Beauty brands are experiencing a rebirth of sorts, taking their formulations, packaging, and even names back to the drawing board in order to innovate. Hannah Gay catches up with two such professional brands who’ve opted to change face.
Lust Minerals celebrated its 10th birthday in 2024! Describe the ethos of your brand. Has this ethos changed over the years?
Founder of Lust Minerals, Stacey Hollands: “Our mission has always been to educate, empower, and inspire people about the power of clean beauty and using safe ingredients that support rather than compromise the skin’s integrity. While our core values have remained unchanged, we’ve embraced growth and innovation to better serve our customers and position ourselves as leaders in the beauty space. Our products are still manufactured in Australia, which has always been non-negotiable since the very beginning. This ensures the integrity of the product and allows for quality control. It’s more important than the cost to me and also means we’re doing our bit to support the local economy.
Sustainability has become a bigger focus, leading us to make further changes to packaging so that we minimise waste. We’ve partnered with TerraCycle to encourage customers to recycle their empty and used beauty products in exchange for a voucher.
Our community is at the forefront of everything we do. We’ve improved the way we offer shade matching services, with virtual try-on tools and personalised consultations, understanding their pain points. We’ve expanded shade and product ranges to ensure we cater to diverse skin types and tones. We also launched the Lust Beauty and Wellness School in February last year to further expand our mission of educating and empowering people about the power of clean living and how it can impact and change their lives.”
How many SKUs currently make up the full Lust Minerals portfolio?
“Close to 290 SKUs across makeup, skincare, body, accessories, face tools, and samples. I’m really proud of the range.”
Stacey, you said: “We’re on a mission to invest in innovation, continuing to provide the very best in clean, high-performance cosmetics.” Break down what this investment in innovation looks like to you.
“For me, this is about both the brand and my personal journey. I’m currently in the process of completing my advanced cosmetic science degree to gain a 360-degree view of products, formulations, and ingredients. This will allow me to work even closer with my cosmetic chemist on reformulations and new product formulas. This means actively listening to our community — understanding what our customers feel is missing (if anything), what they’re craving, and what they want to see. This feedback drives us to revisit our offerings, incorporating new findings and technologies to enhance efficacy, performance, and overall customer satisfaction.”
You’re committed to partnering with beauty salons and clinics with Lust Minerals. Do you see that beauty professionals are more considerate of product formulations before opting to stock a line, compared to selling products direct-to-consumer?
“Beauty pros generally have a deeper understanding given their training and education, but I do think it’s becoming a bit of both. Consumers are becoming more aware and educated in the beauty space, but many can still be influenced by marketing or trends rather than looking at the facts around ingredients. We really try to ensure all of our marketing has a purpose by providing value and education. Beauty isn’t one-size-fits-all, so we push for personalised consultations to create tailored routines that meet each individual’s needs. After ten years in business, we’ve built credibility, and many stockists are eager to partner with us. I think a lot of salons want to offer their clients safe products, especially alongside more intensive treatments, and I’m excited to see this change becoming more common in the space.”
You recently re-released your Peptide Moisturiser with a new name and revised formula, as well as your Superfood Gel Cleanser and Volume + Peptide Mineral Mascara. Are there any other products whose formulas you’ve revised?
“We’ve also recently reformulated our Vitamin C Brightening Serum and Lip Gloss formula. The majority of these reformulations now include patented, clinically-studied ingredients that have been proven to deliver results. Including the highest possible percentages of potent ingredients to maximise results increases costs, but we value people above profits. I’m continuously working on improving other products in the range, aiming to enhance them by at least 1%.”
What has prompted you to re-visit each of these formulas?
“As technology continues to advance, so do we. Our makeup combines skincare and beauty; for instance, our lip gloss contains six nourishing oils for deep moisture and repair, while our mascara features a powerful peptide that promotes growth and strengthens lashes. It’s not just about wearing makeup; it’s about benefiting the skin while doing so. I really prioritise understanding our customers’ pain points when evaluating each individual product.”
Talk us through the reformulation process.
“The reformulation process is definitely more expensive due to our commitment to quality over cost. I personally test each product alongside my team to ensure performance. We also conduct consumer case studies to build confidence in the product’s effectiveness before launching to our community.”
You’ve also repackaged your full Lust Minerals product line-up in recent years. Why?
“In the beginning, I prioritised performance over aesthetics, which made them look very different. As we transitioned to e-commerce, there was a need to elevate our branding for a superior community experience. I invested over $460,000 over 12 months to completely rebrand our makeup and skincare lines in 2021 and 2022. This rebranding included the introduction of key body products. It was really important to me that the new branding matched the potency and efficacy of our formulations. The updated packaging definitely enhanced visual appeal and helped us stand out among other high-end brands.”
