GENUS represents a true evolution in skincare. These innovative formulas are designed to perfectly suit the skin biologically. GENUS is the first Plant Based, Biomimetic and Hypoallergenic skin care range on the market.



Clean beauty no longer has to be basic. We understand you want more than "free from" claims in your products. We use a logical "Skin First" approach with nothing but the most advanced plant based ingredients.

Our commitment from the beginning was to make the best natural skin care products on the market. It was our desire to give you the best in everything from the beautiful ceramic glass packaging to the highest quality natural ingredients available. These products are designed to make you feel special and a bit indulgent, while you also get to have glowing healthy skin to show for it!

Founder and Naturopath Selina Mithen

I knew I could really help people with their skin. I know the skin and what it needs to be healthy.

I have dedicated my entire career to researching the nutritional, environmental, and topical reasons why the skin can become imbalanced, and felt that I could offer a new approach.  I started my career as a Beauty therapist, then became a qualified Naturopath, where skin health, stress management, and digestive health were my key areas of interest. I saw a distinct connection between stress and illness and knew that managing stress is a crucial for an individuals wellbeing so I became a qualified Meditation teacher in order to help my clients.




Mooi +U Beauty is your Indie beauty + wellness online boutique and directory.

Discover and shop for boutique brands and products hand selected by Carla King-Turner.

Mooi means beauty and U Means YOU.