Austrade media release

Monday 25 February, 2008

Australian cosmetics company Inika have taken a bold step in the intensely competitive world of beauty products by creating an all-natural mineral, vegan and cruelty free cosmetics range that is attracting the attention of buyers worldwide.

Based in Thirroul in the Northern Illawarra, Inika founders Jenni Williams and Miranda Bond initially started the Thriving Healthy Women Network, a website devoted to addressing women’s health issues.

The web site received a flood of online queries from women with sensitive skin and allergies who couldn’t wear normal make-up, or were seeking natural and ethical brands which offered more than very basic colour ranges.

Identifying with many of the concerns expressed through the web site, Miranda and Jenni decided to create a new range of pure and natural beauty products that were not only completely free from harsh chemicals, but offered a full range of colours.

“We wanted the same things as so many other women we were hearing from through the site – the opportunity to look and feel good without exposing ourselves to potentially dangerous chemicals, or products that might have a negative environmental impact,” said Inika co-founder Miranda Bond.

Inika now produces a range of cosmetics that are made with crushed Australian minerals guaranteed to be free from the harsh chemicals often found in cosmetics, including bismuth oxychloride, parabens, talc, fragrances, artificial colours or GM ingredients.

The cosmetics range is also 100% certified cruelty free with plant oils and waxes used to create rich and creamy textures, rather than animal derivatives, chemicals and preservatives. 

“We are now almost doubling in size every quarter, with exports to the UK forming a substantial part of our ongoing success. We officially launched our products at a London event organised with the assistance of Austrade in November last year,” Ms Bond said.

Austrade’s London-based Senior Trade Commissioner Kylie Hargreaves said that as well as applying clever business strategies to achieve success in a lucrative niche category, Inika was an outstanding ambassador for Australia’s ‘clean and green’ image and sustainable business practices.

"Guilt-free beauty is often unattainable these days, with carbon footprints, animal testing, harsh chemicals and other modern nasties often the price paid for great cosmetics. Inika makes guilt-free beauty a reality with all-natural ingredients that do not harm animals or the environment in either production or disposal,” Ms Hargreaves said.

As part of Inika’s commitment to sustainability, the company’s boxes, paper stock and brochures are all recycled or from sustainable forestry. Inika also buys back all their carbon emissions whenever they transport their staff or products overseas.

"Miranda and Jenni responded to a personal need for natural cosmetics, creating a highly successful business. But the true beauty of Inika lies in the fact they have never lost their belief that good business can go hand in hand with being socially responsible,” Ms Hargreaves said.


Miranda Bond (Inika) and Kylie Hargreaves (Austrade) are available for media interviews.

ENDS

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For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au//mediacentre.