HI, I am Heleri!
Lovely to meet you!
I’m Heleri, founder of Siena Collective.
Here at Siena Collective, we elevate natural beauty with a scientific touch. Our belief extends beyond just clean and natural products. We blend the nurturing gifts of nature with the groundbreaking advances of science for truly exceptional beauty.
A trusted space in a noisy beauty world
Siena Collective was born from a simple belief and a personal need: you shouldn’t need a chemistry degree to choose effective skincare and beauty products that don’t add additional toxins to your body.
My mission is to help you navigate the world of greenwashing, influencer culture and overwhelming product claims by offering carefully selected, scientifically backed natural beauty, alongside the knowledge to navigate the beauty landscape.
I want to show you that natural and clean skincare can deliver real, visible results. I call it intelligent beauty, where nurturing botanical ingredients are blended with groundbreaking advances in green science and thoughtful formulation to create products that truly perform.
Rethinking beauty
My journey into natural skincare was gradual. For years, I had the classic mindset: the more expensive the “French brand”, the better the product. I assumed that natural options would smell strange and not really do much.
In 2015, I moved to Bali and that environment quietly changed me. I began to observe a different relationship with wellbeing, rooted in nature, prevention and simplicity. I had always been conscious about food quality, but Bali made me question everything else we absorb daily: skincare, cleaning products, fabrics, cookware. It was the first time I truly considered what I was putting on my body, not just in it.
The deeper transformation came in 2020, when I reconnected with my former classmate Anneli, who had become a practising skin therapist. Through her expertise, I began to understand formulation, ingredient integrity and the reality of greenwashing in the beauty industry.
I learned that reading an ingredient list is not enough and that even so-called “clean” labels can be misleading. I began to understand that purity alone does not determine quality. What truly makes a difference is how thoughtfully a product is formulated and how its ingredients work together.
Those conversations eventually led me to collaborate with Anneli on building the online presence for her salon, Ilu Hub — a space dedicated to natural and intelligent beauty therapy through results-driven treatments and skincare.
Working closely together deepened my understanding of formulations, ingredients, routines and skin health, and showed me how much true expertise is required to cut through marketing noise.
Welcome to Siena Collective
Today I continue this mission through Siena Collective. I work alongside Anneli and other experts to uphold the same commitment to carefully selected, intelligently formulated beauty products. This means you can shop with confidence. knowing that every product has been thoughtfully evaluated, tested and chosen for both integrity and performance.
Siena Collective is not just an online shop. It is a trusted space where you can find expert-vetted skincare and beauty products, along with the knowledge to choose what is genuinely right for you.
We personally test every product, connect with the brands, and understand their sourcing and technology before welcoming them into our community.
Our wish is to bring together exceptional brands from around the world, uniting their expertise with powerful, locally sourced natural ingredients. As a growing independent business, our selection will continue to expand thoughtfully over time.
If you are a brand owner whose values align with ours, we would love to hear from you. Let’s connect, get to know each other, and if the alignment feels right, bring your products to more people around the world, together.
While Siena Collective is currently focused on serving the Australian market, we welcome enquiries from anywhere in the world and are always happy to explore international delivery options.
My hope is that we can make your life a little easier and perhaps inspire you to see skincare differently. To reconnect with your body. To make more conscious choices about what you put on it.
Thank you for being here!
Heleri
