The future of clean beauty looks bright. According to Statista Research, the global market is expected to reach US$22 billion ($32 billion) by 2024.
Beauty has been a trendsetting category in many ways, leading much of the innovation around clean and sustainable personal products as they continue to become more mainstream, Nielsen IQ reports.
One brand leading taking a leading role to propel this trend in the makeup category is Runway Room Cosmetics.
Founded by Alex Fevola in Melbourne, who is married to former AFL player Brendan Fevola, the cosmetics range was a natural progression of Runway Room, which filled a gap in the market, offering affordable hair and makeup packages for weddings, school formals and special events.
With more than 20 years’ of unofficial market research as a professional makeup artist, the mother-of-four gained first-hand insight into what women want from their products.
“I wanted to develop clean, ethical, Australian Made beauty products that were still accessible to the average person,” she said.
Sourcing Australia’s best manufacturers and working with the best formulators, Runway Room Cosmetics was born. Alex said the brand prided itself on delivering authentic, ageless beauty.
“Our product range really is for everyone, with our weightless and glowy formulas appealing to consumers of all ages,” she said. “Our best-selling products are equally as popular with consumers in their 20s as they are with consumers in their 50s. We believe everyone has the right to look and feel their best no matter what their age.”
To celebrate the brand’s 10th birthday, media and influencers gathered at Reign at the QVB, where Alex explained the importance of creating products packed with naturally derived ingredients and provided in eco-friendly packaging where possible.
She said the ethical, mostly vegan brand used compostable postage satchels, had refillable products, recyclable packaging and Australian manufacturing to ensure quality and to create some of the cleanest formulas on the market.
Alex said the brand had an exciting retailer partnership in the works that would be announced soon – stay tuned!
Images from the 10th birthday celebration below. PR by Kate & Co. Flowers by Eden + Bell.
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