VIOLET GREY profiles female beauty entrepreneurs who are considered industry game changers for their individual approach to business. Each one entered the conversation in her own manner and maintained a steady, if not unparalleled, trajectory with her indomitable spirit.

Organic makeup sounds like something you’d find in the dusty aisles of a health food store—and about as chic. However, RMS Beauty, the line of organic color cosmetics started by makeup artist Rose-Marie Swift in 2008, is about as far away from chia seeds and wheatgrass shots as you can get. Gisele Bundchen, whose health-conscious lifestyle has been well documented, is a devotee of the brand, and if it’s good enough for a supermodel, it’s good enough for us.

Swift has been in the business for more than 35 years, working with publications such as Vogue (American, French, and Italian, among others), W, and V, and with photographers Mario Sorrenti, Hedi Slimane, and Annie Leibovitz, among others. Her experience and reference points are glamorous and top-tier, and so is her high-performing makeup collection, which contains zero silicone, parabens, or other chemicals. Swift is so passionate about clean beauty that she even started a website, Beauty Truth, dedicated to educating consumers about personal-care ingredients and debunking beauty myths.

Swift’s interest in all things eco was sparked after she suffered myriad health issues, including hair loss and a weakened immune system. She underwent extensive lab work, and results revealed high levels of heavy metals in her system, as well as pesticides and other chemicals. She detoxified her life, starting with her diet (now organic and mostly raw), and then focused on revamping her makeup routine. With that, RMS Beauty was born. While loyal customers go crazy for its colorful sheer balms and glowing highlighters (packaged in recyclable glass and aluminum pots, natch), the most popular product is the Raw Coconut Cream, which does everything from remove mascara to soothe a sunburn. All with nary a crystal or a New Age mantra in sight.