Your Ticket to Paradise with Pure Fiji

Hannah Gay unpacks the brand transporting clients to the heart of the South Pacific.

When thinking of the name Pure Fiji, the first thought that springs to mind is usually one of scent. Delivering a rich portfolio of enduring fragrances, the skincare and wellness brand is synonymous with summer, travel, fun, and relaxation. But there’s more to the brand than meets the eye (or the nose). In fact, Pure Fiji isn’t solely a brand, but a cosmetic manufacturer with a distinct production process intrinsically linked to its Fijian origins.

“When my mother, Gaëtane and I first set out to create Pure Fiji, our goal was simple yet deeply rooted in tradition: to share the natural beauty secrets of the South Pacific with the world,” Pure Fiji Director, Andrée Austin tells Professional Beauty. “We wanted to create products that celebrated Fiji’s rich biodiversity and cultural heritage while empowering our local communities. It was about bottling the essence of paradise—its natural ingredients, soothing rituals, and a sense of wellbeing—and making it available to everyone in our markets.”

Pure Fiji was brought to life in 1996 and today – nearly 30 years on from its inception – plays host to dozens of products and professional protocols destined to delight. Its mission? “Not to be the best in the world, but to be the best for the world” – a nod to its founders’ passion for people and the planet. “This mission reflects our commitment to creating a brand that benefits everyone it touches— from the land and the people who provide our ingredients, to the customers who use our products,” Andrée explains. “For us, it’s about sustainability, empowerment, and giving back. We strive to leave a positive impact by using renewable resources, creating employment opportunities, and supporting community initiatives, all while offering products that enhance the natural beauty of our customers. Being ‘the best for the world’ means staying true to our values and making choices that benefit not just our business, but the planet and its people.”

She describes the Fijian people and their way of life, “known for their warmth, generosity, and sense of community.” Life in Fiji is guided by a concept called vanua, Andrée explains, which encompasses the land, the sea, and the people. “It’s a deeply spiritual connection that fosters respect for nature and each other. The Fijian way of life is slow-paced and filled with joy, music, and celebration. It’s about finding balance, appreciating the present, and living in harmony with the environment.”

Andrée’s unique commitment to her community is evident from the source. Pure Fjii creates jobs for locals who assist with various processes, from securing raw materials, to fashioning handmade paper to package soaps with, providing business training to women along the way.

“We strive to leave a positive impact by using renewable resources, creating employment opportunities, and supporting community initiatives, all while offering products that enhance the natural beauty of our customers.”

From the outset, Pure Fiji is one of the very few cosmetic manufacturers in the world that truly operates using natural resources across the whole business, from ingredient sourcing to energy generation. Setting up its factory was “an exercise in aligning our operations with our values,” Andrée says. “From the beginning, we focused on sustainability, incorporating solar energy, composting systems, roof turbines and growing ivy on the walls to keep the buildings cool. We also built strong partnerships with local farmers to source wild-harvested, cold-pressed seed oils and other natural ingredients.” On a micro level, this approach ensures that we support local communities, provide fair wages, and maintain a low carbon footprint. On a macro level, it demonstrates that a beauty business can thrive without compromising the planet’s resources. By operating this way, we inspire others to embrace more sustainable practices and prove that environmental stewardship and success can go hand-in-hand.”

The pay-off is a full line of skincare, body care and wellness products utilising an ancient blend of powerful plant actives and exotic seed oils designed to generate powerful dermatological results. Luxurious cocktails containing the likes of moringa oil, macadamia oil, kakadu, lime caviar, papaya extract and famously, coconut oil, are just a handful of plant- derived ingredients topping Pure Fiji ingredient lists. The likes of niacinamide, sodium hylauronate, glycolic and mandelic acid showcase the brand’s attention to efficacious actives.

Pure Fiji’s body care range stands out to professionals and consumers alike for its vitamin, fatty acid, and antioxidant-rich solutions. “The range embodies the richness of Fiji’s natural bounty,” Andrée describes. “We use cold-pressed seed oils like dilo, coconut, macadamia, and sikeci. These ingredients nourish the skin deeply and support its natural repair mechanisms.” Talking scents, Andrée says products are inspired by the tropics, “offering a sensory escape with notes of coconut, frangipani, and exotic fruits” that are hard to resist. Product textures – whether in the form of the brand’s velvety body butters or in the gentle grit of its sugar scrubs – compliment Pure Fiji’s sensorily-driven rituals; “luxurious and transformative”. “What truly sets us apart is our commitment to crafting products that not only feel indulgent but also deliver visible results.”

