It’s an Aussie Invasion! Beauty Looks Down Under for Top Shelf Buys
Beauty, as with most things, tend to be cyclical — oils were big in the ‘70s and now they’re back with more exotic options than ever before. But one of the truly wonderful and unique things about the social media era is how quickly word spreads from even the far reaches of the globe. Take the current Aussie invasion for example. There are your globally loved brands like Aesop and Jurlique, but it seems both retailers and shoppers can’t get enough of the Down Under mentality — that is, a focus on local and natural ingredients. Today, there are also your burgeoning indie labels, like hair care company Original & Mineral and body line Leif, gathering steam. Su-Kyun Chung, head buyer for beauty purveyor Space NK, says the last year, especially, has been a coming out part for Aussie brands. “For a long time, Australians were dependent on imports for beauty and cosmetics products,” Chung says. “I think now because of globalization and younger entrepreneurs taking pride in their natural resources, like Kakadu plum and sourcing locally, we’re seeing a lot of great Australian brands enter the U.S. market.” More modern and slicker packaging also helps, Chung notes. It’s about delivering “an effective and enjoyable product,” she says. Here, some of our favorite top shelf beauty picks from Down Under.
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