Inika Mineral Cosmetics officially re-launched the brand with a new logo, new-look packaging and some new products at a media launch at the Sergeants’ Mess venue in Chowder Bay, Sydney.
In keeping with the company’s cruelt-free ethos, dinner was vegetarian fare.
The presentation, hosted by Inika co-founder and CEO of the brand’s parent company, Truth in Beauty, Miranda Bond included a video “sneak peek” of the range and an update on the global natural beauty market. Bond cited figures from website organicmonitor.com, which indicate that sales of natural and organic cosmetics are increasing by over US $1 billion per year. Bond outlined the ambiguity in natural and organic product marketing, the differences between natural, organic and mineral ingredients and discrepancies between different organic certification bodies around the world. She also highlighted how far the company has come since its launch in 2006.
According to Bond, since 2006, Inika experienced growth of 400 per cent year on year within first two years of operation. In 2007, the company launched a UK office to cater for the demand in natural makeup. The years 2007 and 2008 saw Inika build up strong distribution channels globally and rapidly increase its national retail presence. In current year of financial crisis Inika has grown 85 per cent and is sold in around 500 retailers worldwide and is exported to 13 countries. The brand is also due to launch in Harvey Nichols and Sephora in Hong Kong.
Bond added that the company’s re-launch will enable Inika to continue to grow internationally and achieve its mission of bringing natural and ethical cosmetics into the mainstream.
Products new to the range include a number of certified organic additions: Liquid Mineral Foundation, Natural Perfection Concealer, Lip Whips lip gloss, and Inika Mineral Light Reflecting Highlighting Crème.
A number of existing products will also be re-launched after being refined and enhanced following feedback from customers and retailers, including Inika Mineral Blush, with four new colours and two delivery systems – a loose mineral blush in two shades and a mini puff-pot in the other two shades. Inika eyeliners, lipliners and brow liners have been reformulated, while their Mineral Mascara features a new “Double Z” brush for longer, thicker lashes. There are nine new shades of Inika Mineral Eyeshadows and reformulated Vegan Lipsticks in eight new shades.
Miranda Bond (pictured at right in photo) said:
“After so many months of hard work, being able to unveil the new-look Inika range this week has been unbelievable for the Inika team. I am so proud of the team’s hard work and the result speaks for itself.
"The brand has matured and is ready to reach a broader audience, while staying true to its existing customers. The new Inika branding purveys a sleek ‘eco-glam’ image that can compete with the most prestigious cosmetic houses around the globe, while our products are still the same absolutely brilliant, high performance and completely natural products that people have come to expect from Inika. Our products have always been sensational on the inside, and now they have packaging to match!”
The new Inika range will be available from November.