Can This Woman Sell an Organic, Eco-Friendly Mascara Every Two Seconds?


Josie Maran celebrates her Sephora launch at Akasha/photo by Parisa Taghizadeh

Supermodel and eco-entrepreneur Josie Maran celebrated the Sephora launch of her eponymous green makeup line with an all-out eco bash on Thursday, September 18th in Los Angeles, where she laid out her plan for world makeup domination.

Read on for more insider pics and exclusive video of Josie Maran and 400 of her closest friends at green hot spot Akasha.
Josie Maran gets a touch up at her Sephora launch party/photo by Parisa Taghizadeh
Mass-Marketing Green Beauty

For Maran, the Sephora launch of her line, which is free of petrochemicals, parabens, artificial fragrances and toxins, utilizes organic and natural ingredients as well as recycled materials and recyclable and/or biodegradeable packaging whenever possible, and is never, ever tested in animals, is just the first step in "bringing green to the masses," she said. "Where do I see JMC in five years? I see us as a part of a huge change where people are thinking about what goes into their bodies and onto their bodies. It's a whole new consciousness. A whole new world of health and beauty."


A dancer gets styled in the Verde mobile dressing room/photo by Parisa Taghizadeh
Walking the Eco-Talk

At Akasha, Maran walked the talk. The former face of Maybelline, wearing an eco-princess ensemble of vintage tulle dress with Stella McCartney belt accented by a vintage tiara, rolled up in Quixote Verde bio-diesel mobile home, which served as a mobile dressing room where models and dancers were made up in sky-high wigs and vintage ensembles created by uber-stylist Marjan Malakpour.


Actresses Nora Zehetner and Jennifer Lawrence, with a friend/photo by Parisa Taghizadeh

She brought in sustainable party planner Paige Anderson of Bash Eco Events to create a minimal waste, green-focused Marie-Antoinette-meets-Moulin-Rouge themed party where guests like Emilie de Ravin, Amy Smart, Nora Zehetner, Jennifer Lawrence and Erin Wasson were treated to eco-friendly JMC makeovers surrounded by organic floral bouquets created by Seed.


Bash Events transforms Akasha's bakery into the JMC beauty room/photo by Parisa Taghizadeh
Darren Moore of "Alter Eco" was even sampling the wares. "I like women who don't wear any makeup," he confessed. "But sometimes we have to wear makeup on the show and I wanted to find something that's not going to clog up my pores."


Akasha's famed organic fare and sustainable flowers by SEED/photo by Parisa Taghizadeh

Guests feasted on organic uber-chef Akasha's famed organic braised short ribs and salty chocolate torte while sipping on signature cocktails by Tru organic vodka and Parducci carbon-neutral wine.


Eco-party planner Paige Anderson tries out JMC's award-winning mascara/photo by Parisa Taghizadeh
Green Beauty Basics

Free of fragrance, petrochemical, parabens or talc, Maran was especially proud of her bestselling mascara, which recently picked up a best-in-show award from beauty bible Allure.

"The best are the basics. Like Maybelline Great Lash is the green-and-pink [bottle] basic, every makeup artist has it, and this is it. This is the new eco Great Lash. I don't care, I was 10 years with Maybelline, you know what? I'm proud to say it. Because they sell one of those every five seconds. I'm going to sell one of these every two seconds."

You heard it here first. Maybelline, watch your back.


An eco-friendly girl in a swing outside the JMC launch at Akasha/photo by Parisa Taghizadeh

Rachel talks with Josie about her plans for world beauty domination.

Want to learn more eco-beauty? Check out this comprehensive article on greening your personal care products, a post on Aveda's "envirometal" compact, and the difference between "nano" and "micronized" technology used in today's mineral makeups.

Tags: Beauty Treatments | California | Cosmetics | Los Angeles | Vintage

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