Online Exclusives

Make Every Day a G'Day, Mate

July 30, 2007

Become skin care brings its unique brand of Down Under beauty to the U.S.


Make Everyday a G’Day, Mate

Become skin care brings its unique brand of Down Under beauty to the U.S.

By Joanna Cosgrove
Online Editor

Rooted in the belief that “where there is balance and harmony, there is beauty – inside and out,” Become skin care takes a holistic approach to countering the effects of aging by combining ingredients such as “rare herbal extracts, aromatherapy, color therapy and gemstone extracts” to deliver beautifully balanced skin. A professional-grade skin care range, Become was developed by award-winning chemists and tested in Australia, home to one of the world’s harshest environments, to ensure that they’ll perform in any condition.

Launched in March 2007, Become is comprised of 18 SKUs (soon to be 20 when two new body launches debut for the coming holiday season).

“From a formulation perspective, we absolutely come from the platform of this being a professional grade cosmeceutical line that works at a cellular level,” commented company founder, Stephanie White, who conceived of the Become line six years ago after spending nearly 20 years developing and managing brands for big name beauty houses like Clarins Paris and Estee Lauder.

Prior to launching, the products spent the past two and a half years undergoing development and in-home consumer testing. The products were developed under the careful scrutiny of Ms. White’s hand-picked Australia-based research institute that’s staffed with an internationally-sourced team of bio-scientists and chemists.

Ms. White said the idea for Become was based on the simple premise of developing “transparently honest” products that deliver the benefits they promise. “That whole idea of a magic formula in bottle has become a huge ridiculous fantasy … that was fine when we were less savvy, but in the last 30 years the top skin care houses and the internet have helped us educate the consumer a lot more about the ingredients in these products,” she said. “I’ve found that we’ve all become very savvy about what we want and we’re getting a little fatigued by the top houses that say, ‘Madam you need to spend $100 if you want to affect your skin,’ and the women will spend $100 but then find it’s a little like buying a new shampoo – you’ve got lovely bouncy hair for a week then the next week it’s like every other shampoo, except this time you’ve invested $100.”

Each of the Become products is formulated with globally sourced ingredients. “Australians realize that we’re a tiny country far away from everywhere else so by nature we are great travelers with a broad world view,” said Ms. White. “We see the world market very clearly and consequently source ideas and materials from it. We will go where the best ingredient are. For instance, the best aloe is out of Texas.”

The products were also heavily tested in Australia – a country renowned for its tough climate...and consumers. “

Australians are a very demanding first world consumer group. It’s like putting New York and Los Angeles consumers together in one country,” explained Ms. White. “The products, because the climate is so tough and the consumers are so demanding, have to be more robust.”

Backed by Science

The clever use of unusual ingredients is what makes this line most distinctive, something Ms. White attributes to her formulators efforts to “achieve a balance between the comfort of natural ingredients and the reassurance of science.”

Among the line’s globally sourced ingredients is Australian Daisy. “It’s a great hydrator and healer, with fantastic antibacterial attributes,” said Ms. White. “Aging skin is constantly under attack so having a healing element to the line is critical.”

The Night Cream is formulated with Resurrection Plant, a skin nourisher that grows in the Baltic States in a harsh, dry environment. “It’s got a prolonged clinical death state and when it gets a little bit of water it resurrects back to life and develops into a flowering plant,” said Ms. White. “The plant is capable of drastically changing its characteristics and it’s exactly what this ingredient does for the skin.”

Become products also include gemstone extracts that are sourced from all over the globe. The use of gemstones in a skin care range may seem out of the ordinary but the importance of using the gemstones, said Ms. White is akin to “adding flour to a cake.”

“We could add ingredients like straight iron and copper but they don’t impart the same benefits as the gemstones,” she said. “Hematite is incredibly rich in iron and has been clinically proven to be a strong rejuvenating agent in support of collagen building. Quartz extract is a great pick-me-up for the skin, energizing tired and stressed skin while strengthening elasticity.”  

Some of the gemstones used in the formulations are sourced in Australia, but the become team also worked with California-based Dr. Michael Katz authority on the therapeutic uses of gemstones. “I’m not into hippie stuff, I’m into stuff that has hard core scientific results behind it,” explained Ms. White. “I don’t include pearl extract because it looks good on the label. We ran tests on our eye cream with and without the pearl extract and the uplift was substantially different with the pearl extract.”

The cornerstone of each of the Become products is nano-, bio- and peptide technologies, which essentially means that the ingredients are rendered into superfine particles to speed absorption and benefits to the dermal layers. “Rendering ingredients into small, fine particles is expensive, but it works as sort of a fuel injection system,” said Ms. White. “For instance our spray toner isn’t wiped off like most toners, rather it’s seeped into the skin within 20 seconds. And our serum, which is formulated with sodium hyaluronate and quartz extract, acts like a funnel, helping the day creams and night creams more effective by drawing them deeper into the dermal layers.”

The line also eschews fillers like tap water and silica in favor of ingredients that offer a specific benefit. “Instead of tap water in our toner, we use aloe to deliver a shot of soothing moisturization. It’s also a great ingredient to suspend DMAE in, an FDA-approved brain ingredient taken internally but used topically for firming the skin,” commented Ms. White.

Become products range in price from $19 to $59 for individual products. They can be purchased through the company’s website (, but are primarily directly sold through “Home Clinics” that are geared toward demystifying aspects of a product’s formulation and use. “There’s an arrogance in the industry where it’s assumed all women know what a free radical is, or an anti-oxidant or a peptide. Home Clinics not only educate women but they also help women to understand how to use the products correctly,” she said. “We put out products in measured doses because most women have a tendency to overuse their skin care products. Metered dosing adds value to a product because it helps the consumer get more out of it.

“Some people look down their noses at direct selling (in contrast to selling at retail), but it’s a channel that’s growing,” concluded Ms. White. “Home Clinics give women the chance to increase their income plus access to great products in the company of friends.”

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015 signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.