Clean beauty is the buzzword on everyone’s lips. From skincare to haircare and all the beauty products in between, clean beauty is dominating every category in the industry.
According to market research company NielsenIQ:
“Clean beauty has been one of the most exciting trends happening in the beauty space over the past few years. Consumers are becoming increasingly aware of what they put in and on their bodies, and how it can impact their health and well-being. Accordingly, consumers are taking a much closer look at the products that are a part of their daily lives. 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.”
With a commitment to creating products that sit under the ‘clean beauty’ category, Habitual Beauty’s formulas are completely free from parabens, PEGs, synthetic fragrance, mineral oils, silicones, phthalates, sulfates and artificial colours.
Instead, they are clean, low-tox and combine naturally derived ingredients and Australian native botanicals with clinical actives.
The brand, which includes nutraceuticals and skincare products, was founded by successful Australian beauty entrepreneur Keira Rumble, who also founded collagen snack brand Beauty Bites.
Keira said she created Habitual Beauty after experiencing a series of health and fertility issues, which resulted in hormonal outbreaks and fatigue, while living the fast-paced life of a young female entrepreneur.
The brand was launched with the endorsement of the exclusive LVMH program, Sephora Accelerate, an intensive bootcamp designed to help fast track brands on a global scale.
“A gap in the marketplace presented itself both for me personally and for consumers, to create a holistic clean beauty brand working both topically and from within, solely designed to deliver results using innovative formulations,” she said.
“With the support of our trusted team of experts, we explored the depths of science-based nutraceutical formulations and a results driven skincare range. After two years of rigorous research and testing, we’ve developed a high dose collagen + vitamin supplement and a skincare collection that focuses on skin health and total wellbeing.”
Habitual Beauty was officially launched over breakfast at the Centennial Homestead.
The essential skincare products showcased included a Balancing Cleanser, Hydrating Serum, Nourishing Moisturiser, Rejuvenating Facial Oil and Hydrating Sleep mask and an Advanced Skin + Gut Health Collagen Elixir available in Madagascan Vanilla, Dutch Chocolate, Sicillian Blood Orange and Yuzu + Lime, available at habitualbeauty.co and in-store and online at Sephora.
Images from the launch event below. Photos by Esteban La Tessa.
