I am so excited to share this conversation with Anna Mitsios - Founder of Edible Beauty Australia. Not only is Anna an incredible founder and creative force, she's a qualified naturopath and was one of my main inspirations for starting Reverie.
When I first started following a plant based diet back nearly four years ago, I was living in Australia and working for a digital agency. Part of my job was working with our clients to help them with their websites, brand and product exposure. One of those clients for me was Edible Beauty.
Meeting Anna was an incredible experience. At the time, I knew next to nothing about "clean beauty", "cruelty free" or "natural skincare" - these terms were totally lost on me. Working with Anna opened my eyes and completely changed my lifestyle and beauty regime. She told me so much about the benefits of natural activates and botanics and how they can be used to naturally enhance the appearance of skill and cell rejuvenation.
I immediately switched my entire skincare regime to Edible Beauty products and I've never looked back. So, when I founded Reverie in 2020 on the core values of sustainability and luxury - Anna was the first person I reached out to. She appointed Reverie as her first UK stockist and has trusted me with her beautiful product range.
I'm so proud to be able to help spread the message about her amazing products and the brand she has created. I hope you love them as much as I do!
Hi Anna! Thank you so much for joining us as part of our Reverie Woman series. First of all, could you tell us about yourself and your journey with Edible Beauty?
About seven years ago I transitioned from a career in finance to naturopathy. This was triggered by my diagnosis as a Type 1 diabetic at the age of 18. I became very passionate about the incredible ability of natural herbs, diet and supplements to manage my health condition. I also became increasingly conscious of endocrine disrupting toxins in the beauty products I was using. The Edible Beauty range was created five years ago whilst I was working at a natural fertility clinic. I was recommending that in addition to changes to their food and lifestyle routines, my patients make changes to their personal care products. I was shocked to find that there were very few options available for skincare products that were "edible" and that were luxurious and therapeutic.
As a result, I embarked on creating my own range of skincare products. After much research, courses, cosmetic chemist meetings, Edible Beauty Australia skincare range was born.
Anna Mitsios, Founder of Edible Beauty
Was there a tipping point in your life when you started to feel drawn to making more conscious skincare choices? Did this coincide with the start of Edible Beauty?
Yes definitely. The tipping point for me was reading about the ability for toxins to cross the placenta barrier in pregnant women. Up to 250 toxins linked to personal care products a woman is putting on her body can make their way across to our unborn babies. These toxins are growth retardants and can even be neurotoxins which is definitely not something we want impacting our babies. Shortly after delving further into this and the endocrine disrupting impact of ingredients in our skincare, I became very driven and passionate about finding therapeutic and natural alternatives to harsh chemicals found in conventional skincare products.
Can you tell us about the benefits of using natural “edible” ingredients as part of a skincare regime?
Edible ingredients not only provide the highest level of purity when it comes to what we are applying on our skin, they also demonstrate the transformative power of ultra-nourishing vitamins, and antioxidants being applied on the skin. Interestingly the skin is the last organ to receive nutrients that we ingest so it makes sense to feed it using vital and pure food just like our body. I love using the analogy of a skin food pyramid. The skin, like our body, really does benefit and thrive when we provide it with a varied and nutritious diet filled with omegas, vitamins, nourishing fats and antioxidants that are naturally occurring and easily assimilated.
Edible ingredients also ensure that we are not impacting our beautiful marine life and ecosystem with harmful synthetic ingredients.
No.4 Vanilla Silk Hydrating Lotion
What would you say is the largest misconception in the skincare industry right now?
We often come across the misconception that natural ingredients are not as effective as synthetic actives. It cannot be further from the truth. There are so many clinical studies now backing plant-based botanicals in skincare formulas. On a daily basis I am seeing new studies proving the incredible healing power of plants and plant-derived ingredients when it comes to their ability to brighten, boost collagen production and protect the skin from free radical damage.
Do you have any favourite “hero” ingredients? And which products can we find them in?
Australian wildcrafted botanicals are ingredients I get incredibly excited about. I am always learning more and more about their therapeutic benefits and superior antioxidant profiles. These plants are special in that they are found growing in their natural habitat in arid parts of Australia. This provides them with a very strong antioxidant profile developed to protect themselves against the harsh environment and potent sun that they are growing in.
This protective system is transferred across to our skin providing us with incredible skin protective and anti-ageing qualities. As an example, the Snowflower Seed, a supercharged Australian botanical has been shown to have 50 times the antioxidant activity of Vitamin E and 100 times that of Vitamin C. This means it provides effective support for healthy collagen production and skin cell renewal and it also assists in brightening the skin. It has potent anti-inflammatory properties which makes it helpful in reducing skin redness and sensitivity. This extract features in a few of our products including our Snowflower Illuminating Face Oil and Sleeping Beauty Purifying Mousse.
Kakadu Plum, whilst having received quite a lot of attention over the past few years is still a standout botanical. Containing the world’s highest plant based source of vitamin C along with an ability to fast track skin healing and provide anti-acne support, this ingredient is truly a superstar. It can be found in our No.3 Exotic Goddess Ageless Serum.
Snowflower Illuminating Oil
Has being an Australian brand influenced the growth of Edible Beauty? A lot of the ingredients in the products have been used by Indigenous communities for centuries, is this way of natural healing central to the values of Edible Beauty?
We do focus a lot on the beautiful natives that come from Australia. As mentioned before they have such a unique antioxidant profile and incredible healing properties. More and more studies are being done on their application in cosmetics and we are lucky to be able to take advantage of these in our skincare formulations.
One of my favourite things about the Edible Beauty products is how beautifully simple they are. Is there a certain skin type which the products are best suited to?
The beauty of our products is that they can be enjoyed by all skin types and both youthful and mature skin alike. Our four step system, known as our Core Four (No.1 Belle Frais Cleansing Milk, No.2 Citrus Rhapsody Toner Mist, No.3 Exotic Goddess Serum and No.4 Vanilla Silk Lotion) provide an easy way for anyone to commence an “edible” and highly-effective skincare routine.
The Core Four Skincare Collection
Can you tell us who some of your favourite sustainable brands are?
I absolutely love K-Jar Weiss, Ethique and Seed Beauty. They are providing us with beautiful products whilst also protecting our eco-system.
What is your ultimate vision for the future of Edible Beauty and our planet?
We are working on some exciting initiatives which will reduce waste further when it comes to using personal care products. We are also incredibly excited to be working on a “glam-up” of our existing range, improving our product efficacy even further whilst maintaining our “edible” beauty ethos. Watch this space!