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Australia’s Beauty Initiative

By: Karen A. Newman
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.

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“We wanted to highlight that many Australian cosmetic and beauty companies have niche products that U.S. consumers will find unique and [that will] pique their interest, particularly those based on the natural ingredients and indigenous history, which is already well known and appreciated Down Under,” Jain says. Another goal of the initiative is to inform U.S. beauty buyers that Australia is an untapped resource that can provide consumers with a variety of brands that offer something quite different and exciting.

While AUSTRADE has a database of over 800 Australian companies in the beauty industry, the 10 companies participating in the first initiative include Advanced Natural Skin Care, Botany Essentials, Intraceuticals, LI’TYA, LM Naturals, Mirenésse, Skin Doctors, SUN FX, Urban Rituelle and VitaMan.

The Time is Right
Urban Rituelle, with offices in Sydney and Los Angeles, is an Australia-made brand of bath and body care products. The company is the brainchild of Leanne Haining and Scott Kelly, who drew their inspiration from the fragrance bazaars of the East. Urban Rituelle celebrates 10 years in business this year. Kelly says the time is right to find success in the U.S. because “after nearly 10 years of manufacturing and marketing bath and body products we have developed a brand that is in demand by the international community. Given our extensive experience in the industry, and the knowledge that we manufacture only the highest quality products, we have the confidence to take on the U.S. market.”

In 1995, the pair began to produce and sell a range of vegetable soaps, candles and body care products. Their traveling experiences restored an appreciation of life’s simpler pleasures, and this experience was translated into a desire to create a range of products that enhance and celebrate everyday rituals.

Leanne’s background in visual merchandising and design combined with Scott’s years of experience in sales and marketing have helped steer Urban Rituelle from a small Sydney market into a successful international business with distribution throughout Australia and select global markets—including the U.S., New Zealand, South Korea, Japan, Thailand and the Middle East.