The Secret of Josie
Posted On Sep 22, 2016
Josie Maran foregoes the rubbish and insists on natural formulations.
With her softly drawn features and approachably sexy sense of style, Josie Maran is quite a natural beauty, both inside and out. This Guess girl, Sports Illustrated swimsuit siren, and Glamour cover subject has transformed herself into a skincare powerhouse. She’s on a mission to offer great, all-natural products for skin, body, and hair in ecologically responsible packaging. From hydrating lip gloss and moisturizers to health-restoring hair treatments and flirty cheek tints, Josie Maran Cosmetics (launched in 2007; sold on QVC, at Sephora, and at Josiemarancosmetics.com) provides a feel-good alternative to the chemical-laden products often found on shelves. With this spirit of empowerment driving her, Maran is set to expand her reach ever outward.
“As a model, I was always in the makeup chair,” she recalls. “I would constantly ask makeup artists if they had healthy, natural products. They all said it was impossible to have cosmetics that were effective as well as healthy and natural.”
Maran set her intentions: Create products that produce superb results and are healthy for all involved. “The labs I worked with to create my line were very hesitant to work with me and try new ways of formulating,” she recalls. “But I’m determined. I worked for three long years with them to push the envelope and create formulations that were made with natural ingredients, non-toxic, and still high-performing.”
Her secret weapon: Moroccan oil from the argan tree. Though argan oil has become a popular ingredient, Josie Maran Cosmetics was the first introduction for many consumers to the notion of using oil on the face for moisturizing and clarification purposes. “I had met the most beautiful French woman in the South of France,” Maran recalls. “I asked her for her secret. She said, ‘argan oil.’ I became obsessed. I call myself the First Lady of Oils.”
Maran sank this obsession into a range of products, including her 100% Pure Argan Oil Light—a daily moisturizer and night treatment that won an Insider’s Choice award at the 2014 Cosmetic Executive Women (CEW) Beauty Awards. Josie Maran Cosmetics also uses the oil’s virtues in Argan Black Oil Mascara and Pure Argan Milk Intensive Hydrating Treatment.
The pluses of Josie Maran Cosmetics extend beyond their look, feel, and efficacy. Only women are hired for the production of the argan oil used by the brand. “We employ hundreds of women and bring empowerment training programs through the IMAGINE Program—which supports women in finding their voice and expressing their dreams. It gives them the tools to become leaders in their communities.”
Maran’s success is well deserved. “People are ready for a cosmetics line that celebrates the power and beauty of women,” she says. “I’m proud to make products that highlight our beauty.”
Photograph courtesy of Josie Maran Cosmetics