A renowned makeup artist with over four decades of experience, Rose-Marie Swift is deeply committed to bringing safe and sustainable beauty products that make women feel and look beautiful to the industry. Understanding the need for better and safer ingredients, she launched her own beauty brand, RMS, in 2009, aiming to make the beauty industry cleaner and to set a higher standard for beauty. Today, her committed and innovative spirit attracts a huge following, inspiring the next generation of clean beauty believers.
Rose-Marie has a holistic and educational approach to giving back to society. RMS is dedicated to providing the safest products to consumers while continuously making sustainable improvements. To date, the company has saved over 5,000 pounds of plastic through the sales of its refillable products. Rose-Marie’s authentic spirit garners admiration from various sectors of society, from her growing audience on TikTok to the students she mentors at the Savannah College of Art and Design (SCAD). She offers personal training to each RMS Artist Expert, demonstrating her commitment to using the best clean ingredients – a remarkable feat in an industry that often takes shortcuts.
Reflecting on her journey, Rose-Marie recalls identifying a problem in the beauty industry back in 2004. However, this problem has only recently gained mainstream attention. Essentially, the majority of beauty products included concerning quantities of questionable chemicals. Despite the lack of discourse on “clean beauty” at that time, Rose-Marie held firm to her belief in change and began creating her own makeup from natural and non-irritating ingredients. This led to the creation of RMS Beauty in 2009.
In her quest for change, Rose-Marie faced several obstacles. However, she remained determined and motivated in her pursuit. Initially, her idea of combining performance and clean ingredients was rejected by every lab she approached. But their skepticism only reinforced the need for cleaner alternatives, enhancing her resolve to persist.
To raise awareness about the issues with beauty ingredients, Rose-Marie shared her knowledge through her blog, Beauty Truth, since 2004. Over time, the beauty community has grown increasingly interested in brands and individuals who speak the truth and focus on education and innovation. The receptive shift in buyers’ attitudes is beneficial for RMS, as more individuals are interested in a clean lifestyle and are willing to learn more.
Rose-Marie takes considerable pride in having a successful brand that reflects her principles and her name. Her satisfaction stems from changing perceptions about the effectiveness of clean beauty and making adept users feel confident and beautiful. RMS not only aids users in feeling better in their skin but also offers better choices for the skin and health, making it a wholesome choice that Rose-Marie takes great pride in.
As for her vision for the future of the beauty industry, Rose-Marie acknowledges that clean beauty is not just a trend, but it is setting new safety standards. This term not only signifies safe ingredients but also sustainable packaging and manufacturing practices. Today, RMS is steadily gaining deserved recognition for promoting the dialogue on clean beauty, and Rose-Marie views it as a promising sign for the future.
