Our Story

I have a dream.
I envision a world where beauty isn’t a one-size-fits-all concept, where diversity isn’t just acknowledged but celebrated. A world where the beauty industry doesn’t prey on insecurities but empowers individuals to embrace their uniqueness. That’s the dream that fuels Beauty in Us, a brand with a mission to rewrite the beauty industry’s narrative and ignite a radical movement that dismantles its patriarchal roots.

— Ana (Founder/Formulator)

Beauty In Us

Beauty in Us is an integrative and pro-age skin, body, and mind care brand, guided by a commitment to transforming the modern perception of beauty, as well as our relationship with our life cycles. We invite you to partake in personalized rituals of reconnection and inspire you to celebrate your worth and embody your deepest courage to make the changes you need in your life.

Our products and rituals are anchored in the enduring wisdom of the cycles of nature and the healing vitality of plants. We celebrate the alchemy of mixtures, the apothecary’s way of doing.

Our formulas comply with the most stringent of clean beauty standards and are manufactured based on uncompromising quality. The products are crafted in small batches, with profound intentions and love, using clinically-proven, plant-based, organic, and vegan ingredients.

We are deeply committed to using sustainable and environmentally friendly bottles and packaging. We choose partners and suppliers who are like-minded and focused on business sustainability and systemic relationships throughout the production chain.

WELCOME TO THE NEWEST MANDATE FOR YOUR SKIN, BODY AND MIND CARE.

“Close your eyes. Fall in love. Stay there.” – Rumi

Beauty in Us is a labour of love rooted in a lifelong mission to drive structural change in the world. From my academic background in feminism to my personal experiences in women’s circles and integrative philosophies, I’ve carried this mission with me every step of the way. Now, I bring that knowledge to the world of skincare and body care, where every product and ritual is a testament to my commitment to empowering individuals to reclaim their unique beauty.

— Ana (founder/formulator)

Behind the Brand

I am Ana Paula Maielo, a PhD scholar, researcher, mother, wife and a feminist. My journey through life has been shaped by my experiences as a woman, growing up in Brazil and moving to Australia in my late thirties.

My academic pursuits led me to delve deep into the issues of patriarchy, racism, and their far-reaching implications.

Parallel to my academic pursuits, driven by a personal quest for self-discovery and a commitment to a healthier lifestyle, I embarked on a transformative exploration of diverse rituals and integrative practices which made my journey a rich tapestry of experiences.

These immersive practices allowed me to forge a profound connection with the natural world and its incredible capacity for healing. In my early thirties, I took a step further by delving into the science of skincare formulation.

Beauty in Us emerged from a heart eager to share the path I’ve taken to rediscover the beauty within me. It’s about embracing the shadows, confronting pain, and aligning with my true purpose. It’s about breaking free from societal expectations and celebrating one’s worth. The formulas and rituals of Beauty in Us carry this story and aim to ignite a spark in every client – a spark that encourages self-discovery, empowerment, and the celebration of inner beauty.

Our Vision

At Beauty in Us, our vision is to foster a world where the conventional beauty standards of youth are replaced with an appreciation for the natural cycles of life. We’re redefining beauty by embracing the wisdom that comes with age and experience. Our vision is a world that celebrates the exquisite uniqueness of every individual, where self-worth is unwavering, and confidence radiates from within.

We stand in defiance of the patriarchal and ageist notions ingrained in the beauty industry. Unlike brands that label their products as ‘anti-aging,’ we proudly champion ‘intentional-aging.’ We believe that the passage of time should be marked with grace, confidence, and authenticity.

Our Mission

Our mission at Beauty in Us is to empower women to break free from societal pressures and embark on a journey of self-discovery and self-care. In a world inundated with endless beauty products and overwhelming information, we simplify the path to true beauty.

We provide carefully curated and personalised skincare, body, and mind rituals designed to nurture your unique cycles. Our products are a testament to quality, meticulously crafted in small batches with clinically-proven, plant-based, organic, and vegan ingredients. They address your specific needs without ever making you feel inadequate.

Our mission is to guide you back to the fundamentals, to help you understand your body’s needs. We encourage mindfulness and self-awareness, taking time to honor your inner wisdom.

Beauty in Us is more than just skincare; it’s a philosophy that invites you to close your eyes, fall in love with yourself, and stay there. We invite you to join us in redefining beauty, embracing your cycles, and reclaiming your worth.

Experience our products

Cycles-driven, Pro-Age; Pro-YOU

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ORGANIC INGREDIENTS

CLINICALLY-PROVEN BIOACTIVES

VEGAN

100% ACTIVE PLANT CELLULAR EXTRACTS

INTEGRATIVE

AUSTRALIAN MADE

INTEGRATIVE

Our approach combines the wisdom of ancient holistic practices with modern science, harmonizing your skin, body, and mind. We believe in a comprehensive approach to beauty that acknowledges the interconnections within you.
CLINICALLY-PROVEN BIOACTIVES

Our formulations blend the power of nature's botanicals with scientifically proven ingredients. By harnessing the best of both worlds, we create products that deliver visible results while respecting your skin's natural balance.
100% ACTIVE PLANT CELLULAR EXTRACTS

We source our Plant Extracts from a supplier that uses a revolutionary extraction method, CLECS™. The liquid matrix is extracted directly from the plants’ cellular structure - the elements that contain the plant nutrients - in order to harness the powerful phyto actives.
ORGANIC INGREDIENTS

We meticulously select and incorporate premium ingredients into our formulations. The organic ingredients represent our dedication to harnessing nature's best, ensuring your skin benefits from the finest botanicals in their most authentic and organic form.
VEGAN

Our products are entirely vegan, ensuring that no animal-derived ingredients are used. We're dedicated to providing effective skincare while aligning with values of compassion and sustainability.
AUSTRALIAN MADE

Proudly crafted in Australia, our products embody the essence of our diverse landscapes and the purity of our environment.

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