A master makeup artist for over 40 years, Rose-Marie's lightbulb moment was realizing that skincare and cosmetics could be made with better, safer ingredients while simultaneously making women more beautiful. Bold and unwavering in her quest for innovative clean ingredients that perform, she launched RMS in 2009 to clean up the industry and set a higher standard for beauty. Today, her innovative spirit and unapologetic approach has made her more beloved than ever, inspiring the next generation of clean beauty believers.
Rose-Marie takes a holistic, educational approach to giving back. For RMS, it’s bringing the safest products to the community while always making sustainable strides. To date, RMS has saved 5,000+ pounds of plastic through the purchase of its refillable products. Rose-Marie’s authentic spirit endears everyone she encounters, including her new audience of fans on TikTok and the students she mentors at Savannah College of Art and Design (SCAD). She personally trains each RMS Artist Expert, and her dedication to using the best clean ingredients is admirable in an industry that can often cut corners.
BeautyMatter sat down with Rose-Marie Swift, Founder, RMS Beauty and 2024 Changemaker of the Year finalist.
What was the challenge or problem you identified that necessitated a change?
Let’s remember that the problem that I wanted to solve back in 2004 is in the mainstream now, which was that the majority of beauty products had concerning amounts of questionable chemicals in them (and they still do). This was ages before “clean beauty” was being talked about and before there were “clean beauty” categories at major retailers, so my conviction that there needed to be change put me on the map as a rebel—which I didn’t mind. Back then, everyone from the Victoria’s Secret models I worked with to peers and friends were coming to me asking for advice as to which products they should use. I was guilt-ridden to use products on my models that included ingredients that were under scrutiny by the scientific community. I eventually started making my own makeup using natural and non-irritating ingredients, which is what led me to create RMS Beauty in 2009.
Creating change is a complex process, usually filled with hurdles. What drives your commitment to keep going?
I love a challenge. I’m really competitive. When I was just getting started with RMS Beauty, I was rejected by every single lab I went to because they claimed that performance and clean ingredients simply couldn’t go hand in hand. That just proved to me how necessary creating these cleaner alternatives really were, and it motivated the hell out of me to stay persistent and find the chemists that respected my professional point of view.
Creating change requires rallying consensus and motivating others to support the cause. How did you achieve this?
I’ve been sharing the truth about beauty ingredients since I first launched my blog, Beauty Truth, back in 2004. Back then it was harder to get people to listen. Today, the beauty community is desperate for brands and people who tell the truth and continue to educate and innovate. The buyer’s mindset has totally shifted, and for us it’s been in our favor. We’re doing what we’ve always done in an entertaining way, and the community who is open to a clean lifestyle want to learn more.
What is the accomplishment you are most proud of?
Having a successful brand that bears my name is something I’m really proud of. That, and being able to change people's mindsets about what clean beauty can do. I love when people feel beautiful and confident wearing RMS, I love sharing my advice and makeup tips. Not only are we helping people feel better in their own skin, they’re also choosing something that’s better for their skin and their health. It’s a package deal and I’m really proud of what we’ve created.
BeautyMatter has a platform to amplify your work. How can our community support your brand?
If your community has tried RMS and loved it, tell them to tell a friend! Anyone can put a sparkly ad out there, but when a friend tells you about a product they love, it holds so much more weight. When someone tells me that they heard of RMS through a friend or that someone was raving about it, it makes me smile.
What advice would you give to others looking to make a difference?
Do what’s coming from your heart. Know why you want to do it, how you want to do it, and don’t ask for permission. When you put your heart and soul into your product or your idea and you stay focused, you’re less likely to lose control of your vision. Stick to your guns and don’t take no for an answer.
What excites you about the future of the industry?
More than ever, it’s apparent that clean beauty isn’t a fad, and it’s setting the bar high for safety in this industry. “Clean” can mean safe ingredients, but it can also mean more sustainable packaging and the practices behind how we create products. Just the other day a complete stranger that recognized me from my TIkTok yelled across a NYC street and said “I love you, Rose-Marie!” and I yelled “I love you, too” right back at her—it made me so happy. It feels like RMS is finally getting the recognition it deserves for moving the clean conversation forward, and those moments make me excited to see what the future holds.
