About Founders Formula

Founder's Formula is a Multi-Award Winning Australian Skin Care brand. We formulate & make organic skincare created with Australian Botanicals. Launched in March 2021 with 10 products, we have won 9 International Awards, including 5 Gold & an Editor's Choice. Founder Dr Annie Holden explains - "In 2018 I travelled to Cosmoprof in Italy and saw that amongst all the beauty products from around the world there were no Australian Botanicals. I returned home, set up a lab and began creating. My method is I start with an Australian Botanical with a strong evidence base, then I consider the most suitable application & with Toni, my chemist, we build a formula around it. All the formulas are strictly Clean Clinical. I use wild-harvested and organic & I preference Indigenous suppliers. I keep the formulas natural & simple and am careful to not add essential oils or fragrance. I have super sensitive skin. I knew that the formulas we had created were perfect for my skin - I was the chief testing bunny! - but I wasn't sure how others would receive them. So I shared my products with friends & neighbours - next thing neighbours were stopping me in the street and wanting to buy my products & girlfriends were coming to the house with cash wanting to pay for products that, really, I was just grateful that they liked them! I commissioned extensive user evaluations and 97% of reviewers said they would buy the products. When we then won so many Beauty Awards - I knew we had nailed it!". Read their story