Launch Date: April 2022
Geography: Melbourne, Vic, Australia
Founder: Natassia Grace, Founder, CEO, + Chief Formulator
Executive Team: Nicole Booth, Chief Financial Officer
Advisors:
Notable Investors:
2025 Full Year Projected Revenue: $5M - $8M, according to industry estimates
Primary Category: Skincare
Funding: Angel Investment, Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 500+
Conserving Beauty founded by founded by STEM-powered visionary cosmetic chemist Natassia Grace is revolutionizing acne by uniting breakthrough technology, innovative science, and luxury in one transformative brand. Proprietary dissolving wipes, sheet masks, and acne patches deliver science-backed ingredients in waterless formats that maximize potency while eliminating waste. Products are dermatologically tested, clinically proven, and make us a proud partner of the Eczema Association of Australasia, ensuring products are gentle for sensitive skin while delivering powerful results. By reimagining formulations and ingredient delivery systems, we've created solutions that address the unique challenges of acne. At Conserving Beauty, sustainability isn't an afterthought, it's integral to our product design and business practices. Our dissolving technologies eliminate unnecessary waste, while our commitment to ethical sourcing ensures our entire supply chain reflects our community's values.
Insights: Natassia Grace, Founder + CEO
Why now and why you?
In an industry saturated with temporary solutions, greenwashing, and dupe culture, Conserving Beauty represents a true paradigm shift in how we approach beauty innovation and acne solutions. The market is flooded with products either too harsh for sensitive skin, contain weak concentrations prioritizing marketing claims over efficacy, or make misleading “clean,” “natural,” and “green,” claims that discerning consumers increasingly see through.
Conserving Beauty stands apart with unique proprietary dissolving technologies, including the world's first and only dissolving acne patches, cleansing wipes, and sheet masks. These innovations are not just novel; they're dermatologically tested, clinically proven, and make us a proud partner of the Eczema Association of Australasia, demonstrating that skincare can simultaneously be innovative, rooted in science, effective, and environmentally responsible. By fundamentally reimagining both formulations and ingredient delivery systems, we've created solutions that specifically address the unique challenges of adult acne and sensitive skin.
Conserving Beauty deserves a place on the NEXT50 list not just for what we’ve created, but for what we represent: a blueprint for how beauty brands can simultaneously solve persistent skin problems, champion science-backed innovation, and address critical environmental challenges within the beauty industry including water conservation, carbon footprint, and waste reduction. We aren't following trends or “duping” existing products; we're pioneering what the beauty industry must become to meet the evolving needs of consumers and our planet.
What fuels your competitive advantage?
Conserving Beauty's competitive advantage is powered by three interconnected pillars that create a truly defensible and unique market position:
1. Revolutionary Dissolving Technologies
Our core advantage lies in our world-first-and-only proprietary dissolving technologies. Unlike traditional skincare products that competitors can easily replicate, our dissolving wipes, sheet masks, and acne patches represent a true industry innovation that cannot be duplicated. This technology delivers science-backed ingredients in waterless formats that maximize potency and efficacy while eliminating waste, creating both a functional and sustainability advantage that is deeply integrated into our product design rather than added as an afterthought.
2. Science-Backed Credibility
As a brand founded by a woman in STEM with extensive credentials, our formulation process is rooted in addressing the unique challenges of adult acne and sensitive skin. Our waterless formats ensure maximum potency of science-based ingredient concentrations, delivering active compounds precisely where needed. This scientific foundation is validated through dermatological and clinical testing, consumer perception trials, and our partnership with the Eczema Association of Australasia.
3. Environmental Responsibility
At Conserving Beauty, sustainability isn't a marketing checkbox or afterthought; it's integral to our product design and business practices. Our dissolving technology eliminates unnecessary waste, while our commitment to supply chain transparency and ethical sourcing ensures that our entire product lifecycle reflects the values of our community. We take a data-driven approach to sustainability, actively measuring and working to reduce our water footprint, waste generation, and carbon emissions throughout our supply chain. This comprehensive approach has attracted several global environmental impact funds as investors—a distinction few beauty brands can claim—providing both validation and resources to advance our planetary impact. This environmental leadership creates powerful brand affinity that extends beyond initial product efficacy, fostering deeper customer connection and advocates who share our vision for a more sustainable beauty industry.
What are you most proud of accomplishing to date?
At Conserving Beauty, we are immensely proud to have successfully pioneered our world-first proprietary dissolving technologies, preventing millions of single-use wipes and pimple patches from ending up in landfill over the past few years. Beyond product innovation, we've built specialized manufacturing machinery, establishing a supply chain that brings our vision to reality.
However, nothing makes us prouder than the transformative effect our products have had on our customers' skin and confidence. The heartfelt emails we receive daily sharing dramatic before-and-after results tell the real story of our impact. Customers who struggled with persistent adult acne for years despite trying countless solutions finally finding relief and confidence. These personal transformations alongside our innovation represent the dual mission that drives everything we do at Conserving Beauty. Our greatest achievement lies in proving that consumers no longer need to choose between products that work and products that align with their personal values.
