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Founder’s Formula was developed by economic anthropologist, Annie.

Since 2018 Annie has immersed herself in research and experimenting with Australian Botanicals. As an anthropologist with more than 30 years field work, Annie was very keen to build a brand that supported First Nations entrepreneurs. She sources from Indigenous suppliers wherever she can and has initiated a joint venture with a group of First Nations women in the Northern Territory for the supply of Kakadu Plum extract.

All the formulas are strictly clean clinical and use wild-harvested and organic ingredients; as natural and as simple as possible. Annie is very careful to not add essential oils or fragrance and she has tried and tested on her own super sensitive skin to create formulas that are as gentle as possible.

Founder’s Formula launched in March 2021 with 4 products and have since won 35 international Beauty Awards, including 12 Gold and 4 Editor’s Choice: USA Global Makeup Awards, UK Green Beauty Awards, Organic Beauty Awards, Clean + Conscious Awards, Scandinavian Global Make-Up Awards and UK Beauty Shortlist Awards.

Ethical Production

Australian Made



Kabi Kabi and Jinibara Peoples
Sunshine Coast QLD


Ethical production

Products contain predominantly Australian ingredients made in small batches.


Annie from Founders Formula tests on herself and commissions product evaluations – no animals involved!

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