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jane iredale at Parfuma
jane iredale is the pioneering brand of mineral skincare makeup. Every product cares for and protects your skin while you wear it, free from talc, parabens and synthetic fragrances. At Parfuma, discover the full range online and in our stores in Antwerp, Hove or the Wijnegem Shopping Center, with personal colour and skin advice from our beauty experts.
The Story
Before founding her brand, Jane Iredale worked as a casting director and producer in Hollywood. She saw first-hand how heavy makeup damaged the skin of actors and asked herself a simple question: why can makeup not be good for the skin? In 1994 she launched Amazing Base, her first mineral foundation. It was immediately embraced by dermatologists and plastic surgeons because it could cover, calm and protect the skin all at once. More than thirty years later, Jane Iredale is recognised worldwide as the pioneer of skincare makeup. The brand is recommended by the Skin Cancer Foundation, certified by Leaping Bunny and PETA, and trusted by skin professionals in more than 50 countries.
The Philosophy
jane iredale creates makeup that does not burden the skin but supports it. The mineral formulas are free from talc, parabens, phthalates and synthetic fragrances. Instead they contain zinc and titanium dioxide as physical UV filters, antioxidants such as coenzyme Q10 and pomegranate extract, and hydrating actives that nourish the skin. A rare benefit: the mineral filters in Jane Iredale also protect the skin against blue light from screens, making the brand relevant for anyone who spends a lot of time on phones or computers. All products are hypoallergenic, independently dermatologically tested and safe after cosmetic procedures such as peels or laser treatments.
The Range
The jane iredale range centres on foundation as the starting point. The PurePressed Base Mineral Foundation is the absolute bestseller: a compact mineral powder that is foundation, concealer, powder and SPF20 sun protection in one, four products in one step. Ideal for normal to oily skin. The Amazing Base Loose Mineral Powder offers a more radiant, dewy finish and suits dry or sensitive skin better. With both powders, the Hydration Spray is essential. The spray causes the mineral particles to melt into the skin and creates a second-skin effect that significantly improves longevity and comfort. You will also find primers such as Smooth Affair (anti-ageing and brightening), the BeautyPrep range for skin preparation (cleanser, toner, serum and moisturiser), colour products for eyes and lips through the ColorLuxe range, and a refillable compact to keep packaging to a minimum.
The Personal Advice
jane iredale is available at Parfuma both online and in our stores in Antwerp, Hove or the Wijnegem Shopping Center. Because choosing the right foundation and shade is a personal decision, our beauty experts and Skin Expertise centres offer makeup consultations. With every online order from €50, choose 3 free samples to try beauty items at your own pace.
jane iredale is a makeup brand known for using skin friendly and carefully selected ingredients. For more than 30 years, the brand has been a pioneer in the world of skincare makeup.
It first became widely known as a leading mineral makeup brand that works with ingredients that are gentle on the skin, such as boron nitride, zinc, titanium dioxide, coenzyme Q10, hyaluronic acid, aloe vera and other antioxidants.
The formulas offer anything from natural to full coverage while still feeling comfortable on the skin. Do you like your skin to look like skin, just a little better? Then jane iredale skincare makeup might be exactly what you are looking for.
Both are mineral foundations with SPF20 but with a different finish and suited to different skin types. PurePressed Base is a compact powder with a semi-matte finish, ideal for normal to oily skin and blemishes. Amazing Base is a loose powder with a more radiant, dewy finish, better suited to dry, sensitive or mature skin. Note: loose powders apply darker than compact powders. In Parfuma stores in Antwerp, Hove and Wijnegem, our beauty experts help you make the right choice.
The Hydration Spray is an essential step with mineral makeup. It causes the mineral particles to melt into the skin and creates a second-skin effect comparable to liquid foundation but without the drawbacks. Without the spray, the powder can look powdery and last less well. The spray also hydrates the skin with hyaluronic acid and antioxidants.
Yes. jane iredale is hypoallergenic, non-comedogenic and independently dermatologically tested. The brand is specifically recommended after cosmetic procedures such as laser treatments, chemical peels or plastic surgery, because the minerals cover redness without irritating the skin or hindering healing. It is also a safe choice for rosacea, couperose and acne.
With mineral makeup, less is more. Many beginners apply too much product, making it look powdery. Swirl the brush lightly in the powder, tap off the excess and apply with downward strokes. Then use a Hydration Spray to set the makeup. In Parfuma stores, our beauty experts offer makeup consultations with step-by-step guidance.
Yes. The compact foundation is refillable via refill discs that attach magnetically. You keep the metal compact and replace only the powder, generating significantly less plastic. The packaging is largely made from recycled materials. The brand is entirely cruelty-free, certified by Leaping Bunny and PETA.
The PurePressed Base Mineral Foundation is one of the brand’s best known products. This foundation combines coverage with a natural finish and is often used to create an even looking complexion with a light, breathable texture.
Every 60 seconds, a PurePressed Base Mineral Foundation is purchased somewhere in the world.
Would you like advice on finding the right shade? Visit Parfuma in Antwerp, Hove or the Wijnegem Shopping Center. Our beauty advisors will be happy to help you choose the perfect color.
Yes. jane iredale makeup uses purified minerals of the highest quality. The minerals used include boron nitride, zinc, titanium dioxide, iron oxides and mica.
Boron nitride is often described as the Rolls Royce of minerals. It helps makeup apply smoothly and allows products to adhere beautifully to the skin.
Zinc and titanium dioxide act as sun filters in jane iredale skincare makeup and also have a calming effect on the skin. Iron oxides give color to the products, for example the shade of your foundation. Mica determines whether a product has a luminous or matte finish.
If you have sensitive eyes, it is usually recommended to avoid very shimmery eyeshadows. These often contain mica with larger particles, which some people with sensitive eyes may react to.
You can find all products on parfuma.com. They are also available in the Parfuma stores in Antwerp, Hove and the Wijnegem Shopping Center.
Need advice online? Contact our online beauty advisors via contact@parfuma.com.
jane iredale is available online at Parfuma and in our stores in Antwerp, Hove or the Wijnegem Shopping Center. For personal shade advice or a makeup consultation, book an appointment at one of our stores. With every online order from €50, choose 3 free samples.
You can purchase all products from the mineral makeup brand jane iredale at parfuma.com.
We deliver throughout Belgium and across Europe.
If you place your order on a weekday before 3 pm, your parcel will usually be shipped the same day.
Need advice? Contact our beauty advisors via contact@parfuma.com.
The makeup artists at Parfuma Antwerp, Hove and the Wijnegem Shopping Center are ready to help you shine with jane iredale makeup for any occasion.
You can easily book an appointment online for personalized advice, a makeup application or a workshop. Of course you are also welcome to simply visit the store for advice or to have your makeup done with jane iredale or other makeup brands.
All products are available in every Parfuma store as well as online.