Why 'A-Beauty' is the new K-Beauty

Laid back beauty = Aussie girl beauty


By Anna

How do you define Aussie style? Laidback, low-maintenance and effortless are all words we hear often. We’ll just call it the ‘less is more’ philosophy. Aussies tend to prioritise time spent outside – be it at the beach or at brunch – and the less effort it takes them to get there, the better. FYI it’s not lazy, it’s efficient. Denim shorts are practically a uniform here, as is salty hair and bikinis under everything. Us Aussie gals know how to live.



This philosophy doesn’t just apply to fashion. Beauty Down-Under maintains this same no fuss attitude. The less we have to apply to our skin, the better. Known officially in skincare circles as the A-beauty movement, the rest of the world is fast catching on as time-poor babes veto multi-step beauty routines in favour of the Aussie way.

So what exactly is A-beauty?

You guys have all heard of K-beauty right? If you’ve been living under a rock, it’s a beauty philosophy out of Korea that preaches crazy sounding skincare ingredients and a ten-step routine. Now flip it and reverse it and you’ll get something a lot closer to A-beauty.

A-beauty highlights natural, pure ingredients that work extra hard to protect, nourish and soothe the skin. It’s basically the antithesis of the complicated multi-step beauty routine. Pros include a tidier beauty cabinet, an extra 10 minutes of sleep in the morning, and basically just more time for fun stuff like brunching. Did we say that out loud? Oh and the cons, well, there are no cons.

The A-beauty starter pack.

Every half-decent A-beauty kit should have the following products: a gentle cleanser (like IRYNA Coconut & Matcha Cleansing Mousse) to rid your pores from makeup residue and pollution, an antioxidant-packed treatment (likeIRYNA Rose Antioxidant Elixir) to hydrate and enrich your skin, a nourishing moisturiser (like IRYNA Apricot Sorbet Moisture Crème) to lock it all that goodness, and a sunscreen to prevent any long-term damage. That’s it! We told you it was low maintenance.


What are the A-ingredients.

Ditch chemicals for super foods! We all know ingredients like Matcha powder are good for your insides but imagine the benefits of applying it directly to your outsides. Matcha is rich in powerful amino acids, vitamins and minerals, gifting your skin more per gram Antioxidants than any other known fruits of vegetables. By including supercharged Antioxidants like Matcha into your skincare routine, there is less need to layer up with product upon product.

Then there are the Australian natives like locally frown Desert Peach, an ingredient used for thousands of years by Aboriginal communities for its healing properties. The harsh conditions and extreme temperatures that exist in parts of Australia where these plants grow is to thank for the plants producing crazy potent levels of bio-active ingredients. In other words, Australian native ingredients are pure gold, and you want to pack as many of them into your skin routine as possible. Some other faves of ours include Desert Lime, Kakadu Plum and Wattleseed as a bonus.

What A-beauty doesn’t include are artificial colours, fragrances, GMOs, parabens, formaldehydes, BHA & BHT, mineral oils, Petrolatums, Phthalates or dramas.

Want to try the A-Beauty trend for yourself? Shop IRYNA skincare now.

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