Australian salon-stocked skincare and makeup brand, INIKA Organic has this week announced its newest ambassador – Robyn Lawley.

The brand, which is regarded for its use of natural ingredients and sustainable packaging, has teamed with the figure in line with the launch of its People with Purpose Initiative.

The award-winning Australian model, mother and cook has graced various magazine covers both locally and overseas during her tenure. Robyn is also recognised for her environmental activism – a link undoubtedly driving her partnership with INIKA.

“We partner with people who are as passionate as we are, and Robyn lives and breathes her purpose, just as we do,” said Tony Rechtman, Founder and CEO of Total Beauty Network in a press statement.

“She uses her platform to advocate for sustainability, animal rights and the environment, which are all core to INIKA’s values.”

The partnership has seen Robyn model for the brand, unveiling a series of raw, unretouched images to sideline her campaign and draw awareness to INIKA’s commitment to sustainable manufacturing practices.

Robyn said, “I’m thrilled to be a brand ambassador for INIKA Organic. I’m passionate about what I put into my body and on my face, so to be aligned with a brand that is 100% Natural, Certified Organic, Cruelty-Free and Vegan is the perfect fit. The brand is also doing incredible things to combat plastic packaging within the beauty industry.”

Last year, INIKA announced that it was the first brand globally to achieve plastic-neutral status.