Natural and sustainable beauty has come a long way in recent years, but there are still some areas that continue to fall short—which is exactly where Georgia Geminder’s barrier-breaking beauty brand comes sweeping in. Geminder, the innovative brains behind Gem, a natural and non-toxic oral care brand, is on a mission to disrupt and redefine the future of oral care, shaking up the industry by kicking toxic ingredients aside in favour of natural, innovative formulas that deliver on results. Not only has Geminder succeeded on filling a gap in the market, her local label is proudly made on Australian soil, supports local suppliers and is committed to minimising its environmental impact, being completely carbon neutral and developing recycled packaging. Safe to say, Geminder is a true challenger in the beauty game.

“I started Gem when I saw a gap in the market for chemical-free toothpaste, that looked cool and actually worked! At the time, I was living in Los Angeles, working as a model. I saw a huge shift in beauty towards natural products, that I didn’t see in oral care. I thought, how ironic, we spend our lives avoiding chemicals, to then come home and brush with the same toxins found in paint and detergent," Geminder says of Gem's inception. "I then went on this two year quest to create the perfect toothpaste formulation, not only taking out a plethora of harmful ingredients but replacing them with thoughtful, science-backed ingredients that have been proven to work as effectively as their toxic counterparts.”

On being an innovator in the beauty industry, Geminder adds:

Below, take a peek inside what Geminder is shopping this season, which of course, includes a mix of fellow change-makers in fashion, beauty and home.

“My most regularly repurchased beauty item is the Drunk Elephant C Firma serum – I go through a whole bottle every few months.”

“If I’m doing an experimental beauty look I always love coloured eyeshadow! M.A.C has beautiful pigments and so many different shades to explore. A bold orange or pink with some black winged liquid liner.”

“For my body, I use Frank Body’s original scrub, although I love the shimmer that the rose gold scrub leaves behind if I’m going to an event. Then moisturise all over with Aesop Geranium Body Balm, or even DermaVeen from the chemist does the trick.”

“For my face, Kate Somerville ExfoliKate cleanser. Then I will put on a clay mask, I am loving the Original Skin Rose Clay Mask by Origins. After the clay mask, I will put on The Ordinary Niacinimide + Zinc serum to hydrate, then seal it in with some Lala Retro Moisturising cream from Drunk Elephant.”

“I love to use a jade roller, even though I’m not really sure of the proper technique. I know it’s to help increase lymphatic drainage, but honestly, I just use it because it feels nice!”

“If I had to pick three makeup staples, they’d be concealer, an eyebrow pencil and SUNSCREEN! A good concealer is worth its weight in gold and is so good for so many things: under-eye bags, blemishes, redness, uneven skin tone. My favourite is the Glossier Stretch Concealer. My eyebrow pencil and spooly help transform my brows from the ’90s to 2021, a little brush-up and some brow gel help to keep them in place too. And sunscreen is just the obvious everyday staple. I never leave the house without at least SPF 30+ on my face.”

“I love a good pair of Levi’s jeans. They go with everything and can be worn throughout different seasons.”

“This summer I’m all about easy, flowy dresses & Superga sneakers.”

“I just bought these really cute Gucci plates that I love!”

“Camaleonda Sofa Chairs, Pillar Lamp Arabescato by Studio Henry Wilson, books, Cassina easy armchair & Sottsass Mirror.”