How MUD Organics turned ingestible skincare into a $3.2 million business in 18 months.
In an oversaturated beauty industry, the Perth-based founders of MUD Organics have carved out a profitable niche in the anti-ageing market. After less than 18 months in operation and with only three products in its range, the brand is forecast to earn $3.2 million this financial year.
Two of MUD’s co-founders, Imogen van Haagen and Wouter Sprujtenberg, chatted with SmartCompany Plus about how their ingestible skincare business has gained the trust of Australian women and retained them as customers.
When Covid-19 resulted in gym closures across Australia, Imogen van Haagen began seeking a new business venture. At that time, she was running a fitness business and a health coaching practice specialising in gut health. Understanding that her gym could be closed for some time and her capacity to help women was capped with her one-on-one offerings, she sought to expand her reach.
One of van Haagen’s employees, Courtney Thornton, came up with the idea to create an ingestible beauty product featuring fulvic acid…
https://www.smartcompany.com.au/plus/mud-organics-ingestible-skincare-3-million-business-18-months/
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