WHO WE ARE

At Mud Organics, we believe health, beauty, and confidence begin from within.

Launched in 2021, Mud Organics was never just about creating skincare—it was about building something with purpose. From the beginning, our vision has been to empower not only our customers but also our team, our community, and women everywhere.
Founded by two women navigating their own health journeys, Mud was created to offer real solutions—products that support women’s bodies through every stage of life, while also fostering education, community, and growth. Alongside them is our male co-founder Wouter, a strong advocate and supporter of our mission to uplift and champion women.

Our philosophy is simple: beauty starts from the inside out.

We are a purpose-led brand that challenges the status quo in the health and wellness space—putting integrity, transparency, and impact at the heart of everything we do.

From Lived Experience to Lasting Change

Mud Organics was co-founded by Courtney Thornton, then 21, and Imogen van Haagen, then 34 and pregnant—two women at completely different life stages with one shared mission: to improve the lives of other women through education, empowerment, and natural, effective solutions.

Imogen brought more than a decade of experience in health and wellness. Through her coaching business Balance Me, she supported women with gut health, emotional eating, and hormonal imbalances—encouraging a shift toward sustainable self-care. She also worked with social enterprise Happiness Co, facilitating gut-mind workshops, and supported charities like Worthy Australia and Maathemis advocating for women affected by domestic violence. In 2024, Imogen faced her own health scare and underwent surgery to remove half her thyroid—an experience she now shares openly, encouraging other women to turn adversity into strength.

Courtney began her journey as a personal trainer and quickly discovered a deeper passion for helping women beyond physical health. After becoming involved in Happiness Co and seeing firsthand the challenges facing regional communities during COVID-19, she launched A Night Under the Stars—a now-annual charity gala supporting mental health in rural WA. In partnership with Blue Tree Project, this event continues to shine a light on regional resilience and support.

 

Our Mission

Mud Organics exists to provide more than just skincare or supplements—we’re here to give women choice. Whether it’s how they age, heal, or grow, our products and platform are built to support the modern woman through every chapter of her life.
We’re creating more than clean beauty—we’re creating a space where women feel seen, supported, and strong.

Through every product, partnership, and purpose-driven decision, we aim to help build a future where women are informed, empowered, and in control of their health—both inside and out.