From the archive: 2015
Irene Falcone, founder of clean beauty emporium Nourished Life, started out selling one simple lip balm - but her business expanded to include Miranda Kerr, Elle Macpherson and Olivia Newton-John's beauty lines. Today the e-tailer sells over 7,000 toxin-free products and Lük Beautifood was one of the first brands she signed. Here Irene talks to us about her beauty, health and business philosophies.
Tell us about your life before Nourished Life and why the change of direction?
Before Nourished Life I was marketing big brand beauty products, I was unknowingly smothering myself with a cocktail of toxic chemicals everyday. Then as Advertising Manager for Universal Studios I was putting in really long hours at the office and attending functions every other night. As a mum of two young children, any time I had left was spent looking after them rather than myself. Eventually I was so fatigued I couldn’t walk the flight of stairs to my office. It was that moment I decided to take control of my life and pay attention to what I was putting in and on my body.
How did Nourished Life begin?
That evening, after the 'stair awakening' I did something I’d never done before – I looked at the labels on the backs of my beauty products to understand what I was actually using. From there I moved to my pantry and laundry. By the end of that night I had thrown away every product in my entire house! With an empty house, I needed to replace everything with safer toxin-free alternatives. Nourished Life was a simple blog I started to share my story and reviews on the best natural alternatives I could find. The Nourished Life Blog gained a lot of momentum really fast, with many other women also wanting to use safer products in their lives. The task of finding safe, natural products was very overwhelming, there was nowhere to go where we could just replace everything in our homes and feel confident they were completely natural and safe. So I decided to set up my own shop based around this need.
What is your business philosophy?
I believe that anything the mind can dream, we can achieve. I believe building a business is as much about the creative energy and focus we put into our vision as the physical work we do.
What is a typical work day for you? How do you juggle a family, a business and keep that life balance?
I’m still trying to achieve the balance I want, but my goals are to wake up earlier, fit in some yoga, skip to the office after the school drop off and get through my to-do-list before pick up time! Then spend the evening nourishing the family. I’m not there yet… but I believe I can do it so I will.
For others out there wanting to start their own business, what is your advice?
Find your passion and focus on that. When you do what you love, you can’t go wrong!
What is your daily beauty regime?
These days my beauty regime is really simple, I use a basic organic cleanser, toner, day cream, eye cream and tinted moisturiser with natural sunscreen. Then at night a concentrated Rosehip oil.
What is your best kept beauty secret?
What is your favourite product from Nourished Life and why?
This changes every day as I discover new toxin-free goodies for the store. At the moment it’s the Eco Tan organic deodorant. It’s hot outside and I’m racing around a lot and IT WORKS! If all women knew this existed, every mainstream deodorant brand would go out of business.
Tell us about the difference using natural, toxin-free products have on your skin and body?
Energy! I have energy to bounce out of bed every day, and physically my skin has gone from dull to glowing. The dark circles under my eyes have brightened, my hair has gone from straw-like to shiny and the biggest difference is the disappearing of cellulite that I believe is due to having less toxins in my body!
What are your top tips for those wanting to detox their beauty kit at home?
My best tip is to simply replace each item as you need it. For example, once your old mascara runs out, simply replace it with an organic one and before you know it your entire home will be transformed.
How do you fuel your body to ensure you have the energy you need to keep you going throughout the day?
I avoid sugar and gluten as much as possible and replace those foods with greens and healthy fats instead.
Describe your day on a plate for us
Breakfast: Organic espresso with a big teaspoon of organic coconut oil, plus a smoothie with coconut water and as many superfoods I can find!
Lunch: Massive salad with organic corn chips.
Dinner: Stir-fried vegies or homemade fried rice.
Dessert: Frozen berries.
What are your top three can’t-live-without ingredients when you cook?
Coconut oil (you can cook anything in it and it keeps us energised all day), sea salt (brings out the flavour in everything without the need to add any sauces) and passion (every meal taste better when love and passion is added).
What is the best advice you have ever been given and how do you live it?
Follow your gut and not your head. Every day I have to make decisions and choices about the next steps in my business. My head and my gut are always at war, so I have had to learn to trust my gut instinct.
What is your personal Monday morning mantra?
I can change the world one day at a time.