Keira Rumble reveals why she started Habitual Beauty
Personal tragedy motivated Keira Rumble to start her beauty brand — with one product setting it apart and seeing her get noticed by the world’s biggest beauty retailer.
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While having a product so popular it constantly sells out sounds like a dream for any beauty brand, in reality Keira Rumble says it can be quite stressful.
The Habitual Beauty founder’s Advance Skin + Gut Health Collagen Elixirs have been flying off shelves and sell out frequently.
“It is a great problem to have but also comes with its stress,” Ms Rumble, 31, told news.com.au.
“Despite being thrilled to have such an extensive waitlist of people interested in buying our
Collagen Elixir, what we really want is for people to be able to access our product
and use it to get the benefits of it.”
Despite the frustration at having one of your brand’s key products constantly sold out, it was that collagen in question that helped Ms Rumble land the deal of a lifetime with Sephora.
It’s the cornerstone of the Habitual Beauty brand ethos, which is all about offering a focus on skincare that isn’t just skin deep.
Habitual Beauty is the second brand from Ms Rumble, who started collagen snack bar company Krumbled Foods in 2017. Today one of their beauty bites sells every 15 seconds somewhere around the world.
After the runaway success of Krumbled Foods Ms Rumble turned to creating a beauty brand when personal tragedy saw her spot a serious gap in the market.
Before giving birth to her son Hunter last year Ms Rumble suffered six miscarriages and an ectopic pregnancy.
She turned to IVF after being diagnosed with endometriosis and a genetic blood clotting disorder.
“During my fertility journey I was told repeatedly by my fertility experts to make a
transition from my existing skincare products to clean, gentler alternatives but my
skin went backwards and I was just not getting the same results as with the
cosmeceuticals products I was using,” she said.
After noticing other women were also struggling to find clean beauty products that delivered results, Ms Rumble realised there was a “gap in the marketplace”.
She began using her knowledge of ingestible beauty to create a beauty brand that focused on health both inside and out, with her dreams getting a boost when Ms Rumble was hand-picked by one of the world’s biggest retailers.
“I was incredibly fortunate to be selected to represent Australia to take part in the
global Sephora accelerator bootcamp where hand selected few women from
around the globe came together to learn from some of the industry’s best,” she said.
“That really fast tracked the launch of Habitual Beauty and it is a pinch me moment
seeing my products on shelves, Sephora is such an incredible retailer to have launched with.”
Habitual Beauty is Australian owned and operated company with a focus on sustainable practices — its products are made from 100 per cent recyclable packaging.
“First and foremost, we were the first brand in Australia to offer a 360 degree approach to beauty combining topical skin care and supporting ingestible supplements formulated to work together to fast track results,” Ms Rumble said.
HABITUAL BEAUTY’S BESTSELLING PRODUCTS
Habitual Beauty Hydrating Sleep Mask, Sephora, $95
“It’s fast becoming a cult beauty product and for good reason. Packed with probiotics, INCA oil, Hyarulonic acid and a vitamin complex it is a deeply nourishing mask that hydrates and smooths while boosting skin luminosity and radiance,” Ms Rumble says.
“It does all the hard work whilst you sleep and give you the best glow when you wake up!”
Habitual Beauty Skin & Gut Health Collagen Elixir – Madagascan Vanilla, Sephora, $110
“On top of giving incredible results it also tastes great, people absolutely love it,” Ms Rumble said.
Habitual Beauty’s Advance Skin + Gut Health Collagen Elixirs have a cult following for a reason — it’s a five in one collagen and vitamin powder designed to help support both your skin, hair, nails and overall health.
Each sachet contains 10,000mg of bioavailable Hydrolyzed Collagen Peptides I & III as well as vitamins B2, B3, B5, B7, B9, C, D and E.
With four times the amount of collagen compared to most other brands, you only need one serving a day.
KEIRA RUMBLE’S FAVOURITE HABITUAL BEAUTY PRODUCT
Habitual Beauty Hydrating Serum, Sephora, $125
“I am actually doing IVF again and the serum is really great with hormonal skin challenges, it is also super active and a great anti ageing serum,” explains Ms Rumble.
“Pregnancy safe it is packed with Bakuchiol, Niacinamide, Kakadu plum (and more skin loving ingredients!) and really improves skin tone and texture.”
HABITUAL BEAUTY PRODUCTS
Habitual Beauty Nourishing Moisturiser, Sephora, $100
This was our gateway product into Habitual Beauty and after road testing it for several months it’s one of our favourite premium moisturisers on the market right now.
With key ingredients like Australia wild rosella, INCA oil, ceramides, shea butter, squalane, panthenol and niacinamide this moisturiser leaves your skin plump and hydrated.
It manages to be deeply nourishing while also fast absorbing too — as a bonus it also smells amazing.
Habitual Beauty Balancing Cleanser, Sephora, $70
With skin-loving ingredients like organic aloe vera juice, Australian wild limes, lactic acid, panthenol, niacinamide, papaya extract and kakadu plum this not only cleanses the skin but also leaves it glowing.
The gel cleanser lightly foams to help break down any surface impurities and oil, with one five star reviewer saying their skin felt “so clean, smooth and clear” after use.
Habitual Beauty Rejuvenating Facial Oil, Sephora, $120
A face oil is a great addition to your skincare routine as it not only hydrates but also looks after your skin barrier. This face oil from Habitual Beauty somehow manages to be ultra lightweight while getting the job done, with hero ingredients like INCA oil, squalane, jojoba seed oil, kakadu plum and bakuchiol just to name a few.
More Coverage
Interest in collagen? Read our wrap of the best collagen creams and supplements here. Plus we’ve compiled a list of the best vegan beauty products.
If you’d like a cheeky discount on your next shop check out news.com.au Coupons with discount codes for big brands like Adore Beauty and Sephora.
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