Swiish takes an inside-out approach to wellness with its supplement range and now it has extended its holistic approach to beauty with a skincare range. Swiish was founded by sisters Sally Obermeder and Maha Corbett in 2016 with a single superfood powder; now, they offer dozens of acclaimed products. “Swiish stands out because we are leaders, not followers. We have been at the forefront of wellness since we started,” Obermeder told Inside Retail. Being first to market with innovative product
e products is Swiish’s forte, and Obermeder and Corbett have made it their business to develop wellness products that improve consumers’ quality of life. “We launched Supergreens when there were almost no others; we launched Glow Collagen before anyone had heard of collagen and now we have launched an Australian first – NRC + Resveratol – a cutting-edge product which cements our position as being at the new frontier of anti-aging and longevity,” Corbett detailed to Inside Retail. The merging of wellness and beauty Over the last few years, players in the beauty industry have been looking to the wellness industry for new growth opportunities, and now wellness brands like Swiish are taking a page out of that playbook by adding beauty into their regimen of products. Consumers want products that fulfil their aesthetic needs as well as their short-term and long-term health concerns. “Consumers are shifting their focus from only looking at skincare to addressing key concerns from the inside out,” Corbett explained. “So, rather than, for example, relying on just a cream to address fine lines and wrinkles – they’re using cream in conjunction with collagen. It’s this two-tiered approach that is having the greatest impact for consumers.” Swiish heard the demand for effective wellness-inspired skincare that would complement its supplements. “For years our community has been asking us to create a skincare range that has the same ethos and results as our wellness products,” said Obermeder. Many brands have tried to make the jump from beauty to wellness, and vice versa, but the success of expanding their product line into new sub-categories is dependent on credibility and authenticity. “We worked on the range for two years as it takes time to formulate from scratch. We use only the highest quality ingredients that we know will deliver results. There are no shortcuts, no preservatives, no cheap fillers, and no nasties. Swiish Skin gives seriously glowing, healthy radiance,” Obermeder said. Swiish’s array of wellness-inspired skincare includes a cleanser, exfoliator, face oil, sheet mask, and natural deodorant – all free of sulphates and parabens. But the brand’s wellness-inspired skincare extends beyond topical solutions to also include tools like a dry body brush, konjac sponge, quartz face roller, and gua sha sculpture. A holistic approach to wellness Swiish has successfully built a lifestyle brand and active community that is responsible for frequently selling out the brand’s products. “The thing is, we didn’t set out to create a brand,” confessed Obermeder. Obermeder called her sister Corbett from her hospital bed where she was fighting stage three breast cancer with a realisation: ”I want to do something that helps people feel their best,” she said. Swiish’s cult-favourite Supergreens was born out of Obermeder’s personal experience healing her body with large amounts of greens. “At that time green smoothies were unheard of in Australia, which seems laughable now, but having so many greens in my daily diet really helped me,” Obermeder explained. “We understood the power of greens and how they could improve energy, digestion, gut health, body alkalinity and so much more – but we wanted to make it even easier.” Obermeder and Corbett’s authentic approach to business has translated into a brand that consumers can trust. “We built the brand slowly and intentionally. As we went along we educated our community by showing and sharing each product, how we use them, the science, the ingredients and the benefits,” said Corbett. “With every product, they kept asking for more. They understood our intention – to help them feel their best – and they knew that we took no shortcuts and only used the highest grade ingredients.” Wellness is a booming industry with rising demand for products that promote health, self-care and now beauty but consumer trust is paramount in building a successful brand. “We believe wellness shouldn’t be complicated; we handle the hard work,” Obermeder said.