Brand Spotlight: INIKA Organic

INIKA Organic was founded in Sydney in 2006 with a clear vision: to create a makeup and skincare line that is as effective as it is pure. The name "Inika," which means "little earth" in Sanskrit, embodies founder Tony Rechtman's philosophy that true beauty should never come at the expense of health or the environment. Therefore, the brand uncompromisingly relies on certified organic ingredients, free from synthetic additives and potentially harmful chemicals.

Behind the natural cosmetics brand INIKA Organic is entrepreneur Tony Rechtman, who founded the company Total Beauty Network (TBN) together with his wife Sharon. Their goal: to develop beauty brands that not only impress with their quality, but also create a new awareness of responsibly produced cosmetics. Today, TBN represents a portfolio of brands that set standards in both the premium and drugstore sectors with high-quality ingredients and a clear focus on values.

Tony Rechtman brings decades of experience in the international cosmetics industry. After a successful stint as Marketing Director at the renowned nail polish brand OPI in Los Angeles, he returned to Australia with a clear vision: to build his own company that would reimagine the beauty world.

With a keen eye for market niches, he successfully introduced several international niche brands to the Australian market – including DermaNew, Naked Kiss, and White Sands Haircare, which received significant acclaim in the professional salon sector. At the same time, he built the drugstore brand Designer Brands Cosmetics, which is now available in numerous Australian drugstores, with the aim of offering high-quality cosmetics at affordable prices.

The founding of INIKA Organic was ultimately the logical next step: a cosmetics brand that uncompromisingly focuses on purity, sustainability, and certified quality. For Tony Rechtman, beauty is far more than just a product promise—it's an emotional experience: "The beauty industry is fun, vibrant, and dynamic, and makes women feel good. There's nothing more beautiful than the experience of seeing a new customer improve their life and find happiness through one of our products."

INIKA Organic is now represented in 35 countries and remains 100% Australian-owned – proof that sustainable success is possible without compromising its core values. The commitment to developing only natural and highly effective products remains unchanged. The brand sees skincare and color cosmetics as part of a holistic, sustainable lifestyle.

The Australian brand is one of the world's most strictly certified cosmetic brands. Its products carry prestigious seals such as Certified Organic, cruelty-free, vegan, and halal—not empty promises, but standards confirmed by independent testing. The brand pays attention not only to the quality of its ingredients, but also to their origin: every ingredient comes from ethically responsible sources.

With over 100 awards for product quality and innovation, INIKA Organic has long made a name for itself in the beauty world: In 2020, the brand was named Best Skincare Brand at the Organic Beauty Awards. Long Lash Mascara won at the Wellness Awards in 2022, while the Bold Lash Mascara was awarded as the best organic product in the eye make-up category in 2020. The Lip Crayon secured the Clean Beauty Award in 2023 and the Best New Organic Product title in 2020.

INIKA Organic is also present on the international catwalks: as the only certified natural cosmetics brand to be featured at New York Fashion Week from 2018 to 2020. Proof that environmentally friendly cosmetics are not only good for the skin but also meet the highest aesthetic standards.

At INIKA Organic, sustainability isn't just a focus—it's the heart of the brand. With the strictest standards for natural ingredients and the highest international certifications, INIKA Organic focuses on 100% pure, highly effective natural products. But its commitment goes even further: The brand actively combats plastic pollution and relies on sustainable packaging made from sugarcane, glass, or recycled plastic to protect the planet while offering uncompromisingly high-performance beauty products.

Since 2022, INIKA Organic has already collected over 20 tons of plastic from the environment—and the number is steadily increasing. In collaboration with CLEANHUB and several communities, including those in Bali and India, the brand is committed to ridding the oceans of plastic waste and creating a clean, green future.

INIKA Organic has established itself as a leading natural cosmetics brand, setting the highest standards in quality and sustainability. With Tony Rechtman's clear vision of creating beauty that is both environmentally friendly and effective, the brand has gained worldwide recognition. It uses only 100% pure, certified natural ingredients and relies on eco-friendly packaging to protect the planet.