She's So Cult: Miranda Kerr on KORA Organics

To celebrate the launch of {KORA Organics} at Cult Beauty, we just had to sit down with the brand's nutrition, health and {wellbeing} guru, co-founder - Miranda Kerr. With a firm belief that “healthy skin is the most beautiful skin”, KORA Organics is a cruelty-free, certified organic and natural brand that works to make a real, healthy difference to both your skin and spirit. Made to encourage self-care and mindfulness, KORA Organics really is holistic {skin care} at its finest!

Read on to find out more behind the brand's beginnings, strong ethical ethos as well as a few insights in the co-founders favourite products and bedside essentials...

{Cult Beauty} First things first, can you tell us a little bit about the brand’s beginnings? What’s KORA Organics story so far?

{Miranda Kerr} KORA Organics was born out of my desire to use healthy organic skin care that delivered powerful results. In addition to delivering powerful results, there are elements to KORA that help uplift and nurture your spirit, such as the use of aromatherapy, a positive word of affirmation on each of the products and the Rose Quartz filtration process. (KORA Organics ingredients touch upon Energised Rose Quarts Crystals during the manufacturing process to infuse the energy of love into the products and onto the user). They are designed to not only give you powerful results for your skin but to also nurture your mind, body & skin.

It all began back in 2006, when I started looking into the ingredients contained in the skin care products on the market. I was shocked to see how carcinogenic and toxic certain ingredients can be that were readily available on the market and deemed safe... even products that claimed to be natural and/or organic - really weren’t! I discovered how unregulated the beauty industry is, even still to this day: a product can be marketed as natural or organic but may only contain one natural or organic ingredient. That’s why I decided to create KORA Organics - potent products that were actually certified organic and natural in accordance with ECOCERT/COSMOS a strict world certification.

{CB} Can you describe KORA Organics in just three words for us please?

{MK} Organic. Powerful. Nurturing.

{CB} What were the main objectives when creating KORA Organics?

{MK} My goal was to develop products that are healthy to use and deliver super powerful results. I wanted the products to contain ingredients of the highest quality and integrity, which is why as mentioned above our products are certified by COSMOS/ECOCERT to guarantee it meets certified organic standards. I also wanted the products to be a special self-care experience and inspire a skin care ritual to ultimately take a moment out of your day to nurture yourself.

{CB} When designing your forthcoming launches, how do you know when you’ve nailed it?

{MK} Whenever I am creating a product I already have envisioned exactly what I want it to be: the smell, the texture, the results. The research and development to create the product is one of my favourite aspects. I feel so blessed to work with some of the best organic chemists in the world. We love seeking out new innovative ingredients and formulations to create products that push the boundaries in the certified organic skin care space and deliver visibly powerful results.

When developing a product, I am very focused on getting the formula exactly right. I work back and forth with our team, testing many samples and making changes along the way. I know a product is ready when it has been tried and tested by myself and my team for many months. We then do clinical trials and consumer studies, so the results are proven. We won’t begin the manufacturing phase unless I know the product is the very best it can be.

{CB} Can you tell us which product was the hardest one to formulate/develop?

{MK} It would have probably been the {Turmeric Brightening & Exfoliating Mask}. I’m obsessed with exfoliating and face masks, so I wanted to create a product that could be used as both a physical exfoliator and a detoxifying mask. I essentially wanted a product that delivered a post-spa facial glow, that can be done at home or when traveling, in one simple step and in under 10 minutes. I spent a lot of time developing this product and knew the exact texture, consistency and results I wanted to achieve. It took over 18 months in total to create the final bestselling product, but I couldn’t be happier with the end result! It’s one of our “cult” products that everyone is obsessed with.

{CB} Can you tell us about the KORA Organics ethos?

{MK} I believe in the connection of the mind, body and skin, so our philosophy at KORA Organics is a 360 approach to skin care: Feed your MIND with positive affirmations and self-love; Feed your BODY with the nutrients it needs to function at its best and Feed your SKIN with products to help detoxify, nourish and revitalise.

As I mentioned, each product contains a positive word on the back and all the formulations are filtered through Rose Quartz crystals during the manufacturing process to infuse the energy of love into the products. I’m personally a believer in the power of crystals and the energies they carry, so this was just a little special touch I wanted to add to the products to help nurture your spirit. Rose Quartz is my favourite crystal and it carries gentle, soothing energy of self-love and acceptance. And the positive words on the products hopefully inspire positivity and uplift your spirit. Every thought you think has an effect on your mind/body/spirit, and positive thoughts create positive energy vibrations within the body.

Finally, it’s important to feed your skin with products that are free of unnecessary chemicals and toxins and instead, filled with organic and natural ingredients that are super rich in nutrients that are essential for glowing, healthy skin. Thanks to our powerful certified organic formulations, people around the world are experiencing the power of organic and the transformative results it can deliver.

{CB} Difficult question: Do you have a favourite product in the line?

{MK} It’s so hard to choose, but I would have to say the {Noni Glow Face Oil}! This has been my signature product since day one. I’ve been using it for just over ten years, and I can’t go anywhere without it. It’s a super nourishing treatment oil that is great for all skin types, especially sensitive skin, and even oily skin as it helps balance ph levels and control sebum production. It contains a rich source of antioxidants and essential fatty acids to smooth, nourish, hydrate and brighten the skin. It helps with sun damage, scarring, discolouration and blemishes, improves skin bounce & elasticity and makes your skin glow.

{CB} And what sets KORA Organics apart from the rest of the beauty industry?

