40 Years Going Strong
Seed-to-Skin, Certified for Purpose, and Built to Last
The skincare business is not for the faint of heart; ripe with competition and requiring the ability to innovate and pivot to meet industry demand, only the most skilled businesses thrive. For Jurlique, staying ahead of the industry curve and enjoying success has flowed organically.
The history of this leading skincare company is also an interesting one. Forty years after a German couple set out to find pristine air and healthy soil for a different kind of skincare company, Jurlique remains rooted in the same place and principles: the Adelaide Hills, biodynamic farming, and a seed-to-skin philosophy that the brand still controls end-to-end.
From its farm to its lab, factory, stores, and global partners, Jurlique has stayed unusually hands-on while scaling to 27+ markets across Asia, the U.S., and Europe.
“From the beginning our approach was seed to skin—we grow the botanicals, harvest by hand, extract the essences, formulate in-house, manufacture, and sell to the customer,” says Loic Rethore, CEO of Jurlique. “We manage the whole value chain, and that’s still our strength.”
Founded in 1985 by Ulrike and Jürgen, Jurlique began as a small farm-laboratory experiment. Today, the brand retains its Adelaide Hills core—still cultivating specialty botanicals and crafting formulas that marry natural origin with clinical performance.
Certified impact, long before it was fashionable
Jurlique’s B Corp certification (achieved in 2023) formalized a mindset the business says it has practiced for decades. “B Corp reflects who we’ve been since day one,” Rethore notes. “It wasn’t a trend decision; it’s our way of doing business—responsible, conscious, and measurable.”
Post-certification, the company’s key priorities have come into laser focus. Rethore highlights aspects of the company’s business model that include a concentration on Reforestation & restoration with 95,000+ trees donated to help regenerate forests globally and protect local ecosystems around the farm. The company puts a focus on water stewardship, reflected in a 20% reduction in factory water usage through targeted efficiency upgrades and the company has made a commitment to Zero landfill. Jurlique reports no waste to landfill from farm, main distribution centre, and plant locations since 2016, redirecting materials into recovery and recycling streams.
“B Corp keeps raising the bar, and we welcome that,” says Laura Beament, Global Head of Communications, PR & CSR. “It forces a holistic review—from energy and waste to how we hire and support people—so we continually improve and go beyond best practice.”
Natural and efficacious—by design, not compromise
A sustained market shift toward natural beauty plays to Jurlique’s strengths. The brand’s Formulation Charter (since 2022) requires 98% natural origin ingredients for all new products, validated through clinical testing to demonstrate real-world results.
“There’s a misconception that ‘natural’ means less effective,” Rethore says. “Our lab work proves otherwise. We develop natural and efficacious formulas, then clinically test them so customers can see and feel the difference.”
Recent product highlights, Rethore points to include a Calendula Face Oil derived from 100% natural-origin ingredients—a rarity in the category—designed to nourish while meeting consumer scrutiny on purity. In addition the company has produced six new formulas this year, all aligned with the minimum 98% natural origin benchmark.
Seed-to-skin, told anew
Jurlique’s biggest opportunity, and challenge, is storytelling at scale in a crowded attention economy. “We have many stories—from the farm and biodynamics to our people and processes,” Beament says. “The task is dialing them up so consumers experience Jurlique’s authenticity wherever they meet the brand.”
Both Beament and Rethore also draw attention to the company’s 40th anniversary that has proved to be a catalyst for that push. To mark such a milestone the company is offering an on-farm media experience walking guests through seed-to-skin: farm, labs, production, and a signature facial, limited-edition 40th products, including a body mist and hand cream. The company is also unveiling a second proprietary rose—the Intense Rose—bred by renowned rosarian George Thompson, joining the original Jurlique Rose cultivated exclusively on the company’s farm.
“Few skincare houses breed their own roses,” Rethore notes. “It’s part of our identity.”
Culture that cares: people at the center
Jurlique employs ~400 people across its Adelaide facilities (farm, lab, factory, warehouse) and a multi-country retail network. The culture emphasizes inclusion, wellbeing, and community contribution.
“It’s an inclusive, highly engaged culture,” Beament says. “People care deeply about the brand.” Programs include:
- A company-wide Self-Care Day with workshops and time to reset.
- Flexible work-from-home policies to support work-life balance.
- A volunteer day employees can use to give back locally.
Retail, reimagined: bringing the farm to the store
As part of its 40th-year refresh, Jurlique is reinventing retail—from standalone boutiques to department-store counters—so the farm story is vivid at first contact. New concepts at Burnside (South Australia) and Pacific Fair (Queensland) immerse shoppers in the brand’s origins through tactile design, ingredients storytelling, and sensorial services.
“Retail is often a customer’s first moment with Jurlique,” [Rethore] says. “We want them to feel the Adelaide Hills, understand why our farm matters, and experience formulas grounded in that place.”
Partnerships that reflect place and purpose
The brand’s collaborations extend its values by working with value groups and partners which mark the B Corp community. Jurlique is active among the 10,000+ B Corps globally, sharing practices and raising the shared bar on accountability. Jurlique is also part of Indigenous collaborations. For occasions like Mother’s Day collections, we honor and celebrate the stories of the land through thoughtfully designed products, while also supporting emerging artists and nurturing their creative journeys.
Jurlique is also committed to responsible sourcing, closely working with suppliers to ensure ethical packaging and raw material standards align with the brand’s sustainability charter.
Global growth, steady and selective
Jurlique already operates in over 27 markets, with recent entries into South Korea, Pakistan, and new European doors, plus an India launch under evaluation. The mandate is clear: grow reach while keeping quality, provenance, and experience intact.
“In a volatile world, we intend to be more ourselves, not less,” Rethore says. “That means staying true to seed-to-skin, scaling natural + efficacious innovation, and telling our story to new audiences.”
What’s next: innovation, sustainability, access
When asked what the immediate future may look like, Rethore predicts that Jurlique’s agenda centers on three themes: product innovation with proof which will see the continuing of releasing 98% minimum natural origin formulas, each with clinical validation and the further extension of textures and formats that bring farm-grown botanicals to life in modern routines.
The company will also be focused on deeper sustainability integration with further efficiency projects and broader supplier engagement, keeping pace as B Corp standards evolve.
The third theme will be further emphasis on telling the company story by way of the “farm-to-store” experiences and digital content that make seed-to-skin intuitive for new customers—from heritage lovers to ingredient-curious Gen Z.
“The story resonates because it’s real,” Beament says. “We want more people to experience that authenticity—in the product, in the store, and in how we show up as a company.”
AT A GLANCE:
Name: Jurlique
What: A successful natural-origin and sustainable skincare line based on innovation and the use of natural ingredients
Where: Mount Barker, Australia
Website: www.jurlique.com
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