Our pursuit for pure, potent, proven formulas.
In 2021, we set out to create a skincare range that delivered real results; not trends, not marketing promises, but truly potent, effective formulations powered by the unique intelligence of Australian botanicals.
Founder’s Formula combines traditional indigenous ingredients with modern cosmetic science, creating clean, clinically backed formulations that perform at the highest level, without compromise.
Meet Ann Donnarumma — Visionary Founder, Educator, and Advocate for Clean Clinical Beauty
Ann Donnarumma has spent over two decades redefining what it means to nurture beauty from the inside out. As a respected leader in the beauty and wellness industries, Ann has built her career on education, innovation, and an unshakable belief that nature and science are at their most powerful when they work together.
After founding Demi International, one of Australia’s most successful and highly awarded beauty academies, Ann empowered thousands of students and therapists to build meaningful, purpose-driven careers. Her journey then evolved into a new chapter; creating skincare that embodies the same values of excellence, integrity, and transformation that shaped her career.
When Ann discovered Founder’s Formula, she saw more than a skincare brand, she saw a vision.
A chance to harness the strength of Australian botanicals, the wisdom of nature, and the precision of science to create clean, high-performance skincare for real skin, real results, and real people.
Today, Founder’s Formula is the expression of that vision, a brand born on the Sunshine Coast, formulated with cutting-edge dermal science, and powered by native ingredients proven to restore, protect, and reveal radiant skin. Under Ann’s leadership, the brand continues to expand globally while staying grounded in authenticity, sustainability, and education.
"Founder’s Formula is about more than great skin, it’s about confidence, connection, and care. It’s about empowering people to glow in their own skin, knowing every drop is backed by science and made with integrity."
Finding Our Formula with Founders Formula
Read it here
Ann Donnarumma – Reinvention, Resilience and the Courage to Begin Again
Listen now
The Beauty of finding the right career with Ann Donnarumma
Listen now
Founders Formula values
Founders Formula values
Where possible, we prefer wild-harvested and organic botanicals to ensure the highest level of potency and sustainability.
We avoid synthetic fragrances, harsh chemicals, and fillers, opting for natural, pure ingredients.
We prioritise working with Indigenous suppliers, fostering partnerships that support local communities and respect traditional knowledge.
We are committed to preserving Australia’s unique biodiversity while delivering skincare that performs.
Each product undergoes rigorous testing and validation to ensure visible results.
Excellence in skincare
Since launching Founder’s Formula in March 2021, we have been honoured with 49 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.
