How these 2 women entrepreneurs are finding a niche in the cruelty-free beauty world
- Subtle Energies' Farida Irani and Luna Nectar founder Mia Fiona Kut have carved a niche for themselves in the beauty industry
1. Farida Irani, founder of Subtle Energies
Farida Irani was an Ayurveda practitioner when she founded Subtle Energies in 1993. It is one of the few brands available in mainland China that doesn’t carry out animal testing in the post-marketing stage, and the official launch in mainland China is slated for later this year.
As part of China’s cruelty-free pilot programme – Subtle Energies and three other brands: Bulldog Skincare For Men, Neal’s Yard Remedies, and 7th Heaven – this allows the brand to stay almost completely plant-based (only the lip balm contains beeswax).
Farida is also a clinical aromatherapist – which explains the healing scents of Subtle Energies’ oils – a Bowen Therapy instructor, and remedial therapist and reflexologist.
Subtle Energies takes Farida’s Ayurvedic knowledge and applies it to its aromatherapy range, skincare and body wellness products.
This brand is no stranger to spa junkies. Based in Australia, all its products are locally made and are certified cruelty-free, ethical and free of parabens, mineral oils, silicones and artificial fragrances.
What inspired/motivated you to start this business/brand?
It all started with my clinic, and before that I had a career as an accountant. Natural therapies have always fascinated me. I grew up with them as my father was a great believer in massage, hypnotherapy and natural therapies. He studied these practices as a hobby, and started to help people.