A-beauty (Australian beauty) has always been about feeling and looking natural, down-to-earth and fresh. Little wonder it’s gained international awareness. Australian beauty has a quintessential minimalist approach. It ultimately reflects the Aussie lifestyle. A-beauty focuses on health and sustainability, with a truly laid back vibe.
A-Beauty Stronghold
The A-beauty and personal care market is estimated to grow US$6.72bn in 2023. It’s got such a stronghold that one ex-beauty editor, Jamee Parker, launched an Australian beauty specific website – abeauty.co. It features top Aussie beauty brands, available to purchase by aficionados of quality skincare and cosmetics globally.
Jamee says, “I knew A-beauty was the key to providing transparency within a saturated market. Better yet, providing the best in Australian beauty brands allowing consumers to achieve the natural look, always.”
A-Beauty Brands Reveal Their ‘Why’
Always Young Skincare
Chadette Walker from WA-based brand Always Young says she thought about our Indigenous First Nations people, as well as the elements, when creating her 20-product line-up.
“I decided to think about skincare from my ‘brown girl lens’. Then, I utilised my experience to get to the root of what my skin and many others’ in Australia may need, especially those who are darker, or who are bi-racial, like me. The right level of hydration combined with tried and true ingredients to treat these skin concerns. Always Young focuses on a natural look, achieved through health and wellness. It employs ingredients that support skin health with antioxidants and ceramides peptides along with a healthy diet and lifestyle.
“Australia upholds a fit, healthy and relaxed lifestyle. A sun-kissed, natural beauty, with vibrancy warmth and self-confidence. However, Australians know what’s important when it comes to skincare. All that sunshine and seawater can be incredibly drying. Hydration is the secret to maintaining a healthy skin and hair.
When creating Always Young skincare, I took this into account, as well as the nature of the sun in this country, as well as our diversity. I was aware that there wasn’t a lot on the market for melanin-rich skin (such as my own). I found this quite odd, given the multicultural nature of Aussie society, as well as of course, the First Nations people. Also, I was aware of the importance of treating major skin concerns such as uneven skin tone, dark spots, dark circles combination and pigmented skin.
Angel Wings
Sara Dagrés, founder of Angel Wings cosmetics, perfectly imbued the essence of Australia into her mother/daughter lipgloss line.
Sara reveals: “Australian beauty, to me, is laid back, fun, natural and easy – exactly what I wanted Angel Wings to be when I created it. Here in Australia, we have a laser focus on natural, organic, simplified beauty. I wanted my brand to embody this. A quick slick of ANGEL WINGS tinted lip balms, on top of tinted sunblock, is all you need for a fresh-faced Aussie look. And of course, it was important that we got ACO organic certification and that the gloss is made here in Australia.”
Lanolips
Kirsten Carriol, founder of Lanolips, hails the integrity and ethos that A-beauty holds. When creating Lanolips, she looked to one of our most treasured and trusted industries – sheep farming.
“Aussie beauty is effortless and easy. Less is more. It’s about safe sun and hydrated skin. Lanolin, being guaranteed as being from Australian and New Zealand wool, is part of our DNA. As a Granddaughter of a sheep farmer, I saw first-hand the heart and soul, care, love and kindness that people working on the land approach life with. I’ve never seen such integrity.”
The Kind Sunscreen
When creating The Kind Sunscreen, a newcomer to the Aussie sunscreen market that is making a huge splash, founder Emma Corrie embraced the simplicity and all-natural formulations Australians crave so much. She says, “A-beauty is all about ‘less is more’. Enhancing the best, natural version of ourselves, inside and out. I developed The Kind Sunscreen because I wanted to teach people about sun safety whilst also improving knowledge around what they put on their skin and into the environment. To be kind to every kind.”
Vanessa Megan
Vanessa Megan Naturaceutical skincare range was created with the ethos that skincare should be safe enough to eat. It also draws from our First Nations peoples’ centuries-old knowledge of the potency of Australian plants and hers.
Vanessa says, “I respectfully acknowledge the Arakwal Bundjalung People and the wider Bundjalung Nation as the Traditional Owners and Custodians of the land I work on and acknowledge the ongoing living culture of Aboriginal people.
“I believe that there is nothing we need that we can’t find in nature. There is incredible history and wisdom we can learn from our Indigenous elders who have gathered and used Australian plants and fruits for skin and health care for generations. When I started Vanessa Megan it was with the goal of creating a totally organic Australian brand that featured our powerful, local ingredients and lived up to my ethos that you should never put anything on your skin that you wouldn’t eat.”
Go-To
Perhaps the most famous A-beauty brand creator is Zoe Foster-Blake, with her iconic Go-To collection. She says: “Life isn’t always really glamorous and fabulous. It’s about encouraging people to go back to natural beauty.”
We couldn’t agree more, and we reckon that this perfectly sums up the entire vibe of Australian beauty.
