4 minute read
PROMOTION: NATIVE SECRETS
GROUNDED IN CULTURE, RISING IN STRENGTH
Native Secrets and the Next Generation of Beauty
This winter, as we acknowledge Reconciliation Week and prepare to celebrate 50 years of NAIDOC, the call to uplift Indigenous-led stories has never felt more powerful. With the 2025 NAIDOC theme, “The Next Generation: Strength, Vision & Legacy,” the focus turns to what lies ahead—young leaders, bold ideas, and enduring connections to Country. At the heart of this story is Native Secrets—a purpose-driven skincare brand founded on Wiradjuri Country, weaving together heritage, sustainability, and Indigenous entrepreneurship.
Founded by Indigenous husband and wife team Cherie and Phil Thompson, Native Secrets began as a way to protect and share cultural knowledge—particularly around native botanicals traditionally used for healing and ceremony. What started with cypress leaf oil, wild-harvested with care, has grown into a broader movement for reconnection and regeneration.
“Our products aren’t just made on Country— they’re shaped by it,” says Cherie, CEO of Native Secrets. “Each one carries the spirit of where it comes from—our land, our stories, and our responsibility to care for both.” From its gentle Hair & Body Wash to its Soothing Lotion, every item in the Native Secrets range reflects generations of wisdom and an unwavering respect for nature. But beyond the products, Native Secrets is a force for structural change— creating employment, driving education, and reminding the beauty industry that ethical sourcing and cultural integrity are non-negotiable.
Native Secrets is a force for structural change— creating employment, driving education, and reminding the beauty industry that ethical sourcing and cultural integrity are non-negotiable.
Reconciliation Week is often marked by reflection and discussion—but for brands like Native Secrets, it’s a lived, daily commitment. Through partnerships with Aboriginal harvesters and communities, support for cultural workshops, and ongoing advocacy, the business walks the talk. “Reconciliation isn’t an event,” Phil shares. “It’s a way of doing business. It’s about how you employ, how you tell stories, and how you show up with respect.” In this way, Native Secrets becomes a model—not just for beauty brands, but for any business seeking to deepen its impact and authenticity.
This year’s NAIDOC Week theme, “The Next Generation: Strength, Vision & Legacy,” speaks to a defining moment in Australia’s cultural evolution. It honours five decades of resistance and resurgence while shining a light on the future—the young voices and Indigenous-led organisations that will guide the next 50 years. Native Secrets is deeply aligned with this mission. Its work is grounded in intergenerational strength— drawing from Elders and knowledge holders, while building pathways for future leaders. The company isn’t just building a brand; it’s building legacy. “We do this for our kids,” says Cherie. “So they can see themselves in positions of strength—not just surviving, but thriving.”
Retail Beauty readers—stockists, beauty advisors, buyers—have a unique opportunity to be part of this movement. Supporting Indigenous brands means more than ticking a diversity box. It’s about:
• Creating year-round visibility for Aboriginal-owned businesses.
• Educating teams on cultural significance and story.
• Using shelf space as a platform for reconciliation and respect. When you support brands like Native Secrets, you’re supporting a future where beauty is not just ethical—it’s deeply meaningful.
As we celebrate Reconciliation Week and NAIDOC, the team at Native Secrets invites the industry to think beyond the surface. Let’s build a beauty industry that listens, learns, and leads with care. Because when culture is at the centre of commerce, and when story is embedded in every product, we don’t just create skincare—we create change.
