Founder Cindy Luken explains her beauty food philosophy, what sets her brand apart from the others and reveals why a shift towards the holistic approach to beauty is so important.

What sets lük beautifood apart from a regular lipstick label?

What sets us apart is our foundation and lük philosophy which courses through everything we create. With our foundation being built on harnessing the beauty of food, we give every woman the opportunity to cultivate her natural beauty without compromising her health and wellbeing. Our philosophy of highlighting and not hiding natural beauty supports our look being all about a healthy naked glow and beautiful subtle illumination.

What are your active ingredients?

Our active ingredients are food actives! Our products are made with a potent mix of active foods that literally ‘feed’ the skin with nutrients, hydration and protective antioxidants and anti-inflammatories.

The cold-pressed avocado oil, sesame seed oil and cocoa butter are rich in omega 3+ 6 essential fatty acids to boost the lip’s natural process of moisture regulation to help soothe, soften and restore suppleness. Lecithin is a natural emulsifier with water-binding properties, honeycomb (beeswax) and plant waxes lock in moisture and provide that rich, silky smooth feel. Vitamins A, C and E and naturally occurring antioxidants sesamin and sesamolin act as a powerful antioxidants to fight free radicals and help maintain collagen and elastin fibres that give skin its smooth, firm and line-free appearance.

In the wider conversation, it’s also as much about what we ‘don’t use’ and ‘don’t do’ that supports our natural beauty community in exploring and adopting natural beauty practices and products – and promoting ingredients straight from the kitchen and garden!

We don’t use any toxic ingredients that are known endocrine disruptors, carcinogenic or linked to cancer including preservatives, phthalates, petrochemicals, synthetic colours and fragrance. We also don’t use any synthetic ingredients. We also make every effort to leave the smallest environmental footprint possible and we don’t test on animals and are proudly made in Australia following the guidelines for COLIPA & TQM systems.

CINDY’S TOP ADDITIVES TO AVOID:

1. Mineral oils found in some skin care, makeup and baby oils.

2. Synthetic and saturated hydrocarbons found in some makeup and lip care products.

3. Tolueune found in some nail polish, hair products and fragrance.

4. Triclosan, an antibacterial preservative found in some toothpastes, soap, facial cleansers and primers.

5. Phthalates, BHA and musk commonly found in synthetic fragrance.

How does lük beautifood fit in with a holistic approach to beauty?

lük sits at the heart of a holistic approach to beauty by drawing on harnessing the beauty of food to promote natural beauty from the inside out and outside in!

Our bodies are put to the test every waking moment, and also in our sleep at times, just with the stresses of modern living. If we’re using synthetic beauty preparations, eating highly refined foods or over exposing ourselves to environmental, physical or emotional stresses, we now know to expect a buildup of toxins over time and a lack of nutrients supplied to our skin, hair and nails as our bodies see them as non essential bits in the health and wellbeing hierarchy of needs!

In the holistic approach to beauty, stress also needs to addressed as our body’s response mechanism to stress is to create hormones – adrenalin or cortisol that since the dark ages pops our body into a state of fight or flight. Clear glowing skin and shiny hair is clearly not essential for survival when our body thinks we’re avoiding attack or are in a state of famine!

Over time, this response mechanism being ‘always on’ leads to detrimental effects on our bodies including premature aging, altered mood and lower self worth.

And so, how lük fits in with a holistic approach to beauty is to simply support our community in their own holistic approach to beauty. We share an abundance of free natural beauty information, recipes for harnessing the beauty in food, DIY beauty recipes and inspirational conversations with our Natural Beauty community sharing tips and insights we all benefit from.

Who have you been most excited to see wearing lük beautifood and who would you like to see trying your products?

To be honest, it’s women, and men, who are battling a health issue, illness or intolerance who use lük beautifood to hydrate their skin and lips during and post treatment that is most satisfying for me. To be useful in the prevention, treatment and recovery of health and wellbeing issues as well as a source of really valuable information is humbling.

We don’t pay for any endorsements, so to have natural beauties who deeply align with our philosophy, such as Jessica Sepel and Kourtney Kardashian publish Lip Nourish as a favourite natural beauty product is so encouraging. It’s also amazing to be a part of our the conversation our own natural beauty community is constantly having as they embrace and share their Lip Nourish experiences as well as natural beauty tips.

For more information, visit www.lukbeautifood.com