Jennifer Lopez, Pamela Anderson, Alicia Keys – they’re all doing it. These celebrity A-listers are among a growing legion of influential women going bare-faced in public.
This ‘naked skin’ trend is about women embracing themselves as they are at all stages of life – simply beautiful.
It’s what Australia HiFu and Australia Cosmeceuticals. founder and owner Cher Mauk calls “the new flex”.
“Once you’ve got really good skin, you just don’t want to put makeup on, you really don’t.”
If ever there was a walking advertisement for their own product it would be Cher – her bare face positively radiates health and wellbeing.
“I’m in my 50s and I don’t do weird stuff,” she says.
“I don’t wear makeup very often, apart from lip gloss, because I want people to see how I look.”
Cher’s mission is to make people look and feel powerful within their own skin. Your face, after all, is the first thing someone notices about you.
“I think you’re very judged on your face. People look at you in an instant and they have an opinion of you. If you can make it look as good as you can, why not?
“We’re all beautiful. My job is just to make you look more beautiful skin-wise.”
Australia HiFu offers women non-invasive skin rejuvenation treatments, and Cher’s auxiliary skincare brand, Australia Cosmeceuticals, is designed to be used by women and men.
The beauty industry veteran is putting a lid on all the noisy chatter surrounding skincare in the marketplace. Cher says people are confused about what to do when it comes to their skin.
She’s deliberately kept her range simple – just 12 products – and made it unisex because “a good skincare range should be able to cover a broad range of concerns, not just one specific concern, and be suitable for all skin types, male and female”.
Cher has been in the beauty space for 30 years, and over time, has listened to what women want. She’s also a retired private investigator and employs that skillset to research her products and do due diligence.
“If it doesn’t pass me first as a professional in the industry, then it certainly won’t make it into my bottles.”
And each product has Cher’s seal of approval on it – her name.
“It’s why each product says ‘Designed by Cher’; my name is my guarantee.”
The Australian-made range is certified organic, vegan, not tested on animals, cosmeceutical and GMO-free.
“Cosmeceuticals have medicinal benefits so they’re stronger compounds, which deliver results as opposed to fluffy skincare, which you can buy at the supermarket or chemist,” Cher explains.
Her products are also ultra-fresh – they can be on the shelf within two days. And while the products have a two-year shelf life, Cher is confident they’ll be consumed before then.
Cher recommends her starter kit as the bare minimum people should be doing to look after their skin. It contains six signature products: a cleanser, toner, exfoliant, skin serum, day and night moisturiser and a hydrating mist.
The complete kit (11 products) has all of the above plus a regenerator (with 12 active ingredients), a plumper (which contains hyaluronic acid), a face mask, eye balm and lip balm.
Cher says people should cleanse, tone and moisturise morning and night, exfoliate every two to three days and use a face mask every two weeks.
“Preparing the skin correctly will add in a younger firmer complexion….who doesn’t want that?
“And then when you do put a moisturiser on, unless you have prepared the skin, it won’t actually do anything, just sit on the surface.
“By removing the top layer (of skin) by exfoliating and cleansing, the products can penetrate deeper into the skin, which is where you want them to reach.”
It’s all about taking small, daily steps to achieve results.
Clients can also have a non-invasive facelift and experience all the products in the range at Cher’s two Sunshine Coast clinics.
Phone: 0408 200 059. australiahifu.com.au