Made by a mum. Named for a daughter.
An Australian K-beauty store with a personal mission.
Edwina — founder, Alina Beauty
How it started
My daughter Alina lives with cerebral palsy. Her name means bright and beautiful — and she is both.
Caring for her taught me that looking after yourself isn't selfish. It's what keeps you capable of showing up for the people who need you most.
Skincare became my five minutes. The thing I did just for me.
Alina Beauty exists because K-beauty works, but finding trustworthy products in Australia shouldn't feel like a research project. Everything here is hand-picked with a reason. Nothing is here just to fill a shelf.
Designed with purpose. 1% of every order supports cerebral palsy initiatives close to our heart. 🤍
A hand-picked selection
Every product on this site is one I've personally tried, tested, and use in my own routine. They earn their place by being verified bestsellers, global category leaders, or emerging breakouts in ingredient trends I believe in.
I won't list anything I wouldn't put on my own skin
As the brand grows, the catalog might grow with it. The standard never will. Quality over quantity, always.
Real service. Real shipping.
Every order ships from my warehouse in 1–3 business days, with real Australian customer service if anything goes wrong. The focus is on the experience — fast, reliable, personal. The kind of small business interaction you remember.
If something's not right, you email me directly at hello@alinabeauty.com.au. I respond within 24 hours, often much faster.
1% of every order
A portion of every order is donated monthly to the Cerebral Palsy Alliance Australia — not for recognition, but because giving back is part of the purpose behind building this company.
Alina may have inspired the heart behind the brand, but she is not its marketing. She deserves a childhood separate from business. The giving is simply part of the values this company is built on, and how we honour carrying her name.
If you've made it this far, thank you.
I'm glad you're here. I hope the products do for your skin what they've done for mine.
Edwina🩷