Australian-born Miranda Kerr is the founder and Managing Director of KORA Organics, a certified organic skin care line she launched in 2009. What began in Australia has since gained international recognition, with KORA products now available in over 25 countries worldwide.
“From a business perspective, the most important lesson is the power of staying true to the mission,” Kerr shared in an interview with Forbes over Zoom. “There are many moments of pressure to cut corners, save costs, or speed up development, but you have to stay firm in maintaining quality and authenticity.”
This commitment to quality has been her guiding principle throughout KORA’s development. The brand originated from Kerr’s personal quest for effective skin care products she could confidently use herself and share with loved ones. Kerr’s brand was born out of a desire to help people and give them the results they needed without jeopardizing their health.
Since founding KORA Organics, Kerr continues to expand her knowledge about skin care while growing both personally and professionally. Her journey demonstrates that building a purposeful brand requires patience, resilience, and unwavering focus while focusing on the needs of an evolving customer base.
Kerr Applies Science-Backed Innovation To KORA’s Development
Kerr built KORA Organics on a foundation of scientific research and genuine customer needs. She invested significant time understanding the science behind her products and personally reviewing the testing results. A cornerstone of KORA’s philosophy is challenging industry conventions. While retinol dominates the beauty market as a celebrated anti-aging ingredient, it comes with limitations: pregnant women can’t use it, and it often causes dryness. Kerr saw an opportunity to innovate.
“If you look at the before and after pictures, the results speak for themselves,” Kerr explains. “For example, our retinol alternative moisturizer impressed 90% of dedicated retinol users, who reported better results for fine lines and wrinkles compared to traditional retinol.”
At the heart of KORA’s formulations is noni extract, an ingredient with personal significance for Kerr. “I have been drinking noni juice since I was young for both its internal and external benefits,” she shares. “My grandmother introduced it to me when I was 13 and would suggest applying it directly to treat my acne I had through my teenage years.”
This Southeast Asian fruit, native to Tahiti but also grown in Australia, is packed with vitamin C and contains over 100 antioxidants. It works at the cellular level to support skin rejuvenation, strengthen the skin barrier, and reduce inflammation, delivering the radiant complexion KORA customers seek. It’s been Kerr’s “hero ingredient” since day one and every single product contains it, she adds, drawing from her studies in Nutrition and Health Psychology at Australia’s Academy of Natural Living and her certification as a health coach.
Her commitment to organic ingredients intensified after her mother’s cancer diagnosis. “What we realized is that what you put on your skin goes in,” Kerr reflects. “We were horrified to discover potentially carcinogenic ingredients in mainstream products, which strengthened our dedication to certified organic formulations.”
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KORA Organics Is More Than Just Clean Beauty To Kerr
Given that clean beauty is a trend that has become mainstream, Kerr draws a crucial distinction between “clean beauty” and “certified organic” – a difference that defines KORA Organics’ unique market position. “Certified organic means you’re avoiding pesticides and unnecessary chemicals while getting 60% more antioxidants,” Kerr explains. “When you have clean beauty, you’re not getting those three things because it’s very different.”
This commitment to certification has established KORA as the only certified organic brand stocked by Sephora worldwide, creating a distinctive niche in a crowded market. The rigorous certification process involves meeting the strictest industry standards, positioning KORA at the forefront as consumers become increasingly conscious about chemical-free products and wellness-oriented skincare. One fascinating trend Kerr has observed is the shifting demographics of her customer base. “Gen Z is incredibly ingredient savvy,” she notes, highlighting how younger consumers demand both sustainability and efficacy without compromise. Research backs Kerr’s observation; one study notes that 81% of the demographic note that ingredient transparency influences their purchasing decisions and they are opting for fragrance-free skincare and 33% are preferring paraben-free formulations.
This evolution in consumer priorities has shaped KORA’s approach to business. As a carbon-neutral and climate-neutral brand, KORA offsets its environmental impact through tree planting, water infiltration projects, and renewable energy investments. This commitment extends to their innovative approach to packaging updates.
Rather than following industry norms of discarding old inventory when updating packaging designs, KORA launched an archival sale. “I don’t want anything to go to waste,” Kerr states. “Instead of discarding, we’re giving the community a chance to stock up on moisturizers, sleeping masks, exfoliating masks and more at 20% off until they sell through.”
This strategy represents a win-win scenario: preventing waste while offering value to customers without compromising on the formula. After all, it’s the same high performing formula that customers love, while the brand moves forward with its packaging evolution without compromising its sustainability principles.
Kerr On Balancing Motherhood And Entrepreneurship
As a mother of four children (Flynn, Hart, Miles, and Pierre), Miranda Kerr has discovered that parenthood offers valuable lessons in entrepreneurship, though balancing family and career presents its challenges.
“I need to stop micromanaging and need to step back,” Kerr admits. She emphasizes the importance of establishing routines and building trust in her team, empowering them to advance the company’s mission while she balances her responsibilities.
Kerr has observed how parenthood naturally draws customers to KORA Organics. “When you become a parent, you want the best for yourself in those postpartum days and for your children,” she explains. This awareness has influenced KORA’s development as a family-friendly brand.
The universal appeal of KORA products transcends gender boundaries. “More and more men are embracing it,” Kerr notes, mentioning that her husband is “obsessed with” the turmeric brightening and exfoliating mask. Beyond adult use, she applies the brand’s body oil and lotion on her children, finding them particularly beneficial during teething.
“This is what we all use in our house,” she shares proudly. “I want this to be a unisex product that every member in your household can benefit from. That’s how we build repeat customers who understand that health is wealth.” This holistic approach to family wellness reflects Kerr’s commitment to creating products that nurture both body and business and prove that when personal values align with professional vision, both can flourish together.
This article was originally published on forbes.com.
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