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MARAN: A NATURAL BUSINESS MODEL

Josie Maran launched her namesake cosmetic line, Josie Maran Cosmetics, because she doesn't like makeup.

"After spending years in a makeup chair, I realized that I didn't like the cakey, oily feeling makeup left on my skin," the model-actress-mother-entrepreneur told me.

And so, Maran created an upscale cosmetics collection that launched in Barneys New York and is now carried at Sephora, Barneys, Vert LA and QVC.

Maran's business "baby" was inspired while she was pregnant with her daughter and determined to find natural makeup alternatives to those that were readily available. Disappointed by a lack of eco-chic options, she began thinking about how her career experience made her a product guru.

"I realized that after spending so many hundreds of hours in the makeup chair, I was uniquely qualified to create my own line of cosmetics, the type of makeup that I was searching for: chic, luxurious and, most importantly, healthy," Maran said. "Not long after the birth of my daughter, Josie Maran Cosmetics was born."

The model's expansive career also introduced her to globally sourced ingredients not widely used. While on a shoot in the South of France she discovered Argan oil and began using it in her collection as a petrochemical substitute; it quickly became a brand staple. "I use it in over 90 percent of my line," she said.

Multitasking is a must when you're juggling a successful modeling and acting career, family and a burgeoning beauty business. Oh, and then there are the demands of being bikini-ready year-round. Maran's eternally ready to pose beachside in Bali or poolside at The Palms thanks to yoga, walking and yes, watching what she eats.

"Eating healthy is so important - I try to eat organic, vegan and vegetarian as much as possible," she said.

Maran told me she goes natural with her own makeup routine. She said the best makeup tip she's acquired over the years is that "you can achieve a natural look using tinted day-cream instead of heavy foundation. Then go in with a concealer to cover blemishes. For small areas, use a pointy brush. This way you can place the concealer where it is really needed."

As for the products Maran can't live without? She names Jo Wood Organics' Usiku Body Oil and Rare Elements Essential Conditioner among her top three, with her own Organic Argan Oil topping the list.

It looks like there's finally a makeup collection that this model-mogul really likes.

- Carolyn Brundage is the founder of tampabay.prettycity.com, a guide to all that is hip and happening in local beauty. Need beauty advice? E-mail her at carolyn@prettycity.com.

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