NAS looks to change face of China
LOCAL Gold Coast label NAS Cosmetics is travelling to China in May to test the waters in the world’s largest economy for chemical-free makeup.
Founder Jennifer Hinds will showcase her brand to thousands of buyers at the Chinese International Beauty Expo (CIBE) from May 19 to 21, taking place in Shanghai.
She’s joining 47 Australian brands and looking to make the most of China’s $4.3 billion beauty market, where consumer demand for premium foreign beauty products is soaring. Ms Hinds started NAS (Natural, Australian & Safe) seven years ago when she became disappointed with the quality of the makeup she was purchasing.
She said the makeup, despite paying top dollar, gave her headaches and caused nausea. She took it to the store and complained, only to be told she was overreacting.
“It was that pivotal moment when I realised the make-up I was wearing every day was full of nasty ingredients and I saw a gap in the market for chemical-free makeup that aides healthy skin management and really works,” she said.
Ms Hinds said she went to market and asked women what they wanted.
“The answer was a product that allowed skin to breathe, function and heal naturally, didn’t clog pores, was water and UV resistant, cruelty free and could withstand heat and exercise.
“Shortly after, I started formulating NAS Cosmetics out of my kitchen completely from scratch and turned it into a fully-fledged product two years later.”
The result was her flagship mineral foundation and a full makeup range followed.
Today NAS is distributed Australia-wide and Ms Hind’s sights are set on China.
Ms Hinds is moving into the Chinese market with the support of Export Plus Global, an export enablement division of IncentiaPay. IncentiaPay (formerly BPS Technology) last year launched Australia’s first Alipay Smart City on the Gold Coast.