10 Australian Beauty Brands to Watch in 2025

Distinctive Voices from Down Under

Australia’s beauty landscape continues to expand beyond its original natural-leaning identity, now encompassing bold colour, sun-first skincare, genderless fragrance, and editorial body care. These ten Australian brands reflect the diversity and ambition of the country’s current beauty wave. From established cult-favourites to newer launches making early moves, these are the Australian beauty brands I’m watching closely in 2025.

Sundae

Founded in 2021 by Lizzie Waley, Sundae brings a playful, pastel-toned approach to body care with its signature whipped shower foams. Behind the fun is a sharp understanding of product texture, scent, and shelf appeal. I previously interviewed Lizzie about Sundae’s approach to building a brand that brings a joyful experience to consumers.

Bangn Body

Launched in 2019 by Priscilla Hajiantoni, Bangn Body built a strong following through its bright yellow packaging, beachy branding, and multipurpose firming lotion. The brand continues to evolve with a product line that blends aesthetic appeal with efficacy, particularly in the body category—often overlooked in premium skincare.

Foile

Founded in 2019 by Suzanne Tuttle and Alexandra Grima, Foile offers refillable, conscious skincare in modern, sculptural packaging. With a stripped-back range and a gallery-like retail presence in Sydney, the brand positions itself as a bridge between conscious beauty and modern design culture.

Tsu Lange Yor

This conceptual fragrance and home brand was launched in 2022 by Troye Sivan and Steele Mellet. With sculptural vessels, moody visual direction, and a scent philosophy centred on self and space, Tsu Lange Yor is a notable entry in the slow luxury fragrance movement coming out of Australia.

Tulita

Founded in 2023 by Lucy Bradshaw, Tulita is a natural fragrance brand rooted in Ayurvedic philosophy and chakra-aligned botanicals. With refillable glass bottles, hand-carved crystal caps, and 100% plant-derived ingredients, the brand merges ritual, sustainability, and sensory depth. Each scent is designed to support emotional balance and energetic clarity, offering a mindful approach to modern perfumery.

Boring Without You

Founded in 2022 by Davey Rooney, Boring Without You is a skincare brand built around transparency, proven ingredients, and a clear focus on combination skin. Taking an oppositional stance towards “clean beauty”, the brand takes a no-nonsense approach—prioritizing formulation integrity over marketing trends. Its bold visuals, direct tone, and anti-BS messaging help it stand out in a market saturated with empty promises. I previously interviewed Davey about the philosophy behind the brand.

Naked Sundays

Launched in 2021 by Samantha Brett, Naked Sundays is redefining sunscreen as something fun, easy, and reapplication-friendly. Known for its SPF-infused setting sprays, glow balms, and brush-on powders, the brand focuses on making sun protection seamless within a daily makeup routine. Its vibrant visuals and format-first innovation have helped it stand out in a category that often feels like a chore.

Flavedo

Founded in 2020 by Emily Perrett, Flavedo focuses on plastic-free packaging and bold, high-pigment makeup. From glass pots to aluminium pans, the brand makes its sustainability stance visible while offering colours and textures designed to pop on skin—not just in the pan.

Mermade Hair

Since launching in 2019, Mermade Hair—founded by Tara Simich—has become a go-to brand for its signature waver tools and pastel pink aesthetic. It combines styling innovation with an approachable, influencer-friendly brand voice, bridging the gap between salon performance and social media savvy.

Lanolips

One of the most established brands on this list, Lanolips was founded in 2011 by Kirsten Carriol. Built around ultra-pure lanolin and focused on lips, skin, and hands, the brand has expanded globally while maintaining a clinical-meets-nostalgic appeal that continues to perform in both mass and prestige retail.

Final Thoughts

Australia’s beauty scene balances climate-specific needs with a flair for distinctive visual and brand storytelling. Whether through body care as lifestyle, SPF innovation, or fragrance that subverts luxury codes, these ten brands are shaping how Australian beauty looks—and feels—in 2025.