Piper Blue’s Foundation: How Jamie Jensen Transformed Healing into a Clean Beauty Revolution

Written by Heather Anderson

After overcoming a series of serious health challenges, Jamie Jensen discovered that clean beauty products were surprisingly hard to come by. Driven by her experiences and a passion for wellness, she created Piper Blue—a makeup brand centered on clean, sustainable ingredients that feel as good as they look. In this interview, Jamie shares the story behind her health journey, how Piper Blue came to life in her kitchen, and what’s next for her brand.

Your journey from health scares to makeup entrepreneur is pretty incredible. Can you walk us through that wild ride?

Fourteen years ago, I was diagnosed with stage-four chronic kidney disease and several other health issues. We were going through a tough time financially, too—my husband had just lost his job. So, while I was trying to recover, we had no option but to approach things naturally. I realized how much of what I was putting on and in my body affected my health, so I completely detoxed, inside and out. That meant letting go of beauty products and makeup, and it was tough. At the time, there weren’t any clean, healthy alternatives on the market. But by making those changes, I was able to heal, and eventually, I found my calling in creating the kind of makeup I’d been missing.

When you started healing naturally, how did you know what to avoid? Were you researching ingredients?

It was a ton of research. I was in crisis mode, so I didn’t have time to fully dive in then, but I learned as much as I could about what to avoid. Once I was well enough, I dug deeper into the world of clean ingredients and discovered how much goes into finding truly non-toxic options in cosmetics. After several years, I knew enough to finally start formulating my own clean makeup.

What was the turning point where you thought, “I’m starting a makeup line”?

It took me about a year and a half to heal, but it wasn’t until years later that I decided to start Piper Blue. About seven years after I got better, I felt a strong pull to create a makeup line that could be healthy and beautiful. It was intuitive, but I’d already done so much research. It felt right to follow my gut and start something that would make people feel good without compromising their health.

“I felt a strong pull to create a makeup line that could be healthy and beautiful.”
— Jamie Jensen

How did you come up with the name Piper Blue?

It was kind of serendipitous! I came up with the name while brainstorming with a friend who was starting his own women’s product line. I suggested “Piper Blue” for his business, but he never used it. So, when it came time to name my brand, I went with the first thing that felt right—and Piper Blue stuck.

Building a business and balancing mom life must be a challenge. How do you manage?

It’s a balancing act, that’s for sure. It stretches you in all the best ways because it requires you to set priorities and boundaries. My family is my greatest blessing, so I work hard to keep them at the forefront while giving Piper Blue the attention it needs. It’s easy to dive in fully, but my daughter keeps me grounded, reminding me that I need to be present with her, too. I’ve learned that having both work and family life keeps me fresh and on my toes!

Creating makeup from scratch sounds intense. What were the early days of product formulation like?

My husband jokes that I disappeared into the basement for two years! I started experimenting with ingredients, figuring out which ones were safe and effective. It took two years to perfect the base formula for our cream foundations, and that was just the beginning. I still make new formulas myself, but we’ve grown to a team who helps with production. They can’t create new formulas, but they help bring the ones I’ve perfected to life.

What does Piper Blue’s product lineup look like now?

We have over 40 products! There’s foundation in 30 shades, highlighters, blush, bronzers, setting spray, setting powders, a cleanser, and a serum. We aim to give people options for every skin tone and preference, without compromising on quality.

You launched an affiliate program that’s been really successful. How did you get that going?

I reached out to a friend who’s a micro-influencer, and it just took off from there. She loved the products and introduced me to other influencers. It was primarily organic growth from the start, with influencers sharing on Instagram, TikTok, and Facebook. We’re now in a scaling phase and will start running ads for the first time in 2024.

Eco-friendliness is big for Piper Blue. How do you keep the brand sustainable?

We’re committed to using eco-friendly materials without compromising on quality. Our packaging is all glass, and our compacts are made of recyclable paper. We also ensure our ingredients are sourced ethically, avoiding harmful additives and verifying labor practices. It’s a lot to keep track of, but it’s worth it.

What’s next for Piper Blue? Any new products or projects you can share?

We have a lot in the works! Due to popular demand, we’re working on an eyeshadow line. Mascara is also in development, but it’s trickier, so I can’t promise a launch date just yet. We also recently partnered with an amazing organization called The Joy Project for Women. They provide makeovers for women who’ve experienced health or mental health challenges. These women go through so much, so we’re honored to help them feel beautiful during their makeovers. We’ll even be celebrating them at a gala this Saturday.

Want to Experience Piper Blue?

You can also connect with Jamie inside The Club, The Mamahood’s community for women founders and entrepreneurs!

Heather Anderson