As part of our collaboration with Apotecari Hair Care, we sat down with founder Simone to learn more about the inspiration behind her brand, her holistic approach to beauty, and the shared values that connect our two Australian-made businesses.
Founded by naturopath, nutritionist, herbalist and trichologist Simone, Apotecari Hair Care was born from a deeply personal journey to restore hair health after experiencing severe hair damage. Frustrated by the lack of effective solutions available, Simone combined her extensive clinical knowledge with evidence-based ingredients to create a range focused on supporting healthy hair and scalp function from within. Like Wyuna Botanicals, Apotecari is passionate about transparency, thoughtful formulation, and harnessing the power of botanicals to create products that deliver real results while supporting overall wellbeing.
Q: What inspired you to create Apotecari?
A: Apotecari was born out of my own experience. After extreme hair damage caused by a bad hairdressing experience, I had to opt for a pixie cut because my once-long, healthy hair was in shocking condition. I couldn’t find anything on the market that truly helped repair the damage at the follicle level, so I decided to create something myself. With my background as a naturopath, nutritionist, and herbalist, I had the scientific grounding to start formulating, and I later became a trichologist as part of that journey. That eventually led to Apotecari. And once I’d fixed my own hair and scalp issues, I knew I wanted to help other people do the same.
Q: Why is ingredient transparency important to you?
A: Our customers deserve to know exactly what they’re putting in and on their bodies. Hair and scalp concerns are so personal, and when customers trust us with something that really matters to them, I take that seriously. We source ingredients globally and always prioritise efficacy, safety, and bioavailability. Every ingredient has to earn its place, and I don’t think anyone should need a degree to work out whether a product is well formulated or how to read a label.
Q: What does a holistic approach to beauty mean to you?
A: To me, beauty is about the whole person, not just what you put on your hair or skin. It’s about whether you’re rested, eating well, moving your body, managing stress, and making time for the things and people you love. I lean toward quality products and beauty practices that feel natural, thoughtful, and not overcomplicated, things that genuinely work, along with small adjustments as my lifestyle or the seasons change.
Q: What are your hero botanical ingredients?
A: Botanical ingredients are the foundation of Apotecari. I’m a naturopath and herbalist, so I value the science behind herbs and their long history of traditional use. Horsetail is a standout for its silica content, and I also love Australian native extracts like Kakadu plum and quandong, which are naturally high in vitamin C, as well as the traditional knowledge and use by First Nations Peoples. Plant-based proteins are often overlooked, but when they’re combined properly, they provide the amino acids the body needs to support collagen and keratin production.
Q: What advice would you give someone transitioning to more conscious beauty products?
A: I’d start with the products you use daily, whether you’re ingesting them or applying them topically. Check the ingredient lists and look at them with a more critical eye. If something is marketed as natural but starts with synthetic fragrance, that’s worth questioning. It’s also important not to get too caught up in words like “clean” or “natural,” since they’re not regulated, and to check whether the active ingredients are actually included at levels that can make a difference. Most importantly, I’d say make the shift gradually rather than changing everything at once, and give your skin and scalp time to adjust.
Q: What are your non-negotiables when formulating products?
A: Evidence has to come first. I want to know there’s solid research behind every active ingredient. Bioavailability matters too, because it’s not enough for something to just be in a formula, it has to actually be usable by the body. Performance is non-negotiable as well. If a product doesn’t deliver measurable benefits it doesn’t belong in the range. And I care just as much about the experience of using it, because even the best formula won’t work if people don’t enjoy using or applying it. Texture, scent, flavour and ease of use all matter.
Simone’s favourite Wyuna product - Misty Mushroom Face Spritz is incredible - hydrating and glowy. The Golden Gem Face Cream is also lovely - beautiful colour, texture and skin feel.
