Natural Skincare with Intention: IamDea at Markets @ The Quay

At Markets @ The Quay: Endless Summer, you’ll discover IamDea — a small-batch natural skincare brand built on care, intention and conscious living.

IamDea began from a very personal place. As founder Andreea Minteoan shares:

“I started making natural skincare products at home because I wanted full control over what I was putting on my body and on my daughter’s skin. I was tired of long ingredient lists filled with chemicals I couldn’t pronounce. What started as experimenting with organic butters, oils and essential oils in my kitchen quickly became a deeper mission — creating simple, effective, nourishing products that feel good and align with a more conscious lifestyle. As a mum, I care deeply about safety, quality and intention. IamDea was born from that care. It’s about elevating your essence naturally — choosing products that support your body instead of burdening it.”

Today, every IamDea product is handcrafted in small batches to ensure freshness and quality. Andreea works primarily with organic butters such as shea and cocoa butter, cold-pressed carrier oils and carefully selected essential oils. Each formula is developed and refined personally, with close attention paid to texture, absorption and scent balance.

As she explains:

“All of my products are handcrafted in small batches to ensure freshness and quality. I work primarily with organic butters (like shea and cocoa butter), cold-pressed carrier oils and carefully selected essential oils. I formulate each product myself, testing textures, absorption and scent balance until it feels right. 

I prioritise simple, functional ingredients — no unnecessary fillers. The process varies depending on the product, but generally involves gently melting butters and waxes, blending with oils, cooling under controlled temperatures and hand-pouring into sterilised containers. Every batch is made with attention to detail and care. Because I work in small batches, I can focus on consistency and quality rather than mass production.”

One of the hero products she will be bringing to Markets @ The Quay is her magnesium deodorant, which has become one of her most requested items. It has resonated strongly with customers, something Andreea describes as one of her most meaningful milestones:

“One of the most meaningful moments has been hearing feedback from people who say my magnesium deodorant actually works for them after they struggled with natural options before. Another proud milestone is bringing my children’s book, The Heart in Her Hands, alongside my products to vision. Seeing someone pick up a product and a book — something for the body and something for the heart — reminds me why I started. For me, success isn’t just sales. It’s knowing that something made in my home can positively impact someone else’s day.”

Alongside her skincare range, Andreea will also be showcasing her children’s book, The Heart in Her Hands, which celebrates the bond between mother and child. Having both skincare and a book at her stall reflects what IamDea represents — caring for the body and the heart.

IamDea is currently a growing side business, built alongside a full-time role and motherhood. This season of growth has required resilience and discipline. As Andreea shares:

“IamDea is currently a growing side business alongside my full-time role and being a mum. I build it during evenings and weekends, one intentional step at a time. It’s not just a hobby — it’s a long-term vision. My goal is to grow IamDea into a sustainable full-time business. Right now, I’m laying strong foundations, refining my products, building community and learning as I go. This season of building while balancing other responsibilities has taught me discipline, patience and resilience.”

Like many small businesses, challenges have shaped the journey. 

“The biggest challenge has been balancing time and energy. I’m building IamDea while working full-time and raising a young child, so every product is created in the hours most people rest. Another challenge has been building trust as a small, emerging brand. In a market filled with mass-produced options, educating people about the value of small-batch, natural formulations takes patience. But those challenges have also strengthened the business. They’ve forced me to be intentional, disciplined and deeply connected to why I’m doing this.”

Markets are an important part of that connection. Andreea values the opportunity for direct interaction, 

“I love that makers markets create direct connection. There’s something special about meeting the person who made what you’re buying. People can touch, smell and experience the products in person. There’s real conversation, real feedback and a sense of community you don’t get online. For a small business, that face-to-face interaction is powerful. It allows customers to understand the ingredients, the process and the story behind the brand.”

Looking ahead, her goals remain clear,

“My long-term goal is to grow IamDea into a sustainable, full-time business built on quality and integrity. I want to expand the product range thoughtfully, stock with selected local retailers and continue participating in markets to build genuine community connections. I also hope to continue combining skincare with my children’s books and creative projects, building a brand that supports both wellbeing and family life.”

You can meet Andreea and experience IamDea in person at Markets @ The Quay: Endless Summer on Saturday 14 March from 3pm to 8pm at Elizabeth Quay.