Ever thought about becoming a beauty entrepreneur? We asked the founders of some of our favourite beauty brands to tell us exactly what it takes to break into the biz.
Face + Body by SM Founder: Sanja Maria
With salons in prime Sydney locations (Paddington and Mosman) and a cult following, Face + Body by SM has established itself as an epicentre for tailored, result driven skin treatments, “tweakments” and injectables.
The Inspiration
The inspiration was to create a point of difference whereby clients are offered treatments that look beyond the generic list of beauty services. This, combined with bespoke customer service, allows the skin goal to have an “all-round concierge” and holistic feel.
Business Ethos
This is built on the fact each client’s desired treatment goal is a personalised one. My longtime clients can attest to my mantra that skin is a commitment. Technology and treatments have come a long way but getting the best results requires a pragmatic approach. I don’t push a “quick fix”. Results are better when treatments are tailored for you.
The Good and the Bad
It’s no surprise that operating a business requires a lot of dedication, commitment and time. For me, it’s not just the hours I put into each clinic, it is also the additional upskilling, training, research and development that has to be done. As a single mum, I have to be realistic and allocate my time and energy fairly between the business and my five-year-old daughter.
The Juggle
One of the highlights has been mastering the parenting and work balance, and seeing all my hard work and dedication pay off. I am still blown away by the loyalty of my clients in a very saturated industry. To have clients who have been with me for over 10 years … I feel such a sense of pride. It is my main driving force to continuously improve my offering.
Desert Island Product
The DMK Foamy Lift Kit [enzyme mask]. It mimics the in-clinic enzymes.
Entrepreneur Tip
As an entrepreneur there is no quitting or failure, simply opportunities for improvement. Surrender to the process. Take the highs with the lows and maintain a positive attitude through all situations. WHAT’S NEW I am extremely proud to have ventured into the latest technologies in women’s health, [which treat] everyday issues faced by females of all ages and demographics. These treatments will be exclusively available in our Mosman clinic.
The Beauty Chef Founder Carla Oates
An innovator of the concept of gut health for outer glow, The Beauty Chef is in the kitchens of many A-listers and models seeking a natural way to target skin and lifestyle concerns from the inside out
The Inspiration
“We believe that beauty begins in the belly. When you are healthy on the inside, your skin radiates a natural glow that no number of cosmetics can replicate. We create bio-fermented, nutrient-rich, probiotic formulas for gut health, glowing skin and wellbeing and we’re passionate about raising awareness about the link between your gut health, nutrition and skin health.”
The Unique Selling Point
“Our USP is the purity and quality of our ingredients and our exclusive fermentation process called Flora Culture. We’re so passionate about fermentation that we built our very own state-of-the-art fermentation plant here in Sydney, [allowing] us to ferment our formulas to peak potency. What’s incredible about fermentation is that it supercharges the ingredients and makes the nutrients more bioavailable for the body to absorb and utilise. And the more nutrients you absorb, the better the results for your skin and gut.”
Desert Island Product
“Glow Inner Beauty Essential, which is our cult-favourite product. It contains 18 bio-fermented and probiotic wholefoods and is the one product we think everyone should take for gut health, glowing skin, energy, immunity, healthy hair and nails, and wellbeing.”
What’s New
“Our latest innovation is a capsule collection called Supergenes. We’ve hand-selected an exclusive strain [of a] powerhouse probiotic for each formula to target specific health concerns.”
The Good And The Bad
“[When my mother] passed away in 2017, my kids were at school and the business was growing rapidly. I felt like I needed to have months off to grieve my mum, but when you run your own business it makes it very difficult. There have been so many great highlights too. My mum seeing my business grow and thrive was definitely one of them. And when people tell me The Beauty Chef has changed their lives, it makes all the blood, sweat and tears absolutely worth it.”
Surprising Moment
“I am very resilient. I hadn’t realised that about myself before. I can dig really deep when I need to and – amid the chaos and pressure – find positivity and beauty and do something great with it.”
The Beauty Chef Glow Inner Beauty Essential, 150g, $69 at The Beauty Chef
Go Bare Founder Jennifer Mekhaeil
Your answer to IPL hair removal at home, Go Bare is an award-winning hair-removal range to help get you hair free permanently.
