Before venturing into this project, Maran was quite familiar with the biggest challenge of doing organic makeup, that is, making sure that it still functions. Despite difficulties, Maran stayed true to the natural quality that defines her line. "I wanted to use the most natural and organic ingredients where possible, without compromising the makeup," she said. The eye-opening mascara proved to be the most stubborn product to create. After much tweaking, Maran is quite satisfied with the formula, proclaiming: "It's the only nontoxic mascara that actually works!"

To ensure that they used only the purest formulas, Maran and her team screened each product through the Environmental Working Group's Web site, ewg.org. As a result, the final ingredients list reads almost like a baking recipe. Products contain various combinations of corn starch, cocoa butter, pomegranate oil, jojoba, avocado oil, olive oil, coconut and soybean, to name a few.

Sticking true to her roots, Maran's green theme doesn't stop with just the product — the packaging is also environmentally friendly. The sleek, metallic rose cases are made of a corn-based biodegradable plastic. Other products come in either recycled aluminum or glass. The outer boxes are made of 30 percent postconsumer recycled paper printed with soy inks.

While national advertising is not planned, Maran wants to promote the line with editorial coverage. In September, she will appear on a yet-to-be-named television show to feature her products.

Josie Maran Cosmetics will hit stores in September at Barneys New York in New York and San Francisco. Products also will be available online at josiemarancosmetics.com. While Maran declined to discuss sales figures, industry sources estimate that the line will do $500,000 in its first year on counter.