A quiet achiever adored by those in the know, RATIONALE is having its moment in the limelight. Sally Hunwick discovers why this Australian skincare brand boasts such a loyal (if discreet) following.
It almost doesn’t matter now that he’s the most bankable star in Hollywood, but George Clooney once lamented his “13- year overnight success story”. It’s true – fame didn’t come to the actor with his first role. Having said that, Clooney was never going to be a flash in the pan.
The same might be said for Richard Parker and his adored skincare brand, RATIONALE. Celebrating 25 years in business, it’s fair to say that RATIONALE has been a quiet achiever. After launching with little fanfare in 1992, this cult followed company’s upward trajectory has been almost entirely under the radar. And that’s just how Parker likes it.
Preferring to partner with leading dermatologists and plastic surgeons rather than department stores, RATIONALE has attracted a slew of high-profile devotees (think A-list actors, models and socialites) who enjoy keeping this skin secret all to themselves.
Visit RATIONALE’s headquarters in its trendy location in Richmond, Melbourne, and you’ll likely see Parker tinkering around in his lab. Both the brand’s founder and formulator, Parker is passionate about ingredients and can-do formulations that address skin concerns associated with some of the harshest climates on the planet.
“Eighty per cent of facial ageing is caused by the sun,” says Parker. “As an Australian skincare company, RATIONALE knows more about preventing and treating the major causes of skin ageing than anyone else in the world.”