While many of her peers were using Facebook to source cheap clothes on marketplace, Capre Cleary was always doing things a little differently. Today, her journey from managing her battle with acne to founding a Facebook support group – and later the beauty brand of the same name “A Skin Guide For Rookies” (ASGFR) – is a testament to the power of community, resilience, and innovation. Here’s how her small online group has transformed into a thriving Australian beauty brand that prioritises self-care and sustainability.
A community built on authenticity
Capre Cleary’s struggle with acne and the quest for effective solutions inspired the creation of the Facebook group “A Skin Guide For Rookies.” Faced with a lack of reliable information and support, Capre sought to create a space where individuals could connect over their skin challenges. This virtual community quickly grew as word spread, with members finding solace in shared experiences and honest advice.
The early success of the group saw an influx of new members. Many of whom were strangers but felt a genuine connection to the space Capre created. This expansion underscored the need for a broader platform to address skin care needs and foster community support.
Transforming the support of strangers into tangible solutions
As the Facebook group gained traction, Capre saw an opportunity to extend its impact beyond online interactions. The result was the birth of ASGFR, a beauty brand that combines luxurious self-care products with a commitment to sustainability. The brand’s philosophy emphasises that skin care is not just about appearance but about nurturing inner confidence and creating meaningful connections.
The introduction of ASGFR’s signature product, the reusable washcloth, was a direct response to the community’s needs. Members often expressed confusion over skin care routines and a desire for simpler, more effective solutions. Capre’s own experience with overcomplicated routines and sensitive skin led to the development of a gentle, eco-friendly alternative to disposable makeup wipes and cotton pads.
Spotlight on sustainability
In response to growing environmental concerns, ASGFR is dedicated to sustainability. The brand’s reusable washcloths are designed to last between 4 to 6 months, significantly reducing the need for single-use products. Capre’s commitment to eco-conscious practices extends to the entire product range. Which includes reusable canvas and cotton drawstring bags and recyclable packaging.
This focus on sustainability is not just about reducing waste but also about offering consumers a cost-effective and environmentally friendly option. The positive reception from customers highlights the brand’s success in meeting the demand for eco-conscious beauty solutions.
ASGFR’s approach to skin care is unique in its emphasis on elevating daily routines into luxurious rituals. The latest addition to the product line, the wrap, enhances the self-care experience by combining functionality with elegance. Inspired by Capre’s travels and desire for a chic, practical alternative to traditional robes, the wrap features a strapless design and breathable cotton velour fabric. It reflects the brand’s commitment to creating products that offer both luxury and utility.
Focus on the future
Capre’s engagement with the community extends beyond product development. The launch of the Skin Series, a collaborative project with Caitlin Parker of Good Skin Club, aims to explore real skin care stories and expert insights. This initiative aligns with Capre’s goal of fostering a deeper connection between ASGFR and its audience.
Looking ahead, ASGFR plans to expand its product range and enhance the visibility of existing offerings. The focus for 2024 includes refining operations and amplifying the impact of the wrap. By 2025, the brand aims to introduce sophisticated beauty essentials that continue to merge luxury with functionality.
Capre Cleary’s work with ASGFR is driven by core values of integrity, empowerment, and social responsibility. Balancing business and personal life is crucial for her. And, she emphasises the importance of setting boundaries, prioritising self-care, and staying connected to what matters most.
For those looking to start their own initiatives, Capre advises authenticity, community engagement, persistence, and self-care. Her journey illustrates that with passion, dedication, and a commitment to both personal and environmental values, transformative ideas can indeed become a reality.
As A Skin Guide for Rookies continues to evolve, Capre Cleary’s vision remains clear. To create a beauty brand that celebrates self-love, community, and sustainability. Proving that even the simplest ideas can lead to profound change.
