Over the last few months, a plethora of beauty brands have partnered with BEAUTYDIRECTORY to offer the industry exclusive access to their ranges. Here, we get the lowdown on each brand, and explore their claims to fame and why media should feature them.
Aromatherapy Associates
Brand lowdown: Aromatherapy Associates is a natural, plant-based beauty brand that originated in Britain.
Claim to fame: The use of a huge variety of plants and flowers, along with their natural oils and extracts.
Why media should feature the brand: It achieves more editorial coverage than any other bath and body brand, reinforcing its credentials and strong following.
Skin Republic
Brand lowdown: Skin Republic combines the latest advances in skincare with the restorative properties found in nature. The range offers a variety of cloth masks for the face, neck and décolletage, hands and feet.
Claim to fame: The products exhibit the latest advances in skincare technology along with the best nature has to offer.
Why media want to feature the brand: Cloth masks are currently trending in the beauty world, and Skin Republic provide them at an affordable and accessible price.
bondi sands
Brand lowdown: bondi sands is 100 percent Australian made and owned. It offers an extensive range of salon-quality self-tanning products.
Claim to fame: The SELF-TANNING FOAM - DARK has received numerous awards since its release and is currently selling one unit every 60 seconds in Australia.
Why media want to feature the brand: bondi sands has enjoyed a meteoric rise in popularity since launching in 2012, and is now the number one self-tanning brand stocked in Priceline.
Skin Theory
Brand lowdown: Skin Theory is a hypoallergenic and dermatologically tested range of skincare essentials designed to keep skin looking radiant and fresh.
Claim to fame: The Skin Theory products are accessible and make up a daily skincare regime. Ambassador Rachael Finch says, “I think every woman should have access to an affordable and complete skincare regime for beautiful-looking skin.”
Why media want to feature the brand: The products are suitable for everyday use and ideal for all skin types. Skin Theory is often mentioned in articles on affordable skincare.
nak
Brand lowdown: nak is an Australian made and privately owned haircare company influenced by the unique Australian lifestyle.
Claim to fame: nak is Australia’s fastest growing salon-only haircare brand. The company aligns itself with world standards, meaning its products are independently tested, appraised and certified to meet the strictest global guidelines set by the European Union.
Why media want to feature the brand: All products are free from sulphates and parabens, containing naturally derived ingredients from the sea. nak uses breakthrough surfactant technology known as ‘Iselux’ or ‘green technology’.
e.l.f Cosmetics
Brand lowdown: e.l.f Cosmetics appeals to beauty enthusiasts who are searching for products to make them look and feel gorgeous without blowing the budget.
Claim to fame: High-quality products at affordable prices.
Why media want to feature the brand: Renowned by bloggers worldwide, e.l.f. Cosmetics is fast becoming a go-to cosmetics brand for women in the 18-40 age bracket.
Skinov8
Brand lowdown: Skinov8 is committed to creating innovative products to promote radiant, youthful-looking skin at any age.
Claim to fame: The brand’s hero product, the Black Magic Instant Wrinkle Eraser Facelift, is a bestseller as it offers instant gratification, postponing the need for more invasive, drastic procedures.
Why media want to feature the brand: The products feature the best active and functional ingredients. In vitro clinical studies have proven these formulations deliver desired results.
Synergie Skin
Brand lowdown: Founded in 2005 by biological scientist and cosmetic chemist Terri Vinson, Synergie Skin is an Australian cosmeceutical company and manufacturer of premium salon-quality and clinical-grade skincare and mineral make-up.
Claim to fame: The range combines cutting-edge science with naturally derived ingredients to protect, change and nurture all skin types.
Why media want to feature the brand: Synergie is 100 per cent Australian made. The effectiveness of ingredients is validated by clinical data, and supported by science rather than the latest fads.
Carelli
Brand lowdown: The Carelli Healthy Hair System uses resources found in nature to correct and condition the hair. The brand explains to consumers that it may take a few uses for the hair and scalp to adjust to the range.
Claim to fame: The fusion of health and beauty when it comes to hair care, without sacrificing quality or indulgence.
Why media want to feature the brand: The product is endorsed by international photographer Georges Antoni, who uses Carelli on his photoshoots.
Paula’s Choice
Brand lowdown: Paula’s Choice is dedicated to providing skincare that does what it says. The range uses proven ingredients in its formulas, with specialised products to treat issues and conditions like wrinkles, dry skin, rosacea, acne, blackheads and enlarged pores.
Claim to fame: The products are 100 per cent guaranteed. They are proven to be non-irritating, and are free from fragrance and added dyes.
Why media want to feature the brand: Paula’s Choice offers well-made skincare that delivers results, whether you want to smooth wrinkles, stop breakouts or simply have the best skin of your life.
MOMMA
Brand lowdown: Founded in 2014, Ministry of Mineral Makeup Australia (MOMMA) was created to debunk the perception that pure, chemical-free mineral make-up has to be expensive.
Claim to fame: MOMMA Mineral Makeup collection is made in Australia and formulated without FD&C dyes, irritants, talcum, clays, paraben preservatives, bulking agents, petroleum derived ingredients, fillers and silicone. It is virtually sweat-proof and waterproof and does not clog pores.
Why media want to feature the brand: MOMMA is the only mineral make-up brand in Australia that is not only made here without the use of nasty chemicals, but is also accredited by Choose Cruelty Free. The entire collection is priced under $20.
