BEAUTY Q&A: Esmi Skin Minerals

As the days grow longer and we start spending more time in the sun, it’s important to take care of our skin. Enter esmi Skin Minerals, created by Evette Hess in 2017. Vegan, crueltyfree and Australian-made, each product is designed carefully to treat skin concerns while nourishing the skin and letting natural beauty shine. As one of the Financial Review’s Fast 100 of 2020 esmi seems unstoppable as it continues to break grounds in the beauty world. We asked Evette to share how esmi works and the secret to clear, glowing skin.

For the uninitiated, what is the story behind esmi?

Before starting esmi Skin Minerals I worked in the beauty industry for more than 10 years and was very familiar with ingredients suited to different skin concerns. Most of my work was on problematic skin types. We would do advanced treatments on clients and use great skincare, but there just wasn’t a makeup on the market that served their skin. My goal was to give them something they could apply that almost acted like another skincare step. From this esmi Skin Minerals, and its first product, Liquid Mineral Foundation, was born in 2017. This product provides beautiful coverage but is actually formulated with niacinamide and hyaluronic acid so it treats the skin while you wear it. This was a pretty new concept at the time, and the product still remains a best seller today. Having battled acne in my early life and understanding the challenges that people in this position face, the next big challenge for me was dry skin, ageing and pigmentation. My skin was constantly changing and as such, so were my skin concerns and needs. My personal skin journey plus my knowledge of the industry and beneficial ingredients paved the way for the expansion of the esmi Skin Minerals range to help treat multiple skin concerns at many different stages of life, including during pregnancy and breastfeeding.

How does esmi stand out from the rest?

Our values are very strong, and something we will not waver from. All our products are vegan and cruelty-free as well as Australian-made. Creating products that leave a softer imprint on our bodies and on the world is really important to us, and we vow to do this with only the best quality ingredients.

We also follow a ‘less-is-more’ and ‘be-kind-to-your-skin’ approach to skincare – even for acne skin. There are so many harsh and aggressive ingredients on the market today. Whilst I don’t discount the effectiveness of some of these products, I truly believe that treating skin with kindness is what will allow it to heal and thrive. Our products do not include any harsh chemicals, parabens, SLSs or fillers, but still contain high levels of actives, antioxidants and vitamins. The results speak for themselves.

Our customers can use esmi Skin Minerals with confidence, knowing they are buying 100 per cent ethically sourced, cruelty free, and an Australian skincare and makeup range they can trust.

We also stand out from the rest with the customer care and support we provide. We have a dedicated skin service team that is available seven days a week offering tailored advice to our amazing customers. Our customers are our number one priority and they are treated accordingly.

What do you look for in skincare products?

I really love ingredients that you can see. By choosing clear packaging for many of our products, we are also choosing to be very transparent about what’s going inside! For anyone who is not in formulation or a scientist, it can also be very tricky navigating ingredients lists so I always say “let the results speak for themselves”. Finding a company that can show you customer success stories is a benefit, and this is something we really pride ourselves on. Success stories should be celebrated. A balance between natural ingredients and powerful actives is also ideal!

How do you switch up your routine for summer-ready skin?

Get to know your skin, see what it needs, get to know your ranges and feed your skin the ingredients it’s craving. Your skin will change from week to week, month to month. It might not be the same summer this year versus summer last year. Personally, I find myself reaching for cooling and hydrating products/ masks in summer. The Soft Skin Refining Charcoal Clay Mask is also great to exfoliate away any build-up from sunscreen and makeup in the warmer months. I also prefer using light hydrating skincare and not too much foundation. Instead I opt for a mineral BB cream instead. Sunscreen too, of course!

What is one skincare secret you wish more people knew?

Being kind to your skin and not using harsh, alcohol-heavy, and acidic ingredients will actually work better for you. We meet so many customers who have suffered unnecessarily for so long. Though apprehensive at first, switching to a non-drying range and applying things like oils has helped them achieve the most incredible results and in a short space of time.

Interviewee Evette Hess, Founder of esmi; written by Nadene Budden