THE BEAUTY OF FOOD ~ A NATURAL INNOVATION ~

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1 THE BEAUTY OF FOOD ~ A NATURAL INNOVATION ~ CINDY LÜKEN

2 My Story lük beautifood Journey Beauty Trend and Market Update Beauty Food - food ingredients move into beauty industry feeding your skin inside & out Q&A

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5 The rise of CLEAN BEAUTY Google Trends: Interest over time Clean Beauty HEALTHY GLOW PRESERVATIVE FREE LEAD FREE COLOUR NO SYNTHETICS REAL INGREDIENTS EDIBLE LIPSTICK Google Trends 2018

6 CLEAN BEAUTY.. Def n: Products mindfully created and produced without any proven or suspected toxic ingredients. It s about free from. What ingredients are used in a product are just as important as what is left out. Clean Beauty Products give consumers confidence they are not been green washed..unlike organic and naturals. They include ingredients ethically sourced and are made with the health of our bodies and the environment in mind. Clean Beauty products are now are an official category in the world of global beauty. Sephora launched this year + GOOP pioneered 2+ years ago. This is the beginning of a new era in Beauty

7 The CLEAN BEAUTY FACTS 75% PERCEPTION: The % of women who feel buying All Natural is important 69% 68% 54% 56% INTENT: 37% Of all women intend to purchase all natural beauty products in the next 2 years INTENT: 65% Intent almost doubles for women aged between PRACTICE: 61% Of women & 68% of millennial women check ingredients on beauty products before purchase Credit Suisse Group AG & Affiliates 2017, courtesy of IBE Group 2018

8 ALL BEAUTY CATEGORIES - Especially selfie exposed are growing CAGAR E CAGAR Other 15% 5.30% 6.90% Bath & Shower Oral Care Fragrance Make Up Hair care 9% 10% 10% 14% 16% 4.70% 4.70% 5.10% 6.20% 5.30% 5.60% 6.50% 6.40% Natural Beauty is growing on average around 1% faster across every category Skin Care 26% 3.60% 5.10% 4.50% 5.80% 1 Credit Suisse Group AG & Affiliates 2017, courtesy of IBE Group 2018

9 SOCIAL MEDIA - Accelerating Growth in Beauty Most essential Apps year-olds can t go without Annual Beauty Related View on YouTube (in billions) % 11% 11% Owned by Google Owned by Facebook % 14% Beauty is the most viewed category on YouTube 100+ hours of beautycontent updated daily 16% 18% 10% 6% 5% Makeup Hair Nails 29% 28% 51% Skincare Perfume 30% Credit Suisse Group AG & Affiliates 2017, courtesy of IBE Group 2018

10 BEAUTY SPECIALIST RETAILERS - 2nd fasted growing retail channel CAGC (%) World Asia Pacific USA Western Europe Internet Retailing 16.8% 17.5% 11.9% 8.9% Pharmacies & Chemists 3.7% 3.2% 2.9% 2.0% Beauty Specialist Retailers 6.0% 6.6% 9.1% 1.7% Direct Selling 0.5% 2.6% 3.9% 0.3% Grocery Retailers 2.7% 2.7% 0.4% 0.4% Department Stores 4.9% 6.3% 2.4% 1.6% Credit Suisse Group AG & Affiliates 2017, courtesy of IBE Group 2018

11 HOME GROWN HERO S & SUPPORTING LOCAL 70% of economic turnover is driven by local business This is about a brighter community, and a healthier future Australian Made Foundation, Huffington Post, Support Local, 2013,Australian Bureau of Statistics,

12 INGREDIENTS ARE KEY IN CONSUMER DECISIONS CERTIFICATIONS & ACCREDITATIONS: Ethical & Responsible 1/5 consumers look for accreditations when making decisions to purchase Euro Monitor International, The Search for Authenticity & Value in Beauty 2017

13 HOW THE NATURAL BEAUTY SHOPPER SEES HERSELF but more natural or organic beauty & personal care versus 10 years ago 81% work full time 42% Willing to spend more on natural beauty & personal care 83% buy Natural/organic beauty or personal care at least half the time they shop 70% take vitamins 77% Exercise Regularly 62% The Natural Organic beauty Consumer, GCI Magazine, July 2017

14 WHAT WOMEN DON T WANT! OFF LIMIT Ingredients. But the list is building as consumer awareness grows Sulfates 31% Parabens 23% Synthetic Fragrances Oxybenzone PEG Compounds Mineral Oil Nanoparticals 18% 14% 12% 11% 11% Credit Suisse Group AG & Affiliates 2017, courtesy of IBE Group 2018

15 According to the Environmental Working Group, women use an average of 12 products a day, containing 168 different chemicals. Men use fewer products, but still put 85 chemicals on their bodies.apr 27, 2015

16 POSSIBLE EFFECT OF CHEMICAL INGREDIENTS IN BEAUTY PRODUCTS 1. Allergens & Irritants: foreign substances that cause an allergic response or state of inflammation in your body such as eczema, redness and rashes, dryness or eye irritations. Caused by: eg Sulphates, Synthetic preservatives ie phenoxyethanol & synthetic fragrance. 2. Endocrine (& auto-immune) Disruptors: interfere with the normal production and functioning of your hormones. eg Plastics (eg BPA) Phthalates, Parabens, Pesticides 3. Xenoestrogens: mimic estrogen in your body and act as a hormone disruptor and can cause early puberty and reproductive disorders such as infertility, birth defects, and learning disabilities.eg Phthalates 4. Carcinogens: substance linked to altering production of tissue. Eg Formaldehyde or formaldehyde releasing substances (eg urea s), coal tar and lightly treated mineral oils. Featured image courtesy of The Daily Mail 2015

