Australian model and founder of KORA Organics, Miranda Kerr, never thought of herself as an entrepreneur when she launched her skincare label back in 2009. Fast-forward nearly 15 years, it’s stocked in 30 countries and shipped to over 160. She sits down with Forbes Australia ahead of her appearance at the Forbes Australia Women’s Summit on March 22nd to talk about the genesis of her brand and her future plans.
Miranda Kerr will be speaking at the inaugural Forbes Australia Women’s Summit on March 22, 2023. Book now to secure your spot.
Years before sporting giant wings and glitzy outfits on the Victoria’s Secret catwalk, Australian model and entrepreneur Miranda Kerr was a teenage Gunnedah girl in a tough spot: Mum had just been diagnosed with cancerous tumours in her spleen. Her family wanted answers.
“Our family started to do research and we learnt that a lot of the everyday products we were using contained chemicals that were potentially detrimental to our health,” Kerr tells Forbes Australia. “We were shocked to see how toxic certain products can be that were readily available on the market.” Including skincare products.
“My dream is for KORA to become a global household name that provides safe, clean, certified organic products that deliver powerful results.”
– Miranda Kerr, founder of KORA Organics
What initially began as a self-funded personal project to create certified organic skincare products became, in 2009 when it officially launched, KORA Organics – Kerr’s skincare business. (Her products are certified organic in accordance with ECOCERT/COSMOS – a strict world certification that guarantees the purity of products). For years, Kerr was driving her business alongside a very successful career as a model – most notably, as a Victoria’s Secret Angel.
“Over the many years of modelling I was fortunate to be able to work with leading global corporations, where I had exposure to CEOs, various executives and respected creatives,” she says.
“It was a constant learning path that provided me with many skills and tools that I’ve applied with KORA. So I guess modelling prepared me for my role as an entrepreneur because it helped me understand business, how to connect with an audience and communicate with the customer. This makes all the difference in how a brand reaches consumers and resonates on a global scale.”
While modelling gave Kerr the connections, her parents gave her courage.
Mum is an accountant by trade and both her parents owned their own businesses. They told Kerr: “‘Look, modelling could stop tomorrow, so save every penny you can and you’ll be able to invest in your own business one day.’”
‘No gesture too big or small‘
In 2016, Kerr decided to shift her focus from modelling full-time to KORA Organics full-time. That’s when the growth trajectory of the business really took off, she says.
“We launched in America in 2017 and today KORA is sold across 30 countries and we ship to over 160,” she says.
“I’m thrilled about how far I’ve come with KORA Organics… We receive incredible customer testimonials everyday… My dream is for KORA to become a global household name that provides safe, clean, certified organic products that deliver powerful results.”
But her greatest success – and inspiration – is motherhood. Kerr is a mum to three boys, two with husband Evan Spiegel, who co-founded Snap Inc and became a billionaire at just 25.
“For me, the qualities I admire most in Evan are: his creativity, resilience, and kindness. He often tells me that the things he really admires are my sense of humour, kind heart and generosity. Together we’re a strong team who really bring out the best in each other,” Kerr says.
The pair are engaged heavily in philanthropy through their family trust, The Spiegel Family Trust, which is largely dedicated to the arts, education, housing and human rights. In Australia, Kerr supports Kids Helpline, the Royal Hospital for Women and the Save the Koala Foundation. Kerr actually tied herself to a tree in 2009 to highlight the Koala Foundation’s ‘No Tree, No Me’ campaign.
The Trust also supports the Sydney Children’s Hospital Foundation, women’s safety organisation Jenny’s Place and youth organisation Youth Express. It also made contributions to fire relief efforts during the 2019-20 Australian bushfires.
“I believe giving back is so important, no matter how big or small the gesture,” Kerr says. “We can all do our part. In the US, as a family we regularly attend local community initiatives to help those in need.”
Kerr’s five-year plan
Over the next five years, Kerr plans to continue to grow the KORA brand by extending the range, which she’s doing as we speak – she’s just created the world’s first certified organic retinol alternative to market, launching in April.
“Traditional retinols have always been too harsh on my skin, and when I was pregnant with my three boys, I had a hard time finding a healthy, natural option that gave me the results I needed,” Kerr says. “I’m so proud to have created a product that finally ticks the boxes.”
The serum, Plant Stem Cell Retinol Alternative Serum, is a plant-based retinol made using Bakuchiol and Alfalfa extract, which Kerr claims work together to treat and prevent visible signs of ageing – with five times the power of retinol. “Our focus is on continuing to cement our position as a leader in skincare, developing new innovative products and pushing the boundaries in the certified organic space,” she says.
Forbes Australia issue 3 is out now. You can pick up your copy at all good newsagents or become a member here.
