Makeup · United States
Plain Jane Beauty
Founded by Lake Louise
Plain Jane Beauty is a green, clean cosmetics line founded by former model and certified makeup artist Lake Louise. She saw the lack of darker brown shades in the green beauty market, and Plain Jane Beauty launched in 2011 as the first green beauty brand with inclusivity at its core. The brand's first order of business was creating natural, non-toxic, effective foundation shades with a variety of undertones inclusive of darker brown skin. Louise's motivation was personal: as a brown-skinned model, artists had to combine multiple mismatched shades that broke her out. The line offers 17 shades of liquid foundation from ivory to ebony, with affirmation-based names like "I am Magnificent" and "I am Radiant," and shades that match across its Creme Minerals, Impressed and Get Loose formulas. Everything is manufactured in the US, certified cruelty-free and 98 percent vegan. A genuine discovery gem in the under-served natural/clean space for deep skin. Caveat: it's a small operation with a limited footprint, and a few products contain beeswax and carmine, so it isn't fully vegan.
Who it matches
- Depth range
- Fair, Deep, Deepest
- Undertone
- Cool, Neutral, Warm, Golden / yellow
- Skin type
- All skin types
- Price
- Mid-range
- Finish
- Natural
- Coverage
- Sheer, Medium, Full
Hero products
- Liquid Mineral Foundation (I am Radiant / I am Magnificent shades)
- Creme Minerals Foundation
- Get Loose Powder Foundation
- Conceal + Correct
What it targets
- natural
- non-toxic
- cruelty-free
- vegan
Not sure this is your shade?
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