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14 Founders Share The Hero Product From Their Beauty Brand

Despite the constant pressure for newness and innovation, there’s so many iconic beauty products that are already in existence. So much so, that they often become hero formulas – a single must-try if you’re only going to grab one product from a certain brand.

In our experience testing and curating the best in clean beauty, there are countless formulas that fit this bill: effective, truly sustainable, all-appealing and beautiful to use.

Image Mel Cartmer | Makeup Artist Cathy Tolpigin

And so we asked the founders behind some of our favourite brands to share with us the hero product from their range, the product that is most loved by their customers, is purchased on repeat, the product they are most proud of.

Keep scrolling to shop the edit.


Ipsum Lip Oil Balm

Founder: Janet Hayward

The unique, melt-into-lips texture is formulated with a high concentration of potent antioxidants and vitamins to help repair, nourish, hydrate and protect lips, leaving them with a clear, healthy, natural sheen. Our 100% plant formulation includes a synergy of plant oils and waxes including Tomato Fruit extract with high levels of antioxidant lycopene to protect skin, Pomegranate Seed oil to heal and regenerate skin and Australian grown and harvested Macadamia oil to deeply nourish, protect and repair.

COSMOS-certified organic and loved by Vogue editors globally - and more than a few high-profile beauties too! Winner of The Green Edit Best Lip Product and People's Choice Awards 2022.


Edible Beauty No.3 Exotic Goddess Ageless Serum

Founder: Anna Mitsios

This bio active Vitamin C serum is our ultimate youth booster serum! It is our best selling product as contains a winning combination of active ingredients, including Kakadu Plum, Hyaluronic Acid and White Tea. It works to brighten and hydrate skin to combat water loss and amplify plumpness, so skin emerges smoother, firmer and visibly rejuvenated.

Kylie's Professional Mineral Goddess Loose Foundation


Luk Beautifood Instant Glow Tinted Complexion Balm™

Founder: Cindy Luken

It took me years to develop because of the cocktail of science backed ingredients in a 100% natural skin caring fusion of skin tint + skin care. This product has 10+ skincare benefits alone before we get to game changing mineral pigments including a bio hacker for acne, blue light protection, lipids with a profile of 22 year old skin to a name a few.

Gressa Minimalist Corrective Serum Foundation


Vela Days Active Compound

Founder: Amelia Gartner

The Active Compound has been life-changing for many people once they start using it, which is why I'm so proud of this product in our range. The Multi-Active Serum can simplify skincare for beginners and experienced users; by combining multiple Actives in one product that work in harmony, we have been able to save people time and confusion in their skincare routine whilst providing outstanding results.

Women and Men who have spent thousands on multiple skincare products and not achieved the desired results have switched to the Active Compound. They become astonished by the results they achieve with such a simple product and that makes it so rewarding for me as a founder.

Kjaer Weis Invisible Touch Liquid Foundation


Ere Perez Natural Cosmetics Coco Crayon

Founder: Ere Perez

Plastic free, zero waste! For lips & cheeks - ultra hydrating and nourishing whilst providing amazing coverage and vibrant pigments. Define and blend with this tapered slim crayon that is oh-so-easy to apply for full coverage colour.

Juice Beauty Phyto-Pigments Flawless Serum Foundation


Clemence Organics Brightening Eye + Skin Serum

Founder: Bridget Carmady

This multi-targeted formulation contains the most potent organic skin brightening ingredients, with proven results for creating a more even skin tone, brighter and smoother skin, and diminished dark circles around the eyes.

RMS Beauty Un Cover-Up Cream Foundation


Retreatment Botanics Restore Serum

Founders: Trudi Jaye + Olivia Newton-John

Our globally award-winning Restore Serum harnesses the transformative power of active Australian botanicals like native Sandalwood seed and wild Rosella flower extract, our luxurious Restore Serum leaves skin replenished, hydrated, and glowing with youthful vitality.

Our deeply nurturing Restore Serum is rich in naturally-derived phytoactives and antioxidants, giving rise to a potent formula that restores skin health at the cellular level.

A synergistic blend of high-performing Australian botanicals are harnessed and preserved in their purest form - within the cell matrix - to deliver stable, nutrient-rich actives directly to your skin.


