Natural Leif: Skincare takes pride of place

Sydney – A new skincare brand is to be launched that celebrates its Australian ingredients and style cues.

Created by packaging company Container, Leif uses ingredients which are indigenous and mostly found on the Australian continent, such as lemon myrtle, eucalyptus, tea tree, wattleseed and wild rosella.

The packaging, which reminds LS:N Global of Aésop’s clean lines, suggests a sense of heritage. ‘The design of the bottles nods towards apothecary packages of old,’ Jonnie Vigar, creative director at Container, tells LS:N Global.

Set on lozenge-shaped bottles, Leif’s dark green labels feature clean fonts and clear copy that highlights the ingredients’ provenance.

Leif will be introduced in Australia in early 2011.

For more on consumers’ concern for provenance, simplicity and heritage, read our macro trend report on the beauty sector, Beauty+.