The Inspiration
“Go Bare started as a side hustle, as I also work full-time running my accounting firm. Before I launched the brand, I was so time poor I found myself skipping salon appointments like laser hair removal. Over time, I wondered whether I could come up with a more affordable, at-home solution to beauty treatments such as hair removal, and from there Go Bare was born.”
The Unique Selling Point
“Our brand as a collective is fun, approachable and educational. In terms of functionality, we have seven intensity levels and the handset has a built-in LCD screen, which helps navigate the process. There’s also auto and manual modes depending on which area you wish to treat.”
Desert Island Product
“I am a big believer in the Go Bare IPL Hair Removal Handset. I top up every few months. I also love our Reusable Face Pads. I use them every night to clean my face without fail.”
What’s New
“Our Repair Cream has just launched. It is an intensely cooling cream that hydrates while providing instant relief to stressed skin after hair removal. It’s the ultimate BFF to any hair removal process, such as zapping, waxing or shaving.”
The Good And The Bad
“I’ve always had a creative side that I haven’t been able to explore within the accounting space. Because of Go Bare, I now spend my days being creative and working on something I’m passionate about, which is such a thrill. The late nights and stressful decisions certainly aren’t my favourite aspect of the job, but they’re all part of what running a business entails.”
The Challenges
“We saw huge demand when the salons shut during Covid and it continued once we began being stocked in retailers such as Priceline and Shavershop and different online marketplaces like The Iconic. Keeping up with the demand is really challenging, even though it’s a good problem.”
Beauty Entrepreneur Tip
“Don’t wait, create. There’s no such thing as the right moment. If you have a fun or crazy idea, run with it. There is so much help out there, you just need to be willing to ask for it”
Go Bare IPL Hair Removal Handset, $269 at Go Bare
Lano Founder Kirsten Carriol
A range of lip and skin products made from ultra-pure lanolin, Lano tackles countless beauty issues.
The Inspiration
“As a child, my siblings and I would spend hours playing at my grandparents’ sheep farm in South Australia, which is where I was introduced to lanolin. My father, a DNA scientist, taught me that the molecular structure of lanolin mimics human oils, [so] I created Lano for [dry skin].”
The Unique Selling Point
“We created ultra medical grade, three times purer than medical grade lanolin. It’s odourless, colourless, non-sticky, creamy goodness. You don’t see lanolin of this quality in any other product in the world.”
Desert Island Products
“The 101 Ointment. I wear it by itself or on top of lipstick. It can also be used to soften dry cuticles, elbows, knees and heels or supercharge any moisturiser.”
What’s New?
“Our Glossy Balms. They [offer] an ultra-hydrating balm with the dazzling shine of a lip gloss.”
The Good And The Bad
“I’ve made a lot of mistakes but … try to learn from each. My favourite moments: my first email from a happy customer … and the personal connections with my team every day.”
Surprising Moment
“I’ve had to teach myself to stabilise the rollercoaster of the ride, otherwise you would go crazy with the drama of it all. To me – challenges are just another problem to solve. My biggest challenge has been balancing my time – to make sure my staff are happy, my retailers are happy, my customers are happy, my suppliers are happy, and my brand is happy.”
Beauty Entrepreneur Tip
“My advice would be, do not start a business unless you absolutely are 100% passionate about it and know everything about it because if you don’t, when it gets tough it’s the passion and the love of it that will carry you through. And really listen (and take help) from people around you who know.”
Lano The Original 101 Ointment Multipurpose Superbalm, $18.95 at Lanolips
Lanolips Glossy Balm in Berry and Candy, $14.95 at Lanolips
Daily Naturals Founders Sophia Centofanti (Creative Director) And Anna-Maria Gelasakis (Brand Strategist)
Rebranded and reformulated in 2022 to boast clean, no nasties formulations across its can-do range, Daily Naturals (DN) offers transparent, vegan haircare.
The Inspiration
“We were excited to be creating a consumer product that was clean, without compromising on salon professional quality,” says Centofanti. “It is important to us that people understand DN is not an overnight success, nor a seasonal brand that will fade out.” Gelasakis adds, “We come from a long-standing history; our parent company, Dresslier, has been manufacturing haircare products for 93 years.”
