If you've known us as Beeautify, you may have noticed something new. Our name, our packaging and our website have changed. As of today, Beeautify is BTFY Skincare.
What hasn't changed is everything that matters. We're the same family in Yanchep, Western Australia, making the same honey-based skincare, in small batches, with our own hands. This post tells you why we made the change, and where it all began.
Where Beeautify began
Our story started in early 2019, at a business startup hackathon. Dani, a scientist and beekeeper, put forward a simple idea: a face cleanser made with a generous amount of Jarrah honey. Her husband, Figge, built the business case for natural honey skincare around it.
That idea became our Gentle Honey Cleanser, the product that started it all. Beeautify was born.
From there, we grew the way most family businesses do: one conversation at a time. We took our products to honey festivals, local markets and co-ops across Western Australia. In 2020, we opened a permanent stall at Fremantle Markets. Talking with customers face to face every week shaped the range you know today, from the Propolis Oil Cleanser to our moisturisers and lip balms.
We are still a family business. Dani leads product development and makes our products by hand. Figge looks after operations, logistics and sourcing. Their daughter, Nina, leads the ecommerce and marketing. You can read more of our story in our About BTFY article.
Why we became BTFY
Changing a name you've built for years isn't something we took lightly. Here's what led us to it.
We've grown up. Beeautify began as a market-stall idea. Over the years our formulas, our knowledge and our standards have matured, and we wanted a look that reflects that. BTFY is quieter and more refined, much like the products themselves.
A name that's easier to share. We lost count of the times someone asked how to spell Beeautify, or how to say it. BTFY is shorter and simpler, so it's easier to recommend to a friend.
We're more than bees. Honey is still at the heart of everything we make, and it always will be. But our range now draws on a wider mix of nature's ingredients, like rosehip oil, calendula and clay. We wanted a name with room for all of it.
Skincare for everyone. We want every person who picks up one of our products to feel it was made for them. A simpler, more open name helps us welcome more people into the BTFY family.
Taking Australian honey further. We're proud of where we come from, and we'd love to share Western Australian honey skincare beyond our borders. BTFY is a name that travels well.
What hasn't changed
If you've used Beeautify, you already know BTFY. Behind the new name, it's the same company you've trusted from the start.
- The same family. Dani, Figge and Nina are still the people behind every jar, bottle and parcel.
- The same honey. We still use raw Jarrah and Banksia Woodlands honey from our own hives and local beekeepers, along with beeswax and propolis.
- The same products. Your favourites are all here, from the Gentle Honey Cleanser to the Jarrah Honey Balm.
- The same small batches. Every product is still manufactured in-house in Yanchep, by hand, in small batches.
- The same values. We still source every ingredient ethically, and still leave out what doesn't belong in your skincare. To be Professional, Ethical and Kind in everything we do, not just as a business, but as people.
If you have Beeautify-branded products at home, keep using them. They're the same products, in the packaging they came in.
What's new
The biggest change is the look and feel. Our new packaging is cleaner and more considered, designed to sit beautifully on your bathroom shelf while still telling the story of what's inside.
We've also moved to a new home online, btfyskincare.com.au. If you visit our old address, beeautify.com.au, you'll be brought straight here. Find us on social media as BTFY Skincare too.
Along the way, we've kept refining our formulas, just as we always have. Small improvements are part of how we work, and they'll keep coming.
Thank you for growing with us
From a hackathon idea to a market stall, and now to BTFY, none of this would have happened without you. Every question you asked us at the markets and every review you've left has helped shape who we are.
Skincare is a choice. Make it a conscious one.
With love,
The BTFY family xx