Miranda Kerr is a face and a name we’re all familiar with. She has fronted campaigns for major luxury brands and walked their designer runways at every fashion week around the world, but now the supermodel has turned her personal brand (and her passion for wellness) into a booming international business, KORA Organics.
But here’s where it gets interesting. Kerr launched the brand back in 2009 way before clean beauty was even a buzz word. Now, the natural beauty market is worth over $13.2 billion of the $532 billion beauty industry and growing rapidly. But for Kerr, it’s not just about being clean and certified organic, it’s also about creating efficacious products that deliver results. And she has the case studies and consumer reviews to prove it.
We tap the clean crusader to reveal her secrets to success, how she made the career pivot to build a global beauty empire, and why clean living has always been a passion close to her heart.
CREATE & CULTIVATE: You've taken the time to slowly build Kora Organics and made sure that every product you launch lives up to your high standards. Why did you choose this approach rather than following trends or doing larger product launches?
MIRANDA KERR: “For me, it’s all about the results and performance—I don’t want a cabinet full of products that don’t produce results. I’m a busy mum, so I need a handful of trusted products that work. In developing KORA Organics, I started with the essentials first and then have added products over time. Each product is very considered. I love learning about new innovative powerful ingredients and formulations that push the boundaries in certified organic skincare, and we work with the best organic chemists in the world.
“We take our time and just work to the beat of our own drum. We conduct all our stability testing and consumer studies and the results speak for themselves—the products really work. I enjoy every aspect of research and development and test all the products on myself. It’s incredible to know you can achieve such powerful results in a healthy way.”
You chose to self-fund Kora Organics. Why was this the right choice for you? What advice would you give to others thinking of doing the same?
“I raised a small amount of money when I first launched KORA to get started. I currently own 95% and still have the original 5% investor. I am fortunate enough that I’ve saved my money over the last 20 years and I’ve been able to invest it into something I’m super passionate about. It was a conscious decision for me because I wanted to be in control of my business. From the beginning, I have had such a clear vision of what I wanted the products to be and I didn’t want someone coming in to alter that or water the products down to try and make a quick dollar. I wanted the products to be efficacious and results-driven, and I knew the way I wanted to present the brand through packaging and marketing. I didn't want it to be diluted in any way with anyone else's ideas.
“To this day I haven’t taken a dollar out of the company, it all gets reinvested back into the business. In saying that there may come a time I will consider working with another investor to further expand the growth of the company. It’s good to have an open mind about these things it’s just I haven’t needed it yet.”
What changes do you hope to see in the beauty industry in the future?
“I would love to see greater education and regulation in the beauty industry to call out the carcinogenic and toxic chemicals contained in products. The message is getting out there which is a positive step, but more can be done. We know that what we put on our skin is absorbed into our bloodstream, so consumers have a right to know what they are putting on their skin, and also the skin of their children and families.
“Clean beauty is a wonderful step in the right direction but certified organic is so much more than clean beauty—there are more antioxidants in the organic ingredients used because the produce is grown on soil that is nutrient-rich which is also why people buy organic food. It’s a no brainer that you are going to have more effective results because you are using a product that isn’t just clean but also contains powerful certified organic ingredients.”
“I feel it’s important to really trust your instincts, empower your team and don’t be afraid to ask questions.”
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
“Starting any new business is full of learning curves and I am still learning every day—I see every experience as an opportunity to grow and learn. I feel it’s important to really trust your instincts, empower your team and don’t be afraid to ask questions.
1. Really trust your gut.
”It’s good to listen to that and take it into consideration, but if you still feel that gut feeling about something then go for it. There have been a couple of times where different people we work with told me not to do something because they wouldn’t carry that product. I thought okay, I’m going to do it anyway, then it sells like crazy on our website and they end up taking it later.
2. Being able to empower your team and understand the value of your team as a leader.
”You are only as good as your team so my job is to really nurture and develop that culture and bring out the best in each team member. That includes direct feedback, constructive feedback and challenging them to strive beyond what their goals may be so they don’t plateau in their career or development. It’s also important to let them know that they are appreciated and heard no matter what their position is—everyone is valuable and needed. At the end of the day, teamwork makes the dream work! I couldn’t do it on my own.
