Cindy Lüken, CEO and founder of Lük Beautifood is pushing boundaries in the makeup industry, for the good of the environment and our health. She has a Bachelor of Applied Science in Food & Nutrition, and was also awarded an Honorary Master of Science for her contributions to the food and science fields. Her passion for clean living is clear through Lük’s key message of “What goes on, goes in”.
1. Tell us about the inspiration behind Lük
The specific inspiration for lukbeautifood goes back many moons ago, when I was working in a ‘natural body care’ field for a friend of mine – I inadvertently saw how lipstick was made, it intrigued me to delve deeper. On researching I quickly understood that lipsticks are made of a concoction of oils, waxes, butters, binders, colours and flavours – a recipe looked a lot like a chemical cocktail and not something you want to me spreading across your lips! The simple fact is, that even I – with my 30 years of experience in food science – could not read the ingredient formulation on packages, this inspired me to create what has now become Lük Beautifood.
I concluded that there was no point eating well if you still slathered on body care products and continued to paint your face with a toxic cocktail of fragrances, synthetic dyes, chemical preservatives and petroleum-based ingredients, especially when evidence was starting to rise that these were potential contributors to endocrine disruptors, carcinogens or linked to cancer and to causing allergies/skin sensitivities. So, with a natural craving for a new career project after having kids – I entered into new territory with lukbeautifood.com and set up a test kitchen at home. I started experimenting and formulating an all-natural, food based and ‘skin healthy’ lipstick range – sharing my food, cooking and nutrition knowledge online, with the hope of giving fresh face to beauty, and pioneering a healthier way to live.
- Tell us a little bit about the brand and the ranges
The foundation of lük beautifood is built on harnessing the beauty of food – food and science are a natural marriage and with lipstick taste is key – especially when you are foodie. When I worked out I could replace synthetic oils with avocado oil, I started combining cold pressed citrus and spice oils, experimenting in my kitchen and that is how I came up with a menu of different culinary combined flavours that you keep licking your lips for! I believe nourishing your whole body with healthy food is central to cultivating your natural beauty; what you put on your body should be as nutritious and safe as what you eat.
So, in a nutshell lük beautifood is an award winning Australian clean beauty company making 100% natural, toxin free lipsticks from lip-delicious foods rich in nutrient rich vitamins, antioxidants and anti-inflammatories for soft, smooth lips and understated, healthy natural look. Our lipsticks are 100% natural & toxin free. Made from foods like fruits, seeds, spices, herbs, cold pressed organic citrus oils, anti-oxidants & vitamins. That means you can wear lipstick that is as good as the food you eat that’s why lük beautifood has the tag line be delicious inside and out!
- What is Lip Nourish?
100% natural, edible natural lipstick brimming with nutrients that your lips crave. Lip Nourish is the perfect transition from lip balm to lipstick. It goes on with an incredibly crème soft soothing texture as it feeds and moisturises lips. Comfy and easy to wear all day every day, it’s your go-to lip treat for a healthy, natural look.
- Who would you love to see wearing Lük?
Everyone and Anyone, from Young to Old – I created our Lip Nourish to be an essential go-to ‘pantry staple’ for wearing all day and all night. With a dozen shades, there’s always an option to suit the occasion – I have one in my bathroom, my handbag, the desk drawer and the car… you should too! I’ve worked hard to create an affordable, daily luxe lippie treat you can wear to keep your lips smooth, soft and hydrated. Plus, the added bonus is that they taste so good! A delicious treat for your lips and your taste buds – without the nasties!
5. Have you always been passionate about natural and toxin free products?
I believe in true beauty, real beauty and natural beauty. I believe that in order to be naturally beautiful, that it is essential to take a holistic and natural lifestyle approach. The importance of getting back in touch with nature and being inspired by its beauty and goodness is one ideal I hold on to and have for a long time!
I have always gone back to the question… “Why would you be so careful to avoid toxins in your food then apply the same ingredients like synthetics dyes to your skin when many of them can be absorbed?”. In my opinion, knowledge is power. My experience in the food science world – career and study – comes hand in hand with increased awareness of the toxins present in our everyday lives. I quickly focused on shifting little elements of mine, and my family’s lives. – I have managed to simplify my face care routine to 2 products, have gone toxin free with my deodorant, toothpaste, nail polish and hair care. Of course this is not limited to just food and cosmetics – everything that touches me, my family, our bodies and our space from washing powder and detergent, to organic bed linen and wooden floors, it’s all a part of the one big picture.
6. Which lipstick shade is your go-to?
Oh…to pick one?!
My top 3 would have to boil down to…
1. Rose Lime is my number one go-to for moisturising, it’s the same colour as my lips but better! With an amazing lime and ginger taste. I find myself reaching for this shade, especially in summer to match my summer tan & yellow complexions.
2. Nude Pink is one of our 2 new shades we released for Lük Kissmas Campaign, it’s so light & pretty – it’s become my go-to if I’m running out of the office for a lunch meeting or when I want a gentle ‘lift’ to my appearance!
3. Tangerine Pomegranate is within snatching distance when I’m in need of some colour… it’s a gorgeous shade with a bit more pigment than the others but with the same pretty lustre!
Rose Lime Nude Pink Tangerine Pomegranate
7. What is your go to beauty care tip?
It’s a shower tip!
Shower Oils… take your pantry staple olive or avocado oil and rub-a-dub-dub whilst in the shower, for an instant moisture boost! It goes on quickly and no your towel and body are not left greasy!
The other… waterless beauty balm of a night time, I’ve been incorporating it into my routine for the past 20 years!