Meet Buj: Your New Breast FriendBuj Skincare began with a deeply personal journey, born out of a moment that forever changed the way Annabelle viewed self-care. “Honestly, buj came out of one of the toughest times in my life,” she reflects. Finding solace in the healing practice of self-care, Annabelle found a renewed sense of confidence and connection with herself. Deep into her skincare routine, she noticed something startling—while there were products for nearly every part of the body, there was nothing specifically designed for breast skin. “That realisation sparked something in me,” she says. Breast skin, she learned, is different from the rest of the body and goes through significant changes from puberty to menopause, yet the beauty industry had overlooked it. That was the moment buj was born—not just as a skincare line, but as a brand that empowers women to feel seen and supported.
Samuel recalls the moment Annabelle shared her idea with him. “It just clicked,” he says. For too long, breasts had been left out of the beauty conversation, and Samuel and Annabelle were determined to change that. “We wanted to create something that recognised the emotional connection women have with their bodies,” Samuel explains. Buj wasn’t just about products—it was about creating a brand that understood the importance of self-love and care.
Developing buj’s products wasn’t without its challenges, especially with the breast area being so delicate. “The breast area is prone to dryness because it has fewer oil glands compared to other parts of the body,” Annabelle explains. The duo knew that the ingredients had to be gentle yet effective, and they were uncompromising in their commitment to clean beauty. “We wanted something that was free from parabens and hormone-disrupting chemicals,” she shares. Samuel adds, “It was a balancing act—making sure the products supported elasticity and firmness without compromising safety.” After months of testing and refining, they created The Uplifter, a product that goes beyond skincare, offering women a luxurious ritual they can feel good about, both physically and emotionally.
Buj has evolved into more than just a skincare brand—it’s become a movement centered on self-love and open conversations around women’s health. Samuel highlights their “Breast Friend” community as one of their proudest achievements. “We’ve been vulnerable in sharing our story, and it’s resonated with our audience. We’ve created a safe space for women to share their stories, ask questions, and support one another,” he says. Annabelle echoes this sentiment, especially their partnership with the McGrath Foundation for Breast Cancer Awareness Month. “We’re donating 100% of the profits from Words to Uplift this October,” she shares. Their mission is not only to raise funds but to empower women to regularly self-examine, using breast skincare as a natural reminder for early detection.
Buj’s philosophy is about more than just traditional beauty norms—it’s about redefining beauty through body positivity and self-acceptance. “For us, beauty isn’t about fitting into some narrow standard—it’s about embracing yourself fully,” Annabelle says. Their tagline, “for every shape, for every body,” reflects their commitment to inclusivity. “We’re not here to ‘fix’ anything about a woman’s body,” Samuel adds. “We’re here to celebrate it.” That’s why they created Words to Uplift—affirmation cards that remind women they’re deserving of love and care, inside and out.
For both Annabelle and Samuel, self-care is deeply personal. Annabelle reflects on how it became a lifeline during one of the hardest times in her life. “It was about showing up for myself every day, even when I didn’t feel like it,” she says. And that’s what they hope buj can offer women—a moment of connection where they care for their bodies and nurture their souls. Samuel agrees, “It’s about creating rituals that help women feel good about themselves, inside and out.”
Looking to the future, Annabelle and Samuel have exciting plans for buj. “We’re innovating to provide women with solutions that meet their needs at every stage of life, from pregnancy to more mature breast skin,” Annabelle reveals. One of the upcoming innovations she’s particularly excited about involves sun protection. “If we’re protecting our faces from the sun, shouldn’t we also be protecting other important parts of our bodies?” she hints, leaving us intrigued. Samuel adds, “We’re also focusing on expanding our partnerships with causes that resonate with our community and continuing to use our platform to educate on early detection.” With so much on the horizon, it’s clear that for buj, “the breast is yet to come.”
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