RMS Beauty founder and CEO Rose-Marie Swift has been styling the faces of supermodels and Hollywood actresses for the past three decades. "What the beauty industry is selling to women is a lie, a complete lie," she says in a recent interview from her Charleston, South Carolina headquarters. Unlike her counterparts who rely on water and petroleum as base ingredients for their products, Swift had a radical, but seemingly obvious, alternative in mind -- natural ingredients. I want women to celebrate their natural beauty, and not feel like they have to wear this mask every day." The beauty industry doesn't have strict regulations; while certifications for organic production exist, Swift argues that they are not robust enough.

Source: Forbes January 04, 2019 18:11 UTC