Australian conscious beauty brand Inika is coming to Singapore
Clean beauty is trending in a big way. It's such a big deal that Net-A-Porter even introduced the categorisation as one of its options to shop for makeup and skincare on its site. And there are clean and conscious beauty advocates like Koh Chuin Wei of site Après Avant that make it a part of their lifestyle. Because the category is so large and there are so many definitions of what makes a product 'clean' or 'conscious', exact definitions can get tricky. But new organic makeup brand Inika Organics tick quite a few boxes with its wide range of makeup and brushes.
Started in Sydney in 2006, the brand is 100 percent Australian owned, but has become globally recognised since its creation. Inika is certified organic — a quick check on its site shows that it is 100 percent vegan and has several organic certifications from Australia, the UK and Italy. It is also certified halal via Australia's AFIC. What this means is that the products have a built-in-sensitivity to several needs: It is vegan, halal-certified as well as free of harmful chemicals. You can also look forward to ingredients that are ethically-sourced and derived from botanicals and minerals.
The trend for mineral makeup kind of peaked in the mid to late 2000s but beyond being a fad, mineral makeup is a way of life for many women who seek skin-friendly and ethical formulas. As a result, the quality of mineral and clean makeup has also improved over the years. When we met with Net-A-Porter's beauty director Newby Hands in April this year, she said, "I think the makeup segment has really grown in the last couple of months — we've got some brands that have good quality, natural makeup. I think it's very good because if these natural makeup brands can do it, it means all the other big brands can look at what they're doing.
Some star products from Inika Organic include the Lip & Cheek Cream that contains vitamin E and sweet almond oil, vegan lipsticks that have avocado oil and shea butter in the formula, and primers that are packed with hydrating organic oils. There are also updated products you wouldn't necessarily expect from an organic makeup range like the Light Reflect Cream and Illuminisor to help you achieve a soft, dewy glow. The brand also has a wide selection of ultra-soft synthetic brushes — from fan to stippling brushes, that meet even the most demanding requirements. Pop on by to swatch these for yourself come September.
Available from September at Metro Paragon and Robinsons The Heeren