Pure Fiji Coconut Body Shimmer Oil

Pure Fiji is stocked in many luxurious spas and salons worldwide, thanks to a growth strategy rooted in “authenticity, strong relationships, and a commitment to quality,” Andrée says. “We work closely with our spa and salon partners, offering training programs that ensure therapists truly understand our products and protocols. In addition, we’ve invested in branding and storytelling to convey the essence of Fiji—its beauty, culture, and sustainability. Participation in international wellness events and awards has helped us build credibility and reach global audiences, while staying true to our roots has kept our loyal customers coming back.”

A focus on wellness has long run through the veins of the Pure Fiji brand. It makes sense that Pure Fiji naturally falls in favour with businesses dotted in popular vacation spots. However, consumer lean into wellness-centric services in 2025 makes Pure Fiji a key player in the shift in salon service offerings. “For our partners, we aim to provide a suite of products and rituals that are both effective and easy to use. We invest in comprehensive training to ensure therapists feel confident and empowered to offer exceptional experiences. For clients, our goal is to create moments of escape, renewal, and transformation—both for their skin and their sense of wellbeing. Each protocol is designed to celebrate the power of touch, the purity of our ingredients, and the restorative beauty of the South Pacific.”

In 2024, Pure Fiji underwent a rebrand after several years in the making. The process involved “extensive research, customer feedback, and team collaboration,” Andrée explains. A fresh chapter for Pure Fiji, the rebrand stays true to its heritage while embracing modernity. “The sleek, minimal designs reflect our commitment to timeless beauty, and the upgraded formulas ensure we continue to deliver cutting-edge skincare.” The brand’s logo reveals a slimline, elegant look, product packaging revised for a more user-friendly experience, and formulas upgraded – especially those in the Hydration Collection – to incorporate advanced moisturising agents. To Andrée, “this rebrand signals our intention to grow globally while remaining rooted in the values and traditions that have defined us for over 25 years.”

“Each protocol is designed to celebrate the power of touch, the purity of our ingredients, and the restorative beauty of the South Pacific.”

Professional Beauty Solutions: the Australian home of Pure Fiji

In 2017, Professional Beauty Solutions (PBS) took over the distribution of Pure Fjij in Australia. The brand has, however, been available in the Australian market since 2009. PBS has worked to elevate the brand and expand its presence in salons, clinics and spas here ever since. We caught up with PBS General Manager, Jaime Nelson, who shared details on what a partnership with Pure Fiji and PBS can look like for businesses.

What makes PBS a suitable distributor for Pure Fiji?

“At PBS, we’re passionate about sourcing the very best for our clients, and Pure Fiji is a natural fit for our mission. Their exceptional products don’t just deliver results—they inspire loyalty, elevate treatments, and create a sensory journey toward glowing, healthy skin. Pure Fiji empowers spas, salons, and clinics to enhance the experiences they provide, making every treatment truly transformative. Their body care and skincare ranges are a testament to the brand’s dedication to improving skin health, one luxurious product at a time.

At PBS, we believe in enriching lives through the power of skin health. By nurturing strong, holistic partnerships, we help our partners unlock new opportunities and achieve remarkable growth. Together with Pure Fiji, we’re elevating beauty and wellness to new heights.”

Describe Pure Fiji’s presence in Australia.

“For decades, Pure Fiji has captured the hearts of Australians—long before it was readily available on our shores. Every year, countless Aussies return from Fiji carrying not just glowing skin but also cherished memories of tropical bliss. Now, for over 15 years, Pure Fiji has become a beloved staple in Australian spas, salons, and clinics, as well as in homes. Travelers who first fall in love with Pure Fiji abroad are drawn to its unique ability to recreate the luxury and serenity of their Fijian escapes. Every application of Pure Fiji products is more than skincare—it’s a journey; a moment to relive the joy of relaxation, the warmth of tropical sun, and the beauty of supple, radiant skin. It’s a way to bring those unforgettable experiences back home, one luxurious drop at a time.”

What stands out about the Pure Fiji body care range compared to competitor ranges made available to professionals in Australia?

“Pure Fiji’s ingredients are at the heart of what makes the brand so extraordinary. Guided by a commitment to be not just the best in the world but the best for the world, Pure Fiji champions natural, minimally processed ingredients. Sourced from Fiji’s lush tropical isles, their ‘seed to skin’ philosophy ensures organic oils are cold-pressed at the source using unique methods developed by the brand. Pure Fiji’s diverse range of infusions sets them apart, offering a scent for every preference—each one an invitation to fall in love. With every product, Pure Fiji delivers more than skincare; it creates a tropical sensory escape, transporting you to paradise with every touch.”

What does PBS look for in a potential stockist of Pure Fiji?

“PBS partners with spas, salons, and clinics that share our passion for bringing the essence of paradise to their clients. We collaborate with stockists who prioritise both the emotional and physical well-being of their clients, keen to transform the skin with natural ingredients and premium products that embody the beauty and lifestyle of the South Pacific.”

