It was during a lockdown in Melbourne that Kiwi, Samuel Levi, first had the brainwave to create a clay facial mask in a stick form. This simple idea has now turned into a thriving business.
Driven by his obsession for skincare, the fact that he has sensitive skin, and a dislike for any mess or fuss, Samuel dreamed up a revolutionary product, that, despite only being a year old, is fast becoming one of Australia’s bestselling beauty products, catching the attention of influencers and celebrities alike, as well as gracing the pages of international magazines, such as British Vogue and InStyle Australia.
“I’m obsessed with skincare and keeping my face and appearance looking fresh,” says Samuel. “Being in lockdown gave me a lot of time to think about what I wanted out of a beauty regime.” As a former reality TV and radio star and with over 100,000 followers on Instagram, Melbourne-based Samuel is no stranger to the world of beauty. “I was constantly being sent product after product by beauty brands,” he says. “The mess, the fuss, and everything else in between had become a burden, especially as I have super sensitive skin, so I wanted to create a product that eliminated all of that.”
Aptly naming his creation LuxeSticks, Samuel’s concept is simple, yet a gamechanger: a twist-up tube which allows the clay mask to be rolled on the skin, much like you would with a deodorant. The mask is incredibly easy to apply and a little goes a long way. And best yet, there’s no mess – a welcome departure from having to scoop a sticky clay-based mask out of a pottle with your fingers.
Another string to the LuxeSticks bow is that they are vegan, cruelty-free and unlike many ‘natural’ brands that falsely claim to be ‘clean and green’. These clay stick masks are made entirely from plant-derived ingredients, fruit extracts, kaolin clay and vitamins and oils. There are no hidden nasties to be found. While they are all suitable for sensitive skin types, there is a range of clay sticks to choose from, each targeting a different skin concern. Whether you need to detoxify, reduce acne, tighten, brighten, smooth, or hydrate the skin, there’s a clay stick for everyone. The hero ingredients of the clay sticks include avocado, orange, collagen/watermelon, pink mineral, eggplant, turmeric, and charcoal. Freshly launched are two new sticks; espresso and acai – both of which have been designed to help purify the skin.
“The rich blend of natural ingredients in the clay stick masks deliver potent antioxidants and essential nutrients that leave the skin nourished, repaired and looking and feeling its best,” says Samuel. “From the easy-to-use design to the ingredients which suit all skin types, as well as the price point, it was important to me that the clay sticks were accessible for everyone and that it was a product that actually worked.
I wanted to create something unique, easy, and affordable for everyone – men, women, and teenagers.”
The very fact that Samuel has achieved this goal is the reason for his success. Creating a standout product in an oversaturated beauty market is no mean feat, but within just 48 hours of launching LuxeSticks in 2022, Samuel sold out of units and turned over more than $50,000. Since then, the brand has rapidly grown in sales and popularity and his entrepreneurship was even recognised by Forbes Australia, who included him in their Top 100 Entrepreneurs list for 2023.
“My goal was always to create a brand that was clean and affordable, and I’m so proud that I’ve achieved that. Everyone deserves to feel their best – there’s no need to be spending hundreds of dollars on one basic product.”
Genuinely passionate about his business, Samuel is “working on its expansion around the clock”: “It’s one of the hardest things I’ve done to date, but it’s also so rewarding at the same time. This is my brand, my passion, my commitment.”
With no plans to slow down, Samuel is busy formulating new products to add to the range as well as expanding across more stores in both Australia and New Zealand. If there was ever a current brand to watch, LuxeSticks may very well be it.
LuxeSticks are currently available in New Zealand online at luxesticks.com and hairproductsonline.co.nz.
