ABOUT US

 

 

 

OUR STORY. . . .


EST. in 2007 by Product Designer Lisa Chau, GENERICS began its journey, initially as an urban accessories brand, catering for up to the minute trends on a budget.

Over the years, the brand has amassed a local cult following with its expansion into handbags, jewellery, leather goods, knitwear, swimwear & clothing. 

A series of pop-up installation stores, cemented GENERICS as the go space for local and cult trends exploring fashion, style and in 2015 - introduced its BEAUTY division.




 

"I wanted GENERICS to continue our exploration of affordable every day luxuries, with a shift towards SUSTAINABLE STYLE. 

Looking at how we can consume fashion responsibly and live in a more ethical way was how I would enjoy doing what I do, in a time when saturation & excess seemed to dominate.

There's alot to be said about going back to basics, slowing down and appreciating that sometimes less is more. "

- Founder, Lisa Chau

 


In July of 2015, GENERICS URBAN APOTHECARY opens on William St, NORTHBRIDGE Australia, becoming its first official store and home of the growing brand.

 

The industrial /laboratory style fixtures sets the pace, nestled in a humble heritage listed corner store built in the early 1900's. The natual light filled space is steeped in history with a dispensary, hair salon, native gallery and vintage fashion store previously operating the space over the decades - a perfect place to share stories old and new.

GENERICS commenced a new journey, with curated collection of emerging CULT GREEN BEAUTY brands, exploring fashion with beauty to include a Apothecary and Pamper service with its global small batch vegan and natural beauty edits from around the world.

Introducing brands such as Herbivore, Prtty Peaushun & Formulary 55 to Western Australia, GENERICS's steadily growing curation of cult beauty brands sees it's reputation as a hip, " GREEN BEAUTY HOT SPOT" and launch pad for emerging names on the international CLEAN BEAUTY Market, wanting to break into Australia.


A range of in-house GENERICS non-toxic skincare, fresh poured vegan soy candles, Organic herbal tea & botanical perfumes are the popular drawcard.  THe One-stop beauty destination also hosts ' Meet The Maker / Artist' workshops onsite, interactive sampling stations and a MYO Perfumery bar to customise your very own take home sensory oil.

 

Within 12 months of opening, GENERICS Urban Apothecary range, saw a growth from a humble 12 pc candle range to more than 100 pc products covering inner and outer beauty, leading to national distribution of the range. The launch of our CLEOPATRA"S ROSE Milk with MASLOW and CO saw an entry into beauty box subscription, private pamper events and in 2016, customised products and private niche event services.

 


 

Our demand for CUSTOMISATION, has also seen us develop personalised wedding candles , botanical perfumes , fundraiser candles and HOST exclusive Perfumery bar/ Tea Degustation events with Porsche Centre Perth, Subsea 7, Telethon.  

( READ MORE > 'GENERICS In The News ' ) 


 

 

Our products have been featured in TATLER SINGAPORE, THEHUFFINGTONPOST.COM.AU, BYRDIE.COM and MAMAMIA.COM.AU. 

 GENERICS urban appeal see's it pop up in urban style homes, uber eateries around Perth, as well stocked through a variety of fashion, beauty and lifestyle stores here in Australia and abroad.

 ( READ MORE >  STOCKISTS )

 

 



MEET OUR FOUNDER




"I like to think of myself as a concept developer in love with the aesthetics of fashion, beauty and lifestyle. 

Inspired by #mothernature while exploring sustainability in today's urban landscape, 

I've taken GENERICS onto a new journey - to discover a simplistic balance between a unique inner /outer  

style with what's healthier for you, what's helpful for our natural environment and 

consuming responsibly within our means are key factors that make #sustainableSTYLE our core focus 

when developing our products and of course what we stand for here at Generics. " 

 

__

 

 

With a colourful 16 year career in the Australian Fashion industry, designing her own multi-award winning fashion brands

( Zanthus and Generics) , forseeing production and operating a retail business since age 19 ( Merge Boutique, which co-founded and directed from 2001-2015 ) ,

Lisa's love for fashion product development and nature was always evident throughout her work.

Born in Perth, to war refugee parents and raised large family of 6 children, learning how to be sustainable was a common story.

 

__


" Growing up in the 80's we were always dabbling at foodie businesses, lots of early starts and not afraid of hard work.

My parents ran a resturant on William St, fresh food grocery supermarket on Monger St, handmade noodles from scratch, we even had a juicery bar. 

