Find Your Purpose: 10 Clean + Conscious Award Winners Share Their ‘Why’
above EMILY FLETCHER BY COURTNEY GOLD
Founded in 2019, the Clean + Conscious Awards have become both a trusted resource for consumers and a glowing recognition of brands that are striving to manufacture and operate responsibly.
Today’s announcement of the 2023 winners saw over 500 products recognised across 96 categories including makeup, skincare, activewear, accessories and homewares. Each product was personally reviewed by industry leaders in the sustainability field such as Peppermint founder Kelley Sheenan, presenter and activist Laura Wells, Flora and Fauna’s Julie Mathers, and writer and podcaster Veronica Milsom.
For Clean + Conscious founder Emily Fletcher, the expansion of the awards – which initially launched with 21 categories – reflects a growing consumer desire to shop responsibly.
“When the awards began in 2019, sourcing authentic clean and conscious products was challenging,” she says. “In 2023, the consumer landscape has shifted significantly. Many buyers now seek transparency and authenticity from the brands they support, which has resulted in a steady growth of clean and conscious products.”
To learn more about the people behind these award-winning products, we caught up with 10 of the winners across various categories to talk about how they consciously focus on purpose as well as profit, and asked them to tell us their ‘why’ in business.
JOCELYNE SIMPSON, GOOD CITIZENS EYEWEAR
We never set out to make sunglasses, we set out to ‘untrash the planet’ and it drives everything we do. We worked out our why first and then built the business around it. The first and most pressing issue for us was the mountain of single-use plastic waste that’s produced every day around the globe.
We worked out our why first and then built the business around it.
Good Citizens Eyewear was born over a family dinner discussion. Harry and Archie (eight and six years old at the time) were upset about the plastic waste issue and they hassled us to step up. With no experience, we hatched a plan to turn single-use plastic bottles into eyewear frames. It would take us 752 days and thousands of failed attempts to finally launch Good Citizens in April 2020.
DAVID WOMMELSDORFF, MIGHTY GOOD BASICS
Until there are real alternatives to fast fashion, in all categories, we will not be able to meaningfully commit to changing the patterns of consumption that are contributing to inequality and environmental degradation.
When we started, there were no ethical options in the underwear category.
When we started, there were no ethical options in the underwear category, a gap we felt was a vulnerability in our community’s active involvement in changing the industry. Our aspiration is that by demonstrating that ethical options are comfortable, innovative, durable and fashion-forward while being affordable, our customers engage with fashion in a way that is appropriate in the times we are living in.
KATE DALTON, MAYDE TEA
Mayde Tea is an organic tea business I founded in 2013. I was studying naturopathy and nutrition at the time and while studying, I used a lot of herbs to support digestion, improve sleep and lessen anxiety for myself. I was ingesting these herbs in a tincture and started experimenting with making these same formulations in the gentler yet effective form of organic herbal teas. From there, Mayde Tea (somewhat unintentionally!) was born.
I feel so fulfilled spending my days sharing this magic with my community.
I use evidence-based research to formulate our blends. Each blend has a particular body system or body process that it is aimed at supporting. I first collate the appropriate herbs that I could put into the blend, work out the amounts needed to have a therapeutic effect, and then, of course, play with the recipe to achieve a beautifully balanced flavour. I love being able to discuss each of our ingredients and their benefits in such depth with our audience – I think this helps to give the brand integrity and builds profound trust with our customers. I feel so fulfilled spending my days sharing this magic with my community.
TOBY AND KATIE GIBSON, TOTEM ECO
When we set out to create Totem Eco, we knew that we wanted our brand and products to be clean, honest and created in a mindful way. The motivation to build our brand stemmed from our own experiences including previous health scares, becoming parents and the frustration we felt at not being able to find products that we could fully trust for our family while being sustainable and eco-friendly.
When we developed our range, we were very aware of our footprint and the positive impact that we could potentially have by building our brand mindfully from the ground up. By sourcing our ingredients in a conscious manner and packaging our products in a sustainable and eco-friendly way, we have created a range that is beautiful quality, uniquely Australian, super effective and kind to the planet.
Knowing that we have built a brand that our customers can holistically trust to be better for them and the planet has always been the highest priority for us.
Needless to say, the process of formulating our range took much longer than if we had taken the easier road, and the overheads are definitely higher than if we had used lower quality or imported ingredients, but the reward for us is immeasurable. Knowing that we have built a brand that our customers can holistically trust to be better for them and the planet has always been the highest priority for us.
Having now received multiple awards for our natural deodorants and botanical soaps while being recognised as one of the best sustainable brands in the market gives us such an amazing sense of validation and really inspires us to keep doing what we are doing.
Our kids have been a massive inspiration for us and we involve them in our conversation and process as much as we can. They really enjoy being involved and sharing their knowledge with people. We love that they are proud of what we do and hope that by creating Totem Eco we paved the way for them to have a deep understanding of the importance of low-tox living and sustainability, for their health and the future of the planet.
KATJA PHEGAN, WELEDA
Weleda’s purpose is rooted in ethical, sustainable and socially responsible practices. Our unwavering commitment to these principles is our ‘why’. We believe that beauty and wellbeing are intertwined with nature’s harmony.
