We all know 'beauty is pain', but we often don't speak about the pain it inflicts on our wallets. Keeping up with the endless slew of trending lotions, potions and elixirs can pack an almighty punch on the bank balance, with many of the 'must-have' products of the moment coming with a hefty price tag.
Price and performance aren't always synonymous, however; for example, I'm partial to my $25 Maybelline FitMe Foundation, which provides buildable coverage with a dewy finish to rival many high-end options. I'll also often reach for my trusty $5 liquid liner by Essence over the $45 Benefit Cosmetics 'They're Real' Xtreme Precision Liquid Eyeliner. And when it comes to skincare, the sky's the limit, but I'll almost always revert to my tried-and-trusted Weleda Skin Food - I'm sorry, but unless you're Beyoncé, there's no reason to be spending $625 on La Mer.
But finding affordable, accessible products that still offer that little hit of luxury you crave at the end of a long day isn't always easy - they're out there, but it's a bit like looking for that one gem among Recycle Boutique's overstuffed racks. However, a New Zealand-made skincare brand might just be the peachy-packaged answer to our prayers.
Introducing Frula Beauty, a new locally made, luxury skincare offering featuring a lineup of premium, clean products - at an affordable price point. Yes, you did read that correctly.
The brand is the brainchild of Erna Basson, an entrepreneur and business coach who competed on The Apprentice New Zealand last year, finishing in an impressive fourth place. As the mother of two young children who, like all Kiwis, has been feeling the financial pinch of the ongoing cost of living crisis, Basson was on the hunt for budget-friendly, natural skincare that wouldn't irritate her dry and sensitive skin; unfortunately, her efforts proved futile.
Having given up on finding a brand that fit her criteria, Basson decided to launch her own line of clean, affordable products that don't compromise on quality. Her idea quickly became a passion project, with Basson being personally involved in the formulation of each product and stage of the process, from development to testing to Frula's official launch earlier this week.
In her bid to show consumers and the wider industry that premium, clean skincare at an affordable price is possible, the team behind the brand set about developing formulas that featured the highest grade of naturally derived ingredients, spanning plants and fruits such as kawakawa, rosehip, kakadu plum and green tea. As a cruelty-free, vegan-friendly range free from SLS, SLES and parabens, the products also comply with the US Clean at Sephora programme, rivalling their more expensive counterparts.
Perhaps the most interesting element of this range is that five of its six products feature aloe vera as the primary ingredient. If you take a look at any of the skincare currently cluttering your countertop, you'll find the vast majority have aqua - yes, water - sitting at the top of their ingredient lists. I just performed this little test myself, and each product I picked up - ranging from Glow Lab to Jeuneora to my beloved Dermalogica - had water as its main component.
Comparatively, Frula Beauty's formulas feature aloe vera as the primary ingredient, setting the brand apart from other skincare products - particularly those found at the supermarket.
Typically, formulations with aloe barbadensis leaf juice or extract as the primary ingredient are reserved for high-end skincare sold at premium cosmetic retailers, such as the internationally lauded Emma Lewisham; a luxury New Zealand skincare brand with products retailing anywhere between $79 and $148, which are now available to purchase at Mecca.
Alternatively, Frula Beauty's range is priced from $13 to $25 - and can be picked up from Countdown and other selected supermarkets.
And if you're wondering what the benefits of aloe vera are, the succulent plant contains antioxidants, enzymes and vitamins A and C, and is highly anti-inflammatory. According to the Baylor College of Medicine, it can help treat burns, acne and dry skin. The enzymes in the plant act like an exfoliator, while the plant has also shown some success at preventing or lessening the signs of ageing.
Following Frula Beauty's official launch across Aotearoa on Monday, six products are currently available to form the foundation of a simple but effective skincare routine. The range includes Reusable Cleansing Pads, a 3-Phase Micellar Cleansing Water, a Superfood 2-in-1 Exfoliator & Mask, a Super Hydrating Moisturiser, a Gentle Foaming Face Cleanser and a Brightening Vitamin C Serum.
Basson, who has been included in the 'South Africa Top Entrepreneurs under 30' and the 'Top 100 Most Influential Young South Africans', also made the decision to work exclusively with women-run supply partners to continue her mission of supporting female entrepreneurs and women-owned businesses.
While Frula Beauty is paving the way for premium but affordable skincare, it's worth mentioning the other New Zealand brands also doing God's work by offering good-quality products that don't break the bank.
For example, Glow Lab offers a wide range of budget-friendly skincare, haircare and body-care containing powerful formulas that are locally made, cruelty-free and feature naturally derived, scientifically proven ingredients. Better yet, they can be picked up from the shelves of your local supermarket. My skincare junkie mate and I have both tried the Pro-Collagen Plumping Range - its moisturisers are great dupes for other, pricier collagen-infused offerings on the market, of which there are many.
Alternatively, fellow New Zealand brand and relative newcomer Jeuneora offers a range of high-performing products at a mid-tier price point, including its gorgeous new Hydrating Booster; a Hyaluronic Acid Serum enriched with botanicals for a hit of hydration and happy skin barrier.
