It’s been a golden year for BONNIE. In just twelve months, the Christchurch-based brand — known for its gradual tanning and body care range — has gone from bathroom-shelf newcomer to beauty-routine staple, redefining what it means to look sun-kissed without the sunburn.
For founder Mary Outram, this milestone is both humbling and surreal. “This brand lived in my heart (and on many mood boards) for so long,” she says. “So seeing it out in the world — in people’s homes, on their skin, and part of their daily routines — really is just the most rewarding feeling.”
Over the past year, BONNIE has become synonymous with a new kind of glow. In place of the telltale tan, it’s all about skin-first formulas that are soft, buildable, and beautifully uncomplicated. The brand launched with three hero products — GOLDEN, GLOW, and GLAZED — a trio that laid the foundation for its skin-first tanning philosophy, and has since evolved into a complete body-care ritual with the October release of GLOSSY, a refreshing body wash and tan reset. Every formula is dermatologist-tested, vegan, cruelty-free, and gentle enough for even the most sensitive skin, proving that performance doesn’t have to come at the expense of comfort.
That same thoughtfulness runs through everything BONNIE does. Built around a direct-to-consumer model, everything from order packing to Instagram replies happens in-house. It’s a hands-on approach that keeps the brand close to its community and true to its roots. Through playful pop-ups such as the BONNIE Bake Shop, and partnerships with like-minded brands, BONNIE has cultivated a community that looks and feels like its ethos: warm, inclusive, and quietly confident.
Another key part of BONNIE’s DNA is its effortless connection between fashion and beauty. From a runway collaboration with Caitlin Crisp at the Christchurch Spring Fashion Festival to the sleek GLOSSY campaign starring model Juliette Perkins, the brand has carved out a space where the two worlds naturally meet. “BONNIE’s always had one foot in the fashion world,” says Outram. “From the way we style campaigns to the stories we tell — every detail is deliberate. It’s all part of how we see beauty.”
As BONNIE celebrates its first birthday, it feels less like a company blowing out candles and more like a brand hitting its stride. With its reach now extending beyond Aotearoa to Australia and the UK, its glow is only getting brighter.
Looking ahead, Outram’s goal is simple: to grow with intention. “My hope is to keep growing this community and continue creating products that make people feel confident, seen, and a little sun-kissed.”
Visit bonnieskin.com to shop the range.
This article originally appeared in Fashion Quarterly’s Summer 2025 issue.
Photography: Holly Sarah Burgess & supplied.
Words: Natalia Didovich
