INIKA organic makeup, organic skincare

Championing the Beauty and Power of the Earth, with Tony Rechtman

This month, Parvati Magazine spoke with Tony Rechtman, CEO of INIKA Organic, which creates luxury skin, lip and eye cosmetics. Founded and based in Australia, INIKA’s award-winning products are certified organic, vegan, cruelty-free, halal and 100% non-toxic.

Parvati Magazine: INIKA sets itself out as the #1 certified organic makeup brand worldwide. How do you stand out from your counterparts?

Tony Rechtman: The industry is plagued with confusing claims around what is “organic”, “natural” and “green”. At INIKA Organic, it’s not so much what we say about ourselves, but what standards and certifications that we hold ourselves to. To make sure we’re producing the healthiest cosmetics possible, we use only the most stringent certifications globally to authenticate our products (e.g. Organic Food Chain). The entire range is 100% natural (and always will be), with more than two thirds being made with 70%+ certified organic ingredients, while the rest of the ingredients are mineral or water-based. We are also certified vegan and cruelty-free as we believe that amazing cosmetics should not be made at the expense of any creature. INIKA Organic is also committed to producing cosmetics that outperform their mainstream, chemical-based counterparts.

PMAG: The liquid foundation is one of your bestsellers, and also a favourite of actress Emma Watson. Why do you think it is so popular?

TR: I think it’s down to the simple mix of having a natural, organic foundation that gives a professional result, whilst also being good for your skin. Our INIKA Organic Liquid Foundation has an incredibly high percentage of certified organic ingredients and is also enriched with Hyaluronic Acid to hydrate and plump the skin. [It] is as close as makeup can get to skincare. We love that it creates that luxurious feel that people are looking for.

PMAG: I have noticed that one of your new products is a lip serum which looks perfect for the winter. What do you recommend for your shoppers in the northern hemisphere?

TR: Sea Buckthorn is the hero ingredient in that serum, a coastal botanical that is renowned for its repairing and soothing abilities. You can use it on its own or apply on top of your desired lip colour for a boost of moisture in the cooler weather. As the season changes, consider switching to a more moisturising formula to care for lips during the winter months, like our Certified Organic Vegan Lipstick. There are a few basic product swaps that are great for protecting your skin against the cold weather. One prime example is using a BB Cream that features nourishing natural oils to hydrate your skin, whilst also creating a barrier to lock moisture into your complexion.

PMAG: The summer season has started down under. What are you excited to share with your customers over the warmer months?

TR: This summer is going to be all about glowing, naturally-radiant skin. This means avoiding anything with heavy coverage that masks the natural beauty of your complexion. To accent your best features, we’re releasing our new Certified Organic Cream Illuminisor to highlight the high planes of the face; cheekbones, the tip of the nose and the cupid’s bow. The cream formula ensures that skin is kept with a lit-from-within glow.

PMAG: What looks are you loving for upcoming festive celebrations and in the year to come?

TR: Metallic-inspired hues continue to be the it-look for this festive season. Adding luminosity and glow is key, as the highlighting trend remains ever popular. For the eyes, a monochromatic or single-shadow approach makes for a striking party look. The key is a premium loose pigment [like the Loose Mineral Eye Shadow] and plenty of blending [with the Organic Vegan Blending Brush] to ensure the look is seamless and smokey.

PMAG: Your Instagram feed is filled with breathtaking water and landscape shots. What do nature and the environment mean to INIKA?

TR: INIKA actually means “small earth” in Sanskrit. Our ingredients are sourced from some of
the purest locations in the world. This is the motivation behind the beautiful landscapes you see on our social channels. Our packaging is 100% recyclable and we continue to make improvements to our manufacturing processes. Ultimately, INIKA Organic was created to
champion the beauty and power of the earth. This is the reason that our products perform so fantastically, whilst being healthy.

Tony RechtmanWith more than 20 years of experience in the beauty industry, Tony Rechtman is the founder and CEO of Total Beauty Network (TBN), the parent company behind INIKA Organic. After working for several large multi-nationals in the US, Tony and his partner Sharon identified a large gap in the market for cosmetics that were both high-quality and ethically produced. Tony remains committed to ensuring that all TBN products are innovative and ahead of the curve, as well as being healthy, natural and ethical. For more information go to