Talk us through what being a Pure Fiji stockist looks like, including the onboarding process, training offered, and ongoing support.

“The PBS onboarding process is one of the most thorough and supportive in the industry. We provide in-depth brand training to equip our partners with the knowledge and tools needed for success. Our expert Business Development Managers work closely with you to write bespoke treatment menus, optimise your website, and design a launch strategy that elevates your business. With free monthly marketing materials, promotions to keep the brand fresh, and access to a dedicated training portal and team, we ensure you’re supported every step of the way. At PBS, we are deeply committed to enriching the lives of our salon partners and driving their success.”

“We collaborate with stockists who prioritise both the emotional and physical well-being of their clients, keen to transform the skin with natural ingredients and premium products that embody the beauty and lifestyle of the South Pacific.”

What is the minimum opening order with Pure Fiji?

“At PBS, we understand that every business is unique, which is why we take a tailored approach with every account. It’s not about selling more—it’s about providing exactly what you need to succeed. Reach out to our team today and let’s create the perfect solution for your business.”

For businesses interested in partnering with PBS for Pure Fiji, what steps should they take?

“Contact the PBS team today by phone or email – we’re here to discuss how Pure Fiji can elevate your business. Call us at 1800 625 387 or email enquiries@probeautysolutions.com.au. Together, let’s enrich lives through the power of skin health.”

Pure Fiji Partner Testimonial

With Jessica Kent, Director at Mana Skin Body & Soul – one of Pure Fiji’s top stockists – located in the Whitsundays, QLD.

For how long have you been a Pure Fiji stockist?

“Since I purchased the business three years ago.”

What drew you to the brand initially?

“The tropical scents align perfectly with our tropical location. I wanted people to feel like they were somewhere like Fiji, which is exactly the feeling the products create!”

Talk about the products – do you partner with Pure Fiji for backbar? For retail? Or both?

“We use Pure Fiji in all off our spa packages and spa facials across all of our locations. We also stock the full face and body range across two locations and it sells so well!”

Who is the ideal Pure Fiji client?

“For us, there are two types of Pure Fiji clients:

  1. Our clients that are on holidays and looking to treat themselves, indulge a little, and come out of their treatment smelling like a tropical holiday (and then purchasing some to take home with them!)
  2. Women looking for a nourishing relaxing facial, that are after a natural product range which leaves their skin feeling great! The dilo facial range is really popular with our 60+ clients.”

What are some defining characteristics of the products that you love most?

“We love all the natural ingredients, and the large range of scents to offer our clients. I also love the body range and the specific benefits of the signature range to go hand in hand with our clients’ concerns.”

Why does Pure Fiji stand out from competitor brands in the professional market?

“Pure Fiji stands out for a couple of reasons for me. The first is the company’s sustainability practices that shows through the entire production process, from harvesting to hitting the shelf. And the support of the local communities is so valuable to the Fijian people. I also believe the price point is great. We get natural spa products of an amazing quality at home for a really great price.”

Pure Fiji taps into both skincare and wellness spaces. Do you see a demand for wellness-inspired services at your business?

“Yes we definitely do have a demand for wellness here at Mana. We are located in a tourist town, which means we see a lot of people here trying to escape the hustle and bustle of the city and take some time for themselves.

We also have a lot of our local clients that come in regularly purely for wellness – whether it be a massage with a full body exfoliation (sugar rub), or a relaxing spa facial. We also offer float and sauna services to pair with our treatments, which really complete the wellness experience. I believe that we have created an environment that gives our clients a moment to escape from the outside world and breathe.”

Describe one of the hero body treatments you offer using Pure Fiji.

“Our top spa package is our ‘Mana Glow Ritual’ which leaves our clients glowing from head-to-toe. This uses the coconut sugar rub to exfoliate and renew the body from head-to-toe, followed by a full body massage with the Guava Body Butter to hydrate the skin, finishing with a vitamin C facial. It’s the perfect treatment for a full body glow!”

Talk us through the training and support offered by Professional Beauty Solutions.

“I could not ask for more from PBS. They offer one-on-one support through Julie, our Business Development Manager. Julie has helped guide me from the very start. Any support I need is always there; I always get a response to any questions or queries I have, and Julie is always keeping in touch to check how we are!

And the training provided by PBS is incomparable to other suppliers I have worked with in the past. We have access to monthly zoom training sessions, covering what we would like to focus on. We can also do the same for new staff. PBS has a fantastic online platform with all the training videos for each range, product and treatments. The wonderful Julie comes up to Airlie beach for face-to-face training a couple of times a year, which is invaluable to me and my team! All this, along with the best marketing support we could ever ask for! They provide us with all we need to be successful with each and every brand we stock.”

This article originally appeared in the Issue 01 2025 print issue of Professional Beauty magazine. Read it here.

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