anumi – A Balanced Lifestyle of Beauty and Wellness
Founded in Australia in 2010, ‘anumi’ is a 100% natural skincare product line that derives its name from the three words ‘A New Me. “Our skin is the largest organ in the human body. It breathes in and absorbs everything it touches, meaning that the ingredients in our skincare products can have the same impact on our health as the food we eat every day,” explained Belinda Leung, the brand’s founder and mother of two daughters. “Unfortunately, many people are oblivious to the harmful substances used in skincare products – teenagers use strong chemicals to tackle acne problems, and young people choose anti-aging products that are hardly suitable for their skin type. By introducing anumi, we want every member in the family to become ‘A New Me’ by choosing health-compatible products that can help them stay in an optimal state of health.”
A Family Tree of Products for Everyone
Everyone’s needs in the family are different, so there is no such thing as ‘one product fits all’. Belinda noticed that skincare brands in the market seldom offer a comprehensive range to suit the needs of different family members from babies, toddlers, kids, pre-teens, teenagers to grown-ups. That has driven her to create her own skincare brand, the 100% Aussie-made anumi product lines with specific formulations spanning different age groups and skin types. Today, anumi is a well-recognized natural skincare brand in Australia with over 90 products ranging from certified organic skincare to natural hair & body care, baby care, essential oil products and botanical soaps. Its products are available at over 600 outlets across Asia Pacific including Australia, Hong Kong, China, Taiwan and Brunei, not to mention having its own Wellness Centers in more than one country.
Award-winning Formulations of High Safety Standards
When it comes to replenishing the skin of babies and pregnant women, Belinda believes that supplying their skin with much-needed vitamins is crucial. The anumi ‘Mum-n-Bub Care’ line was formulated especially for this group, being enriched with pro-Vitamin A and Vitamin E and produced from 100% natural and organic ingredients. Free of toxins and allergens and having a gentle pH balance, it is ideal for use on babies’ sensitive skin, especially if they have eczema or other skin-related problems.
“I felt really honored when our ‘Mummy Soother – Stretch Mark Oil’ received the 2017 Glosscar Awards Runner-up Best New Product for Pregnancy from the Beauty Heaven Australia website. The oil is now selling at all Watson’s Baby Stores covering 30 locations in Hong Kong,” Belinda exclaimed. “Furthermore, our ‘Natural Sooth-Me-Tender Baby Lotion’ has made it into the World Green Organization’s White List of baby personal care products. This testifies that our product has achieved a high safety benchmark for biological testing, chemical analysis and international ingredients standards, adding to our customers’ confidence and peace-of-mind,” she said.
Wellness CWs as Customer Interaction Platforms
Currently located in Australia, Taiwan and Brunei, anumi Wellness Centers are charged with the role of the continuous development of anumi products. Belinda aspires to more than just creating a skincare brand with a concept – she hopes to develop leading-edge natural skincare products that evolve ‘organically’ over time based on user feedback. At the Wellness Centers, customers are invited to experience the full suite of anumi products via individually custom-designed beauty treatments performed by qualified and professional beauticians. By providing a platform for quality customer interactions, anumi can collect valuable feedback which in turn helps it refine its products. Belinda says that a host of Wellness Centers are under way in other cities to meet the demands of its growing customer base.
Combining 100% Natural with Uncompromised Performance
Skincare products made with natural and organic ingredients may be good for you and your skin, but they may not necessarily produce desirable skincare results. This is where anumi begs to differ. “Our vision is to develop state-of-the-art and effective skincare formulations using carefully selected natural and organic ingredients,” said Belinda. She shared the secrets behind anumi’s special skincare formulations with us:
- Instead of adding purified water as a ‘base’ for its product formulations, anumi uses certified organic aloe vera juice, which is widely recognized for its deep hydration benefits.
- The brand uses generous amounts of plant-derived Olive Squalane, which is clinically proven to be an effective anti-aging ingredient.
- High-quality essential oils are added to various products to increase both their efficacy and appeal to different customers. Not only do they make the products smell good, but they have amazing therapeutic properties.
- The Vitamin C (Ascorbyl Tetra Isopalmitate or VCIP) used in anumi products is the most stable and natural Vitamin C in the market. Not only does it stimulate skin collagen production and cell revitalization for potent anti-aging effects, but it also reduces UV-induced skin cells damage. Australians are well aware of the harmful effects of UV radiation on the skin.
The essence of anumi products is perhaps best captured in Belinda’s words, “Customers see anumi’s brand value not only in terms of its ‘skincare’ functions, but for its ability to promote genuine ‘skin health’. They understand that our concern goes way beyond skin deep – a reassurance in the health and well-being of the entire family is of utmost concern to us.”