Indie Beauty Profile

Rose-Marie Swift, RMS Beauty

By Deanna Utroske

- Last updated on GMT

Indie Beauty Profile Rose-Marie Swift RMS Beauty
In her Indie Beauty Profile, Rose-Marie Swift, founder of RMS Beauty, explains why green beauty brands should focus first on consumer education (and only later on sales and marketing). And, she describes her experience moving from life as makeup artist (renowned in the fashion world) to becoming a skin care and cosmetics entrepreneur.

RMS Beauty is a brand that bridges the divide between skin care and makeup. Rose-Marie Swift has developed a collection of color and care products—with an emphasis on ‘care’. The range comprises complexion products, lip colors, eye colors, skin care, and beauty-from-within ingestibles too.  

Here, the beauty entrepreneur shares a profile of herself and the brand.

Name: ​Rose-Marie Swift, Founder

Indie Beauty Company: ​RMS Beauty

Launched: ​2009

Headquarters: ​Charleston, South Carolina

Team work: ​17 full-time employees and 3 part-time

Distribution: ​First and foremost is the best source for all things RMS - FAQ’s, how-to videos, and exclusive products and offers.  We also sell in over 300 brick and mortar beauty locations worldwide and just expanded our curated collection for Sephora to 50 locations in the US and Canada.  There will be more expansion as we grow the brand and that includes some of our long-loved retailers who are both indie and mass - everyone from Credo, Follain, Harrods, Riley Rose, Oh My Cream to over 130 Blue Mercury locations.  We are so amazed how we’ve been able to reach more locations globally such as Australia (all the Mecca Cosmetica stores) Japan (such as Takashimaya and Isetan) and how our retailers are expanding their reach as well.

Years in beauty: ​20+

Years at RMS Beauty: ​I started my brand in my own kitchen well before it had actually launched and spent years experimenting on the models with my various concoctions and colors.

Entrepreneurial experience: ​This is my very first company.  I’ve never been exposed to a real 9-5 job since I have always worked on set as a makeup artist and had an agent that handled all of my bookings etc. so even little things like payroll or an employee contract, that’s all new to me. I’ve taken each challenge as an entrepreneur as a lesson on how to always be improving and learning.

The business: ​RMS Beauty is the first color cosmetic line of its kind to really live up to the true word ‘organic’. It is becoming both an inspiration for/and example of a new direction the beauty industry is taking. Chemicals are redefining what beauty is in today’s cosmetic industry, and that is not acceptable. My innovative natural cream range is not only free of potentially harmful ingredients, but it also works to heal and nourish the skin with healthy and beautifying results, truly making it “skincare with mineral color.”

The wow-factor: ​RMS Beauty is truly the first clean beauty brand to incorporate some of the best certified organic ingredients, bring back the concept of “rouge in a pot" combined with my knowledge as a makeup artist and the results are undeniable. The products are modern, effective and the overall quality has been my driving force.  I scrutinize everything, both in and out of the product - I’m obsessed over every detail.  I spent over 5 years formulating and perfecting my Wild With Desire lipstick collection - it couldn’t launch until I was truly in love with the end result.

The customer: ​I’m looking to educate everyone. I don’t want to be a sweet cheerleader for the green beauty industry - I want to be a mouthpiece talking about all the good and bad sides that come into your makeup bag. My audience is women who want to better themselves as educated consumers on exactly what they deserve out of their makeup purchases.  It’s like a fine meal - I want to provide you with the best I can offer, not fast food. 

Milestone moment: ​That Sephora has finally opened their doors to the clean beauty industry. This a major.

Advice for fellow indie beauty entrepreneurs: ​Do not take no for an answer. Listen to your gut and stay on track.

Just one: ​Hands down my RMS beauty oil: healing exotic oils in their purest form, adaptogenic herbs that help balance the skin and the product makes a visible difference to the skin without any of the nasties and bogus anti-aging claims.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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