FORMA is a rebellion of the forgotten Foot.
Melbourne podiatrist Stacey Power is providing Australians with foot care deserves a place on the top shelf.
There is a particular kind of neglect that happens in plain sight. Every day, in the shower when hands reach for the facial serums, body moisturisers and hair care products they reach straight past the part of the body doing the most work. The feet.
Stacey Power has seen this play out for eleven years. As a Melbourne based podiatrist, she is constantly faced with patients walking into her clinic on dehydrated and cracked feet. While the self-care industry booms around them, she believes enough is enough.
“People invest hundreds of dollars into skincare, wellness products and self-care rituals, yet their feet are completely forgotten,” Power says.
It is an observation that sits at the heart of FORMA, the footcare brand she has built in response. Australians care about wellness, but there is a blind spot and that blind spot is literally holding everyone up.
FORMAs Foundation
Feet, she points out, form the structural base of the entire body. When your feet are missed from your wellness routine, the consequences don’t stay contained to the soles. It is a foundational health argument, as dehydration and poor skin integrity can cascade into discomfort affecting posture and movement.
When people own footcare products, they’re usually to fix an issue that people find embarrassing and the products are shoved to the back of cupboard, hoping that they never need to see day light again.
“There is also so much shame attached to feet. People hide them, apologise for them, and avoid caring for them altogether.”
Power wants to alter the stigma, “I want products that delivered results but also felt beautiful enough to sit proudly next to your favourite products,” she says.
Although the old formulas work, people hate using them. She wants footcare to be a habit not an afterthought.
The products behind FORMA
The brands rustic, grounded colour palette signals a deliberate move away from a first aid kit to a wellness routine. The range is centred around a handful of impactful pieces.
“I could not find something I was confident recommending, something that worked clinically and felt genuinely beautiful to use. So, I decided to create it.”
Beginning the footcare ritual with the two exfoliants, a natural Volcanic Pumice Stone. Simple, each rock is naturally varied in shape with a deep andesite tone.
A grounding polishing scrub, sand like textured scrub. This scrub feels like you’re taking the earth to care for your feet, with a plant based exfoliant, it is to help prep the skin for the hydration that follows.
As a daily habit, the dense but lightweight Daily Solution Foot Cream is built to keep your feet as hydrated as possible. With a shea butter base and barrier supporting emollients to ease dry rough skin without leaving any heavy residue.
Nobody ever wants to place socks over moisturiser, but then FORMAs Hemp Footcare Socks is a textile choice for performance. As a hemp cotton blend, these socks provide breathability and naturally antibacterial so you can wear them all through the night to lock in your moisturiser.
These socks are so soft, paired with the moisturising cream, you don’t even notice any sticky feeling on your feet.
A New Wellness Essential
Powers point stands strong, if your feet are doing all the work, it seems strange that they’re the last thing anyone thinks to look after.
“I also want to remove the embarrassment that has surrounded feet for so long. As a podiatrist I see every day how much shame people carry about their feet, and it genuinely saddens me. Our feet are incredible structures, 26 bones, 33 joints, more than 100 muscles, tendons and ligaments, and they carry us through everything we do. FORMA is my way of saying that loudly. Feet deserve so much more than they have historically been given,” says Stacey Power.
For Power, FORMA is an attempt to give your feet the same dignity you already give to your faces, skin and hair.
Written by Abigail Claire Farmer.
For more information please visit https://www.formalabs.com.au/