3. Don’t be afraid to ask for advice or to ask if you don’t understand something.
”When I am going through the P&L with our CFO that is not my forte but I ask him what do you mean by that? or maybe this is a silly question but can you explain this to me? and I have learned so much. Instead of just pretending to understand I ask him to show me the formula and teach me along the way. I was once afraid to ask for help because I didn’t want to put anyone out, but I’ve realized people love helping when they can.”
How do you define beauty? What makes you feel beautiful?
“I feel beauty comes from within. When you have a kind heart it shows, and people can feel it. That’s what I feel makes someone beautiful—being kind, thoughtful and sincere. For me to feel my most beautiful, it’s about keeping my mind, body, and skin in balance because I believe the health of all three are connected. I try to meditate each morning, choose positive thoughts throughout the day and spend time quality time with loved ones. I exercise daily and eat healthy, organic foods (the majority of the time) to feed my body with the nutrients it needs to function and feel its best. I choose to use products that are healthy for me both inside and out. When I feel my best in the inside it shows on the outside for sure and that’s when I feel the most beautiful.
With Kora Organics you promote "total wellness" that goes beyond your products. Where did this message come from? How has it shaped the direction of your business?
“Our philosophy at KORA is to; Feed your MIND with positive affirmations and self-love; Feed your BODY with the nutrients it needs to function at its best; and Feed your SKIN with products to help detoxify, nourish and revitalize. Our products are not only healthy to use and of the highest quality, integrity, and efficacy, they also aim to inspire and uplift customers. KORA Organics encourages you to take a moment out of your busy day to take care of yourself physically, mentally and emotionally.
“I added the unique vibrations of Rose Quartz to all of the products because I believe in the healing and protective powers of crystals. Rose quartz is a pink-colored crystal gemstone that is believed to carry a very gentle, soothing energy to encourage love and acceptance of ourselves and others. It is also said to have high vibrations that can help heal and protect the heart. During the manufacturing process of our skincare products, the entire formula is touched upon by Rose Quartz crystals, so the vibration of love flows through the crystals, into the products, and onto our customers.
“Another unique aspect of KORA is the use of positive words on the back of each of our products. Positive thoughts create positive energy vibrations within the body, so we have adopted the principles of Dr. Masaru Emoto’s work by applying positive words on the back of each of our products. Our intent in doing this is that the vibrational energy of the word has a positive effect on the user and can inspire positivity.”
You've said that you test every Kora product yourself and it is clear that you are very hands-on in your business. Why is this approach important to you? What advice do you have for balancing a hands-on approach and delegating?
“If I didn’t want to use and trust the product myself, I wouldn’t want to sell it to any consumers. As you say I am very hands-on in my business and I truly believe in my products, that’s why it is important for me to test the products on myself and understand what is in them—I know they are the very best they can be. I think it’s important to understand all aspects of the business and work to your strongest skillset and delegate to team members who are stronger in different areas.”
“Starting any new business is full of learning curves and I am still learning every day—I see every experience as an opportunity to grow and learn.”
Where do you find the most inspiration? What drives your passion?
“I’m inspired every day, everything from nature, art, and music. My husband, family, and friends also inspire me, as does traveling and experiencing different cultures. From a business perspective, my inspiration and passion come from developing products I want to use for myself. I am also constantly inspired by our customers and the testimonials we receive telling us about the positive results they are getting from using our products and how they not only enhance the health or their skin but also their confidence.”
What is next for Kora Organics? What new innovations are coming our way?
“This year has been one of our most exciting years to date in terms of product launches. We launched several new products, including our much loved Noni Glow Sleeping Mask, two new lip products, the Noni Lip Tint and Noni Lip Treatment, our Sun-Kissed Glow Body Oil, plus the recently launched Noni Bright Vitamin C Serum. I’ve been working on new formulations for some exciting new products for next year and I can’t wait to launch them. I hope that KORA continues to pave the way for organic beauty and aids in further educating consumers about the importance of knowing what they are putting on their skin.”
How do you set yourself apart from other major players in the industry?
“To be honest, I didn’t even realize the extent that I walk to the rhythm of my own drum and do my own thing, but the more people I speak to, the more I’ve realized that I really do, do my own thing. Being certified organic is a big deal for my team and me because it requires a lot of work and a lot of auditing, but it ensures our brand has transparency. Customers also have that insurance and confidence they are getting what they are paying for. I think that consumers having this knowledge and KORA Organics being so transparent it sets us apart from most other brands on the market. We’re currently the only certified organic brand that Sephora carries. So to me, there really is no competition.”
Photographer: Nino Munoz for KORA Organics
