Miranda Kerr was arguably one of the first serious celebrity beauty brand founders. Before every singer/actor/YouTuber had a product line, the Australian model self-funded a certified organic skincare line (a first at the time) that was an authentic expression of her own approach to beauty.
Now 10 years into its journey, the honesty speaks volumes. Kerr is stocked globally across 30 countries, and calls retailers like Sephora, David Jones, Goop, Net-A-Porter, Cult Beauty and Space NK home.
The appetite has been unwavering since the early days, too. And not just because of Miranda’s other-wordly beauty and IT girl status. Instead, the formulas stand on their own two feet, and have proven to the industry that certified organic skincare can be both luxurious, cool, and results-driven.
Off the back of the latest launch (the Active Algae Moisturiser, a heaven-sent formula for oilier skin), GRAZIA caught up with the Kora Organics founder and CEO to discuss the formula, the business at large, and of course a few of her own beauty tips.
Keep scrolling to read.
to start, Tell me the backstory behind the new Active Algae Moisturiser?
I am obsessed with this product! I wanted to create a soothing, lightweight moisturiser that provided long-lasting hydration while also feeding your skin with potent nutrients to help fight ageing. It comes in a refillable jar, improves skin clarity and evens tone without excess shine.
It can be used both morning and night, and is a great base for makeup. At the moment I use the Active Algae Lightweight Moisturiser in the morning and the Turmeric Glow Moisturizer at night. Turmeric Glow is ultra-rich nourishing, and brightening while Active Algae is a lightweight but creamy gel.
There’s some really unique ingredients in the formula — can you talk me through them?
It is formulated with Green Algae, Green Tea, Alpine Rose and Swiss Glacier Water so it’s packed with bioactive lipids, antioxidants, vitamins and minerals. Green Algae helps fight against visible signs of ageing whilst improves firmness and skin clarity. Alpine Rose soothes and nourishing while Antioxidant-Rich Green Tea also defends against accelerated ageing. Our liposome technology encapsulates Swiss Glacier Water so the minerals burst onto your skin with every application.
What skin types can benefit?
It’s for anyone with normal, oily and/or combination skin that wants to hydrate and nourish without excessive shine.
On a separate note, Kora is over 10 years old now, congratulations! How has the brand evolved since the original launch?
Thank you! I am so proud of how far we’ve come in the past decade and my hope is for KORA Organics to become a household name — I want to give people the results they need in a healthy way.
A key focus for us is to further cement KORA’s position as the leader in the clean beauty industry, with the highest standards in product development and innovation. My dream is for KORA Organics to be the Estée Lauder of organic skincare.
What about your approach to business and being a founder — what are some lessons you have learnt along the way?
I lead from my heart. I want everyone working with me to be in “their passion”.
I follow my intuition and trust my gut instincts. I’ve learnt that it’s important to be flexible like a willow tree, not rigid like an oak. Challenges are inevitable but it’s how we grow and learn from those challenges that is most important.
The celebrity beauty brand space is extremely saturated right now, but Kora has always felt like a very authentic expression of who you are. How do you approach growing your brand in a way that continues to feel truthful?
Being ‘certified organic’ is what sets KORA apart from other brands that claim to be clean or organic. The beauty industry is pretty unregulated, therefore a product can easily be marketed as natural, clean or organic but might only contain one natural/organic ingredient. All Kora products, in addition to being first and foremost super potent and healthy for you, are certified organic. A study from Cambridge showed that you have up to 60% more antioxidants in certified organic ingredients. Therefore, you’re getting more powerful results.
Whenever I am creating a product I already have envisioned exactly what I want it to be: the smell, the texture, the results. The research and development side is definitely one of my favourite things. I feel so blessed to work with some of the best chemists in the world. I know a product is ready when it’s been tried, tested and loved by myself and my team for many months. We then do clinical trials and consumer studies, so the results are proven. We won’t begin the manufacturing phase unless I know the product is the very best it can be.
What are you most proud?
In honour of Earth Day (22nd April), we proudly announced that KORA Organics is officially a Climate Neutral Certified brand! We have measured and offset our carbon footprint for 2021 and beyond, but are still taking a number of actions to reduce our future emissions and become more sustainable:
We’re also using recycled, recyclable, refillable or biodegradable material whenever possible, for all product launches from 2021 onwards. The Active Algae Lightweight Moisturiser for example comes in a refillable glass jar to help reduce waste. The refill pod is made of 100% Post-Consumer Resin (PCR) Plastics making it healthier for the environment.
We’re striving to have all existing products repackaged to be more sustainable over the next three years, and plan to incorporate refillable options wherever possible.
believe it’s so important to invest in businesses that are committed to making a difference for the future, as they are the ones setting new standards for their industries and reinforcing change from the ground up.
Let’s switch gears to your personal skin routine — what are you using?
I can’t get enough of my current morning routine! Here’s what I’m using:
Milky Mushroom Gentle Cleansing Oil: It nourishes with a rich source of essential fatty acids.
Turmeric 2:1 Brightening & Exfoliating Mask: I’m obsessed — this is an at-home instant facial! The super-fine granules deeply exfoliate, leaving my skin soft and glowing.
Minty Mist: This is so uplifting and re-energising, I love that it feeds my skin too.
Noni Bright: I use this every morning, it’s made a huge difference to my pigmentation and fine lines.
Berry Bright: This eye cream just melts into my skin. It brightens, smooths and is amazing under makeup.
Active Algae Lightweight Moisturiser: Like a green juice for skin!
I’ll finish with Noni Radiant Eye Oil and Noni Glow Face Oil as needed (depending on if I want an added boost of nourishment).
Sometimes when I feel a bit puffy I’ll give myself a massage with my Rose Quartz Heart Facial Sculptor, too.
At night, I follow the same process but double cleanse and skip the Turmeric 2-in 1 Mask. I use the Noni Night AHA Resurfacing Serum instead of my Vitamin C, and the Turmeric Glow Moisturizer instead of the Active Algae. I slather on Noni Glow Sleeping Mask as the last step before I go to bed; there’s no need to wash it off until the morning as it dries as a translucent veil, locks in the moisture and won’t rub off on your pillow.
What’s the best beauty discovery you’ve made this year?
What experts and treatments do you swear by personally?
For big events, I like to get a facial and lymphatic drainage massage the morning of. I love the Beauty Sandwich for a lifting facial, Nousha Sakami for a reiki facial, and Candice Miele as well.
Cheap beauty thrill?
Coconut Oil!
Finally, what’s in the pipeline at Kora?
We have two exciting launches coming up, one in June and one in September so watch this space!
SHOP MIRANDA’S FAVOURITES
Kora Organics Turmeric 2:1 Brightening & Exfoliating Mask, $62. SHOP NOW
Kora Organics Active algae lightweight moisturiser, $72. SHOP NOW
Kora Organics Turmeric glow moisturiser, $78. SHOP NOW