Desert Island Products
“I am lost without our detangler,” says Centofanti. “It leaves my hair soft and hydrated and makes it super easy to comb through, wet or dry. The Multi Use Styling Lotion is a game changer, and I am so proud of it. Most times I will use it for a bouncy, voluminous blowdry and it leaves my hair shiny and soft.” Gelasakis says, “My current must-haves are the Scalp Clearing Shampoo, paired with the Full-Bodied Volumising Conditioner, which leaves my hair hydrated without weighing it down.”
The Highlights
“The thing we love most is connecting with others who have similar passions, and seeing them have that spark in their own brand that we have in DN,” says Centofanti.
Beauty Entrepreneur Tip
“Trust who you are working with and your product,” says Gelasakis. “Things may not happen as quickly as you’d like, so having passion for what you are doing is very important.”
Daily Naturals Multi Use Styling Lotion, $18.99 at Daily Naturals
Kester Black Founder Anna Ross
Starting out in NZ as a clean, low impact nail brand, Kester Black has morphed into an ethical cosmetics and skincare label offering cosmeceutical products without the price tag.
The Inspiration
“In 2009, I started a small jewellery label, which I called Kester Black. When shooting jewellery, beautiful healthy nails are really important, so in 2012, with $50, I started working on Kester Black. I worked evenings and weekends for the first four years to build the brand.”
The Unique Selling Point
”When we first launched we were one of only two brands to obtain a number of accreditations, including Choose Cruelty Free and The Vegan Society, and we were the first cosmetics company in the world to be awarded B-Corp Certification.”
Desert Island Products
”The Skin Drench Moisturiser is a crowd favourite because of its use of snow mushroom, which draws in humidity from the atmosphere to the skin. Our Rest & Repair Wonder Mask has quickly turned into our bestselling product. It’s full of fermented ingredients, vitamins and minerals to help reduce nail brittleness.”
The highlights
“At the end of 2021 we completed a capital raise through a crowdfunding platform called Birchal, where we raised $2.17 million dollars from 1,700 investors, the majority of which were our customers. This was the greatest external validation of the value that has been built to date.”
Beauty Entrepreneur Tip
“I always start with the press-release when designing a new product. Think of how you’ll sell it before spending any money. If I was ever going to start another business it would need to have a number of key elements such as being consumable and easy to manufacture locally.”
Kester Black Nail Polish in Pinot Noir, Dusk, Petal and Jungle Gym, $28 at Kester Black
The Secret Founders Dr Clara Hurst and Dr Deb Cohen-Jones
Australia’s first and leading prescription skincare company means treating challenging skin conditions is now as easy as completing an online questionnaire.
The Inspiration
“We connected over a shared love of skincare after realising we were both prescribing similar products to our patients,” says Dr Deb Cohen-Jones. “We saw a gap in the market for a simple yet effective skincare range to treat more complex conditions, which could also be used as everyday skincare.” Dr Clara Hurst says, “We wanted to offer patients access to customised, bespoke skincare that directly targets their exact skin requirements and issues. Particularly in the case of medical skincare, the ability to access prescription products without having to have specialist referrals [is a game changer].”
The Unique Selling Point
“The Secret prescription range is unparalleled to anything you will find on regular retail shelves,” says Cohen-Jones. “[It uses] prescription ingredients, medically proven through studies, medical trials and years of research to treat an array of challenging skin conditions. Mass-produced products cannot use these ingredients in the strengths in which they’ve been clinically proven to produce results.” Hurst adds, “The Secret compounded formulas instead, allowing multiple medically proven ingredients to be combined into a day and night regimen.”
Desert Island Products
“The coveted Secret glow starts with our hero product: the Cellular Repair Night Cream,” says Hurst. “It has been formulated using a retinoid that encourages the skin’s natural rejuvenation process to mimic the behaviour of younger skin.”
What’s New?
“Our Base Range is expanding,” says Cohen-Jones. “We have been recommending supporting products from other brands to our patients for years but wanted to create our very own that perfectly complement our prescription range.”
