After 22 years in the modeling industry, including a highly-lucrative, six-year gig as a Victoria’s Secret Angel, Miranda Kerr knew she was ready for something more.
Kerr first came up with the concept for an all-natural beauty company in 2006, to provide herself two major outlets: a truly clean skincare routine, and a means to diverge from her full-time modeling career. She worked to fine-tune her project for three years—with the help of organic chemists along the way—before officially launching the brand to the world in 2009.
The result was KORA Organics, a line of products now sold worldwide—including a partnership with an online platform to sell their cruelty-free products in China, a feat few animal-friendly brands have yet to achieve.The success of the certified-organic brand has reached Goop-level heights, and has cemented Kerr as a wellness advocate—and entrepreneur.
“From my experience over the years I have come to believe in and appreciate a holistic approach to overall wellness, and the connection of the mind, body, and skin,” Kerr tells COOLS. “I was inspired by many aspects from my own spiritual beliefs, such as the power of using healing crystals, the use of positive affirmation, and the benefits of aromatherapy. Our brand philosophy is to 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 revitalize.”
As a certified-organic line, Kerr’s brand is one of the few “natural” beauty companies that’s actually, well, natural. Every product is COSMOS-standard AISBL/Ecocert certified, one of the strictest forms of organic regulations, which guarantees that they contain no toxins, pesticides, herbicides, or chemicals. The only ingredient you’ll find in every single product is the noni fruit, a superfruit that Kerr was introduced to by her grandmother, which she has used since she was 13. As Kerr puts it simply: “Basically, KORA is 10 steps ahead of clean beauty.”
“We use certified organic and natural ingredients for one simple reason—what you put on your skin soaks into your bloodstream. People are now so much more aware of eating organic and non-processed/non-GMO foods, for example, but they don’t think about all the chemicals in the everyday products they’re putting on their skin. The thought of unnecessary chemicals on and in my body is one of the driving factors of why I created KORA Organics in the first place.”
“Beauty to me is being the healthiest, happiest version of ourselves. I feel people naturally look their best when they feel their best, it radiates from within.”
The brand also ties in Kerr’s belief in the power of holistic crystal healing; every product is filtered through Rose Quartz in the production process. “Rose Quartz is a soft pink crystal believed to carry a very gentle, soothing energy to encourage love of ourselves and others,” she says. “By filtering the products through Rose Quartz, we hope to infuse a vibration of love into the products and on to our customers.”
But Kerr’s brand isn’t an outlier. In fact, it’s exactly what the industry has been craving. According to reports from both Google Trends and Pinterest, the intrigue with clean beauty has risen to staggering heights. It’s undeniably one of 2019’s biggest trends.
“I’m so happy to see the beauty industry really embracing and taking significant steps forward in clean beauty,” Kerr says. “Consumers globally are becoming more interested in finding clean, organic alternatives to cosmetic and beauty products. They are realizing that organic products can deliver real, powerful results, while also being healthy and safe for you to use and better for the environment. It’s amazing to see the testimonials we get on a daily basis from people all over the world showing the incredible results they’re getting, from rosacea to acne to eczema and more. It makes me feel incredibly proud of KORA Organics for being at the forefront of this movement—our products are making a difference to peoples skin, health, and confidence.”
It should come as no surprise, then, that Kerr has one of the best skincare routines. While she does indulge in a leech facial every now and then, she’s actually a self-proclaimed “beauty minimalist.”
“I have the approach that less is more, and I prioritize looking after the health of my skin,” Kerr says. “For my day-to-day beauty look I like a fresh glowing complexion, a natural rosy cheek and I just curl my lashes.”
But really, what is her secret to flawless skin? Turns out, it’s pretty simple.
- Dry brushing: “Before I shower in the morning, I dry body brush all over,” Kerr says. “It’s a great way to get the circulation going and remove any dead skin cells!”
- A morning cleanse: Kerr starts off her morning routine like so many of us do: with a cleansing face wash. Then, she follows up with a facial mist to tone her skin.
- Daily hydration: After her cleansing routine, Kerr follows with an eye oil. She ends off her morning routine with a concoction of her favorite facial oil and moisturizer along her face, neck, and décolletage.
- The occasional face mask: How can a skincare routine be complete without a face mask? We all have our favorites, and Kerr is currently “obsessed” with the KORA Organics Turmeric Brightening & Exfoliating 2 in 1 mask, which she uses three-to-four times a week. “I love the effect that this has on my skin,” she says.
- The nighttime ritual: To wind down her night, Kerr treats herself to the K-Beauty ritual of double cleansing. She then spritz a calming lavender mist on her face and pillow, and repeats her morning routine. Before going to sleep, she applies an overnight mask as a final step.
But no matter what her skincare routine may look like, Kerr says her basic foundation to beauty is always finding a way to enhance natural luminance.
“Beauty to me is being the healthiest, happiest version of ourselves. I feel people naturally look their best when they feel their best, it radiates from within,” Kerr says. “For my work, it’s important I not only look my best, with healthy glowing skin, but that I also feel my best, so I can give it 100%.”
Shop Kerr’s favorite picks from KORA Organics, below: