About The Founder

“As a self-confessed beauty junkie, I have worked in the cosmetic and skincare industry for over 20 years. In my quest for natural alternatives for my kids and to kick a sugar addiction, I embarked on a health journey where I not only cleaned up my way of eating but also started looking for cleaner alternatives to my regular beauty routine. It soon became clear that many of the world’s best clean beauty and skincare brands weren’t available in New Zealand, and there wasn’t an obvious platform for New Zealand’s existing clean beauty brands to showcase themselves on.

Soon I left my corporate job and immersed myself in the world of clean beauty which further fuelled my desire to eat and live more cleanly. It became my mission to curate the largest collection of safe, non-toxic, clean indie and luxury beauty products from around New Zealand and the globe.

I travelled to international trade shows and clean beauty retailers Credo Beauty and The Detox Market in Los Angeles. For me it was like an ‘aha’ lightbulb moment as it’s like all the pieces of the puzzle finally fit together! While I sat in the plane on the way home from LA with my mind buzzing, it was more of case of ‘why not?’. The more I thought about it, the more I was convinced that Kiwis would be welcoming of creating this new platform, especially as so many of us in NZ are motivated to purchase natural beauty products and have been looking internationally to do so.

I hunted down the best products, continued researching about everything from ingredients to regulation, began building relationships with reputable brands. Back then clean beauty still felt like a secret, and I wanted to help share it. That’s when I started dreaming up the idea of a store for Kiwis who simply want the best, cleanest beauty. We deserve products that work without putting our health (or the planet) at risk.”

Fleur xx