Zoe Foster Blake's Go-To skincare is one of Australia's popular beauty brands.Supplied
As Lauren Sams in theAustralian Financial Review last month,the Australian beauty export business was worth $536 million in 2018,up from $456 million in 2017.
But the extremely cool thing is that,in addition to the big Australian beauty brands we know and love like Jurlique and Aesop (honestly,forget a mortage and kids,having a pump pack ofAesop handwash in your bathroom is truly a sign of adulthood),there's been a surge in independent brands from down under. Think the pinkSand&Sky clay mask you see all over Instagram,former beauty editor Zoe Foster Blake'sGo-To range (which,after online success,has been available in Mecca since earlier this year) and theUltra Violette sunscreen,which has achieved widespread acclaim despite only being launched in January.
Indeed,this month Sand&Sky,Go-To andfrank body(creators of that coffee-based scrub which makes your bod look,feel and smell divine but makes a catastrophe of your shower),collaborated to create an,which brings together the best products from each of the brands.
“There is a real global demand for Australian beauty products right now. We’re really excited to be working with like-minded businesses like frank body and Go-To to continue showcasing Sand&Sky and A-beauty to the rest of the world “ says Sarah Hamilton,co-founder of Sand&Sky,which has sold more than 800,000 units globally since launching in 2017.
Then there's the almost cult-like following for Melbourne-based luxury Australian skincare brand Rationale. If you know,youknow. The brand has seen huge growth in recent years,presumably,as the whispers at lunch about"how she got that glow"became louder. The brand now has 13 flagship clinics around Australia.
Kate Morris,founder of online beauty retailer Adore Beauty (a venture which has put her on theAustralian Financial Review's Young Rich List),says it's an exciting time for A-beauty.
"We've definitely seen great growth in Australian brands,particularly the skincare and wellness categories,"she says.
Morris says Australian brands such asSkinstitut,Alpha-H,ASAP andAspect have always been strong for the site,but,in recent years,up-and-comers such asUltra Violette,Salt by Hendrix andBiologi have made an impact.
It's no chump change,either. Adore Beauty now receives two million visitors per month,takes 20,000 in orders each week and is projected to turn over $100 million in the next year.
"I think the appeal of these brands is their efficacy combined with straightforward language and a sensible price. It's not necessarily the fact that they're Australian,but I do see Australian brands all having a similar directness in their approach:they say what they do,and they do what they say,"says Morris.
Another factor is,as theAFR,an increased interest in native Australian ingredients such as the Kakadu plum,which is used inSand&Sky,Go-To andChanel skincare products (including its). It is the world's richest natural source of Vitamin C,which,as we know,is one of the holy grail products when it come to brightening the skin.
A-beauty brands also create products that really suit our climate,lifestyle,and the skin issues that can result from this combination. Case in point:high-spectrum sunscreen.
But,how does a little Aussie bran survive in a world of cosmetic juggernauts? Morris says using social media to build a following is essential.
"Social media means independent brands with a point of difference have a real opportunity to enter the limelight. It's a very exciting space,"she says.
For newcomer Australian beauty brand Aceology,A-Beauty is all about embracing our lifestyles:busy,sure,but not unnecessarily complicated.
"A-beauty to us is all about time saving beauty solutions,it's beauty,simplified,"Aceology's masking expert,Caitlin Hodgson,says.
The brand also has plans to release new products which will"hero"Australian ingredients.
"We have seen a real demand for formulations that include these efficacious ingredients,harnessing the very best Australia has to offer."
Five A-beauty Products to spend your hard-earned on
Don't be They're such a good addition to your regime. Ibelieve in them. This one has goodies such as almond,jojoba,rosehip and brazil nut oil,and rosemary leaf extract. It is very hydrating,especially good for the brisk (read:skin ravaging) winter days.
First the real talk. There is literally no point spending your hard-earned dollars into exxy skincare if you're not using sunscreen. Every day. Even in winter. OK,lecture over (but,seriously,wear sunscreen). This newcomer to the market represents all that is super cool in the sunscreen game. The texture is more like a serum,and it's not greasy or gluggy and so it doesn't feel like you're clogging up your pores. Plus,it smells like roses.
Apparently two bottles of this from Queensland beauty brand Alpha-H sells every minute. It's got 5 per cent glycolic acid and licorice,both of which are good for brightening the skin. It's a bit like an at-home facial,if you will.
Try and forget your traumatic self-tanning experiences of old (we've all had them! Let's all be kind to ourselves and each other and let them go). Luna Bronze,which is also happens to be vegan and sustainably sourced,was started by best friends Maddy Balderson and Rhiannon Hall after Balderson was diagnosed with a form of skin cancer in 2014. The non-stinky formulation has coconut,rose hip and jojoba oils and vitamins A,B and E,so it hydrates and replenishes your skin. With its gradual glow,it is perfect for self-tanning novices or those of us who just want a hint of colour.
Those with dry or sensitive skin will love this formulation from Aesop,its first milk-based cleanser. Your skin will drink it up and,along with that signature nature-y,spa-y Aesop scent (so good),it's got grapeseed oil for gently cleansing skin,humectant panthenol (provitamin B5) which helps to stop moisture loss and jojoba,sandalwood and lavender for nourishing and smoothing. It's really just lovely.
What to buy this Thursday
Your weekly recommendation for a late-night shopping trip ...
Playa Endless Summer Spray
The name of this product seems especially cruel in the depths of winter,but this texture spray is the bomb. We all know that achieving the'effortless'look generally takes an awful lot of effort. But it is made objectively easier with this in your arsenal. For one thing,it doesn't make your hair crunchy or look weirdly stiff. I use it after blowdrying my hair straight-ish to add movement and to look as though I rolled out of bed but in thegood way. $37.
Skin Deep,our weekly beauty column,is not sponsored. All product recommendations are genuine endorsements.