Charlene Keller, alongside her husband Paul, is the co-founder and owner of skincare biz Earth:en. The brand was born from the pair’s appreciation for the health benefits found in native produce, an innate knowledge of pharmaceutical science, and a near-constant search to find suitable skin products for Charlene’s sensitive skin. We caught up with Charlene to chat about how she combines her skills as a pharmacist and business-owner to create some ace skincare products.

Howdy! Please introduce yourself and your business. My husband and I have a shared background as pharmacists and pharmacy owners, and I was inspired by my childhood in Far North Queensland, living in a town known for its sugar cane, banana and tropical-fruit farming. Earth:en was born with the dream of combining these experiences to create an easy-to-use range of products that really worked, using local ingredients.

What inspired you to start Earth:en? We had stocked several well-known skincare brands at our pharmacy and saw them through their infancy and growth. While the skincare industry can feel like a saturated market, we always struggled to find ethical and sustainable skincare made from Australian ingredients that actually worked with skin concerns. So, we started the process of creating that on our own with unique, value-led formulations!

What does an average work day look like for you? In recent weeks, our primary focus has been on introducing our brand to new customers through word-of-mouth, social media and direct email communication. So, to align with that goal, I’m mostly responding to questions and comments across these platforms, meeting with the marketing team to work through new promotion strategies and gathering valuable feedback. All while continuing to fulfil orders, of course!

What’s the most significant thing you’ve learnt about running your own business? The most significant lesson I've learnt is that you essentially create your path to success. Running a business involves making countless decisions and dealing with unexpected events that are beyond your control. There's no instruction manual to guide you through every step, so you must assemble your team and rely on your resilience and belief in your capabilities to achieve success.

How do you source all your ingredients for your products? We source high-quality Australian ingredients with a strong focus on their skin-nourishing benefits. The standout components in our products are the unique combinations of native Australian fruits, which can be traced back to organic farmers and regions across Australia. Our entire range is 100 per cent Australian-made and ethically formulated, following the principles of being vegan-friendly, cruelty-free and safe for use during pregnancy and breastfeeding. Moreover, all our products are crafted without harmful chemicals like parabens, sulphates, artificial colours or fragrances.

How does sustainability play a role in your business? Sustainability is a fundamental aspect of our business model. Our approach to packaging is circular; we focus on reusing materials already in the system to minimise waste and reduce our environmental footprint. Our product tubes are made from 50 per cent plant-based plastic derived from a by-product of sugar cane and our bottles are made from 50 per cent post-consumer recycled plastic, diverting materials from landfills. We also offer 100 per cent carbon offset deliveries through our shipping partner. 

If you could go back in time and give yourself some advice for running Earth:en, what would it be? I’d tell myself to have a clear plan for building brand awareness before entering the market. There will always be unexpected challenges, so being adaptable and learning from the journey is crucial. No matter how much planning and research is done beforehand, there's still much to discover along the way – and that’s all a part of the journey!