11.01.21
Edible Beauty Australia
Anna Mitsios, Naturopath and CEO
Headquarters: Sydney
Founded: 2014
Newest Product: Zero Waste Natural Deodorant
You left finance for beauty. Are there similarities between these two categories?
The two industries are fairly different but there are definitely a few similarities! My experience of the beauty and wellness industry has shown a very fun, dynamic, innovative world of creative and passionate people, which is what I absolutely love about it. I had found the finance world to be slightly more rigid and conservative, but having said that, I was fortunate to have met equally talented and passionate people in the corporate finance world. The work ethic in both industries is astounding and the drive to succeed is another characteristic of both industries that I absolutely love.
What was the hardest part of the start-up process?
As a small brand, the hardest part of getting products on shelves is getting noticed by retailers. With so many similar “natural” brands on the market, newbies can all too often be placed in a hold basket unless there is something quite remarkable about them. I was lucky to have been chosen by Sephora Australia as a brand that would start on a journey with them when they opened their first door in Sydney. This was about three weeks after launching Edible Beauty which definitely opened up more doors for the brand. Sephora saw a natural, sustainable and holistic beauty brand that was local as a great opportunity to speak to their local market. It definitely assisted me with opening more doors and building a strong brand reputation. The other hurdle placed with most start-ups is the multi-tasking required by founders – without minimal staff, it is a case of wearing multiple hats efficiently, competently and of course enjoying the whole process.
What is your formulation philosophy?
My formulation philosophy is centered on a holistic approach, which always starts with an understanding of the root cause behind an ailment/pain point or skin issue we are trying to solve. Rather than immediately turning to the combination of emulsifiers, emollients, preservatives and fragrances I wish to use, I firstly consider the therapeutic actions I want the product to have. For example, antimicrobial, astringent or anti-inflammatory. This could be an internal or topical product. An example is formulating products targeted to a loss of skin elasticity. I look at what is exacerbating the aging process and look at formulations that will not only promote skin elasticity but those that will curb free radical damage, rebuild the skin microbiome and protect our skin from UV sensitivity. I then consider the botanical actives, herbs, or vitamins that give the action needed and scope where to source.
The next step involves blending art with natural medicine. I look at the traditional use of a botanical as well as the results of clinical studies about each ingredient. I also examine the nutritional profile of the ingredients and consider how each plant will work synergistically to amplify the actions of the other herbs in the formula. Finally, I turn to science – looking at the formulation from a scientific perspective ensures there are active doses of the key botanicals in your skin care and wellness products to achieve the desired results.
Where will you never compromise when it comes to your brand?
Purity is one of the most important qualities of Edible Beauty and one which I will never compromise on. I talk about the “edible” nature of our skin care ingredients list which not only means that our ingredient list is literally good enough to eat, it also means that I won’t allow ingredients such as synthetic fragrances, PEGs, preservatives such as benzyl alcohol and phenoxyethanol, and silicones to enter our formulations. This stringent standard does mean that formulations are more difficult to preserve, fragrance and to formulate with a silky beautiful texture—but with concerted focus and action we definitely achieve beautiful formulations that rival their conventional counterparts.
Anna Mitsios, Naturopath and CEO
Headquarters: Sydney
Founded: 2014
Newest Product: Zero Waste Natural Deodorant
You left finance for beauty. Are there similarities between these two categories?
The two industries are fairly different but there are definitely a few similarities! My experience of the beauty and wellness industry has shown a very fun, dynamic, innovative world of creative and passionate people, which is what I absolutely love about it. I had found the finance world to be slightly more rigid and conservative, but having said that, I was fortunate to have met equally talented and passionate people in the corporate finance world. The work ethic in both industries is astounding and the drive to succeed is another characteristic of both industries that I absolutely love.
What was the hardest part of the start-up process?
As a small brand, the hardest part of getting products on shelves is getting noticed by retailers. With so many similar “natural” brands on the market, newbies can all too often be placed in a hold basket unless there is something quite remarkable about them. I was lucky to have been chosen by Sephora Australia as a brand that would start on a journey with them when they opened their first door in Sydney. This was about three weeks after launching Edible Beauty which definitely opened up more doors for the brand. Sephora saw a natural, sustainable and holistic beauty brand that was local as a great opportunity to speak to their local market. It definitely assisted me with opening more doors and building a strong brand reputation. The other hurdle placed with most start-ups is the multi-tasking required by founders – without minimal staff, it is a case of wearing multiple hats efficiently, competently and of course enjoying the whole process.
What is your formulation philosophy?
My formulation philosophy is centered on a holistic approach, which always starts with an understanding of the root cause behind an ailment/pain point or skin issue we are trying to solve. Rather than immediately turning to the combination of emulsifiers, emollients, preservatives and fragrances I wish to use, I firstly consider the therapeutic actions I want the product to have. For example, antimicrobial, astringent or anti-inflammatory. This could be an internal or topical product. An example is formulating products targeted to a loss of skin elasticity. I look at what is exacerbating the aging process and look at formulations that will not only promote skin elasticity but those that will curb free radical damage, rebuild the skin microbiome and protect our skin from UV sensitivity. I then consider the botanical actives, herbs, or vitamins that give the action needed and scope where to source.
The next step involves blending art with natural medicine. I look at the traditional use of a botanical as well as the results of clinical studies about each ingredient. I also examine the nutritional profile of the ingredients and consider how each plant will work synergistically to amplify the actions of the other herbs in the formula. Finally, I turn to science – looking at the formulation from a scientific perspective ensures there are active doses of the key botanicals in your skin care and wellness products to achieve the desired results.
Where will you never compromise when it comes to your brand?
Purity is one of the most important qualities of Edible Beauty and one which I will never compromise on. I talk about the “edible” nature of our skin care ingredients list which not only means that our ingredient list is literally good enough to eat, it also means that I won’t allow ingredients such as synthetic fragrances, PEGs, preservatives such as benzyl alcohol and phenoxyethanol, and silicones to enter our formulations. This stringent standard does mean that formulations are more difficult to preserve, fragrance and to formulate with a silky beautiful texture—but with concerted focus and action we definitely achieve beautiful formulations that rival their conventional counterparts.
Anna Brightman of UpCircle Beauty asks: At what moment did you realize you’d made it? “I naively thought that I had made it when I saw my products lined up on Sephora Australia’s shelves—I felt incredibly proud to have gotten to this point. Little did I know that it was only the very beginning of my road to success. I do feel that I am still in the ‘process of making it!’” —Anna Mitsios |