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2024 Women to Watch

This year we showcase over 80 South Australian women to watch throughout the year. From business, to careers, arts to science. This year’s selected women highlight the depth and diversity of the women in our state and also the vast array of opportunities to develop a business or career in South Australia. Find our more about our inaugural Women to Watch initiative here.


My name is Charlotte and I own Earthyma Products – a purpose-driven business nestled in the heart of Adelaide, South Australia. I am passionate about crafting earth-friendly skincare and living products, carefully formulated to be free from harmful chemicals while aiming for sustainability and waste reduction.

// Favourite inspirational quote
“One of the wonderful things about life is we have the chance to write the script, be the director, and star in your own epic.” – Adele Basheer

I received this quote on a card from a teacher in high school nearly 20 years ago. It wasn’t until I began my business that I realised Adele was South Australian and a fellow amazing SA Woman. To this day, I still have this quote card displayed at home.

// Let’s get to know you
My business journey began during maternity leave in 2017 when a newfound passion for DIY skincare and household products sparked a revolution for me. To create safer alternatives for my family, I embarked on a mission to redefine beauty and wellness through Earthyma. Driven by a commitment to education and continuous improvement, I have participated in many workshops, and formal study. In 2020 I studied with the School of Natural Skincare and received a Certificate in Natural Skincare. The information and knowledge I gained allowed me to transform my business and formulate my products more professionally. I re-evaluated and improved all of my products, by formulating them with longer-lasting, high-quality ingredients and to a premium standard.

Throughout my journey, I have also been inspired by pioneers like Alexx Stuart of Low Tox Life. She has taught me how to eliminate toxins from everyday products, ensuring a healthier future for all. Before this, I was a registered conveyancer. I left this job at the end of 2018 to pursue Earthyma. Over this time I have also built a studio in my backyard where I work from and where I create all my products. I have also gone through a name change and branding transformations and I am always aiming to grow and improve personally and professionally every day.

I also work alongside my dad. He owns an olive oil farm at Maslin Beach which he purchased around the same time that I started my business. Together, we harvest his Extra Virgin Santa Marta Olive Oil from his pesticide-free farm which is infused with the essence of biodynamic practices. We use his oil as an ingredient in some of our products including balms, playdough etc. Last year we won an award for his olive oil at the Royal Show.

My journey wouldn’t be complete without the amazing support of my wonderful husband who is my biggest cheerleader and tester. He works hard for our family so that I can be the primary caregiver for our kids while running my business.

// What makes you a Woman to Watch for 2024?
My commitment to sustainability extends to every aspect of my products. From ethically sourced ingredients to refillable packaging, I strive to make a positive impact on both the skin and the planet. With my eco-conscious natural skincare, living and wellness range, every product is thoughtfully created with my customer’s well-being and the environment in mind.

Over the past 7 years, my business has gone up and down. I have always had orders come in regularly but every few weeks there are gaps in my calendar. The past year these calendar gaps have got smaller and smaller. I have more and more regular customers and I have picked up lots of wholesale customers around Adelaide. For the first time, I can comfortably pay myself a monthly wage and it feels so good to be able to contribute financially to the family. It’s so fulfilling and amazing to see my business flowing and growing so beautifully.

// What is your goal or intention for the year ahead? And how are you going to achieve it?
This year I would love to outsource my website to get it professionally created. At the moment it is a website I have created myself via Shopify. I am in the process of chatting to web developers and saving for this. Outsourcing my website development has always felt like a goal that would be so unreachable. It’s so nice that this goal will be achievable soon.

At my home, we are in the process of building a second level. Once this is complete I am going to move the ‘office’ part of Earthyma into a study inside my home. After that, I plan to divide my studio into two halves. One half will be for formulating my products and I plan to make the second half a shop front. At the moment my studio is open to the public by appointment. Once I have moved the office part into my home, I will look at opening my studio to the public a few days a week.

// What would being a 2024 Woman to Watch mean to you?
I pour my heart and soul into my business—it’s like a fourth baby to me. Running a business isn’t easy; there are rarely days off when I’m not thinking about it/working on and in it in some capacity. Joining SA Woman in 2019 was a gift to myself after the immense effort of changing my business name, and it’s been an invaluable membership ever since. As a sole proprietor, spare funds are limited, but my SA Woman membership has always been non-negotiable. Through this community, I’ve formed meaningful connections with fellow business owners and gained invaluable knowledge. I feel so grateful that Carly is among my cherished regular customers. Having someone like her, whom I consider a celebrity, support my business fills me with pride.

Being recognised as an SA Woman to watch by a community that means so much to me would truly mean the world.

// What would you like to see for the future of South Australian women and girls?
I love seeing a culture of support among women, where collaboration triumphs over competition. Witnessing women lifting each other and working together towards common goals is so special and heartwarming.

It upsets me to see individuals tearing each other down, especially from behind the anonymity of a keyboard or computer. Hate comments on social media serve no purpose other than to inflict heartache. We all benefit when we learn not to take negativity personally and instead choose kindness. After all, we’re all on our journeys, and most of us are simply doing the best we can.

I would therefore love to see a future with more of us uplifting one another and spreading positivity wherever we go. Celebrating our wins and being there for each other is essential. We are all different, and even if we are doing similar things, our businesses will still be unique because we are all unique. When we work with our passions, we are in our element. Everyone deserves to love what they do.


Get in touch with Charlotte:

Website: www.earthyma.com.au

Check out all of the incredible Women to Watch for 2024 here as their profiles are uploaded throughout the year.

To become an SA Woman Member, check out our Membership Options here.

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