Inspired by her husband’s cancer diagnosis, SINEAD BROOK
began extensive research into the chemical toxins in food and beauty products. Together with her business partner FIONA BUCHNER, they launched Lula Fox, an eco-friendly make-up product range.
‘In 2013 my husband Henry was diagnosed with testicular cancer, exactly two years after I left corporate,’ Sinead explains. She’d spent 12 years as a portfolio manager and research analyst in the asset management industry before taking a giant leap of faith and resigning from her job to follow her passion to become a professional photographer and makeup artist. ‘Henry’s genetic variations showed weakness in methylation and detoxification pathways, so it was crucial to support his biochemistry and reduce his everyday exposure to environmental toxins, as his body struggles to get rid of them on its own. I became acutely aware of the chemical toxins in everyday products that disrupt your endocrine system, from the food you eat to the cosmetics and beauty products available in the market. Being a make-up artist I started exploring all natural brands and soon realised there were limited options in South Africa.’
Sinead and Fiona, who has a background in marketing, had known each other from their children’s school and got along very well. ‘I spent the last seven years of my corporate life at South African Tourism and when I left the corporate environment, I set up a small marketing strategy consulting business, which I still run in tandem to Lula Fox,’ Fiona explains.
‘My passion is women in business and empowering women to reach their full potential – in family life, health, mind, and career. When I left the corporate world I spent more time on educating myself about health and wellness. This led to an understanding of the impact chemicals have on your health – in food, cleaning products, and even cosmetics. Sinead then mentioned her idea of creating a clean make-up range, and 18 months later (November 2016) Lula Fox was launched.’
They’ve used their unique but complementary skills to build a brand targeted at women who are conscious of what they and their families are consuming. ‘The demand for our product from the conscious consumer is growing daily, for those interested in being kind to the planet and animals as well as their own bodies,’ says Sinead. Sadly, many companies will never reveal the full list of ingredients that go into their products, and only focus on the good because they want to promote their brand. ‘So much “greenwashing” goes on by marketers who talk about the natural elements of a product, while ignoring the harmful ingredients and preservatives. We strongly advocate women becoming label readers so they know what they’re using and are not “seduced” by the marketing speak,’ Fiona adds.
Because of their strong ethical beliefs in providing toxic-free products, their make-up is tested thoroughly before hitting the shelves. ‘Before we release a new product line we undergo rigorous testing to see it maintains the correct standards. Our product development needs to fulfil all three of these nonnegotiable criteria: nontoxic, on trend and professional grade performance.
‘We have a wonderful opportunity to empower women to understand toxic ingredients in cosmetics and how to avoid them, while offering a safer highperforming product that can enhance their personal beauty. In this way they can improve their own health and that of their families, while boosting their self-esteem in the process.’
Demand for products grows daily for those interested in being kind to themselves, the planet and animals