What does it take to bring a brand to life? The Beauty Moments explores the founders who have taken their passion and ideas and made them a reality in their respective fields from beauty, fashion, media to lifestyle. Through their personal focus we discuss what inspires them, thoughts on travel, and of course their business. Get aquatinted with these inspirational business leaders, each with their unique stories and life moments.

MUD ORGANICS WELLNESS

Mud Organics – Imogen & Courtney

IN THE BEGINNING

Helping people live healthily and happily is a way for Mud’s Founders to be part of the change they want to see in the world. The year was 2021 in the middle of the global pandemic. Two women, Courtney Thornton and Imogen Van Haagen, began their journey by creating a wellness story that centred on a combination of Fulvic Acid and Sea Buckthorn. Two powerful ingredients that combined helps to target hydration, detoxification, gut-healing and anti-ageing.

At first trialling the benefits of Fulvic Acid to aid their own health issues Courtney and Imogen saw the potential in creating something not only to help their careers but also others who needed health solutions. During the initial development phase of the business, they both realised that their target was not only seeking gut-health solutions but also anti-ageing benefits. Their business model underwent a refresh to become a two-in-one wellbeing and beauty proposition. Mud’s products combine a unique blend of supplements and ingredients that can be ingested or applied to the skin.

Mud Organics – Courtney, Wouter & Imogen

EMBRACING NEW SKILLS

It became apparent as they began to establish the business that they needed someone who understood the e-commerce business. It was at this point that a third founder, Wouter Spruijtenburg, joined Mud Organics. Wouter brings a deep understanding of the online retail space that is crucial to showcasing the brand in global markets.

Ultimately, Mud Organics was founded to inspire a global community of women to prioritise their well-being, embrace natural solutions, and age gracefully while feeling their best. For the Founders, it’s more than a business; it’s a mission to improve lives and empower women to take charge of their health, one product at a time.

---

A Courtney Moment

Beauty Life Moments sat down with co-founder Courtney Thornton to discover the vision behind the brand story, their holistic approach to inner and outer beauty, and some of her own personal moments.

BLM: Courtney, tell us about the vision behind Mud Organics.

CT: The vision behind starting Mud Organics was deeply rooted in a desire to create a meaningful impact on the lives of women. After witnessing the rising challenges of chronic illness and the impact of skin and gut health on overall confidence and well-being, we wanted to offer a solution that went beyond surface-level beauty.

Our goal was to take a holistic approach to ageing and wellness by blending science with nature. We envisioned a brand that not only empowers women to feel confident in their skin but also addresses the root causes of their concerns through natural, organic products that heal from the inside out. Sea buckthorn became our hero ingredient because of its transformative potential for both skin and overall health. By incorporating this powerful berry into both topical and ingestible products, we sought to redefine beauty, not as a fleeting aesthetic but as a deep, radiant confidence born from health and vitality.

INSPIRATION & LIFE

BLM: How would you define yourself in four words?

CT: Creative, collective, thoughtful and hardworking.

BLM: What inspires you personally every day?

CT: There’s nothing more inspiring or fulfilling than hearing directly from our customers about how our products have transformed their lives. Every positive review we receive is a reminder of why we started this journey—to make a meaningful difference in the lives of others. When customers tell us how they’ve gained confidence, found relief from gut issues, or simply feel better in their own bodies, it fuels our passion to keep innovating and providing the best possible solutions. Knowing that our products have helped thousands of women not just look better but truly feel better—from the inside out—is profoundly motivating.

We’re inspired by the stories of women rediscovering their self-confidence, overcoming challenges with their health, and embracing their natural beauty. These testimonials validate all the hard work, long hours, and relentless commitment to quality that we put into every product. Seeing the ripple effect of our mission—to help women globally feel more empowered and radiant in their skin—gives us purpose. It’s a privilege to be part of their journey, and it drives us to dream bigger, work harder, and continually strive to deliver products that truly make a difference. At its core, this is what Mud Organics is all about: creating products that help people feel their best, inside and out.

A WEST PERSPECTIVE

BLM: You are West Australia based. Has your location had any advantages or disadvantages when you first began creating Mud Organics?

CT: Starting the business in Western Australia definitely has its challenges. We face higher shipping costs, longer time periods, and limited access to manufacturers. Most events are also based in the Eastern states which means a lot of travel for each of us.

ENJOY THE RIDE

BLM: What is the best piece of advice in life and business that you have received and how do you use that in everyday life?

CT: Best piece of advice is that life is a rollercoaster and looking back at where we were in the beginning of the business, to where we are now, we must stop and remind ourselves of how far we have come and be grateful for the present moment. To enjoy the ride, the highs and lows, and learn from every failure and mistake. You also must learn and grow with the changing environment, such as AI, latest trends and algorithms, otherwise you will get left behind. You must be willing to learn and grow and let go of what you think is right.

INNER & OUTER BEAUTY

BLM: How do you personally define natural beauty and wellbeing?

CT: Before tackling anything on the outside, you must deal with the problems on the inside. From gut health, to mental health. When I show up for anyone, especially my employees, I have to be my best self and that includes eating well, training, getting good sleep, and taking Fulvic Acid. This all has a rippling effect on your outer beauty too.

BLM: What are four things you always have in your bag and why?

CT: I always have my laptop, note book, mics just in case I need to whip out a quick video for content, and our newest addition to our skincare line, our Luxury Lip Balm.

BLM: For your own personal beauty moment – your favourite fragrance; skincare product; and lip colour?

CT: Favourite fragrance is Chloe, skincare product is our new Peptide Collagen Moisturiser and a light pink blush lip.

BLM: Favourite piece of clothing you own or fashion label?

CT: Kookai is my everyday wardrobe for work.

LIFE & ADVENTURE

BLM: If you were visiting a friend’s house for dinner, what would you take as thank you gift?

CT: A bottle of red and a block of chocolate.

BLM: What is the most adventurous thing you have done as co-founder of your brand?

CT: Travelling to the middle of the Himalayas to film a documentary of our Sea Buckthorn farm.

BLM: What are your special travel memories, or destinations that you aspire to discover?

CT: Travelling to China to film the documentary was the pinnacle of my travelling adventures. And we will be travelling to the United Kingdom, Europe, and North America next year for some exciting collaborations.

NEW HORIZONS

BLM: On the horizon what do you see as your next key brand moments?

CT: : Launching Mud Organics into 8,000 retail stores around Australia and distribution next year around the world.

BLM: If you could offer one piece of advice to someone wanting to start a new brand, what would that be?

CT: To know your demographic and the issues you want to help solve. You must have a unique selling point to be able to sell anything.

Beauty Life Moments thanks Mud Organics for sharing their story. To understand more about their holistic approach visit their website. It could be the beginning of a more revitalised and healthy you.

More To Love

In ‘The Life Moments’ – Anglea Cleary shares her approach to life and to think about it as a blank canvas to build upon in ‘Confidence Boosters – For A Mindful Mid-Life’.