Amplified Beauty, the nation’s first Aboriginal owned cosmetic brand, is redefining lip care with a luxurious, science-meets-nature product range and is putting South Australia on the global beauty map.
Founded by Broken Hill-born makeup artist and entrepreneur Shahna Smith, Amplified Beauty has launched a lip care collection unlike any other that not only delivers on performance but pioneers the use of two game-changing ingredients, Native Raspberry Cellular Extract and Red Velvet Oil.
The collection, which includes the exfoliating Let’s Get Rough Lip Scrub and the ultra-hydrating Sleepover With Benefits Overnight Lip Mask, marks the first time either of these botanicals has appeared in a lip product.
At the heart of this innovation is the partnership with NATIVE EXTRACTS, led by Lisa Carroll, a leader in Australia’s plant extract industry and a passionate advocate for upcycled beauty.
Their joint creation, Red Velvet Oil, is a nutrient-rich, sustainable oil made from 5,000 tonnes of surplus tomato seed waste from Australia’s food industry.
“The cosmetic industry holds immense power in addressing global waste.
“Red Velvet Oil™ transforms food waste into a skin-loving powerhouse. It’s a proud moment to see Amplified Beauty leading its first use in lip care,” Carroll explains.
“We’re not just creating products,” Shahna says. “We’re creating change, for women, for the environment, and for the future of beauty.”
The Native Raspberry used in the scrub delivers phenolic acids and flavones for gentle exfoliation, paired with Arabica Coffee, Hemp Oil, and Vitamin E for deep rejuvenation. Meanwhile, Native River Mint, known for its anti-inflammatory properties and included in the lip mask, offers an added boost of healing benefits backed by science.
But the innovation doesn’t stop at ingredients. Amplified Beauty’s sleek new packaging and holistic lip ritual, from scrub to mask to matte lipstick or gloss, offer a complete, results-driven experience for beauty lovers.
From regional Australia to the runways of Dubai and London, Amplified Beauty is more than a brand, it’s a movement.
For more information and to follow along the journey, visit @amplifiedbeautyaus.
Photo Credit: Trinity Guglielmucci
