Inspired from the Australian way of life, A-Beauty could be defined as “beauty made in nature, not the lab”. It is effortless beauty that starts with great skin with at its heart the natural ingredients that are unique to Australia: Pink Clay, Kakadu Plum, Finger Lime just to name a few. It echoes the “clean beauty” trend as formulas are usually free from “nasties” and natural where possible. A-beauty is about easy-to-use products and fuss-free routines that deliver visible results, fast.
Witnessing a growing hunger for all things Australian, twin sisters Sarah and Emily Hamilton had a simple goal: to put A-Beauty on the map. They set about creating an Australian botanical skincare brand that worked, while embodying the legendary Aussie laidback lifestyle and fun-loving personality. The result is Sand & Sky, launched in April 2017 with a now-cult, even sold-out last year, Australian Pink Clay Porefining Face Mask.
Sarah explains: “The detoxifying powers of clay are well known, and we knew that we wanted to start with an Australian-made clay mask. Our Head of Product, Sam, went on a bush medicine course in Alice Springs and learned so much about native Australian ingredients and their benefits. She explained the power of Australian Pink Clay, alongside the purity of the Australian environment and these gorgeous ingredients - like Kakadu Plum and Old Man’s Weed, would push results beyond typical clay masks. And our testing process showed immediate results that backed this up”.
Sand & Sky avoids crazy claims, indecipherable ingredients list, and 10-step regimes. The brand aims at keeping things as simple as possible with effective, clean and easy-and-lovely-to-use Australian botanical products that give a holiday skin.
“Our collective experience in living in New York, London, Berlin and Basel told us that the international audience wanted natural products produced in pristine environments, most specifically, Australia,” says Sarah Hamilton.
Claimed to be sourced from “the purest environment on earth”, and combined with a series of Australian botanical ingredients, Australian Pink Clay has been designed to “absorb dirt and impurities, drawing out toxins and combating pollution,” in order to “restore the skin’s natural defence shield and instantly shrink and refine pores” while being “gentle on sensitive skin” and “non-drying.”
“We’ve seen first-hand how the Aussie accent immediately paints a picture of sandy hair, glowing skin and life by the beach... That all seems like a great way to live, and a perfect
cocktail when creating an effective and fun product,” states Emily Hamilton.
The success of Sand & Sky contributed to accelerate the growth of A-Beauty in the global skincare market. Two years after its creation, the brand has become the leading direct-to-consumer A-beauty brand and has built an impressive and engaged community of 480,000 followers across social medias.