Cindy Lüken

entrepreneur //natural beauty expert //food scientist


About Cindy

Pioneering clean beauty in Australia with 100% natural, toxin free makeup made from food active ingredients, food scientist, product designer and founder of lük beautifood, Cindy Lüken is dedicated to championing natural beauty. See

Having previously built and sold Luken & May biscuits (made 30 million bikkies pa!) using private equity she learnt hands on how to build a business 24/7 whilst staying fit, focussed and healthy...tho she could not work out how to have children at the same time and be a hands on mum!

Cindy has been an active public communicator (& motivator!) in the media, at business forums and in the education sectors. She sat on various national advisory boards and innovation councils providing input on strategic + future issues. She was a member of the Small Business Advisory panel to the Reserve Bank and has won over 20 business and industry awards including BRW Fast 100 twice and has been awarded an honorary Master of Science.

Cindy likes nothing more than spending time with her family outdoors, making green smoothies and helping woman to be their own kind of beautiful!

With a small-dedicated team she is quietly building lük beautifood into a cult eco beauty brand to take globally!



2011 - Current

Founder + MD

luk beautifood

2011 - Current


Table of Fabulousness

1993 - 2003

Founder + MD

Luken & May Biscuits

1989 - 1992

New Product Development Officer

Kitchens of Sara Lee - Gosford

1987 - 1989


Juste Nous Catering & Event Management

Founder + MD

luk beautifood

Brains & beauty (!) behind lük beautifood an Australian clean beauty brand that makes and sells 100% Natural + Toxin Free + Food Active makeup to apply and eat supported by a holistic, healthy lifestyle.

We are changing the Face of Beauty in response to consumers desires to rid themselves of chemicals to be healthier and happier and at the same time free themselves of the traditional definition of a beautiful woman. #naturalwarriors #truebeauty #skinfood



Table of Fabulousness

Inspiring PASSIONATE & honest BUSINESS WOMEN, friendship, support, sharing, COMPASSION, GUIDANCE, laughter, FOOD & WINE

Started as A Home Boardroom Lunch for micro + small biz owners who are in startup or early stage (mostly home based) and crave to meet IRL (In Real Life) like minded people. Women meet over a meal to discuss business in general, exchange ideas, receive support & feedback, share & just connect!

Founder + MD

Luken & May Biscuits

Entrepreneurial creator & leader behind the Luken & May brand, a fast growing specialty biscuit company with private equity backing. Responsible for vision, strategy, general management, marketing, people development, key customer liaison including international markets and the ‘next wave’.

Customers included major airlines (inc Qantas domestic, International & lounges), over 100 4&5 star hotels, executive boardrooms, David Jones, Coles & export accounts including Tesco's, Sainsbury's, Selfridges & Harvey Nichols.

Over 80 SKU's across food service, specialty retail, gifting & grocery channels.

In 2003 sold Luken & May brands including 'bite me & be spoilt' grocery line to Stuart Alexander (Australia) Pty Ltd, a privately owned 125 year old Australian importing & distribution company. In 2008, brand on sold to Byron Bay Cookie Co.

New Product Development Officer

Kitchens of Sara Lee - Gosford

Based out of R&D laboratory at Gosford. Team member for the highly successful premium ice cream launch + developed pudding (sticky date) and pasta ranges that are still successful today.


Juste Nous Catering & Event Management

Boardroom & private function catering including Bicentenary Celebrations with Prince Charles & Lady Diana's 1000 people sit down dinner & 1500 guest cocktail party at Circular Quay on Australia Day 1988.


+ Awards

Australian Financial Review + BRW

Business Story by Michael Bailey | November 2015

From Qantas biscuits to edible biscuits for Cindy Luken

Businesswomen's Hall of Fame

Inaugural member | 2000

Australian Businesswomen's Network recognition of successful women in business.

BRW Fast 100

18th & 19th

In my first business we doubled sales 4 years running, reaching $5mio wholesale T/O in 5 years.

Women in Business | National Role Model

Ministry Industry, Science and Resources

Inclusion in the Federal Government Booklet celebrating the role of a handful of successful Australian Business Women.

Vive | Erica Goatly

Luken Good

Lust is a marketing tool which biscuit-maker extraordinaire Cindy Luken has harnesses with the bright, perky efficiency of a girl guide!

Biz Review Magazine

Cindy Luken's Simple recipe for e-success

Cover girl!

Better Business Magazine

Rules to be Competitive

Cover story "Keep your eye on the main game"

Melbourne Sun Herald weekend supplement

As told to Catherine Lambert - Jan 2015

".... if you do what you’re good at and what you love, the world falls into place. And so with a respect for natural beauty and a background in science, the mum of two has created a make-up range made entirely of food."

Management Today | Business Strategy

Selling a business for Profit

"So you have built a business and now it is time to move on."


My skills as recognised by industry peers.


Small Business


Brand Development

Marketing Strategy



Direct Sales

Graphic Design


Business Strategy

Product Development

Public Speaking


Social Media Marketing

New Business Development

Online Marketing

Business Development

Digital Marketing



Social Media


Business Planning


Online Advertising

Marketing Communications

Email Marketing

Social Networking

Marketing Management

Brand Management

Strategic Partnerships


Direct Marketing



Event Management

Public Relations

Digital Strategy

Market Research

Integrated Marketing

Market Planning

Brand Awareness


Product Marketing

Lead Generation

Marketing Research

Digital Media

Competitive Analysis

Brand Architecture


A strong science and nutrition foundation

University of Newcastle

Honorary Master of Science

2000 - Current Awarded Honorary Master at 34 years for my application of Food Science in business and for my ability to inspire, educate and attract young people to the field of applied science!

Hawkesbury Agricultural College (HAC)

Bachelor Applied Science (Food & Nutrition)

1984 - 1987 Best Student Final Year
Blue Ark Award for New Product Development


Sydney Area, Australia

+61 414 447 307

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