Awaken Organics: For Every AGE
Awaken Organics, an Australian-born skincare range, has launched onto the natural beauty scene with a tailored range based on age, rather than skin type. The COSMOS Organic certified range and its cellular-extracted formulations promise effectiveness sans the need for marketing hype—because they work.
While many products claim to fight the signs of ageing for women throughout their life, Awaken Organics understands skincare needs change over time, as such curated a customised range for each decade of a woman’s life, for those their 20s, 30s, 40s and 50s plus.
“Our range allows women the flexibility to change to the next decade of products when they find the needs of their skin changing,” says CEO and founder, Joanne Molloy. “We are excited to be launching these quality, truly organic products that will take care of our customers throughout the decades and support the health of their skin.”
Awaken Organics products are formulated from nourishing blends of ethically sourced Australian native botanicals in their purest form, using an innovative cellular extraction process that provides the full benefit of the ingredients.
The range captures the diverse nature of the Australian landscape, reflecting nature’s ability to respond and adapt to changing and harsh environments. Plant-derived ingredients include the vitamin-rich Kakadu plum, anti-inflammatory powerhouses snowflower and calendula, nourishing and healing wattleseed and UV-protecting Davidson Plum.
One of the few COSMOS Organic certified range of skincare products in Australia, Awaken Organics products adhere to the world’s strictest regulations and standards for ingredient sourcing, packaging and distribution. COSMOS Organic certification is the gold standard for truly organic and natural products that are safe and healthy for the consumer and the planet.
Joanne founded Awaken Organics after she was unable to find a high-quality, truly organic skincare that was transparent about its ingredients. Having survived cancer and developing a passion for organic products of pure origin, she was faced with confusing marketing tactics and products that were labelled as organic yet contained unnatural ingredients, due to inconsistent regulation practices in the skincare industry.
How did your skincare journey begin?
I was diagnosed with breast cancer at the age of 38 and this was a pivotal point in my life journey. I immediately questioned what I was eating and using and the possible effect these products have had on my health and their possible contribution to my cancer diagnosis.
It was a big wake up call for me to seriously look at overhauling my eating habits and my beauty regime. I found that skincare products were being marketed as organic or natural without any certification, yet their ingredients list would contain harmful and or banned ingredients that are known to be hormone disruptors, carcinogenic or cause allergies and sensitisation.
Products were also given a unique name for marketing purposes but it did not explain what skin type it was suitable for. This just caused confusion whenever I tried to purchase skincare products. So I decided to create my own skincare brand, and most importantly it had to be certified organic to promote the transparency of our formulations and ingredients.
The Ecocert Cosmos certification ensures our ingredients are organic, natural and food grade so they are effective and safe to use. I also wanted to create a brand that was Australian made and owned and female led as I could not find many Australian brands on the market. And so Awaken Organics was formed.
How is Awaken Organics different to other skincare on the market?
In terms of Australian brands there are very limited brands that have been certified Ecocert Cosmos organic and proudly carry this certification across their entire range of products. My goal from the onset has always been to ensure that all or most of our products are certified organic.
Our primary (tubes and bottles) and secondary (box) packaging must also adhere to strict Ecocert guidelines to ensure they can be recycled, and must be approved for use withing our range. I was aware that our skin changes as we age through each decade of our life.
Generally a product may be suitable for one phase of our life but not throughout 40, 50, or 60 years. So I developed an anti-ageing range which provides consumers with a choice of 2 cleansers and 2 toners based on their skincare needs. We have then developed a 20s, 30s, 40s and 50s+ range that is used in conjunction with the cleanser and toner of choice for a full day and night skincare regime.
Consumers can progress to the next range when they find that their current range is no longer providing effective results. Each age range has been developed with formulations that target ageing concerns for that decade.
How does cellular extraction work?
Cellular extraction delivers ‘True To Nature’ powerful multifunctional compounds within the Australian native and grown ingredients included across our product range. Cellular extraction is an advanced innovation that maintains the integrity of a species’ natural molecules so they remain active and multifunctional. These botanical extracts contain identical molecules to the original plant profile to ensure the evolution of the plant and its ability to sustain its life force have been transferred into the extract. This is referred to as bio-mimicry and provides the same natural plant benefits for your skin.
Previous extraction methods damage the species’ molecular balance, resulting in an extract that is less effective and does not provide the same powerful benefits as its natural profile.
What are the hero ingredients?
At Awaken Organics we believe that every ingredient is a hero in its own right. Every ingredient plays a vital role in supporting the skin and each ingredient is multifunctional to provide numerous benefits.
Just like our food diet we need a variety of foods to maintain a healthy body, all ingredients in our formulation provide a variety of benefits to maintain healthy, nourished, glowing and youthful skin.
Why is skincare so important in a self-care routine?
The skin is the largest organ in the human body and its main function is to provide a healthy barrier to protect us from the external environment, and to prevent irritants and allergens from penetrating. Additionally the skin also prevents excessive loss of moisture and protection against the harmful effects of UV radiation.
The topical application of skincare products help to maintain our skin and ensure it is functioning at its optimum, providing essential protection against UV exposure, pollution, harsh weather conditions and lifestyle choices. When your skin is healthy, nourished, hydrated and glowing it promotes self-confidence. Consumers feel better about themselves when they are caring for their skin and they can see the results in doing so. This is especially so when we are caring for our skin with organic skincare products that are free of toxins and good for our skin health.
Tell me more about the product names?
The name of each product range reflects the purpose for skincare within that decade – 20s is Nourish, 30s is Prevention, 40s is Defence and 50s+ is Maintenance. We wanted to simplify the names of our products so consumers are instantly aware of what a product actually is. We wanted to pull back on the push towards cryptic product names and deliver products that are organic and natural, names that are meaningful, and packaging that can be recycled, without sacrificing efficacy and luxury.
The Awaken Organics range RRP is available at www.awakenorganics.com.au