Australian fragrance brand, Recreation Beauty has appointed Hive HQ as its new PR representation.
The award-winning fragrance and beauty brand, created by Nedahl Stelio, is on track to make $15m in sales this year, with perfume-obsessed Aussies flocking to the brand’s affordable products that cost less than half the price of luxury, department store fragrances.
The brand was born out of Stelio's desire to switch her beauty routine to more clean products after she struggled to fall pregnant.
"Fragrance was the one product that I couldn't find a beautiful, clean substitute for that was as luxurious as designer brands," she shared.
"Fragrance is one of the worst offenders when it comes to harmful chemicals in beauty products – there are up to 3000 chemicals that can be classified as ‘parfum’ on the ingredients label."
"We don't use any toxic chemicals, no endocrine disrupting ingredients and no harmful synthetics. All ingredients are ethically-sourced, vegan and cruelty-free with no animal products."
Now with two children, Stelio has built Recreation Beauty into a serious player in the Australian beauty space, as customers look to expand their fragrance wardrobes with on-trend, aesthetic alternatives to the expensive legacy formulas typically stocked at department stores by old school luxury brands.
"We believe smelling good is feeling amazing, and everyone deserves the best skin of their life," said Stelio.
"Our scents are designed around highly emotive moments so you can change your mood with your scent."
It's an approach that has taken off, with sales increasing YOY by 40%, and going viral on TikTok with 2m views. That's all thanks to the global fragrance boom, as customers flock to buy niche fragrances from more under-the-radar brands.
Now five years old, Recreation Beauty sells nine fragrances, four body and hair oils, and two face serums oils.
The best selling fragrances are Lost in Dusk (spicy vanilla), This Love of Mine (gardenia and jasmine), L'Hotel (floral vanilla) and Undone (solar amber and fig). The brand also sells one face serum every 30 minutes.
Recreation Beauty products are available to shop at recreationbeauty.com, Sephora and Adore Beauty.
Hive HQ was also recently appointed to represent Eleanor Pendleton's beauty brand, Haléau which is set to launch October 1st, 2025. You can read more on that here.
For all media enquiries, reach out to Jessy Marshall: jessy@publicityhive.com.
Image credit: Supplied/Recreation Beauty
