Brand Profile

New Zealand skin care line goes the extra mile for natural ingredients

By Simon Pitman

- Last updated on GMT

New Zealand skin care line goes the extra mile for natural ingredients

Related tags New zealand

Girl Undiscovered is a new natural skin care line out of New Zealand that has raised the bar for natural ingredients with its 100% WILD concept.

Scouring some of the lesser explored corners of the Asia Pacific region, product developer Charlotte Devereux went on a journey to find ingredients that were not only completely natural, but also mostly harvested from the wild, while also being ethically traded.

In this quest, Devereux found some of the key ingredients in her native New Zealand, but the search also took her to Vietnam, Bali and Myanmar.

Cosmetics Design caught up with Devereux to find out more about the 100% WILD concept, her quest to discover wild natural ingredients and what this all means for the product line up.

What gave you the inspiration for the 100% WILD concept?

The meaning – and inspiration – behind 100% WILD is made up of two beautiful parts. On a personal level, the woman who chooses Girl Undiscovered is making an empowering commitment to living 100% WILD and true to her nature. On the business side, our formulas are an incredible mix of raw ingredients that aren’t plantation-farmed like so many organic products, but foraged in the WILD by local communities.

How did you set the bar for the ingredients with respect to purity?

As a brand, we are committed to sourcing the most pure and natural ingredients. All of our products are ethically and sustainably grown, and our sources are 100% traceable. There are no nasties, no animal testing and we are completely transparent about our small and unique chain of supply. We are proud to keep our systems thoughtful and personal.

What ethical considerations have you given to the sourcing of these ingredients?

At Girl Undiscovered we stand by our ethical practices and quest for global female empowerment. From day one we travelled to Myanmar, Bali and Vietnam to locate core villages and providers of our ingredients. It was essential that we met our suppliers in person to form lasting relationships. Ethical trade is a given for us, and the stories of our suppliers are as important as our consumers.

Which particular ingredient are you most proud to include in this formulation,

and why?

Charlotte Devereux, Girl Undiscovered product developer

Of many, it would have to be Myanmar Thanaka, an ancient and treasured ingredient for over 2000 years in its country of origin. Thanaka powder is created from the bark of the plentiful Thanaka tree, and is rich in phytochemical, anti-bacterial and antioxidant properties. It is a healing powerhouse!

Which ingredient do you believe is the most exotic and rare, and why?

Once again, it would have to be Thanaka. For 2000 years Burmese women have been sworn converts to the magical properties of this ancient h

ardwood, using it daily to protect and super-hydrate the skin.

Our patented Thanaka 8 Extract has uncovered the active essence of the plant for the sweet spot, where science meets nature.

What inspired you to tap into the gourmet food trend?

We love the idea of true indulgence when it comes to good food and treating the skin, and our WILD ingredients are in a beautiful class of their own. Our Kanuka Honey is sourced from the Marlborough

Sounds in New Zealand, whilst our water is incredibly pure. Its high pH (8.9) means its alkaline benefits are incredible, and its dissolved salts and mineral count nearly three times higher than the top ten waters in the world.

Where do you see the Girl Undiscovered brand going in the future?

As far as it can internationally, whilst staying true to our roots. We want Girl Undiscovered to become a part of women’s lives, a daily ritual of self-care rather than just a one-off gifting experience. We want our name to be uttered in the same breath as the likes of Milk Makeup and Glossier.

Where would you like to see the Girl Undiscovered brand in ten years’ time?

We are aiming for Girl Undiscovered to become a staple, celebrated and valued brand at retailers all over the globe specialising in carefully curated beauty and skincare offerings. Our goals include the likes of Mecca Cosmetica, Sephora, Lane Crawford, Selfridges and Net-a-Porter. The sky is quite simply, the limit!

Related news

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 11-Jun-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

Exosomes: Passing Trend or Transformative Reality?

Exosomes: Passing Trend or Transformative Reality?

Content provided by Naolys | 23-Feb-2024 | Sponsored Link

Exosomes, microscopic vesicles naturally present in abundance within Plant Cells, have garnered significant attention within the scientific and cosmetic...

Give collagen and your products a boost

Give collagen and your products a boost

Content provided by Lycored SARL | 14-Feb-2024 | White Paper

Lumenato, Lycored’s scientifically supported proprietary wellness extract, gets to work quickly complementing and protecting the structural benefits of...

Follow us


View more



Beauty 4.0 Podcast