Chapter One: Keira Rumble on Building Brands, Raising Babies, and a 10-Minute Face That Actually Works

The Busy Girl Edit Real routines, real women, no fluff.

If you've spent any time in the wellness and beauty space online, you already know Keira Rumble. Founder and CEO of Krumbled Group the powerhouse behind Krumbled Foods, Mini + Me, and Habitual Beauty Keira is one of those rare women who seems to do it all without making it look like a performance. Two kids, multiple brands, manufacturing in-house, a growing team, and somehow still home by 5pm for bath time. We sat down with her to talk real routines, skin that actually works, and why she thinks less is genuinely more.

First up -  life right now. Paint us a picture.

Full. But in the best possible way.

Keira is a mum to Hunter and Goldie, and runs Krumbled Group with all the chaos and intention that comes with building something from scratch. Most days are a mix of strategy, product development, content, problem solving, and mum life often all before lunch.

"I'm constantly trying to balance growing businesses with being present for the moments that matter most. Some days I nail it. Other days it's survival mode and breakfast on the go and Hydramama in the car."

Relatable? Deeply.

What does a real busy morning actually look like for her?

No 10-step routines here. Keira's goal is simple: look awake, fresh, and put together in under 10 minutes.

Her skin is handled by her own Habitual Beauty range multifunctional products that simplify rather than stack. For makeup, she reaches for a tinted base, bronzer, blush, and her brows finished with Brow Sculpt.

"I love it so much because my brows will not budge throughout the day."

We'll take that.

Skincare non-negotiables — what does consistency actually look like?

Keira's philosophy cuts through a lot of noise: consistency over complexity.

She double cleanses with Habitual Beauty's Balancing Cleanser and has a genius hack of leaving it on for 3–5 minutes while washing her hair as a gentle enzymatic treatment. Nights are kept simple: the Rejuvenating Facial Oil and a Hydrating Sleep Mask a few times a week. SPF is non-negotiable, full stop.

"If I'm rushing, I'd rather skip makeup than skip sunscreen."

After years of navigating hormonal changes through IVF, pregnancy, postpartum, and breastfeeding, Keira has learnt that simple, well-formulated products will always outperform a complicated routine you can't stick to.

Base finish - what's her everyday go-to?

Natural and dewy, always.

"I want my skin to look like skin, just on a really good day."

No full coverage. No matte finish. She wants freckles and texture to show through — just evened out. If that's not the brief for the Busy Girl, we don't know what is.

How does she decide what actually earns a place in her routine?

Ruthlessly.

Keira doesn't care how good the marketing is or how viral the product went — if it doesn't fit into her actual life, it doesn't stay. She's looking for products that are effective, easy to use, and solve a real problem. Bonus points if they simplify rather than add another step.

"I'd rather have a handful of products I genuinely love and consistently use."

Seventeen products for good skin? Not her. A few things she trusts, used every day? That's the whole game.

Brows her approach, in her own words.

Natural, always. Brushed up, soft, slightly fluffy with enough shape to frame the face without looking overdone.

She doesn't get her brows done as often as she'd like (same, honestly), so she fills them in lightly and finishes with Brow Sculpt.

"What I love about the Brow Sculpt is how buildable it is."

And her definition of the perfect brow? One that makes you look fresher and more awake without anyone being able to pinpoint exactly why. We couldn't have said it better ourselves.

Her advice for the busy girl who wants to look put together without spending an hour on it?

Stop chasing perfection.

"The women I know who always look effortlessly put together usually aren't spending hours getting ready. They've simply figured out the handful of things that make the biggest difference for them."

Her formula: healthy skin, great brows, hydrated lips, a few products you genuinely love. Consistency will always beat a complicated routine you follow once a week.

And her parting words?

"Looking after yourself isn't vanity. It's one of the simplest ways to feel more confident, capable, and ready to take on the day."

Keira Rumble is the founder and CEO of Krumbled Group. Find her at @keirarumble and explore Habitual Beauty, Krumbled Foods, and Mini + Me at krumbledgroup.com.

Complete Beauty Haus Brow Sculpt and Brow Sculpt Keira's go-to brow duo are available at completebeautyhaus.com.