Hailing from picturesque Cornwall in the UK, businesswoman and entrepreneur Nina Weston moved to Australia in 2010 and founded her ever-expanding eco-chic online boutique Beautiful Because in 2013.
Boasting a stunning array of certified organic, natural and toxin-free beauty brands, the store’s fan base grew rapidly thanks to its and unrivalled customer service, which includes complimentary samples and generous reward points.
Here Nina divulges her insights into the natural beauty industry, and shares the story behind her success.
EE: What first sparked your interest in natural beauty?
Nina: I’ve always loved boutique and handcrafted brands, but it wasn’t until I did a makeup artistry course that I really started to question the ingredients listed on the boxes of the mainstream products in my kit.
After years of trying every brand I possibly could in search of the holy grail of beauty, I woke up to the reality that most are tarred with the same toxic brush – and there was no turning back! I no longer wanted to use these products on myself, let alone apply them to others.
How did the idea to create Beautiful Because come about?
In a nutshell, I feel strongly that we shouldn’t have to fear toxins in our skincare and cosmetics, and I became frustrated by mainstream players in the industry falsely marketing themselves – often through celebrity-endorsed campaigns. Upon making the switch to support more ethical, cruelty-free brands myself, I was delighted to discover so many here in Australia with really effective, all-natural formulas.
I woke up to the reality that most beauty products are tarred with the same toxic brush.
I felt compelled to create an educational platform to showcase the finest, together and in one place, and help raise awareness that going green doesn’t mean a compromise on performance. Beautiful Because started as a passionate hobby between jobs, but I soon discovered there was little time for anything else!
Has the swift success and growth of Beautiful Because taken you by surprise, and why?
Yes and no. Natural and organic beauty is growing as an industry, yet I never expected the store to become so popular so quickly. I am very grateful for our loyal and savvy customers who are beautiful because they choose healthy and kind beauty.
What’s been the most challenging part of running your own business?
Expanding the shop while keeping the personalised service our customers love. Juggling many roles in the one day; from helping my staff pack orders on busy mornings, to advising customers, liaising with brands, creative and promotional tasks, etc, etc! Taking work home is all too easy when it’s your own business and sometimes it can be hard to switch off.
And what’s been the most rewarding part?
Working with like-minded people and helping to make a positive difference – be it small – to the lives of our customers and the wider world. It feels good to advocate for brands that are beautiful from the core, and I feel privileged to do so.
What are your top five natural beauty must-haves for summer?
In addition to one of our natural sunscreens (which is of course a must for that strong Australian sun), I will definitely be using the following products this summer:
1. Erica Brooke Deodorant Cream in Neroli & Vanilla
I love this because it works – even in the summer heat. I’m also a fan of its refreshing floral scent.
2. Madara Sunflower Tinting Fluid
This mineral tint blurs the line between makeup and skincare. It provides great antioxidant protection with a beautiful flawless tint to boot.
3. May Lindstrom The Blue Cocoon
This is a real treat for skin in need of some extra TLC this summer. A highly nourishing and nutrient rich balm, it envelops skin in a cooling wave of azure blue goodness.
4. Axiology Lipstick in Devotion
I adore this ethical lippie brand that proves eco-friendly beauty can be luxurious. My fave shade is Devotion, which gives your that perfect “my lips but better” natural look.
5. INDAH Coconut Oil To Go
Coconut oil is the minimalist’s multitasking beauty essential. It gives you glowing skin and strong healthy hair, and it doesn’t get purer than INDAH’s cold-pressed extra virgin oil that comes in funky portable packaging – making it superb for using on-the-go.