The Beauty Diary: Martha Kalifatidis’ nude photo sparks frenzy for new Sand&Sky products

When Martha Kalifatidis declared she bathed in water “flown in from Tasmania”, it stopped people in their tracks – and opened their wallets.

A former MAFS star has sparked a frenzy over a new skincare product after she posed completely naked in a bath.

Martha Malifatidis had a strong background in beauty, working as a make-up artist before her stint on the reality show that led her to become an influencer in the space.

It’s why so many Australian beauty lovers pay attention to what she’s recommending and her posts often cause skincare and make-up items to sell out.

But after posing nude in a bathtub filled with water “flown in from Tasmania”, it was revealed the cryptic caption was actually the exciting hero ingredient in two new products from Australian brand Sand&Sky.

This nude photo of Martha Kalifatidis has sparked a frenzy for two new Sand & Sky products. Picture: Instagram / Martha Kalifatidis

As a result, there was a frenzy for the moisturiser and serum, with the brand’s co-founder Sarah Hamilton telling The Beauty Diary more than 5,000 units were sold in the first 24 hours alone on Tuesday – which equates to 1 jar every 15 seconds.

“Martha’s photo was the perfect way to kick off our launch campaign and draw natural attention to our hero ingredient of Tasmanian Spring Water,” she said.

Describing the image as “tongue-in-cheek”, Sarah said the brand was inspired by some of the “outrageous celebrity claims” about bathing in a leading spring water brand despite its “ridiculous price”.

The “experiment” worked, with many people on social media questioning why Martha would make such a bold claim about importing Tasmanian water to bathe in.

“That’s the beauty of it, we got to show off a hidden piece of Australia, get the nation really excited and then offer them something that is actually attainable – unlike importing gallons of Tasmanian water to your bathroom,” Sarah said.

“Martha’s naked body also represented the idea of purity, and no doubt we had users stopping in their tracks when scrolling through their feed.”

The brand is no stranger to creating hype online, with its first ever product – the Australian Pink Clay Mask – being one of the first brand’s to going viral on Instagram with selfies of customers wearing it.

However the new range is all about skin receiving “unparalleled hydration”, with Sarah crediting the Tasmanian Spring Water along with fermented sea kelp and unique hyaluronic acid complex for it being super moisturising.

“The absorption is like no other, your skin will literally drink up the products,” she said.

Here’s my thoughts on the Sand&Sky newbies along with a few other new products I have been loving lately.

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SAND&SKY TASMANIAN SPRING WATER HYDRATION BOOST CREAM

This contains not one but two types of hyaluronic acid for extra hydration. Picture: Supplied

Available at Mecca and sandandsky.com

Price: $79.90

Hands up who loves hyaluronic acid? If your arm just shot up you’re going to absolutely love this moisturiser as it has two different types of the moisture-binding molecules in it that gives thirsty skin the extra glug of hydration it’s craving. The gel-like cream also contains sea kelp from Tasmania, which is known for treating dry and flaky skin – so this is SUPER hydrating. It sits beautifully under my SPF but I definitely need to leave it a few minutes to sink in as I found when I rushed my regimen, it would pill a little. I also love how this feels on the skin when applied, it’s a little chilly – just like the Tassie can be – and really soothing. Delightful.

SAND&SKY TASMANIAN SPRING WATER SPLASH SERUM

Splash your face and watch it sink in. Picture: Supplied

Available at Mecca and sandandsky.com

Price: $89.90

Just like the moisturiser in this Australian brand’s new range, this also features the double hyaluronic acid complex as well as the Tasmanian water and sea kelp, so it’s also very hydrating. The formula is really lightweight and refreshing, giving skin a natural dewy glow instantly. I like to apply it after spritzing my face with a light toner as the damp surface helps it sink in better. My skin definitely isn’t dry anymore.

NAPOLEON PERDIS CHEEK SWITCH CRÈME BLUSH STICK

An easy-to-use product that makes you look like you’ve made an effort. Picture: Supplied

Available at adorebeauty.com.au and napoleonperdis.com

Price: $49

Napoleon Perdis is back baby – and this is its standout new product. The iconic Australian brand was acquired by new owners in April of 2019 and since then it has been forging ahead, extending existing product ranges and launching a bunch of new products – and this is by far my favourite. It’s honestly so easy to use, you simply swipe the stick directly where you want it and buff it out with your fingers or a brush. There are three shades available, a Pink, a rosy red and a coral and all three are beauties – but it's the shade Save The Coral that I’ve been using and adore. The creamy formula sits really beautifully on the apples of my cheeks and I find it doesn’t glide around on my face like other cream blushes do. Such an enjoyable product that makes you feel good about your skin in no time.

ANASTASIA BEVERLY HILLS DIPBROW POMADE

Not sure how I coped without this. Picture: Supplied

Available at Mecca, Sephora

Price: $33

I’ve always been a powder and pencil person when it comes to filling in my brows – Benefit do an amazing job in this department as I have harped on about in this column multiple times.

But this gel has converted me. It’s seriously a game-changer, gliding on really easily with a lovely smooth formula that doesn’t clump or dry funny. It’s honestly like an instant pick-me-up when my brows need to pack a little more punch and I love it. I’ve been using it with an angular brush as I can use the flat side to fill in my gaps evenly and the edge to create hair like strokes. It’s no wonder this product has thousands of five-star reviews online. Cannot recommend this enough.

GUERLAIN MÉTÉORITES LIQUID PEARLS LIQUID HIGHLIGHTER

This glistens perfectly in the sun but you won’t find it too much. Picture: Supplied

Available at Sephora and David Jones

Price: $65

Applying highlight brings me so much joy – there’s something about sweeping on a bit of sparkle that just makes me happy, whether it’s a subtle shimmer or a chunky glitter. But this pen is particularly special as it contains a liquid version of Guerlain’s cult powder pearls which gives skin a gorgeous illumination, which is just what we need in 2020 if you ask me. The pigmentation on this product is absolutely stunning, it glistens perfectly and the light just bounces off it. The cushion top applicator applies product easily while still being precise enough to contour and create shape and for those that are cautious of my highlight reviews because I love a bold glow – this one does it without being too full on. I’ve been using it in “Pearly Pink” but there are three shades in total, including Pearly Gold and Pearly Amber, which compliment all skin tones. If you want to take the glow up a notch you can build the formula or use it as a base underneath your fave powder highlight, which obviously, is how I wear it 99 per cent of the time.

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