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Growing up in Australia, my teenage years were all about beach days, playing totem tennis in the backyard, and scouring my local store for the latest beauty products to add to my stash.
So, after over a decade abroad, imagine my excitement upon learning Red Earth was returning to our shores. And it seems I’m not alone, with the brand scoring gigs with big time distributors, Sephora and David Jones (available later this year).
And as if the news about Red Earth’s return wasn’t enough, this year is also set to see Australian skincare brand hit the beauty scene with a bang. BEAUTYDIRECTORY sat down with the founder of both brands, Nick Chadwick, to learn all about these two prolific beauty brands.
How did you first come up with the idea for Red Earth?
Myself and founding partner, Lynne Meaney realised there was a gap in the market for natural Australian skin, bath and body care. We wanted to create a brand that captured the essence of Australia in a way that was authentic and accessible. At the time, “natural” was an emerging trend and so the brand really pioneered the natural/eco-centric positioning in Australia.
What is the philosophy behind the brand?
Our brand promise is premium yet attainable skincare and cosmetics inspired by our Australian home. We are focused on understanding our Australian consumer and developing her personal beauty with uncomplicated products that enhance her natural look.
Can you give me a brief outline on the brand’s heritage?
The brand was born in 1990 in Melbourne, launching with skincare and bath and body ranges at its first store at Daimaru Melbourne shopping centre. The brand expanded quickly, opening stores throughout Australia between 1992-1998, during which time Red Earth debuted its Earth Colour Cosmetics range. Then in 1998, Esprit acquired the brand, expanding heavily into Asia where it became primarily known for its cosmetics. In 2009, we had the opportunity to reacquire the brand, which of course struck a chord with us given our history with the brand. We felt it was a unique opportunity to reposition the brand, connecting it back to its Australian roots while reaching a new generation of consumers. And so the brand came full circle!
Why did the focus for Red Earth move overseas?
Expanding internationally was a natural progression for the brand, and there was quite a demand from global consumers. When Esprit took over the brand in 1998, they had strong ties throughout Asia and so focused on building the Red Earth business in that market.
What made you decide to bring the brand back to Australia?
When we reacquired the brand in 2009, it was extremely important to us that we bring it home. We knew the brand had strong recall in the Australian market, and so we first set about repositioning the brand in its existing international markets while searching for the right retail platforms to relaunch it in Australia.
You relaunched the brand to Australia via an online flagship store. How was this received?
While we searched for the right launch channels, we wanted to be able to give Australian consumers access to the brand again, and also share the new brand direction and product range. We launched the global e-commerce site to a positive reception, and we were quite amazed with the deluge of interest from past customers and new customers alike. We’ve garnered quite the community of Australian fans through our site and social media channels.
Why did you choose to launch into Sephora?
We felt Sephora was the perfect partner to relaunch the brand, given its credibility as a leading international beauty retailer, and its accessible, fashion forward brand DNA. It was incredible to relaunch the brand during such an exciting time in Australian retail.
Are you excited to have a bigger bricks and mortar presence in Australia via Sephora?
Yes, absolutely. We know our Australian consumer is eager to be able to reconnect with the brand in a physical environment.
What have been some of the major highlights for the brand?
There have been many highlights in the Red Earth journey! From landing the BRW title of ‘Australia’s fastest growing company’ to Lynne winning the International Entrepreneur award, the brand has received many accolades in its time. More recently though, relaunching in Australia with such a renowned international retailer such as Sephora, and launching our flagship store at the new Emporium Melbourne. Not to mention working with incredible local talent including designers, creatives, photographers and model talent to relaunch the brand as you see it today.
Where do you see Red Earth headed in the future?
Our vision is to continue to expand the brand’s distribution with the right retail partners, and resonate with a new generation of Australian consumers.
What was the catalyst for launching Coast to Coast?
My wife Nicole and I shared a passion for natural skin care, as well as a real appreciation of native Australian botanicals. The idea was born during a road trip from Melbourne to North Queensland, and that’s when the inspiration behind the brand concept also came about.
What beliefs are at the core of the brand?
Pure, natural, honest Australian products drawing on the intelligence of our indigenous plant life. We wanted to go beyond skincare, and create a holistic and sensory experience that captured the essence of Australia, from coast-to-coast. So we developed three unique skincare ranges – Coastal, Rainforest and Outback – each formulated with powerful botanical ingredients from their respective geographic locations to cater to varying skin types. We believe there really is no place like home. It not only offers us unique ingredients, but also the foundation to build a business and a brand.
Can you give me a brief history about the brand?
Nicole and I opened our first store in 2009 at Melbourne Central. Nicole worked actively in the business, quickly building a very loyal following of avid customers. In 2013 we took a short hiatus when Nicole became pregnant with our first child, Matilda. We made the decision at that time to close the Melbourne Central store, having secured a lease at the soon-to-be-opened Emporium Melbourne. During that time, I focused primarily on expanding our global footprint, opening stores with partners in Singapore and launching with US beauty retailer, Ulta. Then, in 2014 we refocused our efforts in our home market, opening our flagship store at Emporium and launching with Sephora Australia. This year marks another exciting chapter for the brand, with our launch nationally into David Jones this month.
What have been some of the most stand-out moments for Coast to Coast?
Last year the brand launched in the US in over 700 Ulta doors – a huge leap for our brand of humble beginnings! Opening our flagship store that same year at Melbourne’s new shopping destination, Emporium. We’re very proud of the space we’ve created, which really encapsulates our vision for the brand. And of course, the brand’s recent launch with Sephora Australia and David Jones, both of which we feel are perfect alignments for our brand.
Why did you launch the brand into Sephora and David Jones?
We love that both Sephora and David Jones curate an incredible edit of skincare brands, and we’re privileged to be a part of that.
Where do you see Coast to Coast heading in the future?
Our vision is to continue to expand distribution both nationally and internationally with the right retail partners. We want to carve our own unique space in the market with our contemporary concept of Australian skincare, and continue to create honest and authentic products that resonate with today’s modern consumer.