Model saw niche for eco-cosmetics


POSTED: Thursday, March 05, 2009

Model-turned-eco-beauty entrepreneur Josie Maran may have been nixed early during the 2007 season of “;Dancing With the Stars,”; but that just meant she had more time to spend working on her organic brand Josie Maran Cosmetics. And consumers and the planet could be the winners as a result.




Meet Josie Maran

        » Where: Sephora, Ala Moana Center

» When: Noon to 6 p.m. Saturday


» Admission: Free


» Call: 944-9797




Maran will be at Sephora from noon to 6 p.m. Saturday to share beauty secrets and her newest makeup collection, “;Nearly Nude,”; for spring 2009.

The cosmetics line is based on Maran's low-maintenance style, combined with worldly awareness. Maran started modeling at age 12 and traveled the world while being photographed by magazines such as Glamour, Lucky, Marie Claire and Sports Illustrated for its swimsuit edition, where she appeared between 2000 and 2002. Her other credits include minor roles in films like “;Van Helsing,”; “;The Aviator”; and “;Little Black Book.”;

In an e-mail interview, she said she developed the line, which debuted in 2007, because “;it was hard to find products that are pure and gentle, that contain no toxins or ingredients that damage the planet.”;

The few earth-friendly products she found were lacking the sophistication and the level of luxury she craved, having been exposed to it at a young age.

“;I wanted to prove you can make high-end makeup without all the chemicals. The whole point of this line is to change the industry and make it healthier. I believe you shouldn't have to sacrifice your health for beauty. I mean, beauty comes from the inside out, right? If we aren't healthy on the inside, how can we be healthy on the outside?”;

The botanical-based lineup includes luxurious, finely milled powder eye shadows that glide on like cream, and features recyclable and biodegradable packaging. A percentage of sales goes toward various environmental and conservation causes. For instance, a $12 pack of soft and gentle makeup-removing Bear Naked Wipes, infused with aloe vera, cucumber and vitamin E, is linked to the slogan “;Erase your face, not the polar bear race!”; and a percentage of sales goes to the Natural Resource Defense Council's Polar Bear SOS Initiative, a campaign committed to saving polar bears and their habitats.

The spring “;Finger Paints”; palette ($36) is also prom-ready with its sheer, peachy and pink feather-light shimmers that bring soft, glowy color to cheeks, lips or eyes. The formula contains natural, organic ingredients with no fragrances or parabens.

She had paid attention while world-famous makeup artists worked their magic on her and learned what works and what doesn't.

“;What most women don't realize is that when models and actresses look fresh-faced and makeup-free, it's because they know how to apply their makeup to make it look that way,”; she said in explaining her choice of colors and textures created to enhance skin and features, rather than cover them up.

“;The outdoors is my inspiration. Exploring and indulging in nature definitely helps when dreaming up ideas for new botanical ingredients and naming my products and collections.”;

The miracle worker of the line is 100 percent organic Argan Oil ($48) from Morocco, which can be used as a fast-absorbing daily moisturizer or to heal and condition everything from cuticles to split ends.

“;I would like to see the line going into more skin care and hair care. I still haven't found the perfect eco hair brand, so I am getting inspired to create it myself.”;

And, she's not through with television.

“;I'm currently working on creating a TV show about green beauty. I hope to show the world how healthy makeup is just as good if not better than the most other makeup we've been putting on our faces for so long.”;