ROSE-MARIE SWIFT

Rose-Marie Swift has been embracing the ethos of clean beauty long before it became an industry buzzword. The makeup artist-turned-founder built her global brand RMS Beauty from a place of integrity—born from years behind the scenes painting faces and realizing women deserved better ingredients on their skin.

Here, Rose-Marie shares her timeless take on beauty and life—from her best blush tip borrowed from Gisele Bündchen to her refreshingly no-nonsense approach to makeup: less contour, more character.

Rose Marie Swift

Welcome to Babes in HART – let’s say we just met at a dinner party. How would you introduce yourself?

Well, I’d probably skip the long title and just say I’m a makeup artist who accidentally started a beauty brand. RMS began because I felt guilty putting all these chemicals on these young girls' faces day after day. I wanted to create something better, something with integrity. That’s still who I am: a makeup artist first, a founder second.

At its core, our jewelry is about authenticity—wearing what reflects who you really are and tells your story. That said, what lights you up?

Seeing women embrace what makes them unique. I’ve never been about painting on a mask—I want people to look like themselves, just fresher. I get lit up when someone realizes they don’t need ten layers of foundation or heavy contour to feel beautiful. Less really is more.

What’s one thing you value now that you didn’t value when you got started?

Patience. When I was younger, I wanted everything to happen overnight. Building RMS has taught me that slow and steady—not trends, not hype—is what makes a brand last.

You’ve built one of the most influential clean beauty brands in the world. What’s one thing you’ve learned about beauty—or business—that you wish you knew at the start?

I wish I knew that not everyone was going to understand my vision right away. When I launched RMS, people thought I was crazy for talking about toxic ingredients. Clean beauty wasn’t even a phrase yet! I wish I’d known to trust my gut sooner, instead of trying to convince every skeptic. If you believe in it, keep going.

Rose Marie Swift

You’ve always been ahead of the curve in beauty. What shifts or trends are you seeing now that excite you?

I’m thrilled to see people gravitating back to skin that actually looks like skin. Less thick textures (less filters), more real texture. Makeup that enhances instead of hides. Thank god that cream textures are finally having their moment. Traditional powder ages the face, and I’ve been yelling that for decades!

What’s the best piece of wisdom you’ve gained with age—about beauty or about life?

Stop comparing. At 20 you think you need to look like the girl on the cover. At 50 you think you need to look 30. It’s all nonsense. Take care of yourself, eat well, keep your skin hydrated, and embrace the face you’ve earned.

What feels timeless to you?

Red lipstick. It’s been chic for 100 years and will be chic for 100 more. I love a very precisely shaped lip, and softened edges. Like a just-bitten lip with a soft focus.

The one piece of advice you want to give to fellow entrepreneurs for growing an iconic, long-lasting brand?

Integrity over everything. Don’t cut corners, don’t follow every shiny new trend. Stand for something, stick with it, and people will feel that authenticity.

Tell us your favorite local haunts in Savannah. What’s a perfect day in your city?

A long walk with my dog Ruby Moon by the river, a biscuit at Flora and Fauna in the morning, a browse through all the antique shops, and ending with a stroll through the hauntingly beautiful Savannah after a beautiful, home-cooked meal from my garden. If I do go out to dinner, it’s likely at The Wyld. Savannah’s got history and soul—it inspires me every day.

Tell us about your HART x RMS piece – what does the locket with the ‘Carpe Diem’ inscription signify to you?

It means stop waiting for the right moment—live now. Wear the red lip, buy the piece of jewelry that makes you feel something, laugh too loud at dinner. ‘Carpe Diem’ is about squeezing the juice out of life, not putting it off.

THE GOOD STUFF

Favorite quote or personal mantra?

Less is more. (In makeup, in food, in most things.)

Weeknight recipe? I’m a really good cook—I was cooking for the whole family when I was a kid because I was the oldest of the family. My go-to meal is lamb and a greek salad, I have that about once a week. I love any kind of salad.

Overrated beauty tip? Underrated beauty tip? Overrated: baking your concealer with powder—yikes. Also—contouring—mostly the nose. Underrated: curling your lashes and lots of mascara. It instantly opens your eyes and brightens your face.

Favorite hotel? Sunset Tower and The Sunset Marquis for the memories, and The Aman is my favorite for the most luxurious stay.

Playlist or album on repeat? I don’t have a favorite band, I have favorite songs. It doesn’t matter what band it is. My playlist is extremely eclectic.

Best way to unplug? Being with [my dog] Ruby Moon. She forces me to slow down.

Best skincare or beauty tip you’ve ever received? From Gisele, actually—never put your blush below your nostrils. It will pull down the whole face.

Essential Ruby Moon accessory? Her Louis Vuitton Travel Bag that I used to share with Miranda Kerr and our dog Frankie. Now Ruby Moon owns it with a matching LV collar. It’s all beat up and worn, but I think it makes it look even better.

The book that changed your life? Many Lives, Many Masters — I read that when I was young. Also, The Only Astrology Book You’ll Ever Need — that’s what started my whole journey into astrology.

Beauty advice for someone over 50? Under 50? Over 50: hydration is everything—matte/flat finishes zap the life away. Under 50: stop with the full-face Instagram makeup. Focus on what really needs concealing and enhance your strongest feature. Stop copying others and focus on your best feature.

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