From local heroes to international superstars, BEAUTYDIRECTORY looks at five of the latest brands to join the site...
Brand lowdown: Based in South Australia's Barossa Valley, Australian made and owned Brauer has been providing natural medicine solutions to keep customers healthy since 1929.
Claim to fame: Brauer products are founded on the principles of homeopathy, a holistic system of medicine founded over 200 years ago. By combining these traditional principles with modern science, Brauer creates gentle, effective formulas that stimulate the body’s own healing abilities.
Why media want to feature this brand: Brauer invests in research to better understand the health problems that concern everyday Australians, like stress, mild anxiety and sleeplessness. It then uses this information to develop gentle, effective products that make people feel healthier every day.
Brand lowdown: The name synonymous with lip care, ChapStick has been lovin’ lips across the globe for hundreds of years. From advanced moisture products to amazing flavours and limited-edition products, there is a ChapStick for everyone. The formulas moisturise, condition and protect lips all year round.
Claim to fame: ChapStick’s fun flavours! It’s hard to find someone who hasn’t used a Strawberry ChapStick, and since Katy Perry’s unforgettable song, “I Kissed a Girl”, Cherry ChapStick is giving Strawberry a run for its money.
Why media want to feature this brand: ChapStick is the world’s most iconic and trusted lip care brand. Always one step ahead of the lip balm game, this year, ChapStick expanded their range to include Australia’s first dual-ended lip balm, Hydration Lock, and its first natural papaw in stick form, ChapStick Natural Papaw.
Brand lowdown: Eye of Horus is a Byron Bay-based brand of colour cosmetics, established in 2012 with a fan base consisting of professional make-up artists and celebrities. The brand’s illuminating formulas are inspired by the ancient past, and aim to “awaken the goddess within”.
Claim to fame: Over the past three years, the brand has grown dramatically, building a cult following with beauty bloggers. It has now launched internationally, with distribution in New Zealand and the Philippines.
Why media want to feature this brand: Best friends turned business partners, Holly Spierings and Amy Lennane, discovered the answers to the best non-smudge, and non-sensitising mascara and eye products lay with the originators of beauty and make-up, the ancient Egyptians, who used protective waxes and nurturing oil-based make-up. Similar formulas are used in the Eye of Horus range, which focuses exclusively on the eyes.
Brand lowdown: Designed for men without being pretentious or intimidating, Handsome stands out for making men comfortable about finding the right product. The Handsome range covers the big market segments: shaving gel, facial wash and moisturiser. It is formulated with natural and organic ingredients, and the product fragrances are derived from organic essential oils.
Claim to fame: Handsome was created as a stylish and cool, yet classic brand. It is contemporary but timeless.
Why media want to feature this brand: Handsome meets two markets more relevantly than most. It is a true player in the skincare market with products that are beautiful to use and deliver effective results. But Handsome is also a perfect gift for men and could be included in any Gift Guide as the range is stylish and appealing.
Brand lowdown: Rosehip by Essano is a family-owned (and made) brand from New Zealand. It was born from the idea that certified organic, effective skin and body care shouldn’t be limited to those with the time and money to hunt down exclusive products.
Claim to fame: Essano products are free from parabens, sulphates, silicones, phthalates, ethoxylates, PEGs, PPGs, mineral oils, GMOs, and animal testing. The range is developed by a team of passionate women who understand that what does not go into a product is just as important as what goes in.
Why media want to feature this brand: Essano is affordable, accessible and natural skincare made with organic ingredients. It delivers on efficacy, and helps women to experience organic luxury every day - minus the hefty price tag.