About Us

Our Story: The Journey to 11:11 Lab

Sometimes, life doesn’t just throw you a curveball—it hits you square in the face. For me, that moment came with a Stage 4 cancer diagnosis at just 29. The world stopped. The silence was deafening. But in that stillness, I found something powerful: clarity. It was my wake-up call to reevaluate everything. What I put in my body. What I put on my body. And what I wanted to create in the world.

Through the haze of fear and uncertainty, I leaned on one thing that had always been my compass: the number 11:11. A symbol of spiritual awakening and alignment, it whispered, “You’re on the right path.” Fuelled by that reassurance and a fire in my belly, I decided to shake things up.

Enter 11:11 Lab Skincare: a brand born from my journey and built for women like you. I saw the skincare market for what it was—lacking. Where was the clean, ethical skincare that was not only unapologetically luxe but still delivered results? I couldn’t find it, so I created it. Because why should we ever settle for less?

And so, 11:11 Lab came to life. Each product is more than skincare—it’s a love letter to your skin, your soul, and your glow. Think pure, sustainable, and empowering formulas that make your skin sing. We’re here to remind you that you are worthy of luxury, self-love, and non-negotiable Me Time—every single day.

Our Vision

For every Australian woman to turn their skincare ritual into non-negotiable Me Time, knowing they are worthy of luxurious, high-quality products.

Why We Exist

Let’s be real—the skincare world needed a glow-up, and we’re here to deliver. At 11:11 Lab, we’re all about giving you the best of both worlds: purity and luxury. Because clean skincare should never feel boring.

We believe every woman deserves products that are:

  • 100% natural (because your skin deserves better than nasties)
  • Vegan and cruelty-free (because we love animals as much as glowing skin)
  • Ethically sourced (good vibes only, thank you very much)
  • Sustainably packaged (because glowing skin shouldn’t cost the earth)
  • Proudly Australian-made (homegrown excellence, baby)

This is more than skincare—it’s a movement. A daily ritual to celebrate yourself, honour your worth, and serve up a glow that’s impossible to ignore.

What We Stand For

  • Authenticity: Honest skincare for women who don’t do fake—ever.
  • Transparency: We don’t just share our ingredient lists; we show them off.
  • Empowerment: Inspired by my journey, our mission is to help every woman step into her power and glow unapologetically.
  • Sustainability: Luxe doesn’t have to mean wasteful. From glass packaging to planet-friendly ingredients, we’ve got you—and the earth—covered.
  • Connection: Building a community where women celebrate self-love, conscious choices, and glowing skin—together.

The Meaning of 11:11

If you’ve ever made a wish at 11:11, you know the magic. It’s the number of spiritual awakening, alignment, and purpose—a reminder that you’re exactly where you’re meant to be.

At 11:11 Lab, it’s our North Star. It’s about living intentionally and making choices that honour your body, your soul, and your glow. That’s why every product is crafted with purpose—to transform your skincare routine into a ritual that feels as good as it looks.

Our Ingredients: Nature’s Finest, Bottled

Luxury starts with the purest ingredients, and we don’t settle for less. At 11:11 Lab, we source our botanicals from Australia’s untouched landscapes—the rugged Outback, lush Queensland rainforests, and the sparkling Eastern coastline.

Our glow-getting superstars include:

  • Native Snow Flower: Brightens your skin like it’s got its own spotlight.
  • Seaweed Collagen: Plumps and hydrates like a dream.
  • Pink Lotus: Soothes, balances, and gives off zen vibes.
  • Vitamin C & E: Antioxidants that bring the glow and fight the blah.
  • Rosehip Oil: Deep nourishment for skin that feels as good as it looks.

Each formula is a celebration of nature’s finest, bottled with care and designed to deliver uncompromising luxury.

Join the Glow-Up Movement

11:11 Lab isn’t just skincare—it’s a love letter to your worth. A promise to honor yourself, indulge in unapologetic Me Time, and embrace products that deliver luxe results without the nasties.

Your glow journey starts here. Shop now and let 11:11 Lab be the skincare soulmate you’ve been waiting for.

With love, gratitude, and a little sass,
Shaunace xx