Modelling is a fickle beast. While your beauty may not neccessarily have a use-by date (good genes are good genes, after all), it's hard to stay relevant and top of your game in an industry known for being competitive and uncompromising.
Yet for a select few models, career longevity is part of a grander plan. With the likes of Elle Macpherson proving that a model's life doesn't end at 40, a new breed of home-grown beauties are forging their own personal branded empires, with amazingly successfully results.
Each success story shares one common link: they bottle the essence of their founder's appeal, with the products they spruik giving fans the chance to buy in. For Lara Bingle, it's her perpetually bronzed bod, and for Jessica Hart, her girl-next-door radiance.
Miranda Kerr was the first Aussie girl to step off the runway and into the boardroom, launching KORA Organics, her range of certified organic, 100 per cent Australian-made skincare in 2009. Originally developed to cater for Kerr's own skin only, she quickly identified its business potential.
"As a model, we have so many products applied to our skin day after day that it can start to take its toll, no matter how much water you drink or how healthily you eat," Kerr says. "I wanted to make a conscious effort to use certified organic products at home to ensure my skin was getting the nourishment it needed. Everyone saw the results on my skin and started asking for them, so we developed the range into specialised products suitable for all ages and skin types."
Kerr was so serious about her brand that she qualified as a certified health coach at the New York Institute for Integrative Nutrition to equip her with the know-how to produce her skincare - supplementing the nutrition studies she undertook before moving into full-time modelling.
Fiercely proud of her brand's home-grown roots, Kerr worked with a team of organic chemists in Australia to develop the range. "I'm very proud to be Australian, so there was never a thought of it not being Australian made," she says.
For Kerr, KORA's organic credentials are equally important. It's a subject she's passionate about - educating consumers about the difference between certified organic and so-called natural products. "Certified Organic is the most heavily regulated ingredient system and only Certified Organic guarantees no toxic synthetic pesticides, herbicides or chemicals are used in the production of ingredients," she explains.
Organic skincare, Kerr tells us, is one of the fastest growing areas in the beauty industry and it's a shift she's excited to see. "I receive testimonials from customers all around the world where my products have really made a difference to their skin," she says. "I'm often brought to tears reading the emails - problematic skin has a huge impact on people's confidence."
What's next for one of the world's most successful models? "We're working on expanding the range with some exciting new products and also working on market-specific needs," Kerr reveals. "For me, the vision for KORA Organics is to become a household name globally - I'd love to see more people educated and aware of the benefits of using certified organic skincare and embracing a much more natural and holistic approach to life."