Why Foundation is Number One for Carisa Jane’s ‘Outside-In’

April 7, 2026
Fashion & Beauty
Words:
Beanie Stolper

Whilst skincare-meets-makeup products are all the rage at the moment with no sign of stopping, finding one that is a true makeup bag regular is not easy. Increased importance of product hybridity and focus on mastering single, hero beauty products over the old school way of more is more is now the norm. Foundation is number one for Hourglass founder Carisa Janes’ new venture, Outside-In, focusing on the most loyal and favoured step of a routine. The modern makeup girl’s needs have shifted; more on-the-go, all-in-one is non-negotiable, with a sharper focus on quality and ingredients.

Whilst the straddle between skincare, makeup hybrids can be a challenge, Janes perfects. Her ‘Silk Serum’ is small but mighty, designed for real-life refinement. Janes explains how it prioritises purpose and performance and why actually doing too much may not be all that it is cracked up to be! Let’s all stay loyal to what works!

 

  • Beanie Stolper: The Outside-In ‘Silk Serum Foundation’ merges serum and makeup. Why is product hybridity so important, and how does it reflect the changing consumer application?
    Carisa Janes: With the ‘Silk Serum Foundation’ the goal was to create something that truly lives between skincare and makeup. It glides on like a serum, feels weightless, and becomes part of the skin, but it still delivers the refinement, wear and coverage you expect from a foundation.

 

BS: You could launch anything, anywhere, why start with foundation? Is it about control, mastery, or something more experimental?
CJ: Starting with foundation felt instinctive. It’s the most important step in your makeup routine and for me, it was the clearest way to articulate Outside-In’s point of view: an exploration of light on skin, a study in weightlessness, where second skin textures and active skincare work together to capture and diffuse light with precision and ease.
BS: Is there something more you wanted to explore with foundation, can you let us into any ‘Silk Serum’ process secrets or stories that may never make it out?
CJ: The real challenge and obsession was to achieve effortless performance; a finish that looks alive, not shiny. Coverage that’s present but almost imperceptible; a formula that sets itself while feeling completely weightless on the skin, never dry or tight. Some of the best versions were rejected because they did too much. That editing process was a defining part of creating the foundation and what ultimately makes the foundation feel effortless on the skin.
BS: The Outside-In foundation is cruelty free, vegan and fragrance free. Were these total non-negotiables and did you come across any obstacles to make sure they weren’t compromised?
CJ: Being cruelty‑free and vegan are values I’ve been committed to since Hourglass and they remain non-negotiables across all my brands. Fragrance‑free was equally intentional. We think deeply about sensitive skin and only include ingredients when they have a clear purpose. Fragrance isn’t inherently bad, but it wasn’t necessary here. By leaving it out, we were able to focus on performance, texture and overall product experience.
BS: Many products today are hybrid, gimmicky, or multi-functional. Do you feel pressure to innovate or do you embrace it?
CJ: I don’t feel pressure to innovate for innovation’s sake. I embrace innovation only when it improves how a product performs and feels. If it adds ease, comfort, and confidence, innovation is worth it. If it distracts from that, it’s unnecessary.
BS: Who is the Outside-In customer? Younger, more focused on self-care, or a different set of priorities than Hourglass?
CJ: Today’s beauty consumer isn’t loyal to one brand, they’re loyal to what works. The same person who turns to Hourglass for sophisticated, high‑performance beauty is also curious and open to discovering what’s new. Outside-In was created to meet that curiosity. It’s not about different consumers, but about meeting that same consumer in different moments with complimentary solutions that respond to their evolving needs.
The Outside-In customer is thoughtful, intuitive and curious. Age isn’t the defining factor, discernment is. They’re someone who lives at the intersection of beauty, style and culture; they know what’s new, what’s next and what’s worth investing in. They’re drawn to products that feel intentional, perform exceptionally, and fit seamlessly into real life.
BS: Beauty marketing has shifted so much with digital, now some luxury brands barely even want to show or promote the product, creating a ‘moment’ instead. Do you think that’s exciting, or is it a distraction from making something that actually works? How have you experienced this shift first hand?
CJ: I think it’s a double-edged sword, creating an emotional moment can be powerful, but if the product doesn’t live up to the promise the moment passes and brand credibility suffers. I’ve seen firsthand how strong storytelling can elevate a brand, but only when it’s grounded in a product that truly works. With Outside-In, we let the experience speak for itself: the texture, the finish, the packaging, the ritual.
BS: How hands-on are you in the process? Do you have a say in every brushstroke, shade, and drop?
CJ: Extremely hands-on. I’m involved in every formula review, every texture adjustment, every packaging decision. I test constantly! If something doesn’t feel right on my own skin, it doesn’t move forward. That level of involvement is essential for me. Outside-In is deeply personal, and every detail, from the undertone balance of a shade to the weight of the brush, contributes to the overall experience.
BS: Looking back at Hourglass, what lessons did you carry forward, and what is one new obsession you’re embracing with Outside-In?
CJ: What’s new with Outside-In is my obsession with sensory restraint. I’m more focused than ever on subtleties: how light diffuses rather than reflects, how texture disappears rather than coats, how formulas refine rather than disguise. Outside-In is about quiet confidence, and that’s the space I’m most excited to explore now. The Outside-In is an evolving world shaped by light and sensory experience, one that will expand into fragrance, immersive retail, and physical spaces where beauty can be felt, not just applied.

 

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