A new generation of celebrities like Jess Hart and Natalie Imbruglia are cashing in on skincare ranges
JESS Hart and Natalie Imbruglia join the growing list of Australian beauties making themselves over into brands, writes Katrina Lawrence.
Confidential
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CELEBRITIES and models once aspired to align themselves with a big beauty brand. Scoring a contract with L’Oréal or Estée Lauder was just as high on the professional wish list as a role in the latest Woody Allen film or a spot on the Victoria’s Secret catwalk.
Now, however, there’s a new generation of famous faces who would prefer to become the beauty brand themselves.
A strong trend in Australia, the success of Miranda Kerr’s Kora Organics is surely inspirational. Unveiled in 2009, the skincare line ships to more than 70 countries.
Elle Macpherson was the original supermodel to successfully market herself into a corporation beyond the catwalk.
Having ended her relationship with Bendon, Macpherson could well expand further into the holistic beauty space with her company WelleCo and its Super Elixir greens powder supplement.
A new player in the natural beauty market is Melbourne-born, New York-based model Jess Hart, whose makeup brand LUMA, available at Priceline, is a well-edited range of tinted moisturisers, illuminating lotions and sheer lip and eye colours. “It’s about enhancing what you have,” Hart says.
“Being in the model chair has made me appreciate the art form of makeup but, in saying that, I love everything to be simple.”
Hart credits Australia for grounding her philosophy on beauty.
“Australians have a cool, laid-back attitude,” she says, noting that she hopes to take the brand beyond our shores.
“I think people love the idea of Australian-made … everyone loves Aussies.”
George Moskos, managing director of Whole Brands Management, the company behind LUMA — and originally Kora Org-anics — agrees that Australia is fertile ground for beauty brands. “I’m lucky to be able to work with patriotic Australians who have a great affinity with this country,” he says.
Moskos has also partnered with Natalie Imbruglia on ILUKA, an anti-ageing skincare line launching in Priceline this week.
“Iluka is about being aware of what you put on your skin,” says Imbruglia. “I wanted to go into the natural realm and have no sulphates or parabens … and focus on Australian ingredients.” Cue manuka honey, Kakadu plum and crushed pearl powder.
Imbruglia, a one-time L’Oréal face, says she has long dreamed of having her own beauty brand, and was thrilled when Moskos approached her.
Moskos, a key player in the booming Australian celebrity beauty industry, was also once the manager of Lara Bingle, who is set to launch The Base in mid-November.
The collection of eight glow-enhancing products will likely give another lustrous-skinned Australian beauty and brand leader, Jennifer Hawkins, a run for the money she has earned from her tanning range, Jbronze.
ETHICAL GLOW NOT JUST SKIN DEEP
FROM leather-free shoes to lentil pies, today’s Cruelty Free Festival showcases how to live a more animal-friendly life.
The event, in its ninth year, has grown into a larger exhibition space at Australian Technology Park and now boasts more than 70 stalls.
Ethical beauty is a growing area of interest, says Emma Hurst, campaign manager for Animal Liberation NSW, organiser of the festival in partnership with animal protection institute, Voiceless.
“More cruelty-free products are becoming available and with public pressure, some companies are choosing to move away from animal testing,” she says.
Stallholder Choose Cruelty Free is a certifying organisation for companies that ensure all supplied ingredients — not just the final product — are not tested on animals.
CCF-approved brands include De Lorenzo, Natio, Australis and Ultraceuticals.
“In today’s world, there is absolutely no reason to do animal testing in cosmetics,” UltraceuticalsCEO Olivier Duvillard says.
Ultraceuticals, developed by cosmetic physician Dr Geoffrey Heber, is a cosmeceutical-level range of skincare, meaning active ingredients are used to effect noticeable change.
“We do our own before-and-after human panel testing; you can’t do this on a bunny,” Duvillard says. “There are also European labs that provide skin-like tissue on which you can test ingredients.”
Another successful local brand, ModelCo, is similarly certified cruelty-free, this time by American animal rights organisation PETA (People for the Ethical Treatment of Animals), which has also given its stamp to Muk Haircare, Chi Chi, Ere Perez and NADs.
“The PETA certification shed an extremely positive light on the ModelCo brand and we received supportive and congratulatory feedback from customers,” founder and CEO, Shelley Barrett, says.
“We are thrilled that our customers care as much about animal testing as we do.”
COUNTER CONFIDENTIAL: THIS WEEK’S BEST BUYS
START primping for the festive season with this bevy of glamorous beauty buys to help you get your glitz on.
OPI Don’t Speak Pure 18K Gold Top Coat, $29.95, 1800 812 663. Add one swipe to bare or coloured nails for a sprinkling of gold-leaf flakes and iridescent particles; layer
for extra sparkle.
Chanel Camélia de Plumes, $90, 1300 CHANEL. If you can bring yourself to actually
use this exquisite pressed powder, you’ll find it’s a pretty platinum-hued shimmer that begs to be dusted over cheekbones.
Just Cavalli Just Gold for Her, $110, department stores. This floral oriental features notes of hazelnut, mandarin, jasmine, marshmallow and leather for an effect that is at once sweet and warm.
Glasshouse Fragrances Miniature Candle Trio, $44.95, 02 9757 3080.
Acclaimed fashion illustrator Megan Hess has collaborated with Glasshouse on this year’s Christmas collection.
This trio of candles will get you in a festive mood.
The Body Shop Almond Nail Varnish Remover, $11.95, The Body Shop.
Acetone-free and enriched with sweet almond oil and soya oil, this formulation conditions nails and softens cuticles.
The bonus is it also contains organic sugar cane essence sourced through the company’s Community Fair Trade program.
$14k a clip: NSW YouTube stars making more than you
YouTube stars in NSW are raking in thousands of dollars per video but it’s what they do in their clips that will drive traditional workers mad. Check out the rich list.
Glamming it up for a return to the racecourse
The first official racing carnival featuring the new $46.6m WINX stand at Randwick Racecourse is kicking off, with model and new mum Ksenija Lukich among those dressing up for the occasion.