clean ingredients, including minerals, organic botanicals and other natural inputs that benefit the skin.
“Starting with a modest idea – to create a makeup product that was good for the skin–it’s been an amazing 25-year journey to build one of the world’s leading cosmetics brands. To take the company to the next level, I knew we needed a partner with a proven track record in beauty who would be a good steward to our brand and company. Based on their experience working with leading authentic natural brands, SFEP is the ideal partner to guide us through the next phase,” said Iredale.
“As we have worked with Jane and her team, we have developed a strong appreciation for the quality and authenticity of the Jane Iredale brand, the strength of the company and its Great Barrington roots,” said Scott Potter, managing partner of SFEP. “This is a brand with uniquely strong products and unsurpassed consumer loyalty. We are thrilled to be chosen by Jane to help guide the brand to new heights.”