Oria Skin’s Kate Shanks on the evolution of the brand—and unveiling a beautiful new ‘balletcore’ campaign
A natural evolution from her original creations as an aromatherapist, Oria Skin founder, Kate Shanks is an Aotearoa-based formulator passionate about supporting hormonal balance and skin health with gentle—but effective—ingredients.
An interest in clean, conscious skincare led her to engage in further study around hormone health and menopause in 2024, ‘where I learned which essential oils and ingredients are most supportive for women through different life stages. That knowledge helped shape our hormonal support products, which sit alongside Oria’s main focus on skin—everything we create is designed to help you feel and look your best.’
A hero she personally loves from the Oria Skin collection that does exactly that is Luminous Cleanse Oil, a luxe-to-use formula that effectively cleanses while replenishing glow. ‘It's just heavenly,’ says the founder. ‘It really suits every skin type, is 100 per cent natural and smells and feels amazing.’
The brand’s latest campaign, titled Form & Flow, is a ballet-inspired visual story created in collaboration with Milkshake photographer, Olive Patrick, that celebrates movement, emotion, and the art of feeling comfortable in your own skin. Featuring dancers in Oria’s signature blue leotards and white tights, the imagery captures a sense of purity, strength, and balance—echoing the brand’s modern, minimalist aesthetic. The result is a campaign that feels as fluid as it looks: a blend of artistry and authenticity that aims to defy the picture-perfect conventions of traditional skincare shoots.
Kate says the campaign was born from a desire to reconnect skincare to emotion, rhythm, and self-expression. ‘Skincare is more than a routine, it’s a feeling,’ she says. ‘Form & Flow represents the balance between discipline and softness, between the science of skin and the soul of how we feel in it. The response has been incredible, people keep saying how different and nostalgic it feels.’
A dancer until the age of eighteen who still attends ballet classes twice a week, she knew she wanted to do ‘something completely different from what other skincare brands are doing. We see a lot of the same imagery—perfect models applying skincare, or fruit and food connections—I wanted to shake it up.’
Ballet, like skincare, is built on structure and softness, on strength that doesn’t always show. The fluidity, the flow, the endless repetition, all lead to quiet transformation over time. ‘In a world that craves instant gratification, Form & Flow is a nod to patience,’ says the founder. ‘This is Oria Skin on pointe… excuse the pun!’
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