FOUNDER'S FORMULA

Founder's Formula is the brainchild of Annie Holden, an anthropologist with a deep love for Australian Botanicals. Her passion led her on a journey to create a skincare range that harnesses the unique and transformative qualities of these incredible plants. At Founder's Formula, Annie and her chemist, Toni, start with a botanical with proven benefits and build a formula around it, keeping the formulas as natural and simple as possible.
Founder's Formula is committed to clean clinical skincare that is effective and gentle on the skin. All products are free from fragrance, and botanics are sourced sustainably from Indigenous suppliers whenever possible. Annie's dedication to quality and effectiveness has earned Founder's Formula an impressive 17 international beauty awards, including seven Gold and four Editor's Choice awards.
By using Australian Botanicals has allowed Annie to create an exciting and truly innovative range of beautiful skin care.
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Founders formula Australia Botanicals pro-aging serum
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Australian Botanicals Pro-Aging Treatment Concentrate Serum
Founder's Formula
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FADE Native Snowflower Dark Spot Serum
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Australian Native River Mint Cooling Eye Serum
Founder's Formula
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Skincare vitamin C serum Australian made wild harvest kakadu plum vitamin C serum
Wild-Harvested Kakadu Plum Vitamin C Serum
Founder's Formula
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Phyto-A+ Australian Native Tobacco Serum
Founder's Formula
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Founder's Formula Nature Box
Founder's Formula

Green Science

Unique Botanicals

Founder's Formula mission is to share with skin care lovers around the world the amazing power of Australian Botanicals.

Australia's geographic isolation means many of our plants are found nowhere else on the planet.

And Australia's harsh environment means Australian plants have evolved to contain exceptionally potent phyto-compounds.

Founder's Formula is a leader in the emerging Australian GREEN BEAUTY movement using newly researched Australian Botanicals, harvested from pristine environments, for results-driven skin care. Their view is that the complex intelligence of plants can't be synthesized in a lab.

Manuka honey skin care ingredient for acne
founders formula founder annie

Ethical Standards

Founder's Formula believe that ethical sourcing and cruelty-free practices are essential values that they live by.

Led by their Production Manager, Emily Upthegrove, their small army of dedicated workers share their passion for creating potent, effective skincare products that are gentle on the skin and the planet. They are a small batch producer, and they do everything in-house to ensure the quality and freshness of their products.

By only making enough to meet their needs, they minimize waste and ensure products are always fresh and active. Founders Formula commitment to ethical sourcing means that they work closely with Indigenous suppliers and use wild-harvested and organic ingredients whenever possible.

Sustainability

Founder’s Formula strives for sustainable and environmentally conscious packaging choices. They utilize aluminum tubes for their clay masks and glass bottles for their serums and oils, while plastic is only used in cases where there are no alternatives. Cartons are made of kraft and our labeling is paper-based, except in cases where water contact is anticipated. Continuing to explore new ways to minimize their environmental impact.

Their ingredients are carefully selected to minimize environmental harm and follow the low toxicity evaluations of the Environmental Working Group. Formulas are fragrance-free and do not contain endocrine disruptors. While they prioritize certified organic ingredients, they also interview suppliers to verify organically grown ingredients where certification is not available. Ensure that their wild harvested ingredients come from sources with landowner consent and are harvested sustainably.

Founders Formula also work with Indigenous suppliers and build their capacity to work with them, as seen in their joint venture with a group of Aboriginal women to make Kakadu Plum extract, and use of manuka honey from a supplier who pays a royalty to the Dhuppi Warra Corporation. Finally, their factory operates on solar power, further emphasizing their commitment to sustainability.