About Us

Adelaide & Ivy began with two very real frustrations.

I’m Emma Adelaide Ivy. Until recently, I had spent the last eight years working as a personal trainer, the past three being based in Australia. Like many women in client-facing roles, I wanted to feel “put together” without the hour-long morning routine. Between early gym sessions and the Sydney heat, mascara never quite held up — so for years, lash extensions were my non-negotiable.

Until the habit caught up with me.

After six weeks travelling through Europe without a single infill, my extensions gradually shed, revealing the reality underneath: short, thin, and weakened lashes. I had spent years maintaining a look, but completely neglected the health of my natural lashes.

At the same time, my co-founder and step-mum Miranda — a busy mum of five based in New Zealand — was searching for a natural alternative to extensions. She was also finding that, at her stage of life, her lashes were beginning to thin and lose their fullness — something many women quietly experience as hormones shift and natural growth slows. Mascara gave her some fullness, but left flakes on her eyelids throughout the day. She trialled a well-known lash serum and within days, her eyes were red and reactive. She passed it to me, and I had the exact same reaction.

That’s when we realised something important:

The products designed to enhance lashes weren’t actually designed to support them.

We Started Asking Questions

Coming from a health and wellness background, I had always believed real results shouldn’t come at the expense of long-term health.

When we looked into popular serums, we found a recurring ingredient category: prostaglandin analogues. While known for fast results, they are also commonly linked to irritation, redness and sensitivity — especially around the delicate eye area.

On the other end of the spectrum, the “natural” alternatives we tried were often too gentle to create visible change, or still triggered sensitivity.

We didn’t want harsh.
We didn’t want ineffective.
We wanted balance.

And that’s where our peptide philosophy began.

Our Peptide-First Approach

Adelaide & Ivy is proudly formulated as a peptide lash serum — because peptides don’t force growth. They support it.

Peptides are short chains of amino acids — the building blocks of proteins like keratin, which your lashes are made from. Instead of overstimulating follicles, peptides help strengthen, condition, and support the lash growth cycle at a cellular level.

Our formula features a targeted peptide complex:

Biotinoyl Tripeptide-1 – A clinically studied peptide known to help reinforce keratin structure at the root. It works to anchor the lash more securely within the follicle, supporting reduced breakage and improving overall lash resilience.

Myristoyl Pentapeptide-17 – Designed to support the appearance of longer, fuller lashes by helping enhance keratin production. It works gradually and gently, aligning with your natural growth cycle.

Oligopeptide-10 – A conditioning peptide that helps maintain a healthy follicle environment and supports overall lash integrity.

Together, these peptides work synergistically — not to shock the follicle into rapid growth — but to improve the environment lashes grow from. Stronger roots. Healthier strands. Better retention.

And this explains something I personally experienced. Other lash serums I had tested did make my lashes grow very long — but they were still thin. It felt like I had only a few, very long lashes rather than genuinely full, healthy ones. My eyes were also constantly irritated and sensitive. The growth looked dramatic, but it didn’t look balanced — and it certainly didn’t feel healthy.

Because healthy lashes grow better lashes.

Strength From the Root: Supporting Ingredients

While peptides are the heart of our formula, they are supported by carefully selected hydrators, botanicals, and vitamins that nurture the delicate eye area.

Hydration & Barrier Support

  • Hyaluronate (Hyaluronic Acid) – Deeply hydrates and helps maintain moisture balance around the lash line, helping prevent brittleness.

  • Panthenol (Pro-Vitamin B5) – Conditions and smooths the lash shaft, improving flexibility and shine.

  • Pentylene Glycol – A gentle humectant that enhances hydration and formula stability.

  • Aqua – A purified base that allows optimal delivery of active ingredients.

Hydrated lashes are more flexible. Flexible lashes break less.

Botanical Follicle Support

  • Panax Ginseng Extract – Traditionally used to invigorate and support healthy-looking hair growth.

  • Swertia Japonica Extract – Known for supporting scalp and follicle vitality, helping improve the overall lash environment.

  • Pumpkin Seed Extract – Rich in nutrients and fatty acids that help nourish the lash line.

  • Serenoa Serrulata (Saw Palmetto) Fruit Extract – Commonly used in hair-support formulas to help maintain follicle balance.

  • Acorus Calamus Root Extract – A botanical extract that helps condition and support the surrounding skin.

Vitamins & Conditioning Support

  • Biotin – Often associated with stronger-looking hair and lashes.

  • Tocopherol (Vitamin E) – A powerful antioxidant that helps protect delicate skin around the eyes from environmental stress.

Every ingredient was selected with one question in mind:
Does it support lash integrity?

A Different Philosophy

Instead of forcing growth through harsh chemicals, we focused on Lash Integrity.

That means:

  • Strengthening at the root

  • Conditioning through the strand

  • Supporting the natural growth cycle

  • Protecting the delicate skin around the follicle

No prostaglandin analogues.
No shortcuts.
No unnecessary irritation.

Just intelligent, peptide-led support.

By strengthening lashes at the root and conditioning the delicate skin around the follicle, we help your natural lashes appear fuller, stronger, and more resilient.

The Results Felt Different

I stopped getting extensions. My lashes looked longer, fuller, and noticeably healthier — without the maintenance, fortnightly infills, or ongoing costs.

For Miranda, it meant finally finding a serum she could use consistently without irritation — something that fit seamlessly into her busy life and supported lashes that were naturally becoming finer with age.

Then came the questions:
“Are those your real lashes?”
“What are you using?”

More Than Just Lashes

Adelaide & Ivy was built on a simple belief:

Beauty products should support you — not stress your system.

We exist for the woman in her 20s rebuilding extension damage. The woman in her 40s, 50s and beyond, noticing subtle thinning. The woman who values long-term health as much as visible change.

Because when you support your natural beauty instead of overriding it, the results don’t just look better — they feel better, too.

Adelaide & Ivy
Thoughtfully created.
Gently formulated.
Honestly effective.