We prioritise fair conditions and education for our global farming partners, holding certifications like ‘Sourcing with Respect’ UEBT and NATRUE, ensuring the highest production and raw material standards. Sustainability and regeneration are core to our business, with over 80% of botanicals coming from organic farming. Our production facilities prioritise renewable energy usage and we strive for zero waste by reusing 98% of production-generated waste. Weleda is proudly B Corp certified; we work amongst other leaders in the global movement for an inclusive, equitable and regenerative economy.
Our “why” drives us daily to make beauty a force for good, nurturing both people and the planet.
In terms of social responsibility, we engage with communities and support climate initiatives like Carbon8 to help Aussie farmers transition to regenerative practices by focusing on soil health, a topic very close to our heart through our Save Earth’s Skin awareness campaign. Our ‘why’ drives us daily to make beauty a force for good, nurturing both people and the planet.
WANT MORE NATURAL BEAUTY CONTENT? RIGHT THIS WAY!
LIV UTHER, OLLI ELLA
Consciously focusing on our purpose alongside profit has been at the heart of Olli Ella from the very beginning. Our ‘why’ is deeply rooted in our commitment to creating beautifully designed toys and homewares that stand the test of time. We believe in the power of timeless design to bring joy and lasting value to our community.
Our ‘why’ was with us from the beginning. We believe focusing on purpose alongside profit is the future of a successful business. It is no easy feat and will continue to present challenges as the world grows more complex. Alongside our pillars of people and planet, our business adheres to progress. We will constantly evolve with our commitment to the planet and its people.
Our ‘why’ is clear: it’s about creating products that bring joy ethically and sustainably
Becoming a B Corp-certified business was a significant milestone on our journey. We believe that a responsible business should not only provide beautiful products but also contribute to the wellbeing of Mother Earth and her communities.
Our ‘why’ is clear: it’s about creating products that bring joy ethically and sustainably. It’s about cherishing the environment that inspires us daily and working tirelessly to protect it. Our ‘why’ is a commitment to making a positive impact on the world through our craft, design and dedication to a more sustainable future for generations to come.
KYLIE EUSTACE, KYLIE’S PROFESSIONAL
Consciously focusing on purpose as well as profit is indeed quite challenging for any business. When it comes to me, I’ve always had to have purpose and meaning, both in my personal life, work life and brands which are constantly evolving. For me, it’s important to always try to do my best and to continually learn better ways.
I have always loved seeing people happy and have loved the creativity of makeup so being a makeup artist who started out using mainstream products with my own sensitive skin and client’s sensitive skin was a challenge.
By caring for each other, animals and our planet, profit can naturally follow.
Back in 2004, I started experimenting with mineral pigments and ingredients. Through trial and error and collaborating with incredible individuals along the way, Kylie’s Professional has evolved and grown as a brand. The secret to achieving profitability, in my experience, is to trust your intuition and make choices that prioritise the highest quality and sustainability.
Personally, I feel authenticity is paramount in this journey. By caring for each other, animals, and our planet, profit can naturally follow. It’s a holistic approach that I believe in and have integrated into every aspect of my life and business.
KIYANA LLOYD, MUKTI
We are on a mission to redefine conventional beauty. We believe that self-care, especially skincare fulfils a fundamental need in our customers’ lives. Our purpose is to promote a positive self-image and empower our customers to embrace their individual beauty journey. We are committed to reimagining beauty as confidence, happiness and wellness – celebrating authentic self-expression rather than perfection.
Our purpose is to promote a positive self-image and empower our customers to embrace their individual beauty journey.
Our goal is to provide products, experiences and educational tools that nurture healthy skin at any age contributing to our customers’ overall wellbeing. This has always been an intrinsic pillar of our brand DNA, especially in an industry that focuses on external appearances. We aspire to be a beacon of empowerment and positivity, encouraging our customers to discover their most confident and unique selves.
JACKIE PARIS, BIODE
In 2019, master formulator Vanessa Gray Lyndon read about the staggering amount of plastic that was generated by the beauty industry (an estimated 120 billion units of plastic packaging each year) and she decided to create Biode as a range of zero-waste body care products that are 100% natural, with incredible scents from Mother Nature.
The whole team at Biode is proud of creating a body-care range that makes it easy for people to make a conscious choice to reduce their waste footprint.
A lot of people said it was impossible, but Vanessa insisted on going one step further to ensure that all of Biode’s packaging was recycled cardboard printed in Earth-friendly vegetable inks so that the packaging can be home-composted and is designed to return to Earth in your garden within 12 to 20 weeks!
The whole team at Biode is proud of creating a body-care range that makes it easy for people to make a conscious choice to reduce their waste footprint.
DANIELLE EVANS, ECO BY SONYA DRIVER
My sister was diagnosed with a melanoma on her arm that required removal, leaving a terrible scar. She asked me if I knew of a natural spray tan that would not be harmful to her skin, so I asked my local beauty therapist, who told me hers were 99% natural.
I am super proud to be a part of the Australian organic industry.
My gut feeling told me to research it and when I did, I was in for quite a surprise. I used my anger at the false and misleading claims out there and drew upon my love of natural and organic ingredients to start my own brand. I am super proud to be a part of the Australian organic industry.
