As a make-up artist with experience in the film, fashion and advertising industries, Madeleine White has always educated herself about make-up and skincare ingredients. Throughout her career she has sought out products designed for sensitive skin, trying as much as possible to avoid fast-fix make-up that looks superficially good on camera but can trigger bad skin reactions. Working with clients, and with ultra-sensitive skin herself, it soon became clear that even products labelled as ‘natural’ can sometimes still trigger a reaction. Believing that sustainability should be at the heart of all brands, she was also unhappy that many ‘environmentally-friendly’ products still contained plastic components or weren’t fully recyclable. She also felt they were not up to par in their formulation and lacked sophistication and the touch of luxury she was looking for. Madeleine has brought together her knowledge as a make-up artist and her passion for the best ingredients to re-invent lipstick.
"The environment and sustainability are vitally important to everyone at Juni. As a young brand we're committed to doing our best."
Madeleine White, Founder
Your own skin is sensitive. How has this influenced Juni lipstick?
I’ve always had very sensitive skin and food intolerances. Over the years I have learned to manage this by taking great care with my diet – I’m now vegan – eating the best food I can. I have also learned to check in minute detail all the ingredients in any products I use. This lifelong ethos went into the creation of Juni lipsticks. It was so important to me that Juni products contain amazing quality ingredients that are sustainably sourced and will work for everybody – even people like myself with the most sensitive skin.
Why is sustainability so important to you?
It feels as if many brands want to stress their environmental credentials at the moment as a selling point. However, for me it’s not a marketing device, it’s my life and I am passionate about it. I have high standards and we’ve meticulously ensured the sustainability of all Juni’s ingredients, packaging and processes from start to finish – choosing the most sustainable options even when it is often more expensive and difficult to achieve. I refuse to compromise when it comes to sustainability and was adamant that Juni must be 100% plastic free so we had to innovate our own packaging.
How did you develop the colours?
I wanted colours that would be universally flattering for any age and skin colour. Working with a chemist, we developed the five amazing colours I had imagined – all wearable yet vibrant. The Capsule Collection has been thoughtfully curated and is empowering and playful. We want to work with customers to build a relationship, answering any questions they have and boosting their confidence about how to use Juni.
What influenced the design and concept?
The packaging was developed by our fantastic product designers. I collect vintage make-up and took them a silver lipstick case from the 1930s and asked them ‘can we have something like this?’. After months of trialling different ideas, they came up with a unique slide-mechanism in a 100% recyclable aluminium bullet. It’s octagonal, architectural and satisfyingly weighted so it sits in your hand and doesn’t roll off a surface. It feels and looks beautiful. We are honoured to have won a Silver award in the Luxury category of the 2020 Pentawards - the world's leading and most prestigious competition for packaging design.
The lipstick itself was developed by me and our very experienced UK-based chemist who was able to create a rich formulation that I was delighted with. It’s a product that’s gorgeous but also really good for your lips. It contains botanical hyaluronic acid which will condition, plump and hydrate your lips a little more each time you use it.
“I refuse to compromise when it comes to sustainability and was adamant that Juni must be 100% plastic free, so we had to innovate our own packaging.”
Madeleine White, Founder
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