If you've been looking for a way to combine a tropical island escape with skincare, Pure Fiji has done it for you. It takes the best from Mother Nature using wild-harvested, sustainable, plant-based ingredients sourced across the Fijian islands, bottled with love. Editor Trudi Brewer shares beauty news from this splurge-worthy brand that constantly inspires us.
Image BeautyEQ, Pure Fiji Founders Andrée and Gaëtane Austin
Celebrating 25 years this month, Pure Fiji is a clean beauty brand with a ledger of best-selling products powered by plants grown where the founders live - Fiji. Many heavenly-scented formulas, including the Nourishing Exotic Oils, Sugar Scrubs and Milk Baths, need no introduction. But it’s more than summer-inspired body care; potent skincare stacked with vitamin C and hyaluronic acid is also available to address skin concerns or age. At the same time, spa treatments encourage those with busy lifestyles to slow down and practice self-care at many top hotels like the Intercontinental, Hilton, Hyatt and the Bellagio Las Vegas, as well as local spas and salons here in New Zealand. A family business, the duo behind the brand are a mother and daughter team, Gaëtane and Andrée Austin, launched in 1996 with coconut-based scented soap. Fast-forward to today, and while global, Pure Fiji is still lovingly made by the Fijian community, focusing firmly on the family. Here, Andrée Austin shares why Pure Fiji, at 25 years young, doesn’t want to be the best in the world but to be the best for the world.
Pure Fiji Founders mother Andrée and daughter Gaëtane Austin
One of the secrets to Pure Fiji’s success lies in a remarkable blend of wild-harvested, cold-pressed nut oils. These include coconut, Sikeci, macadamia, moringa, and a native of Fiji—Dilo. This blend of oils closely resembles the bio-network within our skin, which makes it instantly healing, soothing, hydrating and naturally compatible.
Did you have a light bulb moment when creating Pure Fiji?
The inspiration for Pure Fiji was sparked by the realisation that the rich, natural ingredients used in traditional Fijian wellness rituals could be harnessed to create exceptional skincare products. It was a moment of recognising the power of these botanicals and the potential to share their benefits with the world. Coconut oil, in particular, has been a part of my life for as long as I can remember—my grandfather owned a 1,200-acre coconut estate. At that time, coconut oil for skincare wasn’t commercially available, so we were proud to be the first in Fiji to bottle it commercially.
What are you most proud of over the past 25 years in business?
Our commitment to sustainability and positive impact on local communities. Over the past 25 years, we’ve stayed true to our roots while growing into a globally recognised brand. I take pride in our ability to merge traditional wisdom with modern skincare science and to implement these processes within our communities.
The new look Pure Fiji Coconut Oil body products.
Pure virgin coconut oil instantly softens, heals, and soothes the skin. It is just one of the precious tropical oils used as the base for all Pure Fiji products. Hand-pressed from fresh coconuts using a cold process, the oil retains natural nutrients, such as lauric acid (50 per cent), which is packed with antimicrobial effects. The only other source of lauric acid this high comes from breast milk.
What has been your greatest challenge?
Maintaining the balance between growth and sustainability. As demand for our products has increased, ensuring that our sourcing practices remain ethical and that we continue to support the communities that provide us with these precious ingredients has been a consistent focus.
What is the brand's success story to date?
Pure Fiji’s success story lies in our ability to create a global brand that remains deeply connected to its origins. We’ve introduced the world to the unique benefits of Fijian botanicals while supporting local communities and preserving traditional practices. Our presence in luxury spas worldwide, our loyal customer base, and numerous international awards are a testament to the authenticity and effectiveness of our brand.
From Body Mist to the Bath Soak, each Pure Fiji product is infused with scents from a tropical island. There are 10 in total, including the classic Coconut, Coconut Lime Blossom, White Gingerlily (my favourite), Mango, Guava, Noni, and Moringa, and the newest to the collection, Dragonfruit. The products are available in Body lotions, Sugar Scrubs, and Exotic Oils. Each is rolling out fresh-looking packaging as a nod to the 25th-anniversary celebrations.
What sets Pure Fiji apart from other spa brands?
Our unique blend of traditional island wisdom and modern innovation. Our products are made with cold-pressed seed oils sourced from the pristine environment of the South Pacific, where nutrient-rich soil and pure waters produce botanicals of exceptional quality. We combine these natural ingredients with cutting-edge skincare technology to create effective and culturally meaningful products. Most of our processes are hands-on, providing jobs for over 200 staff at our factory.
A lot of love goes into each product.
“Our Mission is not to be the best in the world but to be the best for the world.”
Where do you get your inspiration for new formulations?
Some of our inspiration comes from our spa garden, where we explore the healing properties of native plants. We also collaborate with scientific experts to incorporate these botanicals into innovative formulations.
The skincare range is potent and effective. What makes it unique?
Our skincare stands out because it combines the potency of cold-pressed oils, rich in vitamins, essential fatty acids, and antioxidants, with advanced skincare technology. This combination allows our products to deeply nourish and rejuvenate the skin, delivering visible results while remaining gentle and natural. We use fewer ingredients but at higher, more effective concentrations. Most of our skincare is made in small batches, and we’ve developed cold processes to retain the natural goodness of the ingredients.
Another of the precious oils in the Pure Fiji range is Dilo, which is native to the South Pacific. A multi-purpose oil rich in essential fatty acids strengthens the skin's moisture barrier, improving skin hydration, firmness and elasticity. Dermatologists also rate its healing powers thanks to its powerful anti-inflammatory benefits, helping to calm sensitive or inflamed skin while supercharging the healing and repair process in the skin. It can soothe sunburn, windburn, and insect bites and correct dermatitis, acne, and eczema.
What do you have planned to mark your 25th Anniversary?
To celebrate, we’ve added a shimmer to our cold-pressed oils, which are at the core of our collection. We’ve also installed solar heating at the rural boarding school we assist in Natovi, so over 400 boarders will now have warm showers.
What exciting newness are you working on for 2025?
We are repackaging our skincare collection with new branding and launching an Ocean collection and a cowrie shell face massage treatment for spa guests.
What Pure Fiji products do you use every day?
I use our Hyaluronic Booster, Kakadu Super Vitamin C Brightening Serum with Hyaluronate + Bakuchiol, Regenerative Night Crème, and Anti-Aging Dilo Oil Booster daily. I love all our cleansers and rotate between them. I also enjoy our handmade soaps, especially Noni. Dragonfruit Body Butter provides extra hydration with hyaluronic acid and cocoa butter. I also use our Blooming Bath Oil, Coconut Milk and Honey Sugar Scrub (which feels indulgent), and the Mango Coconut Milk Shampoo and Mango Coconut Creme Conditioner.
Pure Fiji Vitamin C Foaming Oil Cleanser, $56, Pure Fiji Hyaluronic Booster, $72. Pure Fiji Regenerative Night Creme, $81, Pure Fiji Blooming Bath Oil, $65.
What’s your best beauty advice?
Embrace natural, nourishing ingredients that work in harmony with your skin. Listen to your skin’s needs and choose products that enhance your beauty and support your skin’s overall health. Consistency is vital, and taking time to indulge in self-care rituals and exercise can significantly affect how you look and feel. Choosing healthy food options, such as nutrient-dense foods, is vital in nourishing your body and supporting overall well-being.
Celebrating 25 years of tropical, plant-based skincare.