Interview with ethical business woman Ananda Mahony

Need some inspiration, natural skincare advice or just a good read?

We think this interview with the director of Vitale Natural Ananda Mahony provides all of the above. Vitale Natural is both a natural beauty salon in Paddington, Queensland and an online natural beauty store with an incredible range of natural and organic beauty products and cosmetics, including many for sensitive and problem skins.



Give us a little background on Vitale Natural
I am the owner of Vitale Natural. I have been a naturopath for 13 years specialising in new product research & development. After 10 in the wellness industry I followed my passion into organic cosmetics 3 years ago.

What inspired you to start Vitale Natural and how has the journey been for you?
My motivations for starting Vitale were many. The most significant reason was a passion for skin care – I just love it. Before I discovered natural skin care I was a “new adopter” which describes someone who seeks new and exciting things within a certain industry. This was because I couldn’t find “the” product to help my skin. I had hormonal acne and I tried so many things before moving over to natural products and as soon as I did my skin responded so well (of course I was also doing all the right things internally). The brand that turned my skin around and opened my eyes to natural skin care was Remedica and finally I stopped seeking. I then realised how many products on the market were full of synthetic ingredients and even some potentially toxic ingredients. Once I converted, there was no going back. Along the way I realised that there were lots of fantastic natural & organic brands out there but that they weren’t being marketed well or even easily available...things have certainly changed in the last 5 years and as a whole the industry has really come into its own. So armed with my passion and a few great brands, I opened Vitale.

There are so many natural and organic products coming onto the market now, how to you choose the products you are going to use and sell?
I am an ingredient buff. I pore over product labels with a fine tooth comb and I only choose products that fit with our ethos and secondly that they have a point of difference from the existing ranges we stock. Our product ranges have to be natural (ie from plant or mineral sources, contain no synthetic or toxic ingredients and no petrochemicals), preferably at least 70% organic, my preference is for Australian products first but if I can’t find what I want I will go outside Australia.

What are your three must have beauty products?
Remedica Sensitive Visage
Devita Rx C Pro Plus
Third Stone Botanicals Rose Geranium Moisture Balance




If people are just getting started on converting to natural beauty products, what would you recommend they start with and why?
A good moisturiser and cleanser. These are the basics that I recommend women and men use every day. I think this duo can be likened to a multivitamin in that they helps maintain general health, in this case, the health of the skin. Beyond the basics I recommend treatment products which go beyond basics and they really depend on individual skin health and issues. For example I use the Sensitive Visage for a tendency to redness and the C Pro Plus for sun damage and to slow aging.

It is almost Christmas time, what will you be giving friends and family this year?
We try to always give either experiences, something that has a good lifespan ie avoid disposable items or a regular consumable (like skin care!!!). I do all my Christmas shopping on-line or within a 1km radius of the shop.

Most people consider starting and running a small business a difficult undertaking, what keeps you going when things get tough?
My passion for the industry and a positive attitude. I have learnt not to indulge in “what if it all goes wrong” thinking.

Any advice for those individuals wishing to start their own ethical business?
Have a good business plan because that is a plan to succeed. Also very importantly, maintain your integrity and stick to your ethics.

The perfect day is different for everybody, how would you describe yours?
When I think about my perfect day it always involves people I love (including my dogs) and food I love...so it could be many places as long as I have my family and good black coffee!


Have a peek at Ananda's website, just a warning, you may become addicted!
www.vitalenatural.com.au