From its humble beginnings back in 2009 as a blog called ‘Living Toxin Free in The City’, online e-tailer Nourished Life has flourished into the ultimate online destination for all-natural beauty supplies.
Stocking toxic-free and healthy living products, founder Irene Falcone made it her mission to create an online store offering affordable and certified-organic products to detoxify your body and your life!
NSS Editor, Michelle Larin, recently caught up with the entrepreneurial Falcone to find out more about her eco-friendly beauty venture.
Q: Irene, how did you come up with the concept for Nourished Life?
A: After years of feeling lethargic, putting up with dull looking skin and seeing the first signs of premature aging kicking in way too early, I decided to overhaul my lifestyle completely. One of the first things I looked at was what I was putting in and on my body. I was literally so shocked at what my beauty products were made of that I grabbed the biggest garbage bag I could find and tossed out over $6000 worth of products in about 30 minutes flat.
After I stopped using those products I felt so good that I decided to create a blog to share my experience with other women. Pretty soon I realised that both myself and my readers needed to find alternatives to the products we replaced, as well as a trustworthy, easily accessible place to buy them.
I found there really just wasn’t any one place from which to purchase such products, so I added a small shop to my blog and started offering products one-by-one (after I had thoroughly researched them). Now, at the end of 2013, I can proudly say Nourished Life is Australia’s leading natural and organic beauty and lifestyle store!
Q: What's the philosophy behind your website?
A: Nourished Life is about making toxin-free shopping easy. I do all the research into the products I sell so I can confidently say they are not only safe and toxin-free, but they also work! I believe natural and organic products do not need to be green and boring – the products I sell all look just as beautiful in our vanity as the mainstream products we once used.
Q: Tell me about yourself and what you did before establishing Nourished Life.
A: Before Nourished Life, I lived the corporate life for over 15 years. Right up until July this year I was working at Universal Pictures marketing movies. Prior to my time at Universal, I worked in the mainstream beauty industry marketing brands such as Revlon.
The tagline for my store ‘living toxin-free in the city’ is very much about my mission to live a more nourished life around crazy hours and the unbearable constraints of working in the 9-5 corporate grind.
Q: How do you go about buying/selecting the items for your online store?
A: Firstly, I select products based on their purity and I do this through thorough research into the ingredients, certification and production process of each and every item. At Nourished Life, we focus on 100% natural and certified products, as these have a level of testing and criteria that must be adhered to in order to carry the label.
Secondly, every product MUST do what it says. So, for example, the 100% Pure Coffee Bean eye-cream ($34.95AUD) that claims to reduce dark circles around the eyes does just that!
We also specialise in stocking natural products used by Hollywood celebrities. We all want to know what our favourite stars use (not what they are paid to promote, but what they actually use personally!). I find this out and bring those products here to Australia so we can all have access to them!
Q: What are your 'must have' beauty products in store this summer?
A: I personally recommend:
- Mukti Tinted SPF Moisturiser ($49.95AUD) – an Aussie made certified organic day cream;
- Eco Tan Invisible Tan ($34.95AUD) – an Aussie made certified organic self-tan; and
- Hydrea London's toxin-free FSC certified vegan Dry Body Brush ($34.95AUD)
Q: Describe your morning beauty routine. What are some of the essential products you use to nourish and care for your skin?
A: My morning beauty routine is pretty simple! At the moment, I cleanse with the Dr Alkaitis Organic Purifying Facial Cleanser ($65AUD), followed by toner and eye-cream. I finish by applying facial cream and an SPF15 tinted moisturiser.
Q: What are the three things you think we should all be doing to boost our health and vitality?
- Go toxin-free! Clean out your beauty products and replace them with pure, organic, skin-loving alternatives.
- Put in place a good, regular skincare regime. This doesn’t need to be expensive – natural products have become a lot more affordable in recent years.
- Eat well. Not only do you need to omit the toxins going on your body, but in your body as well. Choose fresh and organic ingredients where possible and try to visit your local market for the best produce!
Q: End this sentence: This summer I will be...
A: … spending quality time with my family, friends and my computer!
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