Across the world in the last 5 years indie natural skincare brands have expanded as a result of environmental, socio-economic and market pressures. Indeed this is a highly dynamic scene that changes rapidly. This has also been witnessed in New Zealand and Australia, and at Azurlis, we are proud to be part of this journey.
So, what is different about indie brands on trend?
Clean and Natural Ingredients
Consumers have increasingly searched for clean and natural skincare products and as with other brands, at Azurlis use natural and organic ingredients, free from hazardous chemicals and agents.
Sustainability and Eco-Friendly Packaging
There has been an increasing focus on sustainability and eco-consciousness. Indie brands that prioritised recyclable or biodegradable packaging and practiced sustainable sourcing of ingredients gain traction. At Azurlis, we are fully on board with these practices.
Some indie brands include unique indigenous ingredients that honour the cultural heritage of the region. However, at Azurlis we opted not to use any New Zealand indigenous ingredients because we feel that having come from Europe (hyperlink to our story) and with no blood links to Māori, we are grateful for being guests in this land, and have no claim to indigenous cultural traditions.
Transparency and Authenticity
We understand that consumers are more inclined to support indie brands that are transparent about their sourcing, manufacturing processes, and the benefits of their products. We are very proud of the authenticity of our brand and strive to deliver what we promise.
Our products are made in small-batch production. This has afforded us better control over the quality of our products but also enables us to accommodate customer requests, something that has an artisanal and exclusive appeal.
Social and Environmental Responsibility
We are actively involved in social or environmental causes, so we support the NZ SPCA, Otepoti - Dunedin Whaanau Refuge, Royal New Zealand Coast Guard, and internationally PETA, because we believe in giving back to the community and contribute to stopping animal-testing, across the world.
Online Presence and Direct-to-Consumer (DTC) Sales
We use e-commerce and social media marketing to reach our target audience directly. This allows Azurlis to maintain a closer connection with our customers, though we also sell via salons and stores that are aligned with our philosophy.
Vegan and Cruelty-Free
The demand for vegan and cruelty-free products is part of our core values. As an indie brand we would like to raise further awareness that feeling and looking good does not have to harm any other species. Besides, this is great for the environment.
Innovation in Packaging and the Experience of Opening Your Order
Beyond sustainability, we use packaging that is simple, innovative, recyclable, yet very presentable. At Azurlis, we take great care in packaging your products in such a way so your product experience starts from the moment you open your order, unwrap your products and experience their feel and scents. We would love for all our customers to give themselves permission for a few seconds of peace, quiet and joy when applying our products. These moments are vital to feel good… and if you feel good, you look great!
Collaborations and Limited Editions
We are collaborating with artists or other brands to release of limited-edition products to highlight how the value of working together for common good.
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