Behind the Brand: Jurlique Celebrates 40 Years of Ultra Clean, Natural and Effective Skincare
Australian skincare brand Jurlique was founded in 1985 and celebrated its 40-year anniversary this year. [Photo credit: Courtesy of Jurlique]
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If you’ve ever fallen under the beauty that is Jurlique, you’ll understand why this milestone feels so special. Chances are, you’ve heard of Jurlique…maybe through your mom, your older sister or that one friend who swears her skin “just glows differently” after using it. And honestly? She’s not wrong.
So when I heard that the Australian skincare brand was celebrating its 40th anniversary, I knew it wouldn’t be just another milestone…it would be a moment. This year, the brand honors four decades of naturally effective, consciously crafted skin care with a breathtaking tribute: the Intense Rose Collection.
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This collection reimagines two of Jurlique’s most beloved icons: the Rose Hand Cream ($30) and Balancing Mist ($48). And the Intense Rose isn’t just any flower. It’s a vibrant, deeply fragrant bloom developed specifically for Jurlique’s anniversary.
To celebrate its 40th anniversary, Jurlique reimagined one of its most beloved products, the Balancing Mist, into a limited-edition Intense Rose Balancing Mist ($44). [Photo credit: Courtesy of Jurlique]
If you’ve ever used their Rose Hand Cream (the one that sells every 3 minutes globally), you know there’s something almost poetic about Jurlique. For me, I’ve always believed that every great skincare brand starts with a story, and Jurlique’s reads like a modern-day fairytale.
Imagine this: two German visionaries, a botanist and a biochemist, on a mission to create the purest skincare on earth. Their journey takes them halfway across the world to the rolling Adelaide Hills of South Australia, and it’s there, amid untouched nature, that Jurlique was born.
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Not only did I get to experience their anniversary innovations firsthand, but I also had the chance to chat with Marion Goyet, Jurlique’s Global Brand and Marketing Director, to find out how this iconic brand continues to pioneer sustainable, regenerative beauty four decades later.
Marion Goyet, Jurlique’s Global Brand and Marketing Director. [Photo credit: Courtesy of Jurlique]
Jurlique’s story began with a search for purity that brought the founders from Germany to the Adelaide Hills. How does this founding story continue to define the brand today?
Our founders believed in the innate role nature, science, and well-being played in finding true beauty. For us, staying true to this vision means upholding the integrity of our regenerative farm and continuing to grow potent botanicals in line with this philosophy.
In saying that, innovation is incredibly important to us at Jurlique, so we’re always researching our existing herbs to better understand how we can utilize them to benefit the skin, whilst also being on the lookout for new herbs to add to our 40+ existing herbs grown on our farm in the Adelaide Hills of Australia.
Jurlique co-founder Ulrike Klein. [Photo credit: Courtesy of Jurlique]
Jurlique was clean beauty before “clean beauty” was a global movement. How does this still hold up today amid so many modern technologies?
I think a common misconception we see in the market is that clean beauty lacks technological advancements and innovation. While Jurlique started humble beginnings in 1985, with our biodynamic* farm and desire to be ”the purest skincare,” we’ve also always understood the importance of being effective.
For instance, our CO2 extraction method that harnesses potent components from our farm-grown actives, most notably our exclusive Jurlique Rose, creates a high-concentration, pure extract that is more sustainable than other methods. While many things have changed and evolved over 40 years when it comes to ingredients, we believe in constantly looking at how we can improve.
One of our greatest achievements in our Clean 2.0 formulation charter — an ambitious and stringent goal we’ve self-set that aims to deliver a product with a minimum 98% to 100% natural origin ingredients. Looking to industry exemplars, such as the EU clean beauty regulators, this new formulation charter, which we’ve adopted in all new products since 2022, excludes 1,500+ ‘no-go’ ingredients — this includes any ingredients that are deemed questionable.
*Certified biodynamic by ACO Certification Ltd, Australia. Jurlique’s products and farm are not certified by Demeter Association Inc.
The brand’s latest innovation is the use of Manuka leaf in its award-winning Calendula Range. [Photo credit: Courtesy of Jurlique]
How do you see Jurlique continuing to innovate while staying true to its original mission?
Jurlique is constantly innovating naturally effective products for every skin type. We are also working on reformulating some ranges over the next few years to meet our evolving clean standards.
While product innovation is essential, one thing we’re laser-focused on is demonstrating that our products deliver results. We’re proud to have impressive clinical results to launch alongside all our new products — including our farm-grown extracts.