The Good And The Bad
“Moving to an online platform was ambitious and challenging, particularly due to the medico-legal requirements of the online consultation and prescriptive process,” says Cohen-Jones. “The Covid pandemic was a tipping point for our business – it presented an unexpected boom. People were suddenly at home more and wanted to use this time to elevate their self-care routines.” Hurst adds, “Thankfully, having the accessibility of an online store and working hard to have a strong foundation from the beginning meant we were able to keep up with this unexpected boom in sales. “It sounds cliché but [I love having] the ability to really help people achieve healthy skin and therefore feel more confident. I’ve always been a huge skincare enthusiast, so the ability to develop my dream products really is a dream come true.”
Beauty Entrepreneur Tip
“Don’t be afraid to launch with just one or two products to test the market. You don’t need to commit to a huge range.”
The Secret Cellular Repair Night Cream, $200 at The Secret
SWIISH Founders Maha Corbett and Sally Obermeder
A wellness and ingestible beauty brand, Swiish supplements are scientifically formulated and carefully created to help you seize each day with a glowing, healthy confidence.
The Inspiration
“We started our supplement ingestible beauty range six years ago when a personal health battle drove us to formulate our Swiish Supergreens,” says Sally Obermeder. “We couldn’t find a green powder that tasted great and worked to cover energy, gut health and bloating in one serving. So we spent two years formulating the OG. The changes that we personally experienced and our community experienced led to the development of a full range.”
The Unique Selling Point
“We make wellness effortless,” says Maha Corbett. “The goal is for it to be integrated seamlessly into your everyday routine. Many of our ingestibles are unique in that they can be combined to tackle multiple goals at once, such as skin glow and gut health or energy and immunity.”
Desert Island Products
Obermeder says, “I can’t go past my Supershot Trio, which includes the Supergreen Powder, Glow Marine Collagen and Immunity Superfood Powder.” Maha says, “For me it’s our Gut Fibre Cleansing Powder.”
What’s New?
“Beauty Buzz is our multifaceted ingestible. This standout formulation tackles skin glow and luminosity with collagen, as well as stress and mental focus with an adaptogenic blend,” says Corbett. “It gets rave reviews. A topical skincare range [is also] launching soon.”
The Good And The Bad
“I love and I’m so proud of the effect our wellness products have,” says Obermeder. “When you take care of yourself – both physically and mentally – that shift … the Swiish shift … is noticeable, it’s palpable. Our customers tell us every day that they feel stronger, more confident, nurtured and above all capable in themselves. That’s what Swiish does. It’s what I dreamt of doing and to see it play out every day makes all of it worthwhile. The parts I don’t love are the usual parts of any business, regardless of the category. It’s the minutiae of logistics that can be draining. Over the years I’ve learnt to compartmentalise, so I maintain my enthusiasm and love for what we do. I stay focused on why we started Swiish.”
The Highlights
“I love that we are able to constantly innovate, leading the category with the goal of helping people live the life they want and deserve,” says Corbett. “Feeling amazing on the inside can make such a massive difference to how your live your life.”
Surprising Moment
“The friendships you form with other people who may be perceived as ‘competitors,’” says Obermeder. “The bond is strong.”
Beauty Entrepreneur Tip
“You won’t have all the answers upfront but you don’t need to. There’s so much you can’t plan for so you just have to take a leap and work it out as you go”
Swiish Glow Chocolate Collagen Powder, $89.95 at Swiish
Bangn Body Founder Priscilla Hajiantoni
This multipurpose and solution focused skincare brand is designed to work on both face and body in the name of simplifying routines, minimising steps and maximising results.
The Inspiration
“My personal skincare journey has been a big inspiration for creating Bangn Body. I struggled with hormonal acne on my face and body for 15 years and I was tired of buying and using products that didn’t work. I was also frustrated with the amount of products I thought I had to use (five different products on my body and 10 different products on my face). I thought, ‘Why couldn’t there be a simpler solution that would bring face care and body care together to create innovative hybrid products for the face and body and for sensitive skin?’
Desert Island Products
“The Firming Lotion, because it does everything and more for my skin. It’s formulated to be used in seven different ways and smells like a tropical paradise. I’m also obsessed with our Smooth Skin Scrub, and the Firming & Brightening Beauty Treatment.”
What’s New?
