Cool-Kid Aussie Brand Crop Natural Wants You to Rethink All Your Assumptions About 'Green' Beauty

magazine, to dream up the aesthetic of the branding and campaign imagery. "It's not just this green brand where we're posting about leaves all the time," he said in a recent phone interview with Fashionista. "Sustainability and beauty and natural, that's all embodied in this brand, yes, but the actual aesthetic of it is modern, it's cool.

Denton let us in on his vision for Crop Natural, what makes the brand different from so many others in the category and what we can expect from the buzzy new brand in the future. Read on for the highlights from our interview.Over 35 years ago, my parents started a business developing products for other [companies]. They gradually built it up to be Australia's [main] private-label supplier of cosmetics and skin care.

But I was always really keen to do a brand. I love the idea of being able to build something that's really relevant to people today. I worked with my mom and our team — I reckon we've got the best product development team in the world — to get some products together, and that's Crop. For me it's about building something that's truly special.The philosophy of the brand is to bring out the best, most innovative, natural formulations in the world.

For skin care, the technology was there at the start, and we've evolved in those formulations and built out the line. Then the cosmetics have taken 20 months of work, and we just launched that.[For the COSMOS certification], every single step in the supply chain, right from where the raw ingredients are sourced, to where the product is manufactured, to us as a business, everyone has to be independently audited and vetted by a regulatory body.

On top of that, we get every product dermatologically tested. That's why I'm so confident with it because I just know the rigid standards that we've set for the brand.

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