For too long, foot care was an afterthought
Clinical. Hidden. Functional at best. While the rest of the beauty industry evolved, premium formulations, elevated rituals, products you were proud to display - foot care stayed stuck. On the pharmacy shelf. Products people used reluctantly, when things had already gone wrong.
FÓRMA was built to change that.
Founded by Stacey Power, a registered podiatrist with over twelve years of clinical practice, FÓRMA is Australia's first podiatrist-led foot care brand designed to sit on your skincare shelf, not underneath your bathroom sink. Alongside her brother Rhys Power, who led product development and brand strategy, Stacey translated over a decade of clinical insight into a range that's as considered in its formulation as it is in its design. Every formulation is grounded in clinical expertise. Every texture, scent, and detail is considered with the same intentionality you'd expect from your favourite face serum.
Because your feet deserve the same standard of care as the rest of your skin.
The Problem We Saw
Every day in clinic, Stacey saw the same pattern. Patients with considered skincare routines who had completely given up on their feet, not because they didn't care, but because nothing on the market made foot care worth caring about. The products that worked felt heavy and industrial. The ones that looked beautiful didn't deliver. And underneath it all, there was embarrassment. People apologising for their feet, hiding them, leaving them as the exception to an otherwise intentional routine.
How We're Different
FÓRMA exists in the space between podiatric expertise and a modern skincare ritual. That's not a compromise, it's the whole point.
The result is a range built around ingredients that work. Formulations that feel elegant on the skin. That you'll look forward to using.
ABOUT STACEY
Stacey Power. Podiatrist. Founder of FÓRMA.
Stacey didn't set out to build a beauty brand. She set out to solve a clinical problem that was right in front of her and found that solving it properly meant rethinking an entire category.
After twelve years and over a thousand patients, Stacey had seen enough. Products that worked but felt clinical. Products that felt beautiful but didn't deliver. She knew what was missing. So she made it.
The Founding Insight
Stacey noticed the same thing in every consultation: people with considered skincare routines who'd completely given up on their feet. Foot care had spent decades positioning itself around problems. Every other beauty category had moved toward ritual and experience. That gap became FÓRMA. A brand built to bridge the space between podiatric expertise and modern skincare.
The Formulation
Stacey's podiatry background defines FÓRMA's formulation philosophy. Foot skin is different: thicker, exposed to constant friction, prone to compromised barrier function. Generic skincare logic doesn't apply. Every ingredient decision starts from that clinical understanding.
Working with award-winning cosmetic scientist Saul Pyle of Skinterest with over two decades of experience across Australia's leading personal care brands, FÓRMA's formulations were refined extensively before launch. Not just for efficacy, but for the texture, absorption, and sensory experience that turns a product into a ritual.
The standard Stacey held herself to: it had to perform the way she'd expect as a podiatrist, and feel the way she'd want as a consumer.
Our feet carry us through every part of life. They deserve the same level of care, respect, and attention as the rest of our body.
Foot Care, elevated
Foot Care, elevated