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A Candid Interview With Our Founder, Casey Georgeson and re•spin, An Online Wellness Community

THE WAY THIS “CLEAN” BEAUTY BRAND IS PUTTING WOMEN’S HEALING AND EMPOWERMENT FIRST
By: Jessica Ourisman
 

“What’s in a name?” Shakespeare once wrote. In the case of the indie beauty brand, Saint Jane, there is actually great depth and significance in their name. It references a historical figure and saint, Jane De Chantal, a French baroness who dedicated her life to healing and uplifting vulnerable women outcast by society in the 1500s. This healing legacy alludes to the root of the founder’s mission and ethos, whose philosophy aims to heal sensitive skin and to empower women — giving back to non-profits that empower girls and women.

But as the mother of three young daughters, CEO and founder Casey Georgeson’s business decisions to prioritize women’s health are deeply personal. As you’ll learn, she aims to support women’s health, healing, and wellness through critical moments of pause and self-care set aside to nourish and rē-connect the mind, body, skin, and spirit. Georgeson’s story also provides insight into the growing “clean” beauty niche, which is slowly but surely transforming the billion-dollar industry, rē-spinning the way consumers think about beauty and personal care products.

The Founder’s Journey to “Clean”

“What’s in a name?” Shakespeare once wrote. In the case of the indie beauty brand, Saint Jane, there is actually great depth and significance in their name. It references a historical figure and saint, Jane De Chantal, a French baroness who dedicated her life to healing and uplifting vulnerable women outcast by society in the 1500s. This healing legacy alludes to the root of the founder’s mission and ethos, whose philosophy aims to heal sensitive skin and to empower women — giving back to non-profits that empower girls and women.

But as the mother of three young daughters, CEO and founder Casey Georgeson’s business decisions to prioritize women’s health are deeply personal. As you’ll learn, she aims to support women’s health, healing, and wellness through critical moments of pause and self-care set aside to nourish and rē-connect the mind, body, skin, and spirit. Georgeson’s story also provides insight into the growing “clean” beauty niche, which is slowly but surely transforming the billion-dollar industry, rē-spinning the way consumers think about beauty and personal care products.

The Controversy Over “Clean”

Many deride the clean beauty industry, in part due to the fact that the term is still legally unregulated and thus can be used as a marketing ploy. Although a growing body of research exists, experts often disagree when it comes to what constitutes “safe” (with a major debate brewing over sunscreen), fueling discourse and continued research — but also divisive rhetoric among impassioned beauty consumers and commentators. If you’re one of the skeptics, simply try thinking of the push for “non-toxic” beauty in terms of consumer preference; just as some of us prefer organic, farm-to-table cuisine, opt to be vegetarians or flexitarians, or to practice yoga as opposed to pilates, it comes down to personal choice and sovereignty over one’s body — something that each of us is entitled to. After all, what makes a person feel safe is a highly personal decision. Even without industry regulations in place, you can trust that the products you purchase from Saint Jane adhere to Georgeson’s notion of “clean”; namely, “ingredients that are globally recognized to be less toxic.”

“For too many years, women didn’t know ingredients in their beauty products were toxic or dangerous, like Formaldehyde, which we now know is a carcinogen.” Talc is another common (and legal) ingredient that has been found to occasionally be contaminated with the carcinogen asbestos, and Johnson & Johnson has actually been ordered to pay billions of dollars in damages to cancer patients and their families due to suspected links between their talcum powder — yes, the same baby powder made for use on our babies — and the disease. (As recently as June 2021, J&J lost a Supreme Court appeal to overturn a $2 billion settlement awarded by a jury, after already having been ordered to pay $4.9 billion in damages for talc’s link to ovarian cancer back in 2018.)

Debates aside, growing consumer interest in personal care, fragrance, skincare, and cosmetic products that make their ethics part of their business models — from sustainability, to ingredient selection, to supply chain transparency — is apparent. “Brands are absolutely taking notice [of this growing consumer trend and] represents a significant shift that I believe will ultimately make the beauty industry safer and more regulated,” Georgeson says. She is not alone in her belief that beauty’s best practices should be aligned with wellness of the self, with that of the planet, animals, and the communities of people involved.

 

rē-Thinking Beauty and Wellness as One

Let’s not forget that the world of CBD is often stigmatized still, and that championing this anti-inflammatory, wellness ingredient is aligned with the original Saint Jane’s efforts to serve the marginalized and shunned. Mostly, it is the multi-dimensional, more comprehensive approach to wellness — of the skin, of the self, and also of the planet —  that is rē-spinning the way that we think about beauty brands.

But because the niche is unregulated, do not trust a label to tell you what adheres to these principles; it takes digging deeper to know what it is you’re investing in. “The wellness of our planet is integral to the brand,” Georgeson says. “We partner with companies and farmers around the world to support their diverse cultures and empower their rich traditions in a modern and sustainable way with environmentally sound practices.” Whether it occurs tomorrow or in the next 20 years, the industry is undergoing a shift that is being led by health-conscious entrepreneurs and brands like Saint Jane.

