INNER POWER started with a conversation between us - three women in our 50s, immersed in the world of beauty, wellness and nutrition, all noticing the same thing.

We didn’t feel unwell. We didn’t feel burnt out. But we did feel different.  Energy dipped more easily. Recovery took longer. Strength felt harder to maintain and whilst we all exercise, we were noticing a lack of muscle tone and strength, too.

We kept seeing creatine discussed in the context of male athletes and gym performance. But when Natalie shared how long she’d quietly been using creatine as part of her own routine and Ros began researching it beyond sport - something clicked.

At Curated Beauty, we didn’t launch on a whim or with a ready-made cheque from investors. We came to this with decades of experience, hard work, lessons learned across beauty and retail, and our own money on the line.  We started the way many women do, with determination, experience, and our own savings.

As three female founders over fifty, we’ve seen what works, what fails, and what truly matters in beauty. We know the difference between a passing fad and a product that delivers real results. We also know how easy it is to get distracted by quick wins instead of focusing on what lasts. That’s why we chose independence. By funding ourselves, we kept control, took our time, and created products we genuinely believe in.