Ere Perez

Ere Perez is an Australian natural-cosmetics brand founded in Sydney in 2002 by its namesake, the Mexican-born founder Ere Perez [1][6]. Based in the beachside suburb of Bondi, it makes vegan, cruelty-free makeup and skincare built around food-grade botanicals and superfood ingredients. The company is among the few natural brands to offer both makeup and skincare under one name, and it remains active, marking 24 years of trading in 2026.

The brand began with a single product, the Natural Almond Mascara, which Perez set out to make as a non-toxic alternative to conventional, chemical-heavy cosmetics. That mascara still anchors the range, which the company says now spans 41 products and more than 120 shades.

Ere Perez grew up in Mexico in a family with a tradition of natural therapies and plant-based healing, and trained in nutrition, with further certifications in naturopathy, Bach flowers and acupuncture [6]. After moving to Bondi Beach, she was drawn to the area's outdoor lifestyle and environmental awareness, and began formulating clean, sensitive-skin-friendly makeup. According to the company, her goal was "to create natural, skin-safe cosmetics that feel effective and considered of both earth and people".

Sources differ slightly on the family background that shaped her approach. The brand's own account describes her grandfather as a traditional medicine man and her mother as someone who made home beauty remedies [2]. An editorial profile in Fashion Journal instead describes her grandparents as scientists and natural healers, with her mother creating at-home beauty products from raw ingredients [6]. Both accounts agree on the substance — a family steeped in natural healing — and on the founding year of 2002.

To get the first mascara into shops, Perez visited health-food stores around Sydney to pitch it to retailers directly, funding her early experiments by working several jobs at once, including babysitting, teaching swimming and waitressing.

The brand positions itself within the natural and clean-beauty space, with a stated "less-is-more" philosophy and an emphasis on multitasking, botanical formulas suited to sensitive skin. Its mission, as the company frames it, rests on the idea of caring for "two homes — the body and the planet". The current tagline is "Beauty Beyond Clean".

Ingredient transparency is central to how the brand describes itself. It says it formulates with "science-backed botanicals and skin-nourishing superfoods" while excluding more than 2,700 ingredients, among them alcohol, parabens, sulfates, phthalates, talc, microplastics and animal-derived ingredients — with the noted exception of beeswax in the Natural Almond Mascara [4].

Ere Perez names many products after the foods at their core, a habit reflected across its range. Alongside the founding Natural Almond Mascara, signature items include the Oat Milk Foundation, the Avocado Waterproof Mascara, the Beetroot Cheek & Lip Tint, the Carrot Colour Pot and the Rice Powder Blush & Bronzer [5]. Hero ingredients cited by the brand and press include oat milk, avocado, beetroot, carrot, rice powder, grape water and moringa. The Natural Almond Mascara is described by stockists as a natural cult favourite and the product that launched the company [8].

The brand counts the Coco Crayons among its proudest achievements — plastic-free, biodegradable colour crayons for lips and eyes that were recognised at the 2022 Allure Best of Beauty Awards [5].

Sustainability claims feature prominently in the brand's positioning. Ere Perez describes itself as "predominantly vegan," using no animal-derived ingredients, and says it is certified cruelty-free by PETA and Choose Cruelty Free Australia [3]. It states it has been certified carbon neutral by The Carbon Reduction Institute since 2016 [3], and is a signatory of the UN Global Compact.

Packaging is a recurring theme. The company says it operates what it calls a "world first" refillable makeup compact system [3], and guides its packaging choices using a set of eco-principles covering refills, recycled and mono-material components, plastic-free and waterless options, and biodegradable materials. It also says it donates one dollar from every order to ocean-cleanup efforts and has partnered with the SeaBin Project on ocean conservation.

The brand was founded in 2002 with the launch of the Natural Almond Mascara. It became certified carbon neutral in 2016, and in 2022 marked its 20th anniversary, the same year the Coco Crayons won recognition at the Allure Best of Beauty Awards [6]. The company's about page describes it as celebrating 24 years in 2026.

Press coverage has focused on the founder's story and the brand's superfood-based formulations. Green Matters profiled Perez and the brand's award-winning makeup in 2022, and Fashion Journal ran a career feature on building the company "from the ground up". A 2019 CosmeticsDesign profile featured the brand within a survey of Latin American beauty names.

Ere Perez is an active, independently run Australian indie brand with a current product range and live campaigns as of 2026 [1]. Its parent ownership is not publicly recorded. Distribution extends beyond Australia, including other international markets.