Beauty products

Keira Rumble reveals why she started Habitual Beauty

Although having a product so popular that it constantly sells out seems like a dream come true for any beauty brand, in reality, Keira Rumble says it can be quite stressful.

The Usual beauty of the founder Advance Skin + Gut Health Collagen Elixirs have flown off the shelves and are selling out frequently.

“It’s a big problem to have but also comes with her stress,” Ms Rumble, 31, told

“While we are delighted to have such a long waiting list of people interested in purchasing our

Collagen Elixirwhat we really want is for people to be able to access our product

and use it to profit.

Despite the frustration of constantly running out of one of your brand’s key products, it was this collagen in question that helped Ms. Rumble land the deal of her life. with Sephora.

It’s the cornerstone of the Habitual Beauty brand philosophy of emphasizing skincare that’s not just deep.

Usual beauty is the second brand of Ms. Rumble, who started a collagen snack business crushed food in 2017. Today, one of their beauty bites sells out every 15 seconds somewhere in the world.

After the runaway success of Krumpled Foods, Ms Rumble turned to creating a beauty brand when personal tragedy saw her spot a serious gap in the market.

Before giving birth to son Hunter last year, Ms Rumble suffered six miscarriages and an ectopic pregnancy.

She turned to IVF after being diagnosed with endometriosis and a genetic blood clotting disorder.

“During my fertility journey, my fertility experts have repeatedly told me to do a

transitioning from my existing skincare products to clean, gentler alternatives, but my

the skin receded and I just wasn’t getting the same results as with the

cosmeceuticals that I used,” she said.

After noticing that other women were also struggling to find clean beauty products that worked, Ms Rumble realized there was a ‘gap in the market’.

She began using her knowledge of unmanageable beauty to create a beauty brand that focused on health inside and out, her dreams gaining momentum when Ms. Rumble was selected by one of the largest retailers in the world.

“I was incredibly lucky to be selected to represent Australia to compete in the

global sephora accelerator bootcamp where the hand selected a few women from

from around the world came together to learn from some of the best in the industry,” she said.

“It’s really accelerated the launch of Habitual Beauty and it’s a pinch moment for me

see my products on the shelves, Sephora is such an amazing retailer to have launched with. »

Habitual Beauty is an Australian owned and operated company that emphasizes sustainable practices – its products are made from 100% recyclable packaging.

“Above all, we were the first brand in Australia to offer a 360 degree approach to beauty combining topical skin care and ingestible supplements formulated to work together to accelerate results,” Ms Rumble said.


Habitual Beauty Hydrating Sleeping Mask, Sephora, $95

“It’s fast becoming a cult beauty product and for good reason. Packed with probiotics, INCA oil, hyarulonic acid and a vitamin complex, it’s a deeply nourishing mask that hydrates and smooths while boosting skin’s luminosity and radiance,” says Rumble.

“It does all the hard work while you sleep and gives you the best glow when you wake up!”


Collagen Elixir for Skin and Gut Health – Madagascar Vanilla, Sephora, $110

“Besides giving amazing results, it also tastes great, people love it,” Ms. Rumble said.

Habitual Beauty’s Advance Skin + Gut Health collagen elixirs are cult for a reason – it’s a five-in-one collagen and vitamin powder designed to help support your skin, hair, nails and skin all in one. overall health.

Each sachet contains 10,000 mg of bioavailable hydrolyzed collagen peptides I and III as well as vitamins B2, B3, B5, B7, B9, C, D and E.

With four times more collagen than most other brands, you only need one serving per day.



Habitual Beauty Hydrating Serum, Sephora, $125

“I’m doing IVF again and the serum is really great with the hormonal challenges of the skin, it’s also super active and a great anti-aging serum,” says Ms Rumble.

“Safe for pregnancy, contains bakuchiol, niacinamide, kakadu plum (and other skin-loving ingredients!) and really improves skin tone and texture.”



Habitual Beauty Nourishing Moisturizer, Sephora, $100

This was’s top gateway product to Habitual Beauty and after testing it on the road for several months, it’s one of our favorite premium moisturizers on the market right now.

With key ingredients like wild Australian roselle, INCA oil, ceramides, shea butter, squalane, panthenol and niacinamide, this moisturizer leaves your skin looking plump and hydrated.

It manages to be deeply nourishing while being quickly absorbed – as a bonus, it also smells great.


Usual Beauty Balancing Cleanser, Sephora, $70

With skin-loving ingredients like organic aloe vera juice, Australian limes, lactic acid, panthenol, niacinamide, papaya extract and kakadu plum, it not only cleanses the skin, but also leaves it glowing.

The gel cleanser foams lightly to help break down surface impurities and oil, with a five-star reviewer saying their skin was “so clean, smooth and clear” after use.


Habitual Beauty Rejuvenating Face Oil, Sephora, $120

A face oil is a great addition to your skincare routine because it not only hydrates, but also protects your skin barrier. This face oil from Habitual Beauty somehow manages to be ultra lightweight while still getting the job done, with hero ingredients like INCA oil, squalane, jojoba seed oil, kakadu plum and bakuchiol to name a few.


Interested in collagen? Read our roundup of the best collagen creams and supplements here. Plus, we’ve compiled a list of the best vegan beauty products.

If you want a cheeky discount on your next store, check out Coupons with discount codes for top brands like Adore Beauty and Sephora.

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Hannah BreadeCommerce Writer

Hannah Paine is Senior eCommerce Editor for Best Of. A seasoned lifestyle journalist, she joined the team in 2018. She has written for some of Australia’s biggest headlines and has covered everything , from beauty, fashion to health – you name it, she wrote it. Hannah is passionate about finding the right product at the right price and believes that good skincare and clothing doesn’t have to be expensive.