What is the one thing you wish someone had told you?
I wish someone had told me to never put myself in a box, place a ceiling on my imagination, or accept limitations on what's possible. Throughout my journey, I've been consistently confronted with others trying to confine my potential: "You can't start a brand solo—you're not enough on your own"; "You haven't come from a marketing background so your brand won't be successful"; or insisting that the chemistry was too complex, that consumers and retailers don't care about sustainability, that manufacturing at scale would be impossible.
What I've learned is that the beauty industry is full of perceived boundaries that exist primarily because no one has been bold enough to challenge them. The most valuable skill I've developed isn't technical knowledge or business acumen, but the conviction to question assumptions, my resourcefulness, and refusing to accept "that's just how it's always been done" as an answer.
The real obstacle hasn't been external; it's the voice that tells you something is impossible before you've truly exhausted all possibilities. My greatest limitation was never knowledge, resources, or connections—it was the boundaries I placed on my own thinking, and I wish someone told me not to do that.
What would you tell your past self before starting this journey?
Don't waste time being stressed, worried, or anxious about every problem that comes up because there is always a solution. All worrying does is waste your time and energy instead of focusing on problem solving. To me, business is simply problem solving every day. Each challenge that initially seems insurmountable eventually reveals itself as an opportunity to learn, innovate, or differentiate when approached with clear thinking rather than anxiety. The energy I spent worrying about manufacturing complications, formulation challenges, and market skepticism, leading teams, cash flow etc. could have been channeled directly into finding the learnings and creative solutions that ultimately became our competitive advantages. The most productive mindset isn't anticipating what might go wrong, but maintaining confidence that whatever does go wrong can be solved.
What does success look like in the next 3-5 years?
We will continue to develop world-first innovative solutions and expand into additional problem-solving categories that address the full spectrum of concerns our acne-prone skin customers experience. More importantly, success means creating a community of over 1 million empowered individuals whose relationship with their skin has fundamentally transformed, while preventing over 100 million single-use wipes and patches from entering landfills through our revolutionary dissolving technologies.
Beyond traditional business metrics, our true success will be measured by the confidence our products restore in people who have struggled with persistent skin issues and the new industry standard we establish for what skincare brands should deliver: real, measurable results without compromising on efficacy or environmental responsibility. By proving these elements can seamlessly coexist, we aim to forever change consumer expectations of what beauty brands can and should achieve.
What's one industry trend that is overhyped, and what's being overlooked?
The beauty industry's obsession with "dupe culture" has reached unsustainable heights. While marketed as democratizing access to premium formulations, this trend has devolved into a race to the bottom where brands compete primarily on price rather than efficacy or innovation. The proliferation of near-identical products with minimal differentiation beyond packaging creates market saturation without meaningful consumer benefit. Equally concerning is the excessive marketing spectacle that has become standard—lavish influencer trips, extravagant PR packages, and wasteful events that generate momentary social media buzz but deliver little lasting value. These marketing expenditures often trump the actual product development investment, creating a cycle where perception outweighs performance. What's being overlooked is genuine innovation—the R&D that creates transformative solutions to persistent skincare challenges. The reality is that breakthrough technology development is significantly more difficult and costly than duplicating existing formulations or staging Instagram-worthy brand activations, but it's ultimately what moves the industry forward. There's something inherently more exciting about investing in R&D and innovation than creating more of the same product and promoting it in the most lavish way. As consumer fatigue with endless product launches grows, the pendulum is beginning to swing. The next generation of beauty leaders will be defined not by marketing budgets or duplication skills, but by their commitment to solving real consumer problems through genuine innovation that competitors simply cannot replicate.
How do you think the industry needs to evolve?
The beauty industry needs a fundamental reset of its priorities and values. Currently, we're trapped in a cycle of excessive product launches, wasteful marketing spectacles, and superficial products that prioritize speed to market over real results for customers. The endless stream of "new" products that are merely slight variations of existing formulations creates consumer confusion, overwhelming waste, and diminishing returns. Brands should focus on fewer, more meaningful innovations that solve real consumer problems rather than creating artificial "FOMO" through constant launches.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, my one wish would be for Conserving Beauty to achieve widespread recognition and consumer awareness that matches the quality and innovation behind our products. In an industry where flashy PR activations, influencer trips, and extravagant marketing campaigns have become the expected path to visibility, we've made the deliberate choice to invest our capital in R&D, manufacturing, and clinical testing. We do this because we believe scientific innovation delivers more meaningful value than temporary social media buzz. This wish reflects a broader hope for the entire beauty industry: that the brands receiving attention and achieving growth would be those investing in solving real consumer problems and advancing the industry through technological breakthroughs, not those that simply have the largest marketing budgets or the most adored and viral content creators.
