Boardrooms to Botanicals with Founders Formula
What do you get when you mix a finance-savvy go-getter, a ‘for sale’ sign, and a deep love for beautiful skin? A seriously good skincare story. From boardrooms to botanicals, Ann Donnarumma’s skincare journey is one of bold leaps, native ingredients and a whole lot of radiance. Ida Fink Gundtoft gets glowy with Founders Formula.
If you’d told Ann Donnarumma 15 years ago that she’d end up running a botanical skincare brand on the Sunshine Coast, she might’ve laughed while punching numbers into a calculator. Back then, her world was all high heels and high finance – office walls, deadlines and a whole lot of same-old, same-old.
But these days? She’s swapping spreadsheets for serums and bringing an ultra-clean, ultra-potent skincare line to life, one native plant at a time. Meet Founder’s Formula, a locally owned and lovingly revitalised skincare brand that’s rewriting the beauty playbook with clean, Aussie botanicals and a power woman at the helm.
“I was done with the corporate world,” Ann laughs, reflecting back to her days in banking.
“I went out for lunch one day in the city and stumbled upon this little salon.
“I spotted the ‘for sale’ sign in the window and thought to myself ‘I could do that’.” And so she did.
That leap of faith (and a whole lot of hustle – think back-to-back shifts between the salon and her city job) launched Ann into a whole new world. One that eventually led her to buy, build and scale Demi International, now one of Australia’s largest private beauty training schools. But after selling the majority ownership in 2021, she found herself itching for a new project – and along came Founder’s Formula.
Since acquiring the brand late last year, Ann’s been busy behind the scenes.
Through reformulating the range, streamlining production and collaborating closely with scientists and experts, she’s made sure every ingredient serves a real purpose – and earns its rightful place on your bathroom shelf.
So, what makes Founder’s Formula stand out in a skincare world overflowing with (sometimes) fake promises and parabens?
“Australian botanicals,” Ann says, without missing a beat. “We’re talking ancient ingredients like Snake Vine – a plant that’s over 40,000 years old – and Tasmanian Mountain Pepperberry, which works wonders on redness and sensitivity.
“These plants have been thriving in Australia’s harsh conditions for tens of thousands of years. They know how to survive, and your skin benefits from that.”
No nasties. No greenwashing. No diluted claims. Just potent native ingredients, whipped into small-batch, high-performance products that people fall in love with, from the first drop.
“Every single person who’s tried a sample has come back to buy,” Ann smiles. “That’s the kind of feedback that keeps us going. And we’re also proud to have won more than 49 international awards against big names like Jurlique.”
With more than 35 stockists across Australia (and a few internationally), Founder’s Formula is making serious waves in the skincare community.
Ann’s goal? Hit 75 salon stockists by the end of the financial year – and eventually, go global.
But this brand isn’t just about serious skin science. It’s about feeling good, looking good, and doing good – for your face and the planet.
With a commitment to clean formulations and no harsh chemicals, it’s skincare you can feel good about.
Hero products? The Kakadu Plum serum is the front-runner – a juicy, vitamin-C explosion of an antioxidant-packed elixir in a generous 30ml bottle with over 500 drops.
“It’s the most searched ingredient in skincare right now, and we use it in a seriously high potency,” Ann said.
Hot on its heels is the Macadamia Cleansing Oil, which transforms into a silky milk when mixed with water – turning your nightly cleanse into a mini spa moment.
And for those with commitment issues, hesitant to change their skincare routine right away, there’s a neat little sample pack (complete with a skin quiz via their website) to help find your perfect match before you dive in.
“It’s about making it easy, approachable and fun,” Ann said.
And now, exclusively for you, our dear readers, it gets even better!
Founders Formula is offering a FREE full-sized 30ml Facial Oil (valued at $103) with all orders over $200, plus free shipping.
The catch? It’s limited to the first 50 customers only. Just scan the special QR code in this issue to unlock the hidden landing page and redeem your gift. Glowing skin and a sweet surprise?
Yes please.
Ann’s love for skincare is as real as it gets. “The products speak for themselves,” she said. “We just need more people to try them.”
Consider this your invitation.
Founder’s Formula and Ann Donnarumma are ready to tell the world they’re here – proudly local, proudly female-led and proudly Australian.
Let the glow-up begin!
Exclusive Offer!
Get your glow on with a FREE full-sized 30ml Facial Oil (valued at $103) – yours with any order over $200 from Founders Formula. Plus, enjoy free shipping!
OFFER IS LIMITED to the first 50 customers only.
Scan the QR code in the mag to shop the range and access this exclusive offer.