 

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Why We Celebrate Women

 

Saint Jane was founded with women in mind. Starting with clean, sacred botanicals to empower your skin but our mission is so much more than that. 


Our namesake Saint Jane de Chantal was an incredible woman anointed into Sainthood for healing women that society wouldn’t touch...the sick, unwed mothers, and the shunned. Her life’s work was founding the Order of Visitation that accepted women that were rejected. When heavily criticized for her unusual approach, she famously replied, “I’m on their side.” She was the patron of forgotten women, widows, and those who are separated from their children. Saint Jane empowered women and is our inspiration to do the same in everything we do.

Women are incredible beings. We work hard, we get things done, and we overcome impossible obstacles every single day. We are mothers, care-givers, nurturers, innovators, independent thinkers, makers, doers and so much more. We deserve to be celebrated, uplifted, and championed at every step and in every facet of life. We are meant to have a seat at the table, to be at the front of the class, and most importantly to lead. 


That is our mission at Saint Jane. To empower women in every facet, starting with skin wellness and harnessing that power into other areas of life. We want to use our platform and our voice to give a voice to others, to uplift each other and to champion each other.


Our giveback mission is female-centric. Some of the incredible organizations we support with our dollars and with voices are Lipstick Angels, Girls Crushing It, Humble Bloom, and the Loveland Foundation. These organizations help women directly whether they are fighting illness and in need of joy, cultivating the entrepreneurial spirit at a young age, de-stigmatizing the CBD industry or helping minority women overcome trauma. Their missions are powerful and we are so grateful to lend our support.


Our passion for the female spirit is present even when we source and harvest our botanical CBD. In every formula we infuse Whole-Flower CBD that is cultivated from the female-side of the hemp plant. We do this because the female side of the hemp plant is resilient, is more desirable and produces more concentrated benefits. It mirrors everything that a woman represents and is an important, holistic part of our ethos. 


We hope that you join us in our mission. Starting with self-care and self-love as a strong woman and radiating that strength to other women. We are stronger together, always.

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Sacred Botanicals: Helichrysum "The Everlasting Flower"

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In every drop of Saint Jane serum, every jar of eye cream, and every swipe of lip treatment are sacred, trusted botanicals that have been used for centuries to treat and transform the skin.

Of the 20 potent botanicals found in our award-winning Luxury Beauty Serum, Helichrysum is one we harness for its concentrated antioxidant potency and historical healing powers. This powerful botanical, also known as “Everlasting” or “Immortelle”, impresses with its extreme gentleness and high efficacy. 

Some of the first known uses of Helichrysum comes from the time of the Ancient Greeks, as it was known and used for its wound healing ability often used after the frequent battles of that time period. 

Helichrysum appears countless times in Greek mythology, most notably in Homer’s epic poem when the hero Oydsseus returns to the Pheonician coast and meets the divine Nausicaa, the beautiful daughter of the king. It is told the secret of her beauty is the extraordinary oil of the “flower that never fades, even when it is picked,” earning its name...Immortelle.

In addition to its rich history, this everlasting flower really shines when it comes to benefits for the skin, as the ancient women of history discovered. The renewing oil is an anti-inflammatory, antifungal, antimicrobial, antiseptic...the list goes on. The esters found naturally occurring in the oil are known to help reduce the appearance of acne and have a calming effect on the skin. The presence of naturally occurring chemical components make up the unique structure of this oil that’s powerful enough to balance oily and dry skin, but gentle enough for sensitive skin, especially when mixed with other botanicals (like the 19 others in Luxury Beauty Serum).

Helichrysum oil can be incredibly moisturizing, even for oily complexions and its powerful renewing properties have been shown to slow and even visibly reverse signs of aging. The high concentrations of antioxidants and anti inflammatory properties help to repair and restore skin cells, revive dull skin and combat fine lines and dark spots. 

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When selecting and sourcing our botanical blends, those that have the ability to calm skin stress are close to our hearts. Helichrysum is both antibiotic and antifungal and an effective treatment for so many skin irritations. Using a serum like Luxury Beauty Serum, with concentrations of Helichrysum can help combat skin stress like breakouts, eczema, psoriasis and other skin concerns. Our love for this everlasting flower and it’s healing history runs deep and infusing its sacred benefits into every golden drop will empower your skin to find balance and calm. 



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Bold Botanicals: Kakadu Plum, Sacred Superfruit and Unexpected Source of Vitamin C

With small, creamy white flowers in long spikes clustered towards the tips of the branches, the Kakadu Plum is an extraordinary botanical and superfruit originating from the wilds of Australia. Aboriginal people have valued this sacred plant for thousands of years for its nutrient-rich and medicinal properties, even using the red bark of the tree to heal skin conditions.