 But through the years, we always made fresh daily pastry for the local Chinese community and serviced a good part of the

Northbridge food sector from the early 1980's and for the next 25 years. "

 

__

 

" I think being hands on with my family businesses, taught me the importance of  creating a quality product that is also affordable for everyone.

It's funny how things have come around... its feels like my love for FASHION and BEAUTY have collided with FOOD.

Now i find myself making "SKINFOOD" and "FOODIE CANDLES".

 

- Lisa Chau, Founder at #GENERICSurbanapothecary





MEET OUR TEAM

DIVERSITY . UNITY . SUSTAINABLE STYLE .

( TEAM GENERICS - L-R  >  Dhiva / Anisah / Lisa / Brigitte / Carrie-Anne ) 

 

                   



"I am passionate about the sustainable movement/lifestyle within the fashion and beauty industry. 

This journey has been educational and the perfect marriage of my passions."


 - DHIVA, Tea Creative & GIN Guru

 

 

_

 

" I always had an interest in perfumes, i believe a scent is one of the most important senses for 

a first impression. 

I also love the fact that it can relate to a place, a memory, remind you of someone or just make you feel a certain way. 

Like, woody oriental scents remind me of when I was young and of my dad because he always wore Old Spice."

- ANISAH, Botanical Perfumer & Artist-to-Watch

 

 

_

 

"We live in a world where we have become interdependent, we can no longer live in isolation, every action has an impact. 

By choosing green beauty we can minimise negative impacts on our planet. 

Fashion, beauty and health are interdependent bringing benefits to each other, which help us to live longer, 

healthier and healthier lifestyles. Green beauty brings positive social change to our community."

 

- BRIGITTE, Our Go-To-Skin Gal & Tango Pro

 

 

_

 

 

" Being someone whose had a lot of allergies- I struggled to find products that were lush and smelled fab that didn't react with my skin. 

I always found with 'big name' brands my skin would feel tight and dry after applying a foundation. 

After discovering @themakeupfactoryinc I fell in love. I can have a light or full coverage but still look natural and doesn't 

even feel like you're wearing make up. 

No reactions, vegan so is actually feeding your skin with amazing natural oils." 

- CARRIE-ANNE, Resident MUA / Skin Therapist & Budding Beyonce

 

.

_

 

 

OUR PRODUCTS


VEGAN CANDLES  - ORGANIC SKINCARE  - BOTANICAL PERFUME  - ORGANIC HERBAL TEA ELIXIR  - BEAUTY SURVIVAL KITS  

 

 

GENERICS PAMPER SERVICES

 


 

 

MYO BOTANICAL PERFUME OIL  

 

Choose from more than 100 natural oils to create your own botanical perfume scent and personalise a bottle just for you. Each vial comes with a perfume script and re-fill voucher so you can continue exploring new scents all year around. Visit our perfumers to discover the ART OF PERFUMERY. 

Have a special event coming up? Treat your guests with our MYO Botanical Perfume station and make their own take home gifts. Perfect highlight to weddings, hens night, anniversary soirees, balls and festival events. Learn more by clicking WHOLESALE or CONTACT US.

 

 

ORGANIC HERBAL TEA TASTING

Discover our range of organic and wildcrafted teas, brewed warm or served chilled onsite. 

Have a special event coming up? We also host Organic Tea degustations, a great alternative to high tea, our infusions show you how to appreciate the THE ART OF TEA without the frills and cupcakes. Learn more by clicking WHOLESALE or CONTACT US.

 

 

VEGAN & ORGANIC MAKE UP PAMPERS

Book our industry makeup artists for a creative event look using vegan and organic brands from our apothecary as well as their private collection kits.

To learn more, click PAMPER CORNER 

 


MEET THE MAKER / ARTIST 

Our highlight and new products are always showcasing at GENERICS. Sign up or follow our feeds for the next instore workshops , demos and how-to sessions hosted by the Makers 

 

 

 

 

 


[PHOTO] GENERICSswim is a new, MixandMatch essentials range of swim basics for surf, yoga and atheltica. Priced from 35 - 120, these affordable tops, bottoms and bodysuits will take you from active sporting attire right through to the beach club, without bursting the bank. Flatlay by @capnmueller. 

 

FASHION - SWIMWEAR  -  HANDBAGS & JEWELLERY - GALA BY G - RED CARPET ACCESSORY COLLECTION

 

[PHOTO ] Released in 2014, our new GALA by G label is a redcarpet collection of statement jewellery focused on neckpieces, earrings, cuffs and sets suitable for black tie & gala events.

