How Miranda Kerr Went From International Supermodel to Organic Beauty CEO

Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode will give you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere else you listen to stay tuned.

You know Miranda Kerr as an international supermodel—as Victoria’s Secret’s first Australian Angel, Vogue Italia’s first 3D cover star (shot by Steven Meisel), and the runway model who strutted down Balenciaga’s runway while five months pregnant. You likely also know her as the founder and CEO of the certified-natural and -organic skincare line Kora Organics, but what you might not know is just how deeply involved in the brand she is. In a world where most celebrity-faced products are licensing deals and the amount of collaboration between said celebrity and manufacturer is highly variable, the way Kerr has done things seems almost novel. After all, she developed the line for three years before launching in Australia "as a testing ground” in 2009. Okay, novel and also highly tactical.

Though her modeling career was internationally renowned, Kerr never took success for granted and employed the pragmatic mindset that each job could be her last, working hard for new work and saving money to one day fund a company of her own. "I grew up with my parents working very hard and having their own businesses, and I just assumed that's what I would do," Kerr says. She’s applied that same dedicated work ethic to Kora, and while she was initially nervous that her background as a model might mean she wouldn't be taken seriously in the business world, Kerr's fierce passion for holistic wellness won out. She was determined to bring her certified-organic line along with one secret-weapon ingredient to the masses. Enter noni.

"They call it the cheese fruit,” she says with a laugh, referencing the fruit's pungency. Kerr has been using noni for its holistic properties ever since her grandmother gave her a shot of the juice when she was 13 years old back in Australia. "It has a high antioxidant content and over 100 vitamins and minerals,” says Kerr. No wonder she’s included it in every product in the Kora Organics range.

In 2017, Kerr made another pivotal decision both for herself and the future of Kora when she expanded the brand's presence beyond Australia. "I decided that I want to spend the majority of my time, if I'm not with my family, building my own business as opposed to building other people's businesses,” she says. It’s clear Kerr’s dedication to the brand has paid off. Today, Kora is available in over 30 countries with best-selling and award-winning products like the Turmeric Brightening and Exfoliating Mask and Noni Glow Face Oil. 

Head to Second Life on Apple Podcasts, Spotify, or anywhere else you listen to hear how Kerr's career as a model led her to found Kora Organics and how her high-efficacy products are cementing the brand's status as one of the top clean beauty lines on the market today. Because, after all, who better to trust for glowing skin than an international supermodel?

Next up, hear how Alison Cayne went from raising five kids to founding a culinary empire.