It wasn’t until the 1980’s that western scientists discovered just how extraordinary this fruit really is. They found phenomenally high Vitamin C concentrations in Kakadu plums. Traditional fruits like oranges and lemons are well known for being natural sources of Vitamin C, but the Kakadu Plum has the highest recorded concentration of Vitamin C in the world, measuring at 100 times that of an orange.

 

Natural contents in the plum are also rich in antioxidant, anti-inflammatory and antimicrobial properties. Research has even shown its extract has excellent preservative qualities. With these powerful benefits, this superfruit ingredient is a dream for infusing into your clean beauty routine.

When we were developing The C-Drops, infusing Kakadu Plum as one of our sustainably sourced, hero ingredients was the answer to harnessing the power of this superfruit to benefit the skin. Grown free from human intervention, this beautiful, wildcrafted ingredient thrives in its harsh growing conditions, developing a highly efficient defense mechanism made up of diverse antioxidants. These antioxidants help to detoxify the skin and fight off free radical damage caused by environmental factors.

Kakadu Plum works to restore the skin’s natural barrier and encourages skin elasticity and suppleness which is ideal for balancing the complexion. Perfect for acne prone or oily skin, while its deeply soothing qualities can calm sensitive skin. 

 

 

Image courtesy of Celeste Thomas, IG: @celestethomas

Our favorite way to incorporate Kakadu Plum into your skincare routine is through a targeted serum like The C-Drops. Rich in Kakadu Plum, citrus botanicals like lemon, lime and mandarin work to visibly smooth skin textures, brighten dullness and leave a radiance you only get with high concentrations of Vitamin C. 

Get the full benefits of this rich ingredient in your morning skincare routine, and be sure to follow with a good sunscreen to add another layer of protection for your skin.





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Nightly Calming Skincare Routine with Sunnie Brook

Life can be stressful. We believe that stealing moments of self-care for yourself whenever you can is so important to recharge your battery, soothe your soul, and relax your body. When was the last time you took a moment for yourself to just...be? Self-care is so much more than a good bath and a calming skincare routine, but it's a great place to start. It may seem small, but it can make all the difference.

We asked Sunnie Brook, celebrity hair stylist, beauty expert, and a busy new-mother how she incorporates Saint Jane into her nightly routine to melt away stress and prep for a restful night's sleep.

 

STEP 1: Calm and hydrate the skin.

One clean skin, apply a full dropper of Luxury Beauty Serum and massage into your skin for 3-5 minutes. This 100% clean serum has nutrient-dense hemp extract and 20 potent botanicals to gently resurface, calm skin stress, and hydrate the skin.

Pro Tip: Spend some extra time massaging the product into your temples and along the jawline to release tension and increase blood flow to the skin. (It’s really relaxing). For even better results and to help with lymphatic drainage, use a Smoothing Stone for a deep facial massage.

 

 

STEP 2: Brighten and depuff under eyes.

Next, layer on Bright Repair Eye Cream on your under eyes using your ring finger and gentle tapping motions. Concentrate the product on any dark circles or discoloration and tap the access over any fine lines and wrinkles and down onto the orbital bone and surrounding eye area.

This eye cream visibly corrects the intensity of dark circles and with 10% active Vitamin C, while calming botanicals work to de-puff delicate under eyes. Green Tea and Grapeseed deliver rich antioxidants for a calm, well-rested look.

Pro Tip: Store this eye cream in the fridge for even more of a cooling, de-puffing effect and a soothing experience.


STEP 3: An ultra-luxe bath.

This step is one of our favorite ways to use Luxury Body Serum. Run a hot bath (bubbles optional!) and dispense 3-5 pumps of Luxury Body Serum directly into the water. The nutrient-rich formula will permeate the water and envelope your skin for a restorative experience. 

Soak for at least 30 minutes (or longer if it's been one of those days). Allow the serum infused water to absorb into the skin and bask in the vanilla-bourbon sensory experience. 

Pro Tip: Give yourself a rub-down while soaking! Massage your hands, feet, calves or anywhere you feel tension. The potent hemp extract in the serum works wonders to soothe muscle fatigue. It's the ultimate in CBD self-care


STEP 4: Post-bath hydration.

On damp, post-glorious bath skin, apply Luxury Body Serum here, there and everywhere. Massage into the skin until fully absorbed.

This serum is a vitamin-rich super blend packed with 28 potent botanicals delivering omegas, and exfoliating fruit acids into the skin. The blend is the perfect balance of rich hydration and gentle exfoliation to reveal the most radiant, silky soft skin.

Pro Tip: This body serum can be used in so many different ways. Try using as a cuticle treatment, or a leave-in hair oil for head to toe benefits. 


STEP 5: The best sleep of your life.

The body serum is super rich but absorbs really quickly meaning you can jump right into your pajamas, put on a sleep mask and crawl into bed.

Taking the time to treat your body to these simple self-care steps will help clear your mind, and relax your soul for the most deep, restful sleep that you deserve.

Pro Tip: Have trouble falling asleep? Listening to a meditation app or a soothing sound machine helps to calm your body and relax your mind. 











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