The world of beauty and skincare has moved past the era where you’d only apply moisturizer once you age. Today, consumers want to engage in specific skincare products that can serve their overall health and well-being. Edible Beauty—an Australian skincare brand—presents you with beauty solutions, so pure that you can almost taste them. Since 2014, the company has taken a conscious and holistic approach to achieve beauty that goes well beyond face value. If you look into its range of products, they are all naturopathically informed formulations that are based on a synergistic ‘inner/outer’ approach, targetting both the inside and outside version of self. They are organic, 100% vegan and cruelty-free.
In addition to looking after our skin and natural beauty, Edible Beauty also takes care of its environment surrounding. Thus, all of its packagings is minimal, made of FSC paper and containers that are recyclable or biodegradable.
Anna Mitsios, the Founder of Edible Beauty, embarked on the journey to natural beauty solutions, after being frustrated with the minimum to no edible skincare options available in the market. This was when she created her range of natural and efficacious products to fill the void of pure, vegan and sustainable beauty formulas that are blended with native Australian extracts, vitamins, herbs, nourishing oils and clinically proven botanicals. Anna looks forward to holistic beauty becoming mainstream and empowering customers to transform the health of their skin and bodies, with pure, highly efficacious well-being and skincare formulas.
With that said, let’s have a look into the company’s core operations that have made natural skincare, a reality!
Source of Inspiration
Anna’s source of inspiration for creating the Edible Beauty range occurred when she was working at a natural fertility clinic. Working there, she used to recommend to her patients that, in addition to changes to their food and lifestyle routines, her patients make changes to their personal care products.
Initially, Anna was shocked to find that there were very few options available for skin care products that were “edible” and that was luxurious and therapeutic. As a result, she embarked on creating her range of skincare products. She was whipping shea butter, cocoa butter and rose water in her mother’s cake mixer and started sharing her creations with friends and family. After much research, courses, and cosmetic chemist meetings, Edible Beauty Australia skincare range was born. The Edible Beauty wellness range represents an evolution of the herbal formulas that she frequently provides to her clients to address health issues from the inside.
The wellness supplements including the company’s plant-based collagen have been designed to address beauty from the “inside-out” and they contain organic, traditional, and therapeutic herbs which are easy to incorporate into one’s daily diet. “I feel so strongly about educating and empowering people about internal health and well-being as it is such a strong contributor to the radiance of our skin and our overall vitality,” says Anna.
Climbing the Ladder
In the last 10 years, Anna transitioned from a career in finance to naturopathy. She explains, “This was triggered by my diagnosis as a Type 1 diabetic at the age of 18. I became very passionate about the incredible ability of natural herbs, diet and supplements to manage my health condition. I also became increasingly conscious of endocrine-disrupting toxins in the beauty products I was using. This is what started me on the path to creating the Edible Beauty range.”
Anna’s role at Edible Beauty involves working on new beauty and wellness formulas to support people skin and health/vitality, assisting people with finding the ideal routine for their skin (both internally and topically). She’s am also very involved in the day-to-day operations of the business, including manufacturing and marketing. “What I love most about my role is finding ways to educate and empower people on how they can naturally transform their skin and vitality with skincare, supplements, food and lifestyle changes. It brings me great fulfillment when I can see a customer’s skin and life transform as the result of finding out about our products.”
Core Products and Services
Edible Beauty offers a variety of services and products all designed to help to empower and holistically transform our customer’s beauty routines. Its core offering is its pure, edible-grade skincare, wellness supplements, e-books and offering whereby it holistically assists you in transporting your customer’s skin via naturopathic consultations.
Edible Beauty’s current R&D work is around packaging, ingredients, formulations and delivery systems. Working across all three ensures that the company is at the forefront of any advances in the beauty industry.
Sustainability has been something that has been most important for the business from Day 1. “At Edible Beauty Australia we have aspired to create a range of the highest level of therapeutic and pure skincare which is friendly to both humans and the Earth. This ethos spans across our packaging, ingredients, formulations and even our shipping. From our glass recyclable packaging, zero waste deodorant, ocean-friendly sunscreen, eco-friendly mailer box packaging and FSC certified boxes we really do ensure we are working as sustainably as possible across all the business,” emphasizes Anna.
Edible Beauty is currently working on new technology to make it easier for the company to provide the best support for its customers, especially when it comes to choosing the right products for our skin. When it comes to beauty products, with so many on the market it can be so hard to navigate formulations to find the best ones for your skin and health. “We are working on simplifying and making this process easy to ensure our customers maximize results when it comes to their Edible Beauty regime,” says Anna.
Turning Challenges into Opportunities
At this time, one of the biggest challenges for Edible Beauty is finding new ways to reach new customers to educate and inspire. “We overcome this challenge by continually innovating the way we reach out, connect with and educate our customers,” adds Anna.
Words of Wisdom
To the budding entrepreneurs who desire to venture into the industry, Anna advises, “I do believe that with a passion and purpose, anything is possible! I always encourage budding entrepreneurs to pursue their passion for establishing their beauty businesses. Whilst there may be obstacles and challenges along the way having a strong vision and mission can provide the drive to work through these.”