Auê Natural is a regenerative British beauty and personal care company launching in late 2025 with a bold mission: to redefine beauty and personal care through authenticity, sustainability, science, and plastic-free. Created for and with the next generation, the brand introduces unbottled formulas - face balm on a stick, body cream, shampoo and conditioner bars - powered by high-performance rainforest bioactives. Their goal is simple but radical: care for people and planet with no compromises.
STORY
The timing could not be more urgent. The global beauty industry generates over 120 billion units of packaging each year, much of it single-use plastic, while 77% of products on the shelves contain microplastics or harsh synthetic actives. With children now starting beauty routines as early as eight years old — a decade earlier than previous generations — the long-term impact on skin health and the environment is profound. Auê Natural positions itself as a counter-movement: a new standard of beauty that is clean, regenerative, and genuinely effective.
At the heart of the brand is founder Michelle Sartorio, a Brazilian-born strategist with two decades of experience in investment, marketing, and sustainability. She brings together ancestral knowledge from the Amazon, advanced European science, and a fierce belief in change. Even the name “Auê” — meaning “chaos” in Portuguese — is reclaimed as a celebration of good disruption: the creativity, energy, and challenge needed to shift an entire industry.
The brand is currently manufacturing its first four products in France and the UK, combining European science with ancestral knowledge from the Amazon. One of its flagship products will be an all-in-one wonder face balm, enriched with concentrated bioactives including camu camu, açaí, passion fruit and guaraná. These ingredients have been researched and are known for brightening and evening skin tone, serving as natural protectors against free radicals, regulating oil, soothing inflammation and hydrating deeply without clogging pores – allowing users to discover the true beauty of the Amazon rainforest.
With a 2026 innovation pipeline already defined, Auê Natural is building strong momentum. The brand has been recognised as Innovator of the Year at ClimbUK and will next be showcased at COP30 in the Amazon rainforest, Brazil, where Michelle will speak on youth, the bioeconomy and the future of the beauty industry. For Auê Natural, this is more than a launch: it is the beginning of a regenerative approach to beauty, designed to inspire the next generation to demand better.