Ere Perez’s Mexican roots and Australian lifestyle inspired a worldwide movement in natural, ethical beauty.
Ere Perez has built a beauty brand that transcends borders and celebrates authenticity from the vibrant streets of Mexico to the sun-kissed shores of Bondi. Since moving to Sydney in 1999, Ere has turned her passion for natural ingredients and sustainability into a globally recognised clean beauty brand.
Her journey is one of love, resilience, and purpose blending her heritage, her belief in holistic wellness, and her commitment to creating products that nurture both people and the planet.
When Ere Perez arrived in Australia more than 20 years ago, she never imagined she would one day run a global beauty empire, one inspired by her mother’s holistic lifestyle in Monterrey, Mexico.
“I came to Australia for love,” Ere recalls with a smile. Explaining that she came to Sydney to follow her husband, Juan Perez. “But I had no idea my journey would lead me to build something that would reach women all over the world.”
Like many newcomers, Ere began her new life in Sydney juggling all kinds of jobs. “I worked as a nanny and waitress in Darling Harbour, often long hours,” she says. “But deep down, I knew it wasn’t what I was meant to do. I’ve always been a creative person, I love to create, help, and build things. I just needed to find the right outlet.”
It was around this time that Ere noticed a gap in the beauty market. “Even though I’ve always had naturally long lashes, mascara was such a big part of my makeup routine,” she explains. “When I moved here, I couldn’t find one that I truly loved — something clean, effective, and kind to the skin.”
That spark of frustration turned into inspiration. “I remember asking myself, ‘How many mascaras would I need to sell to create the life I wanted?’” she laughs.
What began as one simple mascara made from clean ingredients soon evolved into something much bigger. Today, Ere Perez Natural Cosmetics is one of Australia’s most recognisable sustainable beauty brands, stocked in nearly every major city, with more than 20 points of sale in Sydney alone.
Family and connection have always been at the heart of her story. “I had to create a new family on this side of the world,” she reflects. “The people I have connected with along the way, the ones who met you as a migrant, starting from zero, they are the ones who know a very raw side of you. They are my new family on this side of the world and today they are the uncles of my three children.”
Now in her 50s, and with three children, two girls aged 16 and 14 and a son aged 12, Ere sees her Bondi household as the perfect cultural fusion: “In my home there are two cultures, the children take on the best of each world.” Since her and her husband are Mexican they continue to embark Mexican traditions and try to visit when they can.
Despite arriving with limited English, Ere says she never had a negative experience. “I was always welcomed and well received here in Sydney. People were always nice and always very welcoming of Mexican people.” she explains.
For her, human connection have been the key to building her business and her life in Australia. “A smile is the door. I consider myself a very friendly person, and I try to teach that to my children, always greet someone with warmth , a good smile, and be present.”
That same grounding extends into how she approaches business. Maternal by nature, she says “If you are from a different culture you need to humble up, be ready to listen to other business owners and see how you can grow with their help.”
Today, Ere Perez Natural Cosmetics is sold in more than 41 countries and has been featured at Paris fashion week Australian Fashion Week multiple times. She started by selling just one product, her natural mascara, around Australia and now.
You can find her brand all over the world “I think that the global boom for my brand started in 2012, expanding into different countries and markets. Now we are available in almost every part of the world,”
“I think I arrived way too early, when I started this, the world was not really ready for sustainability,” she reflects, Ere says she never imagined she would one day build an international beauty business.
Sustainability is one of the core elements that holds this brand together. It is the guiding principle of every product decision. “You can’t win them all,” she admits, pointing out that sometimes a product may end up in glass or plastic, even when the goal is 100% sustainability.
Still, Ere has clear priorities. “I believe in mono-element products, keeping things simple,” she says. “For example, not mixing plastic with glass or aluminium. This makes recycling much easier.” By prioritising clarity and minimalism in design, Ere ensures her products have a life beyond the vanity shelf
With this concept the idea came to life for her Ginkgo Micellar Cleanser, Australia’s first waterless micellar cleanser a revolutionary, water-activated product. Selling you only the tablets and bottle and only activated once you have added water and done a good shake.
