Natural Selection ELI HALLIWELL USHERS JURLIQUE INTO THE GREEN ERA

When Eli Halliwell was approached by Jurlique in 2006 to take the reins of the cult beauty company, he began to believe in fate. He had hoped to start his own organic-cosmetics business, but was forced to abandon his vision when presented with the 20-year-old Australian skin-care brand’s proposal. “I thought, They have their own farms?” he recalls. "This level of authenticity was something I couldn’t re-create.”

Halliwell, who brought with him five years of Bumble and Bumble experience, embraced Jurlique’s commitment to source ingredients from its biodynamic farm, in South Australia. As opposed to organic standards, which are largely prohibitive, Halliwell says, "biodynamic is a proactive approach to farming. It’s about taking a piece of land and sustaining it in perpetuity.”

Since becoming C.E.O., Halliwell has acquired 150 additional acres and increased recognition outside Australia through, among other things, a packaging and retail-space redesign—simple botanicals against a clean, white background—that reflects the company’s values while retaining its upscale image.

Next month, Jurlique debuts its Biodynamic Beauty line, whose focus on graceful (as opposed to anti-) aging utilizes ingredients like beech-tree buds and sweet-violet extract. As for Halliwell, he’s keeping his ear to the ground—literally. “I love it,” he says, “when nature tells you, Sit down and shut up.”

EVE EPSTEIN