KuuSh started from an ethical viewpoint and hasn‘t budged. In 2002, and still today, the focus has been on;
•Waterless Beauty. It just made sense to me not to mix a whole concoction of ingredients, almost like grabbing a handful of stones and throwing them, hoping to hit the target (in this case, sort out a skin issue) and then adding a cocktail of preservatives, some of which have huge question marks hanging over them...and some, like Parabens, have been proven to be endocrine disrupters. We were always about educating consumers and teaching them what really goes into skincare and where our points of difference are with forward thinking and in perfect line with nature. I’ve always been highly confident in my brand and what I was producing, and I never had to second guess or question anything. Waterless Beauty focuses on every single ingredient being an active ingredient for the BENEFIT of the skin, not causing harm or detriment. That was number one for me. And preservatives weren’t the only issue here. There are thickeners (oh yes, night creams weren’t too rich, as people used to report, they just had extra thickeners in the product to give the illusion of being ‘a night cream’), pH adjusters, stabilisers, and even liquid vinyls, and who in the heck wants that! Ethics and Integrity, all the way.
PS In 2004, KuuSh was the only Australian skincare Company to sign the “Coming Clean Campaign”, pushing for truth on labeling. Plus we put Dr Darbre’s findings with Parabens being linked to breast cancer, out there to the public, week after week, after week.
Product Developer & Designer
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