 ( FOR MORE INFO >  CONTACT US )

 

 

 

 

GENERICS INSTALLATION - POP UP SPACE ACTIVATIONS

 

GENERICS has become infamous for its POP UP activation - GENERICS INSTALLATION.  

 A series of unique, portable concept spaces, which circulate around its latest capsule collections and hand picked feature desinger capsules. Past residencies, include the award winning WWW.140.COM.AU Cultural hub, The historical RECHABITE HALL in Northbridge and in 2014/15 came the mega red carpet installation at ENEX100.COM in the Perth CBD, Western Australia.

In the past projects have since become notorious for its socially dirven experiements where fashion, style, beauty and creative minds collide often appealing to the style set and local IT crowd. A place where anything goes, cathartic experiences are favoured and style is simply a matter of perspective.

This eventually lead to the opening of the flagship store in NORTHBRIDGE in June 2015 and GENERICS continues to activate pop ups during the year with shopping centre events, lifestyle festivals.... and more recently, private & corporate events

 

 

GENERICS ' In the City' pop up store at Enex Perth, Opens December 2016.

 

 

Kiosk Pop ups for Mother's Day and Valentines Day at Enex Perth 2016

 

 

 

GENERICS  - EnexPerth & Westfield Carousel  ( 2015 & 16 )

 

GENERICS - Enex100  ( 2014 - 15 )

HOW-TO get your designer runway & red carpet looks on a budget. GET THE LOOK with our studio style installation celebrating the arrival of our new GALA by G collection of jewellery, exclusive #enex100deals and up to 70% off from the indepedant designer sale. Shop new season collections from Zanthus, Generics, Zhivago, Lonely Hearts Lingerie, Lamerica, Stolen Girlfirends Club, A.D, Wild Horses and more arriving each week. Book your FREE one-on-one styling sessions & enter the draw to win a $500 instore shopping spree.


generics_installation_140perth_1

GENERICS Installation - 140 PERTH  ( 2012)

[ PHOTO ] Our first concept installation space takes residency at 140Perth, located on the Murray St Mall in the Perth CBD. Launched in September 2012 during Perth Fashion Festival, our first walk-in experience embraces a DIY approach to eco-industrial design communicating the simplicity of our brand aesthetic.

 

generics_installation_northbridge_rechabitehall_opening_1

GENERICS Installation - RECHABITES HALL ( 2013 )

The opening night of our second installation space at the heritage listed RECHABITE HALL,Northbridge in June 2013 marked a new phase for GENERICS. Introducing fresh holographic threads by [H.O.Z], live performance art by House of Ra & cool beats by Raaghe Ismail, GENERICS INSTALLATION-Northbridge was immersed in blue ray projections as the space was transformed into an underwater seapunk party.


generics_installation_northbridge_window2

The launch of the 'GARDEN OF EDEN X GHETTO FAB' installation for the MAKESHIFT Festival in September 2013. The concept explores the uniting of man & woman (Adam & Eve) in an urban landscape of a modern era. The space was transformed into a live botanic oasis while guests induldged in an opulent forbidden fruit platter surrounded by performance artists in SHAYLI, beats by Pete and the release of our 13/14 campaign photographed by Luke Thompson. The installation marked the introduction of designer colabs and the beginning of a unisex direction for GENERICS.

 

 

 

FRIENDS OF GENERICS

 

http://www.lovethread.com.au/

https://startsomegood.com/lovethreadproject

http://www.helloparry.com/

http://www.beigerenegade.com/

http://www.inspiringwit.com/

http://www.karencheng.com.au/

http://www.edendefleur.com/

http://becauseineededit.blogspot.com.au/

http://www.ashleighdmello.com/

http://statesofstyle.net/

http://www.ebbandfleur.com/

http://shedoes.com.au/

http://themakeupfactory.com.au/

http://www.malachialisteryiap.com/M/home.html

http://houseofzhivago.com/

http://www.styleaid.com.au/

https://www.maslowandco.com.au/

http://www.onwilliam.com.au/

http://enexperth.com.au/

https://www.westfield.com.au/carousel

https://www.karrinyupcentre.com.au/home

http://www.telstraperthfashionfestival.com.au/

https://www.theurbanlist.com/perth

https://www.broadsheet.com.au/perth/

http://www.urbanwalkabout.com/Australia/Perth

http://www.visitperthcity.com/

http://pica.org.au/

 

 

WWW.GENERICSESHOP.COM