Kyneton, The Rational(e) Choice for Skincare Powerhouse
28/10/2025Australian luxury skincare brand RATIONALE is on track to bring all of its of its manufacturing in-house by the end of the year, following its relocation to Kyneton - a move which has also created 64 new jobs, including 54 for local workers.
A Victorian-owned skincare product manufacturer, RATIONALE invested $7.8 million to relocate its global headquarters from Melbourne to Kyneton in 2022, with our funding helping to create a new, purpose-built 3,000 square metre facility.
This site includes dedicated spaces for administration, training, research and development, packaging and distribution, and features state-of-the-art manufacturing equipment.
“As the home of our global HQ, Kyneton and the Macedon Ranges represents the ideal backdrop for a modern Australian skincare brand,” RATIONALE CEO, Shamini Rajarethnam said.
“Here, we bring together state-of-the-art technologies, production and manufacturing, and training under one roof, while imbuing that sense of health and wellness the region is famed for.”
Moving to the larger site at Kyneton enhanced the company’s research and development capabilities, increased its manufacturing capacity, and boosted productivity, with export revenue increasing by $1.5 million since December 2024.
Previously, all of RATIONALE’s manufacturing was outsourced. After spending six months testing its systems and procedures, it launched 80 per cent in-house-production at the end of 2023.
54 skilled locals were hired for the new jobs, broadening the skillset and expertise in the company. This includes researching and understanding biochemical compounds, using pharmaceutical equipment and running warehouse and production distribution.
With 43 existing workers relocated and a small contingent of staff also overseas, the company now employs more than 150 people.
RATIONALE has been creating skincare formulations and facial treatments for more than 30 years and now supplies products to more than 100 stores across Australia, including a network of David Jones flagship stores.
The brand is internationally recognised, successfully exporting to countries all over the world, including the United States and the United Kingdom. Its capacity to compete on a global scale is further demonstrated by the company’s recent nomination at the 63rd Australian Export Awards.
RATIONALE’s move to the Macedon Ranges demonstrates how regional investment can help companies expand their operations and grow their business here in Victoria.
This is one of many projects we've supported through our record $47 billion investment in rural and regional Victoria in just over the past decade.