“Our Refresh and Renew Everyday Wash has become a community fave. It’s a specialty wash that will transform your shower ritual. It’s formulated to help rebalance skin with our scientifically proven ingredients.”
The Good And The Bad
“I love pushing the boundaries with our formulas and working closely with our skin chemists and formulation experts to create products that are unique, purposeful, conscious, clean and effective. It’s hard not to love being a beauty entrepreneur, however, a work-life balance doesn’t really exist and this can sometimes be hard when you are burning the candle at both ends.”
The Highlights
“Highlights have been selling out of our Firming Lotion seven times upon launch, winning the 2021 Prix de marie claire Beauty Award for our Illuminating Firming Lotion, launching into Mecca and selling out in eight hours, and now launching into Sephora Australia and New Zealand.”
Surprising Moment
“Female founders are more collaborative than ever before … competition is now collaboration. When women come together, we can rule the world.”
Beauty Entrepreneur Tip
“You need to be resilient, brave, intuitive and adaptive. You need to stay true to your ‘why’ and never waver from it”
Bangn Body Firming Lotion, $48 at Bangn Body
Saint Louve Founder Elly Seymour
The collection of clinically formulated powerhouse serums is brimming with active ingredients and aims to get the most out of your skincare routine.
The Inspiration
“I see a lot of women and men in my [Geelong based] clinic, and I’m always asked for product recommendations to reach their skincare goals. With an offering so broad, ingredient jargon can sometimes be overwhelming. The gap in the market I saw was to formulate a standout range with serums that didn’t just include one hero ingredient. For example, our 15% Vitamin C Lustrum Serum is the only product on the market that includes five forms of vitamin C, plus ferulic acid and vitamin E, as well as a firming peptide.”
The Unique Selling Point
“Our formulations are unique to us. I studied a Diploma of Cosmetic Formulation to ensure I had a major role in formulating all of our products. Having such a long history in the industry, I know what customers are looking for.”
Desert Island Products
“I cannot live without the Vitamin B3, B5 & Hyaluronic Acid Hydrating Serum. I use it every morning. The instant, longlasting hydration is addictive. The results include visibly faded pigmentation and brighter skin in just a few weeks.”
What’s New?
“Having just launched in August 2022, we’re still a fairly new brand. We have two new products in development. We listened to what our customers want next, so we’re excited to share those soon.”
The Good
“The most enjoyable and rewarding part about having my own range … is the feedback and visual results from customers.”
The Highlights
“We have sold out of Vitamin B3, B5 & Hyaluronic Acid Hydrating Serum twice since its launch. The support and absolute cult-like status for this serum has been phenomenal, something I couldn’t have even imagined.”
Beauty Entrepreneur Tip
“Know your products inside out, know your target market and know what your ideal customer wants”
Saint Louve Vitamin B3, B5 & Hyaluronic Acid Hydrating Serum, 30ml, $119.95 at Saint Louve
TBH Skincare Founder Rachael Wilde
High-tech, effective formulas meet playful branding as Tbh Skincare strives to break down the stigma around acne. Who said clinically backed skincare couldn’t be fun?
The Inspiration
“Prior to founding the business, I was lucky enough to come across [acne fighting] technology, while working in the medical devices industry. They developed a range of products that had an application in healthcare, but they also found that the technology could be used in skincare as well, to help relieve symptoms of acne. So the spark for Tbh Skincare was born.”
The Unique Selling Point
“Our patented technology helps deconstruct bacteria’s protective barrier, and that has a huge application when it comes to treating acne. We’re also using skin-positive language, addressing the impact of acne on mental health and creating a meaningful community.”
Desert Island Products
“I cannot live without the Anti-Bacterial Cleanser and Rebound Serum.”
What’s New?
“Our newest product in the range is our rebound barrier supporting serum that we created in partnership with beauty influencer and pharmaceutical scientist, Hannah English. We introduced rebound to the product range to help ensure a healthy skin barrier was maintained whilst using more active products to treat breakouts.”
The Good And The Bad
“There are definitely downsides to being an entrepreneur.. It never turns off and requires lots of early mornings, late nights (and goodluck ever trying to take a holiday!) and can be insanely stressful. It comes with a lot of personal sacrifice and I am lucky to have had an amazing support network around me to get me through the tougher times.”
