Founder Story: How Fresh Face Skin is Changing Skincare for Parents

For many parents, skincare is often pushed to the bottom of the priority list. Between work, kids, and daily life, carving out time for a self-care routine can feel impossible. That’s exactly what inspired Amelia Goff to create Fresh Face Skin—a brand designed to simplify skincare while delivering real, long-term results.

With over 12 years of hands-on experience as a dermal therapist, Amelia witnessed the frustration people felt when navigating skincare.

“I saw firsthand how overwhelmed and confused customers were when it came to skincare—where to start, what was best for their individual needs, and how difficult it was to afford long-term skincare solutions,” she explains. “Luxury brands were often out of reach, while more affordable alternatives were filled with harmful ingredients. Fresh Face Skin came from a deep desire to make skincare more accessible to all, allowing everyone the opportunity to truly love the skin they’re in.”

From launching with just three products to now having a growing 14-product range, Fresh Face Skin has built a loyal community that believes in skincare that is effective, affordable, and toxin-free.

A Passion for Honest, Results-Driven Skincare

Amelia knew that skincare didn’t have to be complicated or expensive to work. She wanted to create a range that was simple, easy to use, and made with high-quality natural ingredients.

“Our skin is our largest organ, absorbing everything we apply to it,” she says. “These days, toxin exposure is almost impossible to avoid, so I wanted to create a skincare line that put the power back in our customers’ hands—allowing them to make non-toxic choices for what they use on their skin daily.”

Thousands of before-and-after photos, glowing testimonials, and word-of-mouth referrals prove that Fresh Face Skin is more than just a skincare brand—it’s a movement toward healthier, more confident skin.

The Meaning Behind the Name

“When I think of healthy, vibrant, clear skin, I think ‘FRESH’—that fresh-faced glow you see in the mirror when your skin is at its best. And for many, that’s the ultimate goal,” she shares. “To go makeup-free, feel confident, and love their natural skin. That’s what Fresh Face Skin is all about.”

And after trialling the products, we have to say—we’re big fans too!

What Sets Fresh Face Skin Apart?

For parents, skincare can often feel like an expensive guessing game—trying endless products, struggling with reactions, and never truly knowing what works or what’s in the ingredient list. That’s why we love the fact that Fresh Face Skin prioritises simplicity and accessibility, with expert guidance to help customers choose what’s right for them.

• Real experience behind every product – “I’m a dermal therapist first, and that means I’ve seen firsthand what works and what doesn’t,” says Amelia. Each product is intentionally formulated to work with the skin, focusing on barrier health and long-term results.
• Personalised support – Unlike big beauty brands, Fresh Face Skin offers free online skin consultations with qualified dermal therapists. “We want every customer to feel supported throughout their skin journey,” she says.
• Exclusive and community-driven – The brand remains exclusively available online and in a Melbourne-based skin clinic, keeping it connected to its customers rather than mass-producing for retail chains.
• Affordable enough to maintain results – “Skincare should be something you can afford to maintain, not just a one-time splurge,” she explains. Keeping prices realistic means customers can stick to a routine that delivers lasting change.

The Challenges of Starting a Skincare Brand

Like any growing business, Fresh Face Skin has faced its fair share of hurdles—from website crashes during high-traffic sales to product reformulations due to manufacturing issues. But Amelia sees every challenge as an opportunity to improve.

“One of my favourite sayings is, ‘an overnight success is 10 years in the making,’” she shares. “In the first decade, you’re learning, listening, adjusting, and refining. Challenges are just lessons in disguise, and every single one has shaped Fresh Face Skin into what it is today.”

She also reminds herself to see the positives in every setback.

“When websites crash and products sell out, those are actually great problems to have! A successful entrepreneur has to be able to pivot, troubleshoot, and adapt in the moment.”

The Moment Fresh Face Skin Made an Impact

The true turning point for Fresh Face Skin came when real customer reviews started pouring in.

“We didn’t have millions to pour into marketing. We started with our own house deposit savings, which meant we had to rely on something much stronger than ads—word of mouth. Friends talking to friends about their results, showing real transformations… That’s when I knew we had built something special.”

That dedication to honesty remains at the heart of the brand.

“We don’t make exaggerated claims or false promises. Our results speak for themselves, and that’s all the marketing we need.”

The Skincare Myth She Wants to Bust

One of the biggest misconceptions in skincare is that more is better.

“People think layering multiple products will give them better skin, but it’s often the opposite. Overloading the skin with too many active ingredients can do more harm than good. Less is more when it comes to skincare—hydration and skin barrier support should always be the priority.”

Her go-to product recommendation for beginners? The Soother Treatment.

“This was one of my first products, and it’s still our hero product,” she says. “It’s a light oil blend with nine natural oils that mimic the skin’s own oil, making it deeply nourishing yet non-greasy. It’s perfect for all skin types, from acne-prone to dry and mature skin.”

Skincare for Busy Parents

For parents struggling to fit self-care into their daily routine, Amelia shares this advice:

“Find a routine that works for your budget, your lifestyle, and your individual skin concerns. When you find a system that fits, consistency is what will bring results. It’s better to use fewer products regularly than to use too many inconsistently.”

A Commitment to Sustainability

Sustainability isn’t just a trend for Fresh Face Skin—it’s a core value.

“Our packaging is now 100% recycled and features airless pumps, ensuring zero product waste while making recycling easier,” she explains. “We also partner with small, family-run Australian businesses to source high-quality, sustainable ingredients.”

What’s Next for Fresh Face Skin?

The brand is continuously evolving, with new products and innovations on the horizon. But at its core, Fresh Face Skin remains focused on what matters—empowering people to feel confident in their skin.

“I want Fresh Face Skin to become Australia’s most trusted natural skincare brand—and I won’t stop until we’re there,” she says. “There’s so much ahead… but you’ll have to follow along to see what’s next.”

For parents looking to simplify their skincare routine while still prioritising self-care, Fresh Face Skin is more than just a brand—it’s a lifelong skincare solution. For more information or to purchase a product then click here.