Our Pursuit for Pure, Potent, Proven Formulas.
In 2021, we set out to create an effective, potent skincare range that used the unique goodness only found in Australian botanicals. Our products use traditional indigenous ingredients supported by research and made with clean, clinically proven formulations.
From Vision to Reality
Dr Annie Holden, our founder and an anthropologist, was drawn to the beauty industry but surprised by the lack of Australian botanicals. She knew that plants like Snake Vine and Emu Apple held potent, skin-loving properties, yet they remained largely untapped. Her experience teaching Australian Studies at Georgetown University in Washington, DC, deepened her pride in Australia’s botanical heritage, reinforcing her mission to create effective and uniquely Australian skincare.
Annie spent years researching, built a small lab, and began formulating. With a PhD in economic anthropology and a passion for discovery, she partnered with an expert cosmetic formulator to develop innovative skincare solutions, and Founder's Formula was born.
Grounded in Nature, Driven by Science
We profoundly respect Australia’s biodiversity and are committed to uncompromising skincare. We blend ancient botanical wisdom with modern scientific research to craft high-performance formulas.
We carefully source native plants whose powerful properties have evolved over thousands of years to thrive in Australia’s extreme climate, selecting ingredients with proven benefits to ensure the highest quality in every formula.
Clean Formulas
We avoid synthetic fragrances, harsh chemicals, and fillers, opting for natural, pure ingredients.
Wild-Harvested Ingredients
Where possible, we prefer wild-harvested and organic botanicals to ensure the highest level of potency and sustainability.
Ethical Partnerships
We prioritise working with Indigenous suppliers, fostering partnerships that support local communities and respect traditional knowledge.
Sustainability
We are committed to preserving Australia’s unique biodiversity while delivering skincare that performs.
Research-Backed
Each product undergoes rigorous testing and validation to ensure visible results.
Sustainability at Core
Our formulations and production methods are designed with the planet in mind, minimising our ecological footprint while ensuring the freshness and potency of each batch.
Excellence in Skincare
Since launching Founder’s Formula in March 2021, we have been honoured with 35 international beauty awards, including twelve prestigious Gold Awards. From the USA Global Makeup Awards to the UK Green Beauty Awards, our products have earned global recognition and underscore our commitment to creating clean, effective, and sustainable skincare that truly delivers on its promises.