From a linen cupboard at home to building a much-loved Australian clean beauty brand, discover the story, passion and purpose behind Lust Minerals.

Every beauty brand has a story. Ours began with a young beauty therapist, a passion for skin health and one simple belief: you should never have to choose between makeup that performs beautifully and ingredients you feel good about putting on your skin.

Meet Stacey Hollands, Founder and CEO of Lust Minerals, wife, mum of two and the heart behind everything we do.

What started as a passion project at just 24 years old has grown into something far bigger than Stacey ever imagined. But behind the products, the innovation and the beautiful community we've built, there's a deeply personal story that started long before Lust Minerals existed.

Where It All Began

Before becoming the founder of Lust Minerals, Stacey was working as a Beauty Therapist in Queensland, helping women feel confident and comfortable in their own skin.

With an International CIDESCO Diploma in Aesthetics and Beauty Therapy, Stacey had developed a strong understanding of skin health and a growing curiosity about the ingredients found in everyday beauty products.

But in 2011, a life-changing moment shifted her perspective.

When Stacey's dad was diagnosed with cancer, she began thinking more deeply about the everyday choices we make, including the products we apply to our skin.

At the same time, she was noticing something in her treatment room that didn't sit right with her.

Women were investing their time, money and energy into improving their skin, only to go home and apply makeup that didn't necessarily align with their skincare goals.

"I remember thinking, there has to be a better way." - Stacey

That question became the beginning of Lust Minerals.

Stacey began researching ingredients, speaking with formulators and learning everything she could about creating makeup that combined beautiful performance with a more considered approach to formulation.

At just 24 years old, she launched Lust Minerals from a little linen cupboard in her home.

There was no grand business plan or expectation of building a major beauty brand. Just a genuine desire to create products she wished had existed for her clients.

"I had no idea where it would lead. I just knew I wanted to create products women could genuinely trust."

A Different Approach To Clean Beauty

From the very beginning, Stacey wanted to challenge the idea that women had to compromise when it came to beauty.

At the time, natural makeup often had a reputation for being expensive, difficult to use or unable to deliver the same results as conventional products.

Stacey believed things could be different.

Her vision was to create high-performing mineral makeup and skincare with carefully selected ingredients, beautiful results and accessible pricing.

And that vision remains at the heart of Lust Minerals today.

For Stacey, clean beauty isn't about fear or telling people which ingredients they should be afraid of. It's about intention.

"Clean beauty is about carefully selecting ingredients that have a purpose and creating formulas that support healthy skin while delivering incredible results."

Every ingredient should contribute something meaningful to the formula. Every product should have a reason to exist. And every customer should feel confident in what they're using.

Because beautiful makeup and thoughtful skincare should go hand in hand.

Why Every Product Starts With A Purpose

One thing Stacey has never compromised on is product performance.

Behind every Lust Minerals launch are months, and sometimes years, of research, formulation, testing and refinement. And it's not always a straightforward process.

Sometimes a formula feels almost perfect, but there's one small detail that could be better. So it's back to the drawing board.

For Stacey, that's simply part of creating something worth sharing.

"We're not interested in launching products because they're trending. We ask ourselves, is this genuinely going to make someone's life better? Does it solve a problem? Does it perform beautifully?"

This philosophy has shaped everything from our foundations and skincare essentials to our newest innovations.

We believe beauty products should earn their place in your routine, not simply take up space on your bathroom shelf.

The Product That Started It All

Ask Stacey which Lust Minerals product holds a special place in her heart, and there's one that immediately comes to mind.

Pro Finish Foundation.

For Stacey, it's so much more than a foundation.

It's a reminder of those very first days packing orders from home, wondering whether other women would love the products as much as she did.

It's also a reminder of why she started.

Over the years, hearing from customers who have found confidence through Lust Minerals has been one of the most rewarding parts of her journey.

"Seeing the confidence it's given people over the years has been so special. It's not just a makeup product anymore. It represents the beginning of everything."

And while the Lust Minerals range has continued to grow, that same passion for creating products that make women feel beautiful in their own skin remains unchanged.

Building More Than A Beauty Brand

As Lust Minerals has grown, so has Stacey's role.

In the beginning, she did just about everything herself.

Packing orders, responding to customer emails, developing products, creating social media content and making the countless decisions that come with running a small business.

Over time, she learned that building something meaningful also meant learning to trust others and surrounding herself with a team who shared her vision.

But when asked about her proudest achievement, Stacey doesn't immediately mention business milestones or awards.

She talks about the people.

The women who have shared their stories, the customers who have found their confidence and the community that continues to support Lust Minerals.

"Nothing compares to hearing from someone whose confidence has completely changed because of our products. Those messages still make me emotional."

It's that connection that makes Lust Minerals more than just makeup and skincare. It's a community built around feeling good, looking after yourself and celebrating the skin you're in.

The Woman Behind The Brand

Outside of Lust Minerals, Stacey's world revolves around her family, her animals and finding moments to slow down.

As a wife and mum of two, she's learned that balancing business and family life isn't always about getting everything perfectly right.

Some seasons require more of her as a founder. Others require more of her as a mum.

What matters most is being present.

"At the end of the day, I started this business to create a better life for my family, so keeping that perspective is really important to me."

Despite leading a growing beauty brand, Stacey describes herself as naturally introverted.

She loves people, but equally values quiet moments to recharge.

Her ideal self-care ritual? A long skincare routine, a cup of tea and an early night with her family close by after a day of horse riding.

And yes, she's a morning person.

In Stacey's words, "The world shines brighter at 5am."

Stacey's Biggest Beauty Advice? Keep It Simple.

After years of working in the beauty industry, developing products and helping women understand their skin, there's one piece of advice Stacey wishes everyone knew.

Consistency will always beat perfection.

You don't need an overflowing bathroom cabinet or a complicated 10-step routine.

You need products that suit your skin, a little patience and the consistency to give them time to work.

And there's one daily essential Stacey will always recommend: SPF.

For her, beauty has never been about chasing perfection.

It's about looking after yourself, understanding your skin and finding a routine that helps you feel confident.

What's Next For Lust Minerals?

While Lust Minerals has come a long way from that little linen cupboard, Stacey believes the journey is still just beginning.

With exciting products in development and a continued commitment to innovation, the future is about finding new ways to support skin health and help women feel their best.

But no matter how much the brand grows, the mission remains the same.

To make clean, high-performing beauty accessible, approachable and genuinely effective.

"Beauty should never be about chasing perfection. It should be about feeling confident, embracing yourself and choosing products that genuinely care for your skin."

And for anyone dreaming of starting something of their own, Stacey has one final piece of advice.

Don't wait until you feel ready.

"If I'd waited until I had all the answers, Lust Minerals probably wouldn't exist. Start where you are, back yourself and don't be afraid to learn as you go."

A Little More About Stace

Favourite Lust Minerals product?
Pro Finish Foundation or Firming Peptide Moisturiser. Both have been game changers for her.

Morning person or night owl?
Definitely a morning person. You'll often find her up at 5am.

Favourite things to learn about?
Mindset, business and personal growth. She's always looking for something new to learn.

Something you might not know about her?
She's actually quite introverted and loves her quiet time.

Her ultimate self-care ritual?
A long skincare routine, a cup of tea and an early night with her family after a day of horse riding.

From Our Founder, With Love

What started with one woman wanting to make a difference has grown into a community of women who believe beauty should feel good, inside and out.

And whether you've been here since the beginning or have only just discovered Lust Minerals, you're part of that story too.

Thank you for being here, for believing in our products and for helping make Stacey's vision a reality.

With love,
Stace & The Lust Minerals Team x