Growing up in New Zealand, Anna Ross has developed a deep sense of care for the environment and animals. Such values have helped shape the direction of her business, Kester Black, which prides itself as Australia’s most ethical beauty brand.
Going towards that route was more of a “common sense rather than a business decision” for Anna. But she clarifies, “We’re not an activist brand, but we do highlight issues in the industry. You buy our product, and then later you find out that we’re vegan and cruelty-free. If you want to learn more about vegan and cruelty-free and what that means, then we’ve got the information available. But we don’t ram it down your throat. We only talk about what we do. We don’t pinpoint or poke fingers at anybody else in the industry.”