Business models: Jessica Hart

Business models: Jessica Hart

Natural, affordable beauty

Text: Anna McClelland

Image: LUMA Cosmetics

She's the Australian sweetheart with the gap-toothed grin - and now Jessica Hart is selling her fresh-faced brand of beauty to the masses

Jessica Hart has perfected no-make-up make-up, both in application (although she also knows how to rock a red lip) and product. "My beauty philosophy is very much less is more so I wanted to create a make-up line that enhances a woman's natural beauty," she says of LUMA, her all-natural beauty collection.

LUMA's ethos is simple: natural, attainable beauty, made with no parabens, mineral oils or synthetic fragrances, not tested on animals and not outrageously priced. It's a clever move: as natural becomes the new normal, the demand for chemical-free cosmetics continues to grow. "All things natural has been instilled in me by my mother since I was a little girl so it made sense for LUMA to be a natural range," Hart says.

LUMA took two years of research and development before it launched in late 2014. "The most challenging part has been getting it to exactly where I want it and up to my standards while still keeping it as natural as possible," Hart says. "I've learnt so much about the product development process, from ingredients to formulas, and all the work has paid off delivering a premium product that's affordable - there's not one product in the range that hasn't had my touch and 100 per cent approval."

The Illuminating Highlighter, a rose-tinted cream applied with the fingertips, was her top priority. "I love shading and highlighting my face so I was determined to make a highlighter that was shimmery but not glittery, glowing but not too pink and it had to be totally untraceable on the skin," she shares. "I apply mine to my brow bones, cheekbones and even upper lip."

Six months in, how does it feel to have supplemented modelling with a successful make-up line? "It's strange, I've dreamt about it so many times I don't think it's quite kicked in that it's no longer a dream," says Hart, who is busy making time to expand her brand in between travelling and her modelling work this year.



Twitter: @1jessicahart

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