MEET THE MAKER

LOVE OUR COMMUNITY

GORDON JENKINS – Founder of ESHU Skincare

Tell us about the reincarnation of this iconic Aussie brand?

ESHU was never a brand that needed reinventing. It deserved restoration. ESHU originally built a strong following because it simplified healthy skincare without compromising performance. It wasn’t about trends or long routines; it was about clarity and results.

But the world has changed. Consumers are more informed, more ingredient-aware, more conscious of sustainability and far less tolerant of marketing fluff. So, the reincarnation of ESHU wasn’t about going backwards — it was about moving forward with sharper intent. When we chose to bring ESHU back, we made one commitment to ourselves: we would build it properly, and we would build it here.

ESHU is 100% Australian-owned, formulated in Australia, manufactured in Australia and fulfilled in Australia. Australia has one of the harshest climates in the world for skin: high UV exposure, dry heat, coastal humidity and air-conditioning extremes. If skincare can perform here, it can perform anywhere. This isn’t a nostalgic relaunch; it’s a disciplined rebuild.

What’s been the hardest thing about getting the business going again?

The hardest part has been staying true to our DNA when it would have been easier to take the cheaper option. It would have been easier to outsource manufacturing overseas. It would have been easier to select lower-cost Australian ingredient variants instead of the high-quality ones we selected. It would have been easier to produce packaging offshore and widen margins. Almost every decision challenged the easier commercial path.

Our cardboard packaging is produced less than 15 kilometres from our manufacturing facility, and our fulfilment operation sits next door to production. That reduces freight, lowers environmental impact and supports Australian jobs. These decisions cost more, but they align with who we are. There’s constant pressure in skincare to launch quickly and often, but we kept coming back to one question: “If we were standing in front of a customer, could we justify every decision?” If the answer wasn’t yes, we changed it. We keep having to remind ourselves we’re not just a skincare producer — we’re skincare users.

Talk us through the range of ESHU Skincare products?

We launched with two products designed to work together as foundational essentials.

  • The Exfoliator: Designed to remove surface build-up without damaging the skin barrier. Many lower-cost exfoliators rely on jagged abrasive particles or cheap fillers. We use biodegradable jojoba beads because they are smooth and spherical. That means they polish the skin rather than scratch it. Bamboo powder provides natural refinement.
  • The Moisturiser: This is where ingredient integrity really matters. Kakadu plum isn’t included because it sounds Australian; it’s included because it is known for its naturally high antioxidant content. Antioxidants help defend the skin from environmental stressors — which is particularly important in a high-UV country like ours. Macadamia oil closely resembles the skin’s natural lipid profile, meaning it absorbs efficiently and helps reinforce barrier strength without feeling greasy. Niacinamide (Vitamin B3) supports barrier function and helps reduce visible redness, while polyglutamic acid supports hydration retention.

Will you be expanding the range?

Yes — expansion will always be intentional. Our cleanser will launch in the coming months. Like everything we do, it’s being formulated to cleanse effectively without disrupting the skin barrier. Many cleansers rely on aggressive surfactants that leave skin feeling “squeaky clean” — which often means stripped. Ours is designed to remove impurities while maintaining hydration balance. Beyond that, any new product must pass a simple test: Does it genuinely improve skin health? Does it simplify someone’s life? Does it align with Australian conditions?

What is it about our natural ingredients at home that set us apart from the rest of the world?

Australia produces some of the most resilient plant life on earth. Native botanicals here have evolved under intense UV exposure, dry heat, salt air and dramatic temperature shifts. Natural ingredients on their own can be powerful, but when thoughtfully combined with complementary performance actives, they become more effective and more stable.

It’s not about choosing nature or science; it’s about using both intelligently. Australian-sourced natural ingredients bring resilience, while carefully selected actives bring precision. Together, they support three things that matter in our climate: defence against environmental stress, barrier integrity and hydration retention. That’s our difference.

What’s on the horizon for the business over the next 12 months?

We are receiving more and more interest from South-East Asia for our wet wipes, especially in the personal hygiene and care space, as well as awareness of our world-first, Australian fermented vinegar wipes with no added preservatives. With sales already tracking in Singapore, we will be incredibly proud to range CleanLIFE and Great Aussie in more countries throughout the world. Being Aussie-made is a badge of honour and we wear it proudly.