Australia has long been associated with sun, surf and nature, therefore, it’s no wonder that the latest trend in beauty should come from down under. A-Beauty, which refers to Australian Beauty, arrives on the heels of K-, J-, G-Beauty, though the concept is not new.
Aussie, the haircare brand, has been around since 1979. Though founded by an American entrepreneur, Tom Redmond, the kangaroo logo line, famously features Australian ingredients like blue gum leaves, custard apple, quandong, mint balm, wild cherry bark and jojoba seed oil. Despite its purported Aussie roots, the brand has been frequently criticized for using toxic chemicals. The brand hasn’t actually been sold in Australia since 1990.
The new generation of A-beauty has a more organic approach. According to Frank Body co-founder, Bree Johnson, “It’s a term we’ve been hearing from a while now and we love it. A-Beauty is a laid back, simplified approach to beauty: more benefits, less worries. It’s grounded in natural ingredients that protect, nourish and soothe skin without complex routines, steps, and formulas. We believe it is the next frontier within the beauty sector.”
A-Beauty products are made from native Australian ingredients. Johnson says the products take pride in being simple, natural and easy-to-use and avoid toxic ingredients that are commonplace in the beauty industry. “We have some incredible native ingredients in Australia and most importantly, they are effective,” she says.
Ingredients include Kakadu plum, which is featured in Frank Body’s scrub, Biologi’s Rejuvenation Serum, Edible Beauty’s No.3 Exotic Goddess Ageless Serum, Sand & Sky’s pink clay mask and Nude by Nature’s Moisture Shine Lipstick, among others. Kakadu plum has a high antioxidant count and reportedly the highest concentration of vitamin C of any plant on Earth, allowing it to brighten skin, fight breakouts and repair damaged skin.
Another popular skincare ingredient is macadamia oil, which is high in vitamin A, E and D and is used in hair, skin and nail products to hydrate and nourish. Macadamia oil is present in Australian brands like Go-To Skincare’s Face Hero and Mukti’s Hydrating Cleansing Lotion.
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Also, eucalyptus, a natural antiseptic with anti-fungal, antiviral, anti-inflammatory and antibacterial properties, is a staple of Australian skin care products and often used in anti-acne formulas. Other newer ingredients include finger lime, Lilli Pilli, wattle seed and quandong. Finger lime, found in Frank Body’s scrub, is a citrus fruit found in Australian rainforests that contains natural alpha hydroxy acids found in its citric acid.
A-Beauty brands also tend to be eco-friendly, cruelty-free and sustainable, avoiding the use of parabens or sulfates, therefore, a great option for the eco-conscious.