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Having grown up organic on a farm in Australia, then moving to New Zealand where ‘green’ is a way of life for a lot of people, you could say I've been an advocate for the environment and a healthy lifestyle pretty much my whole life. My love affair with beauty has been no less a part of my existence, to the extent where I left school at 15yrs old just so I could get started working in the beauty industry! Crazy, yes... but that gives you some idea how deeply connected I am to a love of what I do.
With a background that now spans around 20yrs working directly in the beauty and fashion industries and a burning passion for organic and natural beauty in particular, I'm a self-confessed organic glamazon and responsible hedonist.
My entire work history surrounds the beauty and fashion industries and I've worked on both sides of the fence to try and gain a broad understanding of all facets of this business. Starting with Sales, Marketing and Management for companies such as Max Factor, (now Smashbox), Schwarzkopf and Revlon, I reached a point where having felt as though I'd learned all I could, I had a major ephiphany, packed all my belongings, moved to Sydney, and began to train at the world-renowned school for makeup artistry, ‘Film Makeup Technology’.
As a trained makeup artist (and eventual Fashion Stylist/Creative Director), I've been involved in everything from fashion editorial, TV commercials, fashion magazine covers, and print advertising through to packaging. Being a makeup artist and having responsibility for applying makeup to literally hundreds of womens’ faces, I became increasingly alarmed and uncomfortable with the levels and occurance of toxic chemicals in our personal care products - no less because I used them on myself and others on a daily basis and have worked with these products all my life.
That's when the idea of Futurenatural really crystallized for me two years ago. This is the lifelong culmination of experiences, passions, accumulated knowledge, and a genuine desire to empower others to be aware of how their purchases affect their health, wellbeing, environment, plants and animals. Looking gorgeous can’t be at the expense of being healthy and now, with the launch of Futurenatural, nor does it have to be.
Cosmetic companies, manufacturers and consumers all have a burden of responsibility with everyone needing to protect themselves, get enlightened and become educated about what's safe and what's not - but we ultimately want the guess work taken away - to not have to spend hours educating ourselves, label reading, wasting money on products we discover are anything but natural. It's a very frustrating time for those of us who want to go green because there's an enormous amount of information, misinformation and sheer sensationalism pervading what's 'organic & natural'.
With Futurenatural we're trying to cut through the clutter with a very simple and compelling position that makes it easy for you to purchase organic and natural beauty products. In conjunction with our new blog (www.organicbeautyview.com), we're dedicated to showcasing the latest trends, stylish brands, cool product reviews and savvy surveillance from the modern side of organic and natural beauty. We want to demystify, enlighten, truthfully review and directly connect you, our customer, with products and brands they can trust. There needs to be an authoritative voice in the organic and natural beauty world and we've taken up that mantle.
Natural and organic are not fringe concepts. Natural and organic is what we are. The body identifies organic & natural ingredients as sources of nutrients and absorbs them accordingly. Not anti-science and not blindly for nature, through my experience I know that there is a way to combine both to create products that are effective, luxurious to use, beautifully designed, and that sustain the planet.
That's what you'll find here and I hope you love it all as much as I do!
Live Well. Do Good. Look Gorgeous.
Emma.
President/Founder
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