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Beauty Industry Trend: Indie Beauty

Beauty Industry Trend: Indie Beauty


We've all seen the launches from major beauty brands, and honestly, some of them are getting a little boring, with the same product claims, ingredients and product offering. Enter independent beauty brands with a fresh new take on the beauty industry. These young, independent brands are driving a surge of creativity in the beauty industry.

Indie beauty brands come in all shapes and sizes, they exist in every category; from skincare and haircare to makeup, and sell in all markets around the world. And yet there something intangibly exciting about these startups and niche brands thanks to their founder-led business ideas and entrepreneurial savviness.

Not only this but over the past few years, influencers have increasingly demonstrated their willingness to support these emerging brands. This has been especially true in the beauty industry where there's been a recent surge of indie disruptors that promote clean, organic ingredients and wellness.

 Australia is at the forefront of beauty and beauty development. With one of the most botanically diverse but also harshest environments in the world, there are so many reasons why we are one of the market leaders in skincare and cosmetics. Australian indie beauty products are created and formulated with this lifestyle in mind and tailored to these specific needs.

2020 saw the launch of our very own indie beauty brand Ellus & Krue as an innovative, scientific, Australian skincare brand.

Ellus & Krue skincare range 


Driven by a desire to shake up the beauty industry, Ellus & Krue  saw that every year approximately 2.5 million people are diagnosed with skin cancer globally and wanted to help. In Australia alone, 80% of all newly diagnosed cancer is skin cancer, the majority caused by UV radiation from the sun. Our Ellus & Krue family knew about these scary statistics first hand and were determined to do something about it.

 Having spent 60 years as a recreational fisherman and carpenter, our father suffered from UV damaged skin which resulted in many operations to remove eight Basal Cell Carcinomas from his face. Post-surgery he was prescribed topical creams that left him with severely inflamed skin, so he sought to find a more natural alternative that would calm his skin without irritation.

Through a chance encounter, he met Professor Derek Richard from the Cancer & Ageing Research Foundation, who created a serum that alleviated his symptoms with great success. We then realised that others could benefit from this partnership and Ellus & Krue was born.

 As an indie beauty brand, Ellus & Krue products are researched, developed and made in Australia. We are entirely Australian owned and operated and we work in conjunction with local Australian businesses. We carefully source our ingredients and only use the best ingredients from industry-leading suppliers around the world.

Ellus & Krue is scientifically formulated and balanced with natures actives to help prevent the signs of premature ageing, protect skin from environmental pollutants and repair and nourish damaged skin so that everyone can have their best skin at any age.

Formulated in collaboration with cancer and ageing scientist, Professor Derek Richard, the Ellus & Krue hero EPI-gN™ Serum is a powerhouse of antioxidants that deeply penetrate and support cell renewal to assist skin barrier repair and help reduce the signs of ageing.

Every product sold by Ellus & Krue will support cancer and ageing research being conducted at the Cancer & Ageing Research Foundation. All products are free from glycols, parabens and sodium laureth sulphates and are vegan and cruelty free.

So why import your beauty products when there are so many amazing homegrown indie beauty picks? Plus, when you buy Australian beauty products you’re supporting local business.

 A Complete Routine

The seven-product debut range from Ellus & Krue includes the Hydro Gel Cleanser, pH Balance Gel Toner, Detoxifying Exfoliant, Hydrating Day Defence, Intensive Night Repair, Cellular Eye Repair and EPI-gN™ Serum.

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