Supermodel, environmental activist and Inika Ambassador Robyn Lawley was recently in Australia to launch a new serum foundation. Available in 10  shades, the Inika Organic Serum Foundation caters to a diverse range of skin tones. Total Beauty Network  is the sole distributor of the brand after acquiring Inika Cosmetics in November 2013.

Retail Beauty caught up exclusively with Robyn while she was in Sydney to find out more about the serum and her “genuine fear” about the use of AI in the beauty industry.

How do you feel about the growing demand for natural and organic beauty products?

Very positive, I’m very happy people understand that it’s as important to be aware of what you put on your body as in your mouth. We should only want to put natural and organic products onto our delicate skin. As we know skin is also our largest organ. And we can absorb chemicals through the skin.  Not to mention the chemical waste produced, it’s so harmful to the environment. 

What feedback have you received about the new serum foundation?

I’ve given so many as gifts now to family and friends and they’re all blown away by the texture of the foundation the most. As am I. Most foundations naturally are very thick. This is very light, hydrating and still full coverage. Flawless really. I love knowing that it’s packed with skin-loving ingredients. It’s made my beauty routine simpler and more effective.

How can brands ensure that their use of AI aligns with ethical standards and consumer interests?

AI is new territory for a lot of companies and consumers. I believe the bare minimum of labelling an image as AI if it isn’t a human should be in place.  I’ve been hearing about some beauty brands and makeup brands using AI. I think this is outrageous as you should only be willing to show your products in their true form on human real skin.  How can a 15-year-old girl for example know that they’ve used AI? She will compare her skin to that of something that doesn’t exist! 

Looking forward, what role do you think AI will play in shaping the future of the beauty industry?


AI will undoubtedly play a role in shaping the future of beauty. My genuine fear is, who is creating the “AI” bodies and faces. A brand that has come under backlash recently uses AI to create pregnant models and create a fake body and belly. It’s very bizarre and the model’s pregnant belly doesn’t look real as it’s perfectly round. Women and men need to see what real pregnancy looks like.  I’ve always wanted diversity across all media for better body representation. If we simply allow companies to use AI, that will allow companies to create humans. That is not a real representation in any way. Our younger generations will compare their bodies with something that does not even exist. We have enough mental health issues around body image as it is.

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