About Us

WHAT IS THE FORMULA?

The Formula is a skincare focused online retailer and educational platform. We curate only the best and proven skincare products, based on the needs of skin and brand ethos. The right skincare for the right reasons.

WHO ARE WE? & WHY WE EXIST

We are a small business operating from Melbourne, Australia and founded by Julia Pratt and Ashley Johnson.

Julia is a self-confessed skincare nerd. She has been obsessed for many years and researches and talks about skincare almost every hour of every day. On top of that she has her own skincare focused YouTube channel through which she shares her experience and knowledge learned from her countless hours of research and experimenting with every product she can get her hands on.

Ashley on the other hand, comes from a business background. He was introduced to the world of skincare by Julia. As his interest in skincare grew and he began to research online to find the right products, he discovered that it was a pretty intimidating industry and full of 'smoke and mirrors'. Brands seemed to put so much time and effort into providing lots of information and guidance but often retailers didn't convey this brand expertise to consumers and instead, just had thousands of products with minimal genuine help.

This led to the inception of The Formula to fill a gap in the market and founded on the following premise:

The world of skincare is wonderful and also largely self-regulated. That means brands can tell us what they want about their products. The words on the front of the bottle, the celebrity marketing and the pleasing packaging can easily sway our purchasing decisions.
What if our skin could choose what we put on it?
Our skin can’t see the labels, smell the sweetness or know who’s using the ‘product of the moment.’
Skin just wants ingredients it can use in a formula that helps it do its job.
That’s the skincare we want to talk about. That’s the skincare we want every skin to experience.
We all have different skin and different needs and different budgets. Great skincare formulas exist and we are here to find them and share them.

AUTHENTICITY

Every product you see on our site is 100% authentic. The Formula is an authorised retailer/ official stockist of every brand on our site. We source all of our products either directly from the manufacturer/brand or from their authorised distributor within our region.

We are committed to remaining transparent with both our customers and our brand partners. We want to help minimise the sale of unauthorised and potentially compromised skincare products on the market, as we are passionate about delivering high quality formulas through legitimate channels. We care about our customers' skin and want to ensure they receive the best possible skincare available!

SUSTAINABILITY

Launching and maintaining a business that is sustainable and as environmentally friendly as possible is important to us. We have taken the first steps toward this with recyclable and sustainable packaging options. We are always looking for ways to improve and find additional ways to help the planet so if you have any awesome suggestions we would love to hear them: you can send us a message HERE