Bush Medijina rebrand signals growth, cultural continuity for Anindilyakwa women-led social enterprise

Anindilyakwa women on Groote Eylandt have launched a refreshed brand for Bush Medijina, positioning the community-owned skincare enterprise for continued national growth while reaffirming that culture, women’s leadership and traditional knowledge remain at the centre of the business.

Bush Medijina is described as a 100 per cent Indigenous-owned, women-led social enterprise grounded in traditional bush medicine knowledge. Founded in 2015, the organisation has focused on creating meaningful employment for women and reinvesting profits back into local jobs, skills development and community initiatives.

Chairperson and Production Manager Kerstina Mamarika said the rebrand represents “strength and continuity”. “Our knowledge has been passed down by our Elders. We are proud to continue that practice and build something strong for our girls” she said.

In a statement carried in the report, Bush Medijina said that as the business expands nationally, its purpose remains: “supporting women’s employment, protecting cultural knowledge and building economic strength for Anindilyakwa families”.

On its own website, Bush Medijina frames its work as both commercial and community-driven, describing partnerships that support employment pathways and social outcomes. It notes backing from the Anindilyakwa Land Council and other local partners, and sets out a mission “to empower Anindilyakwa women with jobs that respect our culture, build financial independence, preserve traditions, and strengthen our communities”.

Independent research has also highlighted the broader role of Indigenous social enterprises in cultural strengthening. An Australian National University profile of research into Aboriginal women-led enterprises notes Bush Medijina transforms traditional bush medicines into products distributed in Australia and overseas, and is run by Anindilyakwa women on Groote Eylandt.

For community-led businesses like Bush Medijina, branding can be more than a marketing refresh. It can be a statement about self-determination: who controls the story, who benefits from growth and how cultural authority is protected as markets expand. The rebrand, supporters say, is a reminder that success can be measured in jobs and revenue but also in cultural continuity and the strength of women leading on Country.