By Lydia Wilson
“Less is more” is the adage Australian beauty brand Ere Perez adheres to and the products could not reflect that more. The eponymous brand, created by Ere Perez, a native of Mexico nearly 20 years ago, boasts minimal, natural ingredients in all of its formulations. Creating cosmetics with a natural and holistic approach is something Perez takes seriously. Growing up watching her mother use vegetables as beauty (think- using beets to apply color to her cheeks) and seeing how natural ingredients were used to create beauty products was a major inspiration to the beauty founder.
Her mother’s influence making home remedies for the family, coupled with her grandfather’s training as a traditional medicine man, created the blueprint Perez for her cosmetics, using ingredients from nature and keeping them as simple and sustainable as possible.
With her degree in naturopathy, Perez set out to create a brand for those that love makeup without the chemicals. In 2002, she launched her first mascara made with almond oil that promises to lengthen and elongate the lashes while nourishing them. Since then, each product in the line includes nourishing oils that enhance the skin without irritation. Of note: the Oat Milk Foundation which is infused with vitamin E and peach extract and provides medium to full coverage. The foundation enhances while still letting your skin breathe and gives a ‘your skin but better” makeup look. Perez wants her customers to know that it doesn’t take harsh chemicals to achieve a great makeup look and she continues to prove that through her line of good for you products that leave the face looking flawless.
Get to Know – Ere Perez
What was the impetus to start your brand?
I started my brand in 2002. At that time there were very few options for women who wanted to wear makeup but didn’t want all the harsh chemicals. So I combined my training in natural therapies, passion for wellness and love of beauty to make Ere Pere natural cosmetics. We started with 1 mascara made from almond oil.
Do you have a beauty philosophy? What is it?
I believe that less is more. In life and in beauty. I love products that do a lot, can multitask and save you time. Especially at this time when the earth needs us to consume less and be conscious about what we use – buying less is important. I always go for natural too. Nature has amazing simple ingredients in everyday plants, fruits and vegetables that can give us radiant healthy skin. Lastly, I only ever use cruelty free. Our brand has been cruelty free since day 1. If it has been tested on animals – nothing beautiful can come from that.
Where are you from originally? Where do you live now?
I was born in Mexico and have very strong connections to my family who still live there. I moved to Sydney, Australia, following love, and now live by the ocean with my husband Juan and our three children. I love the passion, colour, vibrancy and culture of my Mexican home, and embrace the nature, clean lifestyle and expansive space of Australia.
What were some of your first memories of beauty growing up? What are some early beauty influences? (family/relatives, culture, era, location)
Well I grew up in a natural household! My grandfather was a traditional healer and my mother made so many home remedies. My earliest memories are of her using fresh raw beetroot as a natural blush – straight to the cheeks! I absorbed so much of their philosophy about natural health and wellbeing, and our beetroot cheek & lip tint always reminds me of my mother’s amazing natural beauty recipes.
What does self-care look like in your life?
It’s tricky in 2021 with so much happening. Normally I have a busy life with kids, being a parent and I am very hands-on with the brand. I think many of us know about the modern juggle every day! For me, if I get some quiet moments to really cleanse and hydrate my face and drink some herbal tea that is nourishing and calming for my system, I am pleased.
What inspires you most about the beauty landscape and industry today?
So we have been a natural brand for 18years, and it wasn’t a trending idea. So I am thrilled to see more people and brands turning to clean ingredients, natural and cruelty free formulas. But the next phase for the industry is to be less wasteful. We must think of our sustainability and environmental impact. So for us we released some plastic free products this year which is so exciting. We are also dreaming up some amazing zero waste products. So it’s all about less packaging, less waste, less impact and that hopefully can inspire consumers to do the same in all areas of their life.
What has been the biggest challenge in starting your business?
In the early days, my biggest challenge was convincing beauty consumers that natural could be effective. Most women who relied on those mainstream brands and had done so for so many years. We had to persuade them that you could swap out some undesirable ingredients for natural ones – and you would still see the results! I guess we have done that now, the proof is in our 20year anniversary next year, and we are so pleased to have introduced so many people to natural beauty.
What has been the biggest win thus far?
Our brand is made up of friends, and this is an incredible thing! I work alongside people who I value and care so much about, and this is the biggest blessing. Also, I am very humbled to see this brand that was my dream, featured in inspiring retailers, from big department stores to boutique online or small local health food stores, I appreciate every place where Ere Perez can make a difference in someone’s life.
What would you like to see more of in the beauty industry when it comes to diversity and inclusivity?
As a Mexican woman, there wasn’t much representation of how I looked in the fashion & beauty world when I was growing up so I really understand why this is such an important issue. Thankfully this is beginning to change, although it is slow, and we always aim to be inclusive in our offerings. I would like to see every young person represented in beauty in the media, in products and on social platforms. Skin positivity is also a huge trend that I love, real natural beauty, real skin, faces, and moving away from airbrushed perfection that isn’t attainable. The beauty industry has enormous power and reach, and I have always felt the responsibility for that.