Culture & Values

The Heritage Brands name came about from one simple adage.

“To invest in brands that will be passed down from generation to generation.”

Mission

We are an entrepreneurial Australian  Beauty & Wellbeing company, enhancing lives of consumers, with  Aussie Assurance of quality, value and innovation

Vision

We are a profitable, growing and dynamic company

We are passionate about our Australian Iconic  brands

We drive innovation in everything we do

We have fantastic Heritage people

We are proud of our unique culture that binds us together

We do well, we do good and we have fun!

Heritage Brands empowers consumers to make ethical health, beauty and wellness choices

Answering the clamour for accountability and sustainability in the beauty and wellness industries, Heritage Brands gathers Australia’s best home-grown brands under one roof.

Consumers have become more discerning in the beauty and wellness brands they support, valuing integrity over promised results that end up nothing more than soft claims. Answering the clamour for accountability and sustainability in the beauty and wellness industries, Heritage Brands gathers Australia’s best home-grown brands under one roof, and offers products that deliver real results while at the same time are ethically made and cruelty-free.

“We have a global cruelty-free certification. We want to bring iconic Australian brands into as many households as possible without compromising our values and ethics. We will never short change our clients for profit by putting cheap and questionable ingredients in our products,” says managing director Con Gendis.

Heritage Brands showcases products that tell a distinct Australian narrative in their innovativeness and provenance. With the best quality ingredients, the products have earned a permanent spot in Australian women’s vanity tables and are passed down from generation to generation.

Its flagship brands include skincare and cosmetics line INNOXA and aromatherapy range In Essence. Heritage Brands’ biggest names under its umbrella are cosmetics label Australis and tanning and sun protection line Le Tan.

Since its inception as Creative Brands in 2010, Heritage Brands has put a modern spin into these time-tested brands, infusing the latest trends and concepts into products. An example is the upcoming launch of skincare cosmetics brand LUMA, which enhances women’s skin to achieve a more natural made-up look.

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