Keira Rumble Founder and CEO of Krumbled Group
This week we caught up with Keira Rumble, the woman behind Krumble Foods and Habitual Beauty, to find out what she never travels without, her packing tips, and what her most memorable trip has been so far…
Keira Rumble is an Australian entrepreneur and the founder and CEO of Krumbled Group, encompassing Krumbled Foods and Habitual Beauty. Fueled by her personal health experiences, a deep passion to help people take care of themselves and live a happy and healthy life, Keira is on a mission to revolutionise the beauty, health and wellbeing industries worldwide. Keira shares the deep moments of life, including business success and her journey to motherhood.
Keira’s journey to become an entrepreneur began with a pre-diabetic diagnosis in her early twenties. Inspired to change the way she lives, Keira started to look at ‘protein snacks’ and ‘healthy foods’ only to realise that these supposedly healthy alternatives were actually formulated with unusually high sugar content and therefore provided very little real health benefits. Disappointed by this lack of transparency, Keira decided to do something about it and so, Krumbled Foods was born.
In 2017, with her team of nutritionists and food scientists, Keira and her team were the first to market with a functional collagen snack bar offering an array of beauty and health benefits, aptly named Beauty Bites. Readily available in Australia, New Zealand and the United Kingdom in-store at leading retailers, as well as online with worldwide shipping, one Beauty Bite is sold every 15 seconds. The Krumbled Foods brand has an incredibly loyal customer following and online community.
During the successful launch of Krumbled Foods, Keira experienced a number of personal health and fertility challenges as she began her journey to motherhood. She suffered six miscarriages and an ectopic pregnancy was finally diagnosed with endometriosis and a genetic blood clotting condition called Factor V Leiden. Keira then began the process of IVF to conceive and welcome her son, Hunter to the world. As part of this journey, many doctors recommended replacing her existing skincare products with clean, gentler alternatives. Unfortunately, these products did not offer the same results as her cosmeceutical favourites, a frustration she knew she wasn’t alone in.
Stuck having to choose between natural formulations or high-performing cosmeceuticals, Keira’s vision to create a science-backed, holistic beauty and wellness brand began. Habitual Beauty is proudly one of the first Australian brands to combine powerful, innovative nutraceuticals and clean, active skincare formulations together, working synergistically to fast-track results.
In 2021, after two years of rigorous research and development, with the endorsement of LVMH beauty giant Sephora, Habitual Beauty was launched. Combining a first-to-market, high-dose Advanced Skin + Gut Health Collagen Elixir designed to support radiance from within, with an innovative and science-backed collection of five clean skincare products.
Habitual Beauty is focused on the consumer and offers innovative products, designed to offer real, radical results and support long-term wellbeing. Sustainable packaging, responsible sourcing of ingredients and responsible business are non-negotiables for Habitual Beauty, as Keira seeks to lead positive change within the beauty and wellbeing industry.
As a female founder, Keira is juggling the joys of motherhood, in all its beautifully chaotic glory, with her entrepreneurial spirit whilst running two businesses each with new products, expansion and markets on the horizon. At the heart of it all, Keira is here to help you take care of you both inside and out.
What’s been your most memorable trip and why?
Definitely Africa! My partner and I went travelling to Kenya, Uganda and Tanzania. There is something so incredibly special about Africa, from the people, the land, the animals. Being a huge animal lover, this was by far the most memorable and one of the favourite places I have ever visited, Kenya, in particular, was unforgettable, we stayed in the Masai Mara and in Uganda we trekked to observe the gorillas.
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What’s your favourite ever hotel?
The Park Hotel, Vitznau in Switzerland is breathtaking. It is set within a 100-year-old castle, completely renovated, with its very own aquarium wall, ice bath, breathtaking views over Lake Lucerne, incredible wine cellar and stunning pool.
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Where or what is your escape?
Honestly anywhere with sunshine, slowness (no reception is ideal) and good food with my son, my partner and my dogs in tow and I’ll be an incredibly happy and content mumma.
If you could go anywhere tomorrow it would be…
Back to Africa with my son. Hunter has just turned one, and I know he’d love seeing all of the animals up close. It would be so incredibly special to return to one of my favourite places in the world and witness my son immersed in nature and African culture.
What’s your idea of a luxury wellness holiday?
Anywhere that I can actually switch off and truly be present with my family.
My top bucket-list destination is…
Definitely the Northern Lights.
If you could sit next to anyone – dead or alive – on a long-haul flight, who would it be?
No one. I would much prefer to sleep.
What is your jet-lag recovery tip?
Melatonin, an eye mask and the biggest one is hydration. I always pack sachets of the Habitual Beauty Collagen Elixir to ensure I’m keeping hydrated and my skin is looking somewhat radiant whilst flying and also once we’ve landed.
What is your suitcase stalwart?
I can’t live without packing cubes! They keep me organised.
What is your number one packing tip?
Write lists, lists and more lists. This way, I don’t forget anything and it is even more important now when travelling with my son.
I never travel without…
Melatonin, eye mask and the Habitual Beauty Hydrating Sleep Mask.
In my beauty/toiletry bag I always bring…
My Habitual Beauty skincare products and SPF are non-negotiables when travelling.