Australia’s first waterless and water-responsible beauty brand

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Who we are

Here at Conserving Beauty, we’re about making conscious beauty accessible, fun and simple, with effective products designed for humans of all skin types. We exis to empower the next generation to conserve their natural beauty through innovative skincare formulas that deliver your best skin, while still protecting the planet.

Conserving Beauty creates skincare designed for real life, to celebrate and elevate your
everyday routine with products you’ll actually love using. We’re serious about saving the planet in everything we do, so that sustainability (and your skincare!) doesn’t have to feel stressful. It’s our aim to inspire others to live consciously through their everyday routine, without sacrificing results – so you can do your bit because you want to, not because you’re made to feel guilty or obligated.

We also believe that choosing products that care for the earth shouldn’t cost the earth, which is why our products are formulated entirely without water – so your skincare is never diluted, and your results are never watered down.

Waterless is more

More for your skin, for your money, and for our planet.

Waterless is more… for your skin

Without water, the pure ingredients chosen for Conserving Beauty’s powerful formulas aren’t diluted, which means they can be delivered directly to the skin – so our precious natural resources are never wasted, and your results are never watered down.

Waterless is more… for your money

Believe it or not, most beauty products are actually 70-90% water, which means you’re splashing most of your hard-earned cash on something that doesn’t actually benefit your beauty routine.

Waterless is more… for our planet

Water is a diminishing resource, with research indicating that two thirds of the population will live in a water-shortage environment by 2035 (yep, that’s only a few years away – we’ll let that sink in). We’re proud to be the first beauty member of The Water Footprint Network, which allows us to research and sustainably manage our water footprint.

Meet Our Founder

Natassia Nicolao founded Australia’s first waterless and water-responsible beauty brand, Conserving Beauty, in 2021. After completing a Bachelor of Science with a major in biochemistry, she began working at some of Australia's leading beauty and wellness companies across product development, sustainable sourcing, supply-chain and operations.

As a science grad and self-professed skincare obsessive, Natassia would often flip over her favourite beauty products to read the labels, only to find that water was the primary ingredient. Including so much water felt wasteful on several fronts, so she investigated further and was shocked to realise that there was a huge water footprint throughout every stage of a beauty product’s manufacturing process.

But wait a minute, she thought – aren’t we living in a Water Action Decade? According to the United Nations’ Sustainable Development Goals, two thirds of the global population will live in a water-scarce environment by 035. With most beauty products containing between 70 to 90% water, it was clear to Natassia that the beauty industry needed to start doing things differently.

Inspired by her belief that waterless formulas could offer more – both for our skin and the earth – Natassia combined her knowledge in science with her experience in operations and passion for social justice to develop a range of pure, potent beauty products. Coupled with her understanding of environmental, social and corporate governance (ESG) principles, Natassia started Conserving Beauty to offer truly sustainable products that didn’t sacrifice results.

Conserving Beauty now offers effective for all skin types and is completely free from water, to protect our planet and positively impact the community. Since the brand was born in Melbourne, the brand has developed the world’s first completely dissolving beauty products and Natassia was nominated for CEO Magazine’s Start-Up Executive of the Year in 2021. It remains her mission to champion sustainable practices in a way that involves, educates and empowers others, whilst advocating for change across the entire beauty industry.

Meet the people behind us

Get to know the clever people that help guide our misson to conserve all beauty

Traci Maddock

BOARD MEMBER
Leading digital strategist, Oxford fellow, and social media architect specialising in identifying and realising authentic partnerships between brands, causes, global talent, and celebrities. Traci defined the strategy for David Beckham’s entire digital and social media presence over the last decade and has worked extensively with talent including Victoria Beckham, Lewis Hamilton, and Neymar Jr.

Elle Macpherson

BOARD MEMBER
Australian icon, entrepreneur, model, actress, and businesswomen. Founder and creative director for a series of business ventures, including wellness brand WelleCo and Elle Macpherson Intimates.

Kerri Lee Sinclair

BOARD MEMBER
20+ years working across the high-growth eco-system, from co-founding her own start-up (sold to Microsoft in 2007), through to working in Australia’s leading tech businesses. Head of Investments for one of Australia’s largest family offices and sits on the Boards of several high-growth companies. SBE Australia alumnae by Springboard Enterprises & Chair of the entrepreneur network.

Federica Nicolao

BOARD MEMBER
Sustainable supply chain expert with the skill to design and execute innovative growth strategies. Founding partner of Era Ventures, Executive Director at Benjamin Duncan Group, and sits on the boards of WelleCo and Hunter Lab. Fed is a graduate member of the Australian Institute of Company Directors.

Rachel Kelly

INVESTOR & ADVISOR
Deep experience in leading the accelerated growth for global brands through Executive experiences with Afterpay as EVP, APAC and Global Instore, Global CEO at T2, and Exec Director at The Just Group. Rachel is both investor, advisor, and NED to a number of tech, beauty and retail start-ups in AU and the UK.

Giant Leap

INVESTOR & ADVISOR
Giant Leap Fund is Australia’s first venture capital fund that is 100% dedicated to investing in impact start-ups – rapidly scalable businesses that blend financial returns with real and measurable social and environmental benefits.

Alberts Impact

INVESTOR & ADVISOR
Fifth generation Australian family business investing in the next generation of pioneers. Alberts Impact spans venture capital investing, philanthropy, advocacy, responsible investment and more.

Era Ventures

INVESTOR & ADVISOR
Formally known as The Foundry. Investing in the new era of transformative global brands. Deep consumer expertise –a team of consumer brands operators and investors. Era is an investor in Seed Probiotics, Fig 1., Jinx, Pym, WelleCo, Hunter Lab, and Cariuma.