The California-bred daughter of a green builder and artist, she was signed as an Elite model by the age of 17, became the face of Maybel-line by 1999, and was featured in the Sports Illustrated Swimsuit Edition three consecutive years by the time the new millennium had awakened.
But every time that Josie sat in a makeup artist’s chair something that she did nearly every day she wondered aloud if there were a healthier, better way to produce makeup.
I was told this dream was impossible, that there couldn’t be high-per-forming makeup that also was good for you, Maran says. I started doing the math. I was in the Maybelline family and I knew how big the industry was. But honestly, I think I was put here on this planet to help the world see that we can do [things in] a different and better way. And that we can be creative and take care of people and the planet. So she put her idealism to work by going all in even using her personal funds, much to her business manager’s chagrin.
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