THE RISE AND RISE
B
y now everyone has probably heard
of the K-Beauty trends, the Korean
products said to be at the forefront
of skincare and arduous regimens.
However, the products that are intriguing
us the most are remarkably all A-Beauty –
Australian brands that are not only
dominating the skincare market, but in
some cases are also growing their ingredients
locally and sourcing natural actives from
exotic Australian natives.
The founder of A-brand Mere, Lianne
Keymer, and Biologi dermal specialist
Lucy Kuper share their knowledge of localeveraboutwhat’sgoingonourskinandinto
our bodies.
“The desire for a simple life and more
conscious beauty habits has definitely
ignited this global skincare diet. It’s all
about using less but better,” says Keymer.
There is still that little assumption in
the back of the mind that natural options
may mean a compromise on efficiency and
effectiveness, and when it comes to skincare,
those seeking anti-ageing products want ones
that deliver. So, do natural actives actually
work as well as synthetic ingredients?
“Where do I start ... Australia is the planet’singredients, why they are just as effective and
beneficial as their international counterparts,
and why the trend of A-beauty and our
relaxed approach to skin, makeup and
lifestyle is growing in popularity overseas.
“For me, A-beauty is the antithesis of
K-Beauty, our no-fuss skincare movement
is what minimalists globally have been
waiting for. It’s all about pared-back routines,
clean natural ingredients and multi-tasking
products that work hard,” says Keymer.
We are seeing more of a trend with
consumers seeking sustainable options in
lifestyle and we are more conscious thanPROTIP
Toxic build up from synthetic
products can accumulate in
skin cells leading to sensitivity
issues and symptoms
like rosacea, eczema and
dermatitis, claims KuperNAOMI
WATTSTERESA
PALMERTEXT & STYLING: TONI HYNES. PHOTOGRAPHY & STYLING: MICHELLE TAN
54 l WhoTHE RISE AND RISE OF A-BEAUTY