What are the benefits to both the Lust Mineral stockist and customer when products are reformulated?
“I think the biggest benefit is in the performance and results. Case study feedback and before-and-after results are then used for marketing, allowing us to be transparent and back up the results and claims we’re making. For stockists, this builds confidence in selling and advocating for our range, creating excitement within their communities to share something new. We want to challenge the myth that natural products feel good but are fluffy, and prove that you don’t have to sacrifice your health for real results.”
Do you intend on reformulating more of the range in coming years?
“Absolutely. It comes back to building trust with clean formulations. We’re proving that you don’t need to compromise quality when it comes to clean beauty and I’m really excited to keep working towards this.”
/skin regimen recently relaunched as /skin regimen/Lx. What does ‘Lx’ stand for?
Head of Sales, Hayley May, and Head of Merchandising, Josie Cosgrove, at BLC [distributor of [ comfort zone ]): “‘Lx’ in /skin regimen/Lx is our proprietary for ‘Longevity’, highlighting the brand’s focus on enhancing skin longevity through advanced science and formulations designed to counteract visible signs of aging. Our internal research laboratories have pioneeringly been studying how to counteract the impact of the exposome since 2012 with the creation of this unique combination of potent ingredients featured throughout the line. With the new /skin regimen/Lx, our proprietary complex has been made even more effective with the introduction of myrtle from regenerative organic agriculture, a potent antioxidant.”
Talk us through the ethos behind this new and improved brand, and what sets it apart from the /skin regimen brand we already know and love?
“/skin regimen/Lx emphasises science-based skin longevity, leveraging the “Longevity ComplexTM” to address four main factors of skin aging, and to slow down cell aging by up to 80%. This revamped line is characterised by high-tech, natural ingredients like wild indigo, polyphenols, spinach, and myrtle berries, which are sustainably sourced. The products are also designed to offer an enhanced sensory experience with improved textures, natural fragrances, and a regimen-based approach (think: “detox, power, treat”). /skin regimen/Lx’s three- step regimen and Longevity Pro Facials are crafted to personalise skincare based on individual needs, with a goal of visibly healthier and rejuvenated skin.”
Is the /skin regimen brand in its entirety set to be rebranded to /skin regimen/Lx, or just some SKUs?
“The shift to /skin regimen/Lx is comprehensive, with a relaunch of 13 SKUs and a focus on a unified three-step routine supported by four new professional treatments. The entire /skin regimen line has transitioned to the Lx branding with the inclusion of the longevity complex in all SKUs.”
Discuss what changes are set to occur to the brand’s current formulas.
“/skin regimen/Lx products incorporate upgraded formulations to enhance efficacy, naturality, and sustainability. New bioactive ingredients include snow mushroom for deep hydration and three forms of hyaluronic acid to provide multi- level hydration. Additionally, the Longevity ComplexTM has been enhanced with myrtle berry from regenerative agriculture, which offers antioxidant properties, supporting collagen integrity and overall skin resilience.”
Will there be any additions or amendments to /skin regimen’s professional protocols?
“Professional protocols have been updated, including treatments like “Longevity Peel,” “Longevity Detox,” and “Longevity Vitaminic.” Each treatment targets specific skin concerns, such as dullness, stress, or impurities. These treatments integrate professional- grade formulas with innovative tools to support skin reoxygenation and muscle toning, enhancing hydration, firmness, and overall skin vitality.”
Why is innovation so important when it comes to skincare formulation?
“Innovation is essential in skincare, particularly to address evolving skin concerns and external factors like pollution, stress, and lifestyle changes. With proprietary ingredients like the Longevity ComplexTM, /skin regimen/Lx demonstrates how scientific advancements can significantly impact skin health, delay aging signs, and boost skin resilience against the exposome, addressing real- world concerns such as pollution and stress.”
[ comfort zone ] is a Certified B Corporation with a focus on sustainable production practices. Did the brand encounter any hurdles and considerations when reformulating the product line in order to adhere to these practices?
“The brand faced considerations around sustainably sourced ingredients and eco-friendly packaging. Products in the /skin regimen/Lx line use up to 99.5% natural-origin ingredients, 100% natural fragrances, and recyclable packaging materials, demonstrating a commitment to eco-friendly practices, balancing sustainability with efficacy.”
Any new formulations in the works for /skin regimen/Lx we ought to keep an eye out for?
“There are some exciting new products in the works that will further enhance the /skin regimen/Lx line and focus on skin longevity. These are due to launch in the second half of 2025!”
This article originally appeared in the Issue 01 2025 print issue of Professional Beauty magazine. Read it here.
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