Total Beauty Network, the owners of Inika Organic and Designer Brands cosmetics, has launched the “world’s first Australian-made superfood cosmetics and skincare range”.

The new skincare range is “powered by Wildberry Harvest (a blend of three Australian berries – Pepperberry, Riberry and Muntries) which are “clinically proven to provide long tern skin hydration” and coconut water while the cosmetics range is “enriched” with the same ingredients as well other superfoods such as kale, Kakadu Plum, Goji Berry and Moringa.

Speaking after the official launch of the range, TBN founder and CEO Tony Rechtman told Professional Beauty that the company created Raww “to answer the call for healthier alternatives to mainstream, mass-produced cosmetics”.

TBN founder and CEO Tony Rechtman at the launch of Raww skincare and cosmetics

“With the superfood trend on the rise, we saw a chance to harness our expertise in natural and organic ingredients to create something completely unique in the market,” he said.

“The natural and organic ingredients found in Raww are a huge point of difference but, what’s really exciting is to see superfood ingredients not just in skincare but also in our full colour cosmetics range − it’s a real world first!”

Targeted at “consumers wanting a mid-priced option when transitioning from beauty products that have a high level of synthetic and sometimes toxic ingredients”, the range took over three years to bring to market.

“We refused to compromise on the quality and brand ethos of Raww,” said Tony.

“We worked tirelessly, not only on the look and feel of Raww as a brand but also on the finest details of every formula.

“We want consumers to experience that natural cosmetics can still perform as well as their current mainstream favourites.”

He said that the company’s experience with natural formulas on Inika enabled it to create the products “with an industry accepted shelf life” without compromising on ingredients, performance, pigmentation or coverage.

“We believe that natural and healthy beauty products should be available to everyone.

“This is not just a preference across cosmetics, it’s a lifestyle choice − something that we can’t distil down to simple measures like demographics around age and gender.”

Raww will be available in retailers across Australia as well as an e-commerce site from October.