{MK} KORA Organics is so much more than just clean beauty, we are certified organic. Being truly ‘certified organic’ is what sets us apart from other brands that claim to be clean or organic. A study from Cambridge University showed that organic ingredients can contain up to 60% more antioxidants than non-organic ingredients. This is one of the reasons why KORA Organics is giving people such incredible results with their skin; because not only is it clean, it’s full of potent antioxidants and nutrients. Being certified requires a lot of work and a lot of auditing, but it ensures our brand has integrity and transparency. Customers know exactly what they are putting on their skin is what it claims to be. They can have confidence in the products they are using and the results they are getting in a healthy way.

{CB} KORA Organics is brimming with ingredients native to Australia, can you tell us more about the rise of A-Beauty and its potent ingredients?

{MK} There is so much biodiversity in Australia and some native ingredients include many superfruit extracts and plant oils that are derived from Australian coastal, rainforests and deserts. These native botanicals contain high amount of antioxidants and nutrients bringing many skincare benefits and excellent choice for use in formulations. That is why {A-Beauty} focuses on natural ingredients. One of hero ingredients in our {Noni Bright Vitamin C Serum} is Kakadu Plum which is a superfruit native to Australia and it is known to be the world’s richest source of plant-based Vitamin C. Our {Noni Night AHA Resurfacing Serum} contains Caviar Lime Extract, derived from another tree-grown fruit from Australia and is a natural source of AHA that gently exfoliates skin to look more smooth and radiant.

{CB} KORA Organics has always been organic, natural and cruelty-free since its launch, why has this always been important to you?

{MK} I grew up in a country town in Australia where organic and natural living was part of my life. I was taught that health is wealth. It has always been important to me that my products are healthy to use, kind to the environment, are of the highest quality and deliver powerful results. There is no reason to test products on animals when they can be tested on me! In the long run, organic farming techniques provide a safer, more sustainable environment for everyone. And it produces more nutrient and anti-oxidant rich ingredients. To me, it’s a no brainer.

{CB} When did you first fall in love with beauty/what was your product?

{MK} I was interested in the concept of beauty from the inside and overall wellness and nutrition from a young age, and it grew once I began modelling. I wanted to look after my skin as it was important to have healthy glowing skin for my clients. In terms of first beauty product, it would probably be Coconut Oil, I used it for a multitude of things from a make up remover, moisturiser to a hair treatment and to whiten my teeth!

One of the other first products I used for a range of skin concerns from soothing sunburn to healing spots, was Noni Juice. My grandmother introduced me to the benefits of Noni Juice when I was 12 or 13 and I’ve been drinking it every day since. Noni is the hero ingredient in all my products. It has powerful antioxidant qualities that combine over 100 vitamins and minerals, including high amounts of vitamins A and C. It’s known for its healing and rejuvenating properties and helps to protect your skin from environmental damage caused by free radicals, which are constantly stressing our skin and can lead to the signs of premature ageing. It also has antibacterial, antiviral, anti-fungal and anti-inflammatory properties.

{CB} Can you share the best tip/trick you learned from MUAs while backstage?

{MK} I have worked with some of the best make up artists in the industry and learned many beauty tips and tricks over the years. One that I always remember, that - makeup artist and my friend - Rose-Marie Swift taught me: You can curl your eyelashes with a spoon! You don’t need eyelash curlers! It’s not that I do it all the time, but I think it’s great that I can if I need to and it works perfectly.

{CB} If you could go back and give your younger self any piece of advice, what would it be?

{MK} Don’t be afraid to take risks.

{CB} And if we were to have access to your handbag for a rummage, which beauty item(s) are we guaranteed to find?

{MK} In between snacks for the boys and Hart’s toy cars that seem to find their way in my handbags, you’ll find a {Rose Quartz Luminizer} (for a highlight touch up throughout the day)! There would also be tweezers (I’m obsessed with clean brows), a nail file, a mini mirror and a hair brush.

{CB} Do you have any bedside beauty essentials?

{MK} Absolutely! I keep an amethyst crystal on my nightstand as it’s a good crystal for mediation, calmness & sleep. And also {Noni Glow Sleeping Mask} which is the last step of my nightly routine before I go to sleep.

{CB} And if you could recommend one treatment that people should be incorporating into their wider routine, what would it be?

{MK} The Noni Glow Sleeping Mask! I apply the Noni Glow Sleeping Mask each evening before bed. It’s a multitasking overnight face mask that’s more hydrating and restorative than a regular night cream.

It contains Silver Ear Mushroom, Coconut Milk, Caviar Lime, Kakadu Plum and natural hyaluronic acid, which really plumps the skin, softens fine lines, reduces redness and inflammation, improves cell renewal, tone and texture and boosts radiance and luminosity.

I use it as the last step in my routine before I go to bed and there’s no need to wash it off until the morning, because it dries as a translucent veil, it locks in the moisture and won’t rub off on your pillow! You literally wake up with bouncy, vibrant skin.

{CB} What are your favourite good-to-skin ingredients that people need to incorporate into their routines?

{MK} Noni! Noni Fruit is known for its healing and rejuvenating properties, that’s why it features as a hero ingredient in all of my products. As I mentioned, my grandmother introduced me to the benefits of Noni Juice when I was 12 or 13 and I’ve been drinking it every day since.

It has powerful antioxidant qualities that combine over 100 vitamins and minerals. These are incredibly beneficial for your skin, to protect it from environmental damage caused by free radicals, which are constantly stressing our skin and can lead to the signs of premature ageing. In addition to anti-aging, it also has antibacterial, antiviral, anti-fungal and anti-inflammatory properties!

{CB} Finally, what does ‘cult’ mean to you, and how does this apply to KORA Organics?

{MK} To me “cult” means people are obsessed with a product or a brand and that is exactly what happens after customers try our products. The products transform their skin and they keep coming back for more.

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