One of the things we’ve enjoyed most about Après Avant’s journey to date is the discovery of beauty brands that have been promoting clean beauty since ‘clean beauty’ became, shall we say, the new normal. INIKA Organic is one such brand, and was introduced to us by Hillary Wilcox, founder of MAAEMO Skincare — which was how we came to know Emmily Banks, an INIKA Organic advocate and natural makeup artist (have you heard of that job title before?).
With over a decade of experience under her makeup belt, Emmily knows everything there is to know about eco-beauty, which encompasses natural, organic, ethical and cruelty-free products and practices. Like why you should go natural. And learning about toxic ingredients in common personal care products. She also summed up our feelings about conscious beauty better than we’ve been able to.
Find out more in her exclusive interview below, and get a masterclass in the importance of conscious beauty and why we should feel how nature intended us to.
“Conscious beauty is about supporting products that are aligned with our values: being organic, cruelty-free, ethically sourced, and free of neurotoxins, endocrine disruptors and carcinogens.”
Tell us about yourself and how you became an eco-beauty advocate and INIKA Organic advocate?
I’ve always felt inspired by beauty, and extremely connected to health and wellness. It’s almost like my blog, Depths of Beauty was the love child produced from these two worlds colliding! The more I focused on cultivating these things in my own life, the more my passion grew and expanded. First to friends and family, then slowly into work (I am a trained makeup artist and transitioned my kit to natural five years ago), social media and eventually (hopefully) the world!
Aligning with INIKA Organic was a natural fit for me. I believe in their products, love how it performs, and our values in creating and supporting the most ethical, cruelty-free and natural makeup products were in alignment. It’s a wonderful fit.
As a natural makeup artist, what’s the main difference between using INIKA Organic’s products and other organic makeup brands?
Truth be told, INIKA Organic was one of the first natural makeup brands I had come across in switching my own kit to natural. I have stayed true to them ever since, as their product performs well and meets all of my standards when it comes to quality, ingredients and ethics.
That being said, we are absolutely spoiled for choice with amazing natural makeup brands emerging constantly into the space. It is a fun time to be in natural beauty!
What is your absolute favourite INIKA Organic product, and how do you use it?
INIKA Organic is an Australian natural makeup collection that was founded in 2006
“If we use our dollars to vote natural, it’s only a matter of time before mainstream brands begin to make the transition to safer ingredients, and more sustainable and ethical practices.”
How would you recommend one switch to a cleaner, more conscious makeup routine?
Start small. Become more aware of the ingredients list on your products. Download the Think Dirty app which will tell you how carcinogenic and potentially toxic your current makeup products are. Education and awareness is key here. Once you become more aware of what you are putting on your skin, and the fact that it absorbs up to 60 per cent of what we put on it straight into your bloodstream, it is pretty easy to make the switch.
Thankfully there are so many beautiful, natural and organic brands who are now providing amazing alternatives. Not only do they work just as well, but it also means we can leave all those carcinogenic, neurotoxic and endocrine disrupting, mainstream products on the shelves. And there’s nothing that causes big companies to stand up and take notice like a decrease in profits.
If we use our dollars to vote natural, it’s only a matter of time before mainstream brands begin to make the transition to safer ingredients, and more sustainable and ethical practices.
Besides INIKA Organic, what are your favourite makeup brands?
Tell us about your skincare routine.
I like to keep it super simple. I really love essential oils, and will use frankincense or Rose oil diluted in jojoba or rosehip when my skin is feeling dry or in need of extra hydration. I am spoiled with natural skincare goodies so I’m constantly trying out different face masks and serums. Edible Beauty and Weleda are some of my favourite skincare brands.
But it is just as important to really let your skin breathe, so I really do believe in less is more! Drink loads of water and herbal tea throughout the day, eat a healthy diet full of whole foods, and use natural products. You will find that you don’t need to invest as much time in a skincare routine.
What do you say to sceptics of natural and organic makeup?
A lot of people assume that if it’s natural, the product won’t perform as well, or will cost more than conventional products. It is my mission to share with the world that these beliefs are both myths. Just take a look at my blog for evidence!
What is the biggest challenge of being an eco-beauty advocate?
There is so much work to get done! I definitely jumped on the movement before it was gaining any traction, so being affiliated with eco-beauty on a global scale is absolutely amazing, and requires a whole lot of my time and energy. It is a constant balance of giving my business and role as an eco-beauty advocate my all, and also making sure to have enough time for myself outside of my role. But I am loving every second of it!
What does conscious beauty mean to you?
To me, conscious beauty is about choosing to vote with our dollar, and only supporting products that are aligned with our values: being organic, cruelty-free, ethically sourced, and free of neurotoxins, endocrine disruptors and carcinogens.
It is about making an informed and educated decision about the products we choose to consume, with an awareness that the products we support impact much more than just ourselves directly — they impact the planet, nature and our collective health.
Conscious beauty is the natural next step for people taking conscious action in other areas of their lives, like food and plastic consumption.
“The products we support impact much more than just ourselves directly — they impact the planet, nature and our collective health.”
Images courtesy of INIKA Organic; Depths of Beauty