Meet Lulu Starman of eco-friendly, vegan makeup brand ECO Minerals (+ Giveaway!)

lulu eco minerals vegan sustainable makeup brand.jpg

If you're looking for beauty products with less plastic packaging, have you come across ECO minerals? They make cruelty-free, natural makeup in refillable plastic-free sachets (made from cellulose and cardboard).

ECO minerals was born in 2007 from a dream of two friends in Byron Bay, Australia - Lulu and Amber. They wanted to create something that outperformed top beauty products, which represented their ethical values.

We chatted with Lulu Starman about her brand, environmental sustainability and her daily Byron life.

[PLUS SEE END OF POST TO ENTER TO WIN AN ECO MINERALS FOUNDATION + VEGAN KABUKI BRUSH + ANY EYE/BROW COLOUR.]

ECO MINERALS-vegan natural makeup made in Australia copy.jpg

Why did you decide to start ECO minerals?

I always loved pure, cruelty free products but I couldn’t find a foundation that I loved (at that time I had tried all the natural ones and was back on a mainstream large cosmetic house brand that I never felt good about purchasing (because of chemicals and probably animal testing) but it looked amazing. A friend and I were both at home with little babies and decided to start a business.  We decided to create our own products and brand to embody all the values we believed in: pure products, fair prices, vegan, cruelty free, Australian made, minimal packaging. And this is how after a bit of experimentation… ECO minerals was born - 11 years ago!

true-beauty-is-cruelty-free-eco-minerals-byron-bay.jpg

You’re pretty passionate about environmental sustainability, can you tell us how you work this into your brand?

Yes I am really connected to nature and aware of the impact I have as an individual and brand owner. Minimal packaging is really important to me.  I keep packaging for home and business use to a minimum. I don't have a bin at home so that really makes me realise what I am throwing away.

I also believe in pure products not just for our health but also the environment - these are safe in sourcing, processing and also when we wash our skin/cosmetics off at the end of the day (natural cleanser of course) they are not introducing chemicals and other toxins to our water ways.

I don’t have a bin at home so that really makes me realise what I am throwing away.
 ECO Minerals plastic-free refill sachets (made from cardboard with clear cellulose bags inside). Image  @allnaturalcollection

ECO Minerals plastic-free refill sachets (made from cardboard with clear cellulose bags inside). Image @allnaturalcollection

What tips do you have for people to minimise their daily plastic use?

Strive for no plastic use and go without a bag or coffee if you don't remember your reusable items.

Keep cutlery in your car if you eat a lot of take out & make minimising plastic and other waste products a priority - for example eating in restaurants rather than taking out.

I constantly request zero packaging to stores and brands - particularly on items such as food (plastic wrapped celery) and I always politely request an eco friendly option or decline to purchase.

I also love to get creative and see what stores will sell me - for example olives in my keep cup in a delicatessen. ;)

lulu starman eco minerals vegan sustainable makeup brand australia.jpg
I also love to get creative and see what stores will sell me - for example olives in my keep cup in a delicatessen.

What have you found challenging with your business journey?

I have embodied so much fo myself in the brand that it is always a challenge not to take rejection personally.

I found it really challenging having no idea or interest in the financial and administrative side of business. Thankfully when Michael and I became business partners he took responsibility for all this. It is also awesome to work with a team that are in agreement with my ethics regarding business, ingredients, packaging etc.

I have really enjoyed most aspects of building and running ECO minerals. I am super motivated and LOVE the freedom to work in the hours I am most inspired.

What does your own daily makeup look like, what are your favourite products?

I have worn ECO minerals every day for around 11 years!! I keep it simple and love a barely there look.
Here is my fav everyday ECO minerals selection:

  • Perfection foundation (flattering for my dry and 44 years skin :) in Neutral Sand
  • Eco exotic bronzer
  • Coco - brows
  • Black magic eyeliner
  • Mascara

When I’m going out I add:

  • Light concealer
  • Alchemy hi light creme
 ECO Minerals vegan makeup by  @greenspiritno

ECO Minerals vegan makeup by @greenspiritno

You're based in magical Byron Bay. How does a usual day go for you?

I live with my daughter Coco in a tiny house on a large property near Mullumbimby (just out of Byron). A typical day is something like this:

  1. Awake and if lucky, our little house is surrounded by 12 horses who roam free on 60 acres.
  2. Hang out with them & take our dogs for a little run.
  3. Head to Byron Bay for training - completely addicted to Muay Thai fighting :)
  4. Come home and get Coco to school.
  5. Work on ECO minerals from home or office.
  6. Pick up Coco from around town.
  7. Buy some yummy organic vegan food
  8. Feed our horses
  9. Hang out with family/friends
lulu starman eco minerals vegan sustainable makeup brand australia-1.jpg

What are some of your favourite vegan eats around Byron?

My FAV is Elixiba because it is completely yummy and vegan. There are also good vegan options at Combi, Folk & Miss Margarita.

 Elixiba plant-based bar and restaurant in Byron Bay. Image by  @danielleking.photography

Elixiba plant-based bar and restaurant in Byron Bay. Image by @danielleking.photography

If you could share one message or inspiring piece of advice with others, what would it be?

Yes - this is what works for me!

Believe in yourself and look out for Universal signs and messages whether you are on track - make decisions considering intuition as a key decider! 

Also - a lot of people offer advice so be discerning - I look at who is offering it and consider this as part of the picture on whether I will consider this advice. If you listen to everyone - a lot of times they are just projecting their limiting beliefs so it is great to just put your head down with a clear vision and run.

With business it’s great to make yourself and offering so unique that you don’t consider yourself as having any competition - this keeps things fun and light and magical.

ECO Minerals


GIVEAWAY - ENTER TO WIN VEGAN, NATURAL MAKEUP FROM ECO MINERALS:

FOUNDATION (VALUED $36) + VEGAN KABUKI BRUSH (VALUED $25) + ANY EYE/BROW COLOUR (VALUED $25).

Entries close 11.59pm Sunday, June 10, 2018.

Name *
Name
Would you like to receive our monthly newsletter? *