While beauty brands have historically focused on helping consumers achieve a specific look or effect through make-up, this year saw a return to a more natural, fresh faced appearance, with products working to enhance facial features rather than mask them – and for one Australian brand in particular, this couldn’t have come at a better time.
Natio, which specialises in skin care and colour cosmetics, strives to reflect the ‘open and unpretentious style’ of the natural Australian beauty culture through its products, which contain plant-based ingredients and 100% pure essential oil blends. Natio’s skin care collections cater for consumers with different skin concerns and include products for mature, young, sensitive and acne-prone skin, while its make-up collections focus on perennial colour ranges that are designed to help women make the most of what nature has given them.
Co-founder Max Ross, tells ECM: “Natio started as a skin care brand but our colour range followed only three years later. Today our business is made up almost equally of both categories, and cosmetics have proven to be a very important part of the brand.” He continues: “We released our make-up range in 1996, designed around a classic, harmonious and wearable palette. We saw the opportunity to create products for
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