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Rosie Jane Johnston of by Rosie Jane

The alchemist on telling stories behind scents and inspiring the natural beauty world.

Jennifer Aniston, Kate Hudson, Cameron Diaz, Kate Bosworth, Sienna Miller… what do all these women have in common? They are all fans of by Rosie Jane, a five-year old apothecary and lifestyle brand based in Los Angeles, California.

Founded by former celebrity makeup artist, Rosie Jane Johnston — a native Australian now living in LA — by Rosie Jane is aptly named after Rosie concocted a scent for her personal use that was so appealing, her friends begged her to make it for them. Centred around four scents named after herself, her two daughters and her son, every perfume, body lotion, fragrance oil, candle and gloss from each series is crafted in small batches. Crucial to us as conscious beauty seekers, all products are also cruelty-, paraben-, sulphate-, phthalate- and phosphate-free.

With a huge celebrity following, it’d be understandable if Rosie chose to capitalise on her connections and churn out products to meet the interest and demand. But guided by her philosophies of authenticity, simplicity and leaving things to develop in organic ways, the result is a collection of uncontrived, delicate creations that achieve exactly what their recyclable paper packaging says they do.  


b/rj’s signature product — cheek & lip glosses in rose, marigold and poppy

INSPIRATION

I have always loved effortless beauty and lifestyle, and I wanted to create products that would simplify beauty routines but not take away from the emotional experience of using a beautiful moisturiser, fragrance or lipstick. The eco side of things is because I believe we should do everything we can in the natural and sustainable arena.

DAILY BEAUTY ROUTINE

My daily routine is very simple but it makes me feel so good! Every morning I wash my face with an extremely hot washcloth and it’s like [feeling] reborn. Then I use Crème de la Mer on my face, body lotion by Rosie Jane and mascara. I put my hair up and I’m out the door. Depending on meetings and my schedule, I will add a little colour like tinted moisturiser, crème bronzer and the cheek & lip gloss by Rosie Jane.

ON CLEAN EATING AND NUTRITION

I believe in everything in moderation, including moderation! Eat well and clean but nothing can beat a McDonald’s pit stop here and there!

THE KEY TAKEAWAY AS A FORMER MAKEUP ARTIST

Dewy, dewy and dewy. It suits everyone.

by Rosie Jane’s aesthetic is marked by soft, clean lines and warm undertones, reflecting Rosie’s uncontrived approach to her brand

BY ROSIE JANE’S TOP THREE BRAND PHILOSOPHIES

Authenticity — if it’s not something I would use or buy, then how can I expect anyone else too?

Simplicity — keeping it simple reminds me to not overthink and ‘over create’ a product.

Persistence and flexibility — things that are meant to be will happen, but maybe it’s just not the right time or still needs a little work! So keep going.

NATURAL INGREDIENTS IN THE CHEEK & LIP GLOSSES

Beeswax and shea butter.

STORIES BEHIND THE SCENTS

The label is centred around four scents named after herself and her children: Leila Lou, Tilly, James and Rosie

I created all four scents from being truly inspired by the seasons and my childhood memories that went along with each. I grew up in Australia and I think all my fragrances are very reminiscent of that time. I named each of them after my children: Leila Lou — Leila Lou; Matilda — Tilly; James — William James and Rosie — Rosie, which is my name. When I was mixing it, I ­drew from all the strong women that influenced my life.

BEAUTY LESSONS YOU WANT TO INSTIL IN YOUR CHILDREN

Drink water, use a great moisturiser, meditate, fall in love and take your makeup off every night!

Rosie Jane's children

Rosie’s three children, who all serve as inspiration to the products and fragrances she creates

Images courtesy of by Rosie Jane