Aussie natural beauty firm ASARAI charting course to become a ‘leading health and wellness brand’

By Amanda Lim contact

- Last updated on GMT

ASARAI is gearing up to expand internationally and move into new categories. ©ASARAI
ASARAI is gearing up to expand internationally and move into new categories. ©ASARAI

Related tags: Australia, Natural beauty market

Australian-owned beauty brand ASARAI is gearing up to expand internationally and move into new categories such as supplements, as demand for natural, clean, sustainable and holistic products increases worldwide.

ASARAI is a family business co-founded by wife and husband team Patrice and Jay Rynenberg in 2018.

The couple first launched the brand in the US where there is a large appetite for Australian-made cosmetic products and a strong interest in the Aussie lifestyle, said co-founder Patrice Rynenberg.

“Having grown up in Australia, we naturally have a very holistic approach to life… we also understood the power of self-care and our unique Australian botanicals,” ​she added.

The brand stands out on shelves with its sunny yellow packaging that is notably gender-neutral and unlike most natural skin care brands on the market.

“Jay and I both felt there was a gap in the market for a modern, holistic wellness brand that didn’t necessarily scream ‘natural’… So, we created ASARAI with our signature yellow packaging designed to inspire a healthy and happy lifestyle, which is an opportunity everyone deserves,” ​said Rynenberg.

The brand utilises Australian botanicals such as Australian red clay and Kakadu plum, which feature in the brand’s hero product, the Earth Tones mask.

“All our products have been formulated by my mother-in-law who is a qualified naturopath, herbalist and nutritionist and she is always in touch with new and innovative leading Australian botanicals,”​ said Rynenberg,

She added that the brand was also a partner of 1% for the Planet. As a member, the company contributes 1% of annual sales to non-profit environmental groups partnered with the network.

Taking on the world

Since the ASARAI entered the market, Rynenberg told CosmeticsDesign-Asia​ that the brand experienced staggering responses from both consumers and industry players.

“We began our launch online only and were overwhelmed by the interest we received from major retail outlets and venture capital firms as well. To have that enthusiasm for ASARAI at such an early stage was very encouraging for our team and we continue to have great relationships with these networks that believed in us early on.”

However, the company is taking its time to expand and is still sold exclusively on its US website.

Rynenberg hinted that the firm was planning to launch new products soon that will open the brand to new categories.

She declined to divulge details of the new products but said the company envisions the brand to be the future “leading health and wellness brand globally”.

“As a company we believe in taking a holistic approach to beauty. We see the industry evolving into beauty supplements as well that compliment and promote a healthier, balanced lifestyle.”

The firm believes that the brand has yet to reach its full potential and that it sees a lot of opportunities for the brand to penetrate more markets around the world as the beauty landscape continues to change.

“Natural, clean and sustainable products are the future of beauty and we’re seeing that consumer switch even right now with the conversation around self-care – especially during the current pandemic,” ​said Rynenberg.

The company is also looking to expand the business overseas and has its eye on the European market.

“We have a lot of interest from our European followers who are really intrigued by our story and ethos, so we can’t wait to share a slice of our Aussie lifestyle and botanicals with them soon,” ​said Rynenberg.

She noted that it was challenging to manufacturing clean and sustainable products, especially when it comes to scaling.

Rynenberg added that company believed its products would resonate with consumers worldwide who were  “seeking products that truly speak to their values and lifestyles”.

“We always see self-care and sustainability at the core of ASARAI and everything we do. Our mission is to inspire meaningful connections, build the most effective product and do no harm to the planet through our partnership with 1% for the Planet.”

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