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Young mum set to make $12million from full coverage ‘clean’ makeup Lust Minerals

Young mum is set to make $12MILLION from her ‘clean’ makeup after her dad’s death inspired her to research the danger of chemicals in household products

  • Stacey Hollands launched Lust Minerals in September 2014 after father’s death 
  • His cancer diagnosis prompted her to research chemicals in beauty products
  • She decided to develop a line of makeup products made of ‘cleaner’ ingredients
  • The instant success will see Stacey earn $12m in her eighth year of business


A young mum determined to research how chemicals in our beauty basics affect our bodies after her father was diagnosed with cancer is set to make $12million in sales after she launched a ‘cleaner’ range of makeup products eight years ago.

Beauty therapist Stacey Hollands was just 22 when her father was told he had cancer, and it saw her decide to dig deep into researching the connection between the chemicals we use and deadly illnesses. 

The Sunshine Coast native spent three years trying to manufacture cosmetic products that would give women results and coverage all at a reasonable price point, as she noticed other ‘natural’ brands were lacking in their ability to act in the same way regular makeup does.

In September 2014, just seven months after he died, Stacey released Australia’s first range of high performance, affordable clean beauty products called Lust Minerals. 

Beauty therapist Stacey Hollands (pictured) was just 22 when her father was told he had cancer, and it saw her decide to dig deep into researching the connection between the chemicals we use and deadly illnesses

In September 2014, just seven months after he died, Stacey released Australia's first range of high performance, affordable clean beauty products called Lust Minerals

Now 32 and with two young children Stacey is preparing to turnover a seven-figure revenue as a result of her highly successful, vegan, high quality makeup

In September 2014, just seven months after he died, Stacey released Australia’s first range of high performance, affordable clean beauty products called Lust Minerals

Now 32 and with two young children Stacey is preparing to turnover a seven-figure revenue as a result of her highly successful, vegan, high quality makeup.

‘We don’t sacrifice on quality. We always choose the highest quality ingredients with the strongest concentration as opposed to only including a small percent just to claim the ingredient,’ she told Daily Mail Australia.

‘We value education around clean beauty and help our customers understand the why and teach them how to make the switch to a cleaner lifestyle.

‘And we value people over profits and have a highly trained and committed customer care team that are available virtually for skin consults and makeup colour matches via Live Chat and Instagram DM, seven days per week.’

The company’s best-selling product is the Pro Finish Liquid Foundation ($61.99), with one unit sold every minute.

The company's best-selling product is the Pro Finish Liquid Foundation ($61.99), with one unit sold every minute

The company’s best-selling product is the Pro Finish Liquid Foundation ($61.99), with one unit sold every minute

Longer lasting a sweat-proof, mineral makeup is so fine in texture it can be worn while exercising without clogging your pores

Stacey hopes her endeavours into the clean beauty space are giving her father something to be proud of, after he inspired her research, and she has plenty of new launches in store for 2022

Longer lasting a sweat-proof, mineral makeup is so fine in texture it can be worn while exercising without clogging your pores

‘This foundation is the best foundation I’ve ever used! Even my partner has noticed how good it looks. I will never go back, I’ve finally found my forever makeup,’ customer Sammy C wrote about it online.

‘So impressed with the coverage the Pro Finish Liquid Foundation provides. It stays on nicely for the duration of the day. As someone with extremely pale and dry skin, I have always struggled with finding the perfect foundation and I think I may have found it,’ said another.

It contains pomegranate, starfruit, passionfruit, kiwi, mangosteen, pineapple, lychee, Indian jujube and guava extracts and promises to deliver on colour no matter what shade you are.  

‘This is a staple in your makeup routine as a medium-full coverage liquid foundation that is packed full of superfoods and provides a satin finish – it definitely stacks up and performs as well as conventional products which is rare for a cleaner alternative,’ Stacey said.

'In March we are re-launching our highly concentrated skincare range with luxury packaging that will see the entire brand elevate to a world-class level,' she said

‘In March we are re-launching our highly concentrated skincare range with luxury packaging that will see the entire brand elevate to a world-class level,’ she said

Longer lasting and sweat-proof, mineral makeup is so fine in texture it can be worn while exercising without clogging your pores. 

Stacey hopes her endeavours into the clean beauty space are giving her father something to be proud of, after he inspired her research, with plenty of new launches in store for 2022. 

‘In March we are re-launching our highly concentrated skincare range with luxury packaging that will see the entire brand elevate to a world-class level,’ she said.

‘This will also be accompanied by the launch of two brand new skincare products as well as our highly anticipated natural, organic tinted SPF (50) as part of the Lust Makeup Range.

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Read more at DailyMail.co.uk