Jurlique’s ongoing effort to lead in natural skincare is driving strong growth in both local and global markets. However, its success depends on keeping pace with evolving consumer expectations and growing international competition. The Adelaide-based company grew by 9% in 2024, making it the fastest-growing premium skincare brand in Australia during that period. This performance far outpaced the sector’s modest 1.7% growth. In the second quarter of this year, Jurlique’s sales increased by another 8%, even as the broader skincare category declined by 6.5%.
Founded four decades ago with a commitment to purity, sustainability and biodynamic farming, Jurlique is benefiting from a shift in consumer preferences towards clean and ethical beauty. The brand controls the entire production process from seed to skin at its own farm in South Australia. This complete oversight of ingredient sourcing, formulation, packaging and distribution enhances its appeal to customers who value authenticity and environmentally responsible practices.
Jurlique’s growth extends well beyond Australia. The company is now active in 27 markets, including key beauty regions such as China, Japan, South Korea, the US and Europe. Its international expansion continues, with a strong focus on new markets like India, where rising middle-class demand and a cultural connection to botanical wellness offer significant potential.
Jurlique's strong performance comes at a time when many beauty brands, especially newer entrants, are struggling to maintain consumer trust and visibility. By staying true to its founding principles and maintaining full control over production, Jurlique is distinguishing itself in a competitive industry. Ongoing success is expected to depend on how well the brand manages to scale globally without compromising its identity or standards.
