Rose Lentini Talks Pure Makeup

Rose Lentini

Rose Lentini, National Trainer for INIKA certified organic makeup, has been a makeup artist for over 20 years, she talks to Beautiful Because about what sets INIKA apart from other natural makeup brands.

Tell us about Inika:

Inika is a natural beauty brand incorporating mineral makeup, vegan and organic products that are completely free from synthetic chemicals and harmful ingredients. INIKA has also won numerous awards since its inception in 2006, over 30 awards for product excellence and innovation including the prestigious ACP Magazine award for Best Foundation and nominated for the Marie Claire Prix de Beaute award for Best Product, sitting alongside Dior and Chanel.

Why is it important for you to work for a pure and natural cosmetic brand?

As a passionate individual I want to educate and empower others about the benefits of using pure minerals and certified organic products… INIKA delivers without compromising on coverage, colour and the integrity of our health.

I'm amazed that so many women think ‘natural’ and ‘certified organic’ are the same. Unfortunately, companies can label their products as ‘natural’ – the government does not regulate the use of the term ‘natural’. It's important that we also educate our children and protect them from harmful chemicals that are found in so many personal care products.

How does INIKA fill a niche in the industry?

INIKA products are guaranteed to be completely free from harsh petrochemicals, fillers, talc, bismuth oxychloride, GMO ingredients, parabens, preservatives, mineral oils, phthalates and fragrances. In an industry that is still largely unregulated and with ‘green washing’, it's difficult for consumers to make informed choices about what to use on their skin. That’s why all INIKA products carry the triple consumer guarantee: to be cruelty-free, to be vegan, to be Halal. In addition, half of our product range is CERTIFIED Organic by the The Organic Food Chain (OFC), which ensures that they contain between 75-95% certified organic content.

Inika Natural Makeup

What advice can you offer women seeking out chemical-free beauty products?

As consumers we should not always assume that because a product uses the word 'organic' in their company name, on their label or in their marketing that the product content is actually organic. Look for products that carry the label "Certified Organic" or "Pure Minerals". Organic cosmetic products are plant derived and pure minerals are rock derived. Certified Organic products should carry a label from a reputable certifier for example The Organic Food Chain (OFC) - whose standards have strict criteria; OFC criteria includes production standards for sourcing, processing, packaging and having the ingredients grown and harvested without the use of chemical fertilisers, pesticides, herbicides, synthetic chemicals and growth agents while also being free from irradiation and chemical sterilisation. So you see, when you buy a product that is ‘certified organic’ you know it has been thoroughly regulated and is a legitimately organic product.

What is the must have beauty product you always have in your bag?

I LOVE all the INIKA products, though the Mineral Foundation Powder and Kabuki Brush is my MUST HAVE!! The mineral foundation powder delivers instant sun protection, coverage and a flawless finish every time!



By Nina Weston


The Beautiful Because Newsletter

Sign up to get exclusive offers, latest products & beauty advice.

Beautiful Because