Our latest innovation is the use of Manuka leaf in our award-winning Calendula Range, which has proven results to reduce environmental damage, soothe signs of sensitivity, including dryness, and maintain skin barrier integrity — showing that plant actives can be just as effective at addressing common skin concerns as lab-made ingredients.
The company operates a biodynamic farm where it grows and harvests botanicals in the Adelaide Hills of Australia. [Photo credit: Courtesy of Jurlique]
After 40 years, what are the key products or turning points that shaped Jurlique into what it is today?
There are key hero products for the brand that have shaped Jurlique to what it is today, like our Rose Hand Cream, which is world renowned and has one tube sold every 3 minutes globally. 2025 continues to be an incredibly exciting year for us in shaping the future of the brand.
Talk to us about the special anniversary products. Why did Jurlique decide to go this route?
We wanted to mark this occasion by reimagining our best-selling hand cream and balancing mist, with the introduction of a new botanical innovation: The Intense Rose — a new and exclusive vibrant rose with a deep yet delicate scent, which was developed specifically for the anniversary.
Infused with farm-grown intense rose and marshmallow root rebalances dryness, leaving skin soft, hydrated, and refreshed. This range is also our first to be 100% natural-origin ingredients, a signal to our ambitious brand feats and a subtle nod to the future of Jurlique.
We love to refer to the rose as the “Queen” of the herbs on our farm as it has played a vital role in the legacy of Jurlique since our inception 40 years ago, so we felt this was the perfect moment to celebrate this huge brand milestone.
Jurlique’s bestselling Moisture Replenish Day Cream has been a staple product for over 25 years and helps protect against environmentally aggressors while replenishing moisture. [Photo credit: Courtesy of Jurlique]
Which product favorites from consumers surprise you?
In the U.S., our number one product sold in spas continues to be our best-selling Moisture Replenishing Day Cream($100). This classic product, beloved by estheticians and clients alike, has remained entirely unchanged since its launch in 1993, a testament to the timeless effectiveness, as well as its incredible scent and texture.
While the Moisture Replenishing Day Cream represents our brand heritage, our commitment to innovation is driving current growth. For example, some of our newer product ranges, like the targeted Herbal Recovery Bi-Phase Serum ($95) and the incredibly well-received Calendula Cream ($80), are quickly climbing the ranks and already appear in our top five.
Jurlique Calendula Cream ($80) soothes, hydrates, and restores sensitive skin with key botanical actives including farm-grown calendula flower and Manuka leaf. [Photo credit: Courtesy of Jurlique]
What does the future of the Jurlique brand look like after another 40 years?
Efficacy, wellness-driven beauty, and sensoriality all play a vital role in the future of Jurlique, so we will continue to make it our mission to provide clinically-backed skin care, with a pleasant and holistic experience.
We hope to create easy-to-follow rituals that allow our community to indulge and practice self-care, even if they only have a few moments in the day to invest in their skin health.
Innovation for us also extends beyond the product to the planet. Having achieved B Corp certification in 2023, we will continue to push industry boundaries on packaging circularity, as well as a continued focus on ethical supply chain transparency with our trusted third-party suppliers.
Looking forward, our focus will also be on expanding our physical presence and spa offerings in the U.S. and Europe to bring the power of nature to even more people.
Jurlique incorporates the ingredients grown on its farm into its natural skincare products, alongside advanced science. [Photo credit: Courtesy of Jurlique]
If you could give advice to the next generation of clean beauty, what would it be?
Be the change you want to see in the industry. When our founders launched Jurlique 40 years ago, their mission was to create innovative, clean, effective, and sensorial products that were kind for your skin and the planet.
We hope we can set the way for others to follow, but to the next generation, what we think is important is not to compromise on efficacy or ethics. Look for products that are genuinely clean, sustainably sourced, and made with integrity, but also deliver results.
The future of beauty must be regenerative, not just sustainable, as we must strive to leave the planet better than we found it.
For more information about Jurlique and to purchase, visit their website. Follow on Instagram: @jurlique
[Photos courtesy of Jurlique]
Born and raised in Los Angeles, Patty Castellon is a two-time Emmy award winning producer who has worked in the entertainment industry for 16 years. After many years of tracking lifestyle trends by some of the most prominent celebrities in the world, she has developed a true passion to connect audiences with the latest news in beauty, fashion, and wellness. Patty is LA based, living with her husband Cesar and their three children. Follow her on Instagram: @pattylynnpix