#FemaleFounder: Rose-Marie Swift of RMS Beauty


female founder, RMS Beauty, Rose-Marie Swift

Unless you've been living in a beauty-less void for the past few years, you've undoubtedly heard of RMS Beauty—the impossibly cool, all-natural makeup line with an A-list following. (Seriously, Gisele Bündchen, Zoë Saldana, Miranda Kerr, and Karlie Kloss all love it.) The RMS Living Luminizer has reached full-on cult status, and is a b-glowing Obsession-Worthy pick. So, who is the genius behind RMS? 

Enter Rose-Marie Swift, an ex-punk rocker and editorial makeup artist who—after finding toxic levels of heavy metals in her blood—decided to take a healthier, more natural approach to beauty. When Swift couldn't find an organic makeup line that lived up to her professional standards, she decided to create her own.   

We sat down with Rose-Marie Swift to discuss her favorite all-natural ingredient, address misconceptions about natural beauty, and discover how her 'never-say-never' attitude helped her achieve success. 


Before starting your own line, you worked as a makeup artist, catering to some of the biggest names in the beauty and fashion world. However, you've said yourself that you "never really took makeup artistry seriously." What inspired you to start your own line? Was there a defining moment where you said, "It’s time to make the change"?

When I created RMS Beauty, I was not focused on being the most successful brand out there, but wanted to create a brand with integrity. After many years in the fashion and make-up industry, I’ve learned a lot about the impact of daily exposure to chemicals in beauty care products. I’ve seen what works and what doesn’t live up to its promises. I see the results of taking a quick-fix approach to looking good. I know first-hand the price our health can pay in the pursuit of beauty. I realized that what women need are skin care, color cosmetics, toiletries that are as pure as possible, lines that create a solid foundation for anti-aging and long-term beauty. I now realize that women are embracing the movement and I am so happy that my brand is one of the pioneers. 


female founder, RMS Beauty, Rose-Marie Swift



We found the most amazing quote from you: "You do something rebellious, and you’ve got it made." Can you tell us a little bit about beautytruth.com, and how sticking to your guns benefited your career? 

I launched www.beautytruth.com in 2004. This website was designed with the sole purpose of educating women about some of the toxic ingredients used to make the beauty products we apply daily to our skin, and some of the health complications that can result from many years of using these products. I was overwhelmed by the response from my readers, all wanting to know which brands I’d recommend to help them achieve the look they wanted without ugly and potentially dangerous health consequences. The sad truth was that I didn’t feel comfortable making any recommendations. I soon realized we needed a beauty product that women could trust and feel safe with, a product that would preserve the integrity of the skin and make them look fabulous; not just now, but for years to come. I was determined to put out a line that crossed the boundaries of the chemical laden synthetic beauty industry.  I blatantly spoke my mind and would not accept the words…no ..or can’t be done. It has worked so far and I am known for speaking my mind and exposing the truth. 


What is your #1 mentoring tip for female entrepreneurs, young girls in school, or women graduating from high school? 


Never take no for an answer and always listen to your intuition.  Your intuition is the best information you will ever get. 


female founder, RMS Beauty, Rose-Marie Swift

(Images by: https://www.instagram.com/rmsbeauty/)


What's your superpower as a boss?  

Letting my staff be their own creative geniuses so their creative expression is also heard.  It is not all about me.  


There's a general misconception that natural, organic makeup products can’t match traditional formulations in terms of impact and performance. Do you think the public opinion about natural products is changing, and what would you say to all the non-believers out there?

Some people may have prejudices about the effectiveness of eco beauty and rightfully so.  Years ago, green beauty was in its infant stages and quality, performance, knowledge of ingredients and formulation procedures were far off from being taken seriously.  Passion, knowledge and integrity of brand owners were not at the forefront…..profits were. In the beginning, I myself totally dismissed all of the eco brands on the market and for good reason as they did not perform, were not  modern and fashion forward in any way whatsoever. Raw materials were inferior, chemically adulterated and questionable ingredients were used for marketing purposes and not for results. People are now educating themselves first thru their diet and now branching out to their beauty products thanks to the availability of information thru social media. The consumer now has the means to recognize really high quality ingredients vs chemicals when they see or use them. There is a major movement towards total health as people are getting fed up with the toxic environment we are living in. People are taking control of their health in every way and the green beauty movement is slowly having a major impact on everyone using beauty products.


female founder, RMS Beauty, Rose-Marie Swift

(Images by: https://www.instagram.com/rmsbeauty/)


Raw coconut oil is a huge component in your formulas. Any reason why?

This is the ultimate organic beauty product! This natural antioxidant is 100% pure, raw and unrefined, aiding in its protective powers against free radical damage — otherwise known as premature aging. Coconut oil contains high levels of lauric acid, which has antibacterial, antifungal and antiviral properties, making it suitable for even the most blemish-prone skin. Great for cleansing the skin and as a moisturizer, hair conditioner, Oil pulling to clean the teeth and mouth, great for cooking with, adding to the bath, relieving any skin irritation and taking internally. (coconut oils uses are endless) Please note that not just any store bought oil is equal to ours. RMS Beauty is superior over most coconut oils. My Raw Coconut Cream can honestly be called the “best” makeup remover and facial cleanser ever. It wipes away the most stubborn mascara with ease.


How do you personally define beauty? Can you tell us a little about your “beauty philosophy?

Less is more; heavy, over-the-top makeup does not make one look beautiful. Sorry to tell you this but it actually ages you.


Give us a sneak peak into your daily routine. Are there any life rituals you do daily to stay happy and healthy?

I have the simplest beauty routine ever. I am an organic, raw, green juice junkie and a firm believer that healthy eating/drinking habits are the key to a beauty routine…period. I use my raw RMS Beauty Coconut Cream for everything: taking off makeup, moisturizing, eating (I do a tablespoon a day) and even cooking. It also works as a deodorant and makes a fabulous pre-shampoo deep conditioner for hair.


We're pretty much obsessed with the RMS Instagram—you keep it real, and your feed is both inspiring and downright hilarious. What blog or instagram account inspires you the most?  

That is funny. I never look or read blogs by anyone. I am in my own world and react at the spur of the moment to what I want to post. I get a lot of my info from environmental issues and I love to shake people up and cause controversy.  People need a wakeup call.


female founder, RMS Beauty, Rose-Marie Swift

(Images by: https://www.instagram.com/rmsbeauty/)


We also noticed a lot of amazing, empowering quote cards on your insta. What quote do you return to again and again for inspiration?

Less is more. 


If you could have dinner and drinks with 3 female artists, icons, politicians, authors, etc., alive today or not, who would they be and why?


I could never answer that because it would all depend what mood I was in at that moment….I am so unpredictable it is crazy.


You've recently expanded RMS to include nail polishes. (We're obsessed with them, by the way.) What’s next for the future of RMS?

You’ll have to wait to see…


female founder, RMS Beauty, Rose-Marie Swift


Can’t wait to try RMS? Shop All RMS Beauty.






2 thoughts on “#FemaleFounder: Rose-Marie Swift of RMS Beauty”

  1. I think this is one of the most important info for me. And i am glad reading your article. But should remark on few general things, The website style is great, the articles is really excellent : D. Good job, cheers

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.