"I’m from Palo Alto, but we have this house here in Pennsylvania because QVC is 10 minutes away and I'm there all the time. I used to fly out here from LA, but when I was pregnant and I couldn’t fly anymore we decided to get a place. We found this—it’s 300 acres—and I had my baby under one of the trees. It was awesome. I had my Jambox and good music going. My neighbors, my whole family, and some good friends just came and sat around—we listened to yoga music and had a baby for four hours.
I was just telling my daughter this morning that I can do anything. She was talking about being scared of shots, but I guess that having babies has made me not scared of anything. Even in business—I don't call myself a business women, I say that I'm a believer. It's all possible. I’m a Taurus, so I just dream of something and then I’m like, yeah I’ll do it—no problem. I've gone through life just pushing every boundary in every which way all the time. That's what I want my company to be about, too.
I started modeling when I was 12 in San Francisco. Eventually I moved to San Diego to go to San Diego State, but the only reason I was really there was for the beach. I knew in my mind I was not going to do anything normal, so I didn’t really need to go to college. Two weeks in I decided that I hated it and left.
Then my modeling agency in LA thought I should do some casting for commercials. I started driving to LA from San Diego all the time—it was two and a half hours each way. I went to 10 castings and modeling gigs everyday. And then I somehow became a model in the process. At that point, Christy Turlington was the Maybelline girl and every night I prayed to be like her. When I was 18 I got a call to meet with them, and I got a 10-year contract to be the face of Maybelline.
I modeled all over the world, and then I decided I wanted to act. I did some movies, but it wasn't really making me happy. My dream was to change the world, and Maybelline had invested millions of dollars in my name—it was high leverage. But I wanted makeup that was good for you. I always sat in the chair with every makeup artist and was like, 'Why don’t you have something that’s healthy and natural and good for us?' They didn’t think it could be done, so the little rebel in me was like, 'Now I gotta prove you wrong.' I invested all my money into it, and with some help I created my line. We launched at Barneys for a year to prove that you could be high end and healthy. Now we’re at Sephora and QVC and it’s doing so well.
We don’t ever saying 'anti-aging,' because why would you be 'anti' anything that’s a natural part of life? And metaphysically, being 'anti' something actually creates that thing that you don’t want. Tip number one—stay positive.
So, pro-aging, or 'aging gracefully' is what we say. It’s about embracing who you are and getting better with age. Our essence and our gifts are honed and we become more skillful—and people can sense it. People feel beauty so much more intensely than they see beauty. You can sense a person’s confidence and where they're at in terms of vulnerability and sensibility. If you’re a conscious person and cool with being who you are, people will find you really beautiful.
I think as I get older and older, I’m going to be like, 'damn, I wish that line wasn’t there.' But I'm not going to get Botox—I’m going to gut this one out. I'm pretty hardcore, so I’m going to see what life is like without all that stuff.
I just try to eat healthy and live balanced. I don’t cleanse—if you overdo it, your body becomes dependent on it. I’m very in tune with my body, so I can listen to it and know what it's thinking. Cleansing takes things out of the natural rhythm. You’re always restarting and you get frustrated and you're like, 'I’m gaining so much weight.' So I don’t want to knock cleansing but for me, it’s not necessary. I drink coffee and wine. Live and be full!
The only thing that’ll hydrate my skin is argan oil. I love oils—they make the skin so juicy and dewy. Add oil and confidence and you’re like the hottest girl in the world. I discovered it when I was in France for a job—there was this woman who was 70 but she looked 40, so I asked her what her secret was. All she used was argan oil, so I had to try. I had been using Dramatically Different Moisturizing Lotion by Clinique and then I was using Creme de la Mer my whole modeling career because I liked how it would moisturize—but it was not natural and it broke me out. Argan oil doesn't do that. If I do ever get a breakout, I put raw honey on it.
I cleanse my skin at night. I make a Cleansing Oil and a Cleansing Treatment, and I usually use the cleansing treatment, which has a creamy texture. It’s rich and moisturizing in a way that leaves your skin really dewy instead of dry. Even though it's humid and hot, the more the moisture, the more yummy your skin is. When I wake up, I just use my Tinted Moisturizer. It has pretty good coverage and SPF 30.
I’m very picky about my hair products, so it’s taken a long time for me to get a routine down. Less is more, so I wash it once a week. Sometimes I clean my hair in the pond, but I always feel like that makes it too clean and like I need more dragon fly dust back in my hair. I have a Rahua Conditioner that I leave in my hair as a styling cream and use Giovanni from Whole Foods for shampoo and conditioner.
Usually, I just use my Cheek Gelée and Infinity Lip and Cheek Creamy Oil and then the Argan Black Oil Mascara. I always use my Shu Uemura Eyelash Curler. I can’t live without it, I am literally addicted. Like cigarettes, I need that feeling. It feels so good.
I am a totally different person on TV. I always say that big hair equals big sales. I’m this hot, sexy thing with lashes in a Bebe dress. I Instagram myself, what I actually look like day to day and people say I should go on TV like that. But to stand out, to be a force on TV that people are going to want to buy thousands and thousands of pieces from in a minute, I have to have this shell. It’s like a character—I got to entertain and put on the Josie Show. It makes me feel more official.
I put on the Argan Daily Moisturizer, the Creamy Concealer Crayon and the Matchmaker Powder Foundation. Then I use Bronze Hydrating Liquid Powder all over and for contouring. It has coconut water encapsulated in it, so when you put it on it actually feels like water. I use a dark and a light tint of my Coconut Watercolor Eyeshadow for a smokey brown neutral eye. Then some Magic Marker Liquid Eyeliner and mascara. It dries and lasts for 14 hours. I have Illuminizer for my cheeks so I glow like crazy on TV.
I can tell the difference when I walk through the world with no makeup on and when I walk through with high heels and fully done face. The attention is different. When you're done up, people start talking talking to you and pointing you out. But without it all, you can be just as confident and naturally pretty—people will notice you, but they won't say anything about it."
—as told to ITG
Josie Maran photographed by Tom Newton.