FOR THE LOVE OF CLEAN BEAUTY Amanda Mascaro-Giles, Paradigm Beauty

Born and raised in Tampa, Amanda Mascaro-Giles has a passion for all things beauty. Growing up, Mascaro-Giles loved doing makeup for pageants, formal events and proms. At her parents urging, she pursued a traditional career path earning her degree and becoming a registered nurse at Tampa General Hospital.

With over 10 years in healthcare, she has combined her knowledge of the healthcare industry and research capabilities into opening a clean and non-toxic beauty retail shop in South Tampa, Paradigm Beauty. “I never saw a focus on prevention of how we were becoming so ill in the first place,” said Mascaro-Giles. “Propelled by my own health journey, I began researching every ingredient, every chemical and the ways the products that we use daily are made.”

To her surprise, there are hardly any regulations on what is allowed inside beauty products. With over 9 years of product research, Paradigm Beauty carries over 75 different brands. “There is no such thing as perfection, but if your mind is at ease trusting that the products you are using are nourishing and enriching for you, I just hope that trickles down into other aspects of your life,” adds Mascaro-Giles. “It starts with skincare in the morning, then leads you to make a healthier breakfast decision, which develops into taking the stairs, instead of the elevator. These small steps will hopefully lead to a happier and healthier you!”

METRO had a chance to catch up with Mascaro-Giles and feel her passion for clean beauty.

METRO: How did you come up with name of your company?

Mascaro-Giles: I constantly found myself saying “there needs to be a paradigm shift in the way we think of beauty”. We want to totally change the mindset that clean beauty is synonymous with bland, underper- forming products that lack the same sophistication as conventional beauty. Clean beauty and luxury are no longer paradoxical. These products are outperforming traditional products on a consistent basis.

METRO: What was your inspiration for opening Paradigm Beauty?

Mascaro-Giles: My inspiration was really my sister, Frenchi. She wanted to try clean beauty products before buying online, but there wasn’t a place to do that. I opened Paradigm Beauty because I wanted to make it simple for people to transition to clean beauty I want them to be able to have a tailored shopping experience in a chic-elevated setting.

METRO: What is so important about clean beauty products?

Mascaro-Giles: The most important thing about clean beauty products is how they make you feel. Ingredients that can jeopardize your health especially without your knowledge can be terrifying. Constantly wondering if your skincare is helping or hurting you is mentally exhausting. Paradigm Beauty does not have a “clean section”, our entire store is clean. Each product has been vetted for transparency, sustainability, and performance, so the guess work has been taken out.

METRO: Any favorite products?

Mascaro-Giles: I’m a sunscreen fanatic! Saint Jane Luxury Sun Ritual is my absolute favorite product. I love a product that has more than one quality. This sunscreen hydrates the skin, has an SPF of 30, is a primer for makeup, and completely blurs and minimizes the look of pores. I also love FitGlow Beauty Foundation+ Vegan Foundation. I wear it almost daily, it stays on for over 12 hours and makes my skin look flawless. The Roen Beauty Cake Lash Mascara makes my eyelashes so long they touch my eyebrows and never drips under my eyes no matter how long I’m wearing it. The Rituel de Fille Crunchy Jelly Oil Cleansing Balm makes it super simple for me to take off my makeup without all the tugging and rubbing. The candles by Malibu Apothecary are so yummy, I always have one burning at the store!