The Jojoba Company Ultimate Youth Potion

Founder: Vicki Engsall

Natural Anti-Ageing Facial Oil - With L22® & CoQ10

Using the full spectrum of vitamins, antioxidants and essential omegas from pure jojoba and plant oils, this natural facial oil is enriched with the patented L22® formula which mimics the skin lipid profile of a healthy 22 year old to deeply hydrate, firm and restore the complexion. Putting back what age takes away.

  • Key Benefits of Ultimate Youth Potion

  • Boosts skin hydration

  • Restores healthy skin lipids

  • Increases elasticity


Founder: Holly Schleich

Our customers love the Lash Lift Mascara not only for its high performance but also for its clean formula. It lifts and curls the lashes providing a true 'lash lift' effect, separates lashes and adds great volume without clumping. Long lasting without flaking is also important to them.

The formula is made with 98% naturally derived ingredients, infused with natural actives and botanicals for lash health and enriched with GA (plant based collagen), Marine Algae, Larch Trees and Oarweed for lash growth.


OPTY.NC Ultimate 2.0 Marine

Founders: Cata Lilja & Karissa Mather

Designed to meet the needs of an active and demanding lifestyle, Ultimate 2.0 Marine is an all-in-one elixir that supports dynamic lifestyles by addressing the wellness specific concerns of 30-50 year old’s, including gut protection, collagen production, nervous system, mood, and adrenal health – all together in one great-tasting dose.

It starts by addressing our four core wellness pillars:

+ skin health, protection, and hydration

+ gut health and microbiome balance

+ hair and nail health

+ healthy immune system

And then focuses on the specific needs of 30-50 year old’s and those living an active and demanding lifestyle by optimising:

+ Gut soothing and protection, gut microbiome balance, nutrient absorption support

+ Smoothing fine lines, hydrating and plumping skin, boosting collagen production

+ Support of cellular health for strong hair and nails, healthy microcirculation, and immune health

+ Moody support, and boosting of antioxidant and nutrient nervous system support and adrenal health

The equivalent of four powerful health products with a multitude of benefits, Ultimate 2.0 Marine combines 5,000 mg marine collagen peptides, hyaluronic acid, pre and probiotics, with essential skin-enhancing antioxidants and nutrients. It's your daily dose of wellness you can see and feel.


INIKA Organic Pure Perfection Primer

Founders: Tony & Sharon Rechtman

This Certified Organic primer creates a smooth and dewy canvas for flawless makeup application. The 100% natural formula is enriched with 2% SKINectura™ (Kangaroo Paw flower extract), clinically proven to reduce wrinkle length and sagging skin. The nutrient-rich perfecting primer is housed in sustainable sugarcane derived recyclable bio-resin tube.


Dr. Hauschka Rose Day Cream

Founders: Dr. Rudolf Hauschka & Elisabeth Sigmund

Dr. Hauschka Rose Day Cream contains 35 organic or biodynamic rose blossoms in each tube. We sell one tube every 2 minutes worldwide. Rose Day Cream has been a hero product in our range since launch in 1967. A rich, nourishing and protective moisturiser for day time. We procure rose ingredients from Cultivation Partnership Projects in the Ethiopian Highlands, Afghanistan, Iran, Bulgaria and Turkey. Our cultivation partnership projects are socially responsible.


Shenko Organics

Founder: Andrea O’ Shea

So many positive comments come from our fire element facial oil. What I find amazing is that most people say they instantly feel more calm after using this facial oil. This is proof to me that the energetics behind the oil really work. This blend contains rose quartz essence and five corners flower essence to name a few. You can really feel it’s vibration! Not only that it smells divine, works wonders on the skin and has people coming back for more.


Serene Body Health Ground Perfume Oil

Founder: Nina Hargrave

It's one of our best sellers and It's won multiple awards. Find your path and feel grounded with this sophisticated woodland scent. Fresh notes of Siberian and Douglas Fir waft through a base of vetiver and frankincense, while fragrant coriander and a top note of grapefruit may give you the gentle lift you need to embrace your day with purpose. This scent is designed to help calm, soothe & ground feelings of stress and anxiety.



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