17 LIPSTICK INGREDIENT STATEMENT DIRTY Ricinus Communis (Castor) Seed Oil, Diisostearyl Malate, Trioctyldodecyl Citrate, Caprylic/Capric Triglyceride, Lanolin Oil, Euphorbia Cerifera (Candelilla) Wax/Candelilla Cera/Cire De Candelilla, Ozokerite, Octyldodecanol, Silica, Bis-Diglyceryl Polyacyladipate-2, Hydrogenated Polydecene, Polyethylene, Microcrystalline Wax/Cera Microcristallina/Cire Microcristalline, Fragrance, Tocopherol, Squalane, Triticum Vulgare (Wheat) Germ Extract, Glycine Soja (Soybean) Seed Extract, Hordeum Vulgare (Barley) Extract/Extrait D'Orge, Astrocaryum Murumuru Seed Butter, Chamomilla Recutita (Matricaria) Flower Oil, Butyrospermum Parkii (Shea Butter), Cholesterol, Ceramide 3, Acrylates Copolymer, Linoleic Acid, Triethoxycaprylylsilane, Calcium Sodium Borosilicate, Calcium Aluminum Borosilicate, Synthetic Fluorphlogopite, Polyethylene Terephthalate, Barium Sulfate, Alumina, Vanillin, [+/- Mica, Titanium Dioxide (Ci 77891), Iron Oxides (Ci 77491), Iron Oxides (Ci 77492), Iron Oxides (Ci 77499), Blue 1 Lake (Ci 42090), Carmine (Ci 75470), Copper Powder (Ci 77400), Red 6 (Ci 15850), Red 28 Lake (Ci 45410), Red 7 Lake (Ci 15850), Red 30 Lake (Ci 73360), Red 33 Lake (Ci 17200), Yellow 5 Lake (Ci 19140), Yellow 6 Lake (Ci 15985)] CLEAN Ricinus Communis (Castor) Seed Oil*, Butyrospermum Parkii (Shea) Butter*, Simmondsia Chinensis (Jojoba) Seed Oil*, Argania Spinosa Kernel (Argan) Oil*, Persea Gratissima (Avocado) Oil*, Copernicia Cerifera (Carnauba ) Wax*, Euphorbia Cerifera Cera (Candelilla Wax), Citrus Sinensis Peel (Orange) Oil Expressed*, Tocopherol (Vitamin E), May Contain (+/-) Titanium Dioxide (CI 77891), Carmine, Mica, Iron Oxides (CI 77491, CI 77499), Manganese Violet (CI 77742). *Certified Organic

18 HOW LUK CLEANED UP THE DIRTY INGREDIENTS Swapping chemicals for nutrient rich food ingredients

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27 HOW LÜK RESPONDED TO CHANGING CONSUMER NEEDS CONSUMER NEEDS HOW LÜK RESPONDS 1. To live a healthier, cleaner life Look for safe, chemical free products to reduce toxic load on body Rejection of established beauty brands due to concerns about hormone disruption and links to cancer Manage skin sensitivities and / or allergic reactions Want real ingredients, plants, natural, organic, vegan, cold pressed 2. To feel & look beautiful naturally Vitality and radiance Lips (& makeup) that don t shout out loud Simplify beauty routine less makeup, less fuss To glow with health smooth lips, clear radiant skin Healthy over skinny, influencers going green in their beauty routine. e.g. Gwyneth Paltrow / GOOP, Jessica Alba / Honest Co. 3. To trusted the source of supply, to give back Know where the ingredients come from Care for the planet and sustainable sourcing / no harm Support cruelty free, ethical supply and care for others 4. Usage occasions Everyday go to. Gifts for self and for people we care about Look for products that don t break the bank Lipstick, an opportunity to pause and reflect inwards. Guilt free treat. 5. Shopping convenience, an experience, knowledge Convenience to buy 24/7. Quick delivery. Personalised service Discover and support indie brands, trust and align with values Try instore then repeat buy online Belong and engage. Access support and guidance. Share their discoveries, experimental Beautiful, Multi-Sensory and Mindful Products Crave worthy and stylish making you feel special Australian made with clean ingredients Performance not compromised Luxe packaging Ethical sourcing and practises Toxin-Free, Clean Product Formulations Edible lipstick safe to eat. Certified toxin-free. Made from food rich in nutrients to nourish skin Simple, real ingredients, easy to read ingredient statement. Underpinned by science and accreditations INSIDE OUT & OUTSIDE IN approach to beauty Simple, no fuss, a healthy natural look Understated, no makeup look Foods to nourish for clear skin and healthy glow Cultivate whole and lasting natural beauty Create an intimate consumer experience Engaged online loyal community Inspiring and educational Accessible try before you buy Must have, no brainer to purchase 27

28 LÜK MAKING THE MOST OF FOOD

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31 HELPFUL LINKS 1. EWG Group Skin Deep Cosmetics Database 2. Download the Skin Deep App. iphone or Android 3. Campaign for Safe Cosmetics 4. Buy the book No More Dirty Looks 5. Buy the book Low Tox Life by Alexx Stuart 6. Buy the book Truth in Beauty 7. luk beautifood Clean Beauty Guide

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