AUSSIE MADE: MINENSSEY

Botanical Beauty

Growing up in a country town, as one of 10 children, Cheryl Ross would often go out into the bush with her father. Along the way they would spot native botanicals and her dad would always stop and explain them to her, sparking her interest in nature. The Minenssey founder sits down with Michelle Ruzzene to talk about the healing powers of plants, and how Cheryl perfected the process of combining her passion for medicinal properties in nature with the alchemy of science to unlock the full potential of native ingredients.

Why did you start Minenssey?

The choice to release my own skincare range was a natural progression really – it was inspired by the opportunity to use everything I’d learnt through years of research and my experience as a model. In the modelling industry, you’re constantly faced with skin irritation from heavy makeup and extreme changes in your environment which can be especially taxing on your skin health.

The Skin Revival Clay Mask Set.

My goal from the very beginning was pretty clear, I wanted to create a range of essential products, packed full of highly effective nutrient rich ingredients to enhance skin health, boost radiance, and preserve the skin. Formulating skincare products that nourish your skin and simultaneously provide a relaxing, sensorial experience was always my aspiration when developing Minenssey.

Where does the brand name come from?

This is one of my most frequently asked questions! Minenssey brand name was inspired by the embodiment of self, mind, body and spirit. I wanted to celebrate everyone’s natural beauty and redefine the meaning of healthy skin, reinterpreting the importance of restoring and preserving skin health. We utilise botanic-rich formulas that reveal your inner and outer radiant glow. Using premium ingredients such as Australian clay, flannel flower, kakadu plum, strawberry gum and more in our skincare products, Minenssey keeps skin hydrated, brightened and deeply cleansed.

What have been your biggest business challenges and how did you overcome them?

When starting my business, I completed years of study to perfect the process of combining my passion for medicinal properties in nature, to unlock the full potential of native ingredients. It’s hard not to get impatient during this time, so waiting, developing, and trialling products over months, if not years, was definitely my biggest business challenge, as I did have to leave many other aspects of the business aside.

In saying this, working with a team of industry experts that I knew and trusted made this process a lot smoother – this was the definition of “trust the process”! My biggest tip to anyone starting a business, especially in this industry, is to find a team that have the knowledge, share your vision and you trust.

What are your career highlights?

It’s so hard to pin down one career highlight! I’ve had so many throughout the process of developing Minenssey, putting everything I’ve learnt over the years into practice. From my time as a model, exploring the benefits of botanicals with my father, and researching original ecological skincare formulas. I’ve been lucky enough to have over half a century of experience in the industry and have been recognised for my dedication to creating innovative formulations, which is pretty special. In saying this, launching Minenssey and seeing the love and support come pouring through was an incredible experience. We saw an overwhelming response from consumers and industry professionals, blown away by our dedication to celebrating native botanicals in skincare.

The T-Zone Pore Refining Mask.

What makes Minenssey unique?

For me, what really sets Minenssey apart is the fact that every single one of our products is powered by potent botanicals and have been developed right here in Australia. It was really important to me that we honor Australian ingredients when creating a tailormade solution for every skin type to deliver an elevated sensorial skincare experience.

With such a saturated industry, Minenssey wanted to amplify that “efficacy is more than powerful actives”. We select evidence-based ingredients from the earth and deliver them in concentrations proven to maximise product efficacy. My goal was to transform these potent botanicals into beautifully blended textures and efficacious formulas for the ultimate skin experience.

The Multimasking Range.

It was also important to me and Minenssey to look at skincare as a journey, not just a destination – the journey we’ve created offers a sensorial experience whilst being backed by science.

Where do you see the future of the brand headed?

My next goal is to focus on the younger demographic. Now that I have grandchildren of my own who already ask me so many questions about Minenssey, I want to extend our message of the power of natural botanicals to a younger age group. We have even developed product ranges, in particular the Purifying Range for those with troubled skin, especially teens that are often exposed to harsh and abrasive products to treat acne.

For example, disproving the myth within this age group that “natural ingredients are not as effective as active ingredients”. We believe that naturally derived ingredients provide the best long-term results for your skin and have really taken the time to dig deep and discover Mother Nature’s most transformative botanicals to offer consumers a sensorial skincare experience.