THE RISE AND RISE OF A-BEAUTY
Why you should be using Australian products and ingredients
By now everyone has probably heard of the K-Beauty trends, the Korean products said to be at the forefront of skincare and arduous regimens. However, the products that are intriguing us the most are remarkably all A-Beauty – Australian brands that are not only dominating the skincare market, but in some cases are also growing their ingredients locally and sourcing natural actives from exotic Australian natives.
The founder of A-brand Mere, Lianne Keymer, and Biologi dermal specialist Lucy Kuper share their knowledge of local
ingredients, why they are just as effective and beneficial as their international counterparts, and why the trend of A-beauty and our relaxed approach to skin, makeup and lifestyle is growing in popularity overseas.
“For me, A-beauty is the antithesis of K-Beauty, our no-fuss skincare movement is what minimalists globally have been waiting for. It’s all about pared-back routines, clean natural ingredients and multi-tasking products that work hard,” says Keymer.
We are seeing more of a trend with consumers seeking sustainable options in lifestyle and we are more conscious than ever about what’s going on our skin and into our bodies.
“The desire for a simple life and more conscious beauty habits has definitely ignited this global skincare diet. It’s all about using less but better,” says Keymer.
There is still that little assumption in the back of the mind that natural options may mean a compromise on efficiency and effectiveness, and when it comes to skincare, those seeking anti-ageing products want ones that deliver. So, do natural actives actually work as well as synthetic ingredients? “Where do I start … Australia is the planet’s
largest and most abundant island where nature evolves in an environment sheltered from the rest of the world and is home to some of the world’s most advanced natural ingredients,” says Keymer.
What makes Australian plants even more special, according to Keymer, is the ability to outlast and survive in such extreme environmental conditions. “Australian natural ingredients deliver a potent and powerful intelligence that can be harnessed to perform just as well as their synthetic counterparts and deliver incredible results.”
Kuper says they may even work better. “Australian natives are rich in so many incredible ingredients that are more beneficial to the skin. A great example of this is the Kakadu plum, a potent source of vitamin C, which is key to reducing the visible signs of ageing.”
She adds this ingredient contains up to 75 times more vitamin C than our citrus fruits. “All of Biologi’s serums contain single ingredient Australian natives, and the reason for this is because they work so well on the skin,” says Kuper.