Beauty Entrepreneur Tip
“I read in a book about startups never to “ride the rollercoaster”. Don’t ride the highs and don’t ride the lows. It’s hard but you have to try to keep your emotions steady the whole time.”
TBH Skincare Rebound Serum, $59.95 at TBH Skincare
Vanessa Megan Naturaceuticals Skincare Founder Vanessa Megan
For this clean beauty brand, transparency is a non-negotiable. Using 100 per cent natural ingredients, often sourced locally, its highly potent formulas are as kind to skin as they are to the environment.
The Inspiration
“I started Vanessa Megan Naturaceuticals Skincare after a conversation with my friend Mel, who had recently been diagnosed with cancer. Mel gave me the mantra that has continued to guide me over the past decade as I have built my business: ‘You should never put anything on your skin that you couldn’t eat.’ I searched for natural skincare options and fragrances that worked and, finding few, started making my own products in my kitchen in Los Angeles where I was working as an actress. I made fragrances, cleansers and moisturisers for myself and my family and friends. The products were much loved and when I returned to Australia, I started making them on a larger scale.”
Desert Island Products
“Busy mums and working women don’t have a lot of time to give to their skin, but still want maximum results. I love The Holy Trinity, which is a three-step program of skincare basics for all skin types.”
What’s New?
“I have been working for the past 18 months on something that will change the way we think about mature skin – a deeply neglected space within the industry. After rigorous R&D and focus-group testing, I have come up with some top formulations that target the specific peri- to post-menopausal symptoms.”
The Good And The Bad
“My purpose on this journey is to help women embrace their self worth. As a beauty entrepreneur, I am dedicated to educating my customers and do so regularly through YouTube videos and social media, and I am currently working on a book about Australian natural skincare. I believe that if people understand their skin and what they can do for it, everyone can have healthier, beautiful skin while choosing a more sustainable practice in beauty.”
The Highlights
“When Vanessa Megan Naturaceuticals was brought on [in 2020] as the exclusive brand for Gwinganna Lifestyle Retreat, winner of Best Luxury Eco Spa 2022, that was a game changer for my business.”
Surprising Moment
“Becoming an educator in the health and beauty space and imparting my knowledge to thousands and thousands of people. I am writing a book that will help consumers understand the value of clean beauty and skincare.”
Beauty Entrepreneur Tip
“Know your space and believe in your brand but most importantly surround yourself with people who love and support you, to keep you grounded and healthy, as this journey will take everything you have and then some”
Vanessa Megan Naturaceuticals Skincare Petitgrain pH Balancing Cream Cleanser, $64.95 at Vanessa Megan Naturaceuticals Skincare
Hanne Aesthetics Founder, Hannah Cook
Hanne Aesthetics is a boutique cosmetics clinic on the NSW South Coast. It specialises in discreet non-surgical cosmetic treatments with natural-looking results.
The Inspiration
“The inspiration behind my brand comes from a desire to provide natural, bespoken treatments that enhance each individuals unique beauty. I believe everyone deserves to feel confident and comfortable in their own skin, my approach blends passion and expertise and I provide a highly customised experience to help my clients achieve a natural result.”
The Unique Selling Point
“I believe consultation is key and is the start of anyone’s journey, I aim to educate and guide you in making informed decisions when creating a bespoke treatment plan. I work closely with each client to understand their unique skin needs, focusing on holistic facial harmonisation and rejuvenation in all layers of the face to uplift and restore tired, ageing skin.”
What’s New?
“In the coming weeks we are launching Platelet Rich Plasma (PRP) for Hair and Skin Rejuvenation. It helps accelerate the process of tissue regeneration and repair, containing growth factors released by activated platelets to initiate the tissue regeneration process by stimulating new collagen production. This can result in the reduction of wrinkles and fine lines, improvement of overall skin tone and texture, preventing hair loss and promoting new hair growth by strengthening hair follicles.”
The Biggest Challenge Of Business Ownership
“The biggest challenge with being a new and small business in the aesthetic industry is getting the word out and building a client base. We have had new changes in the industry which unfortunately doesn’t allow us to advertise much of what we do.”
Beauty Entrepreneur Tip
“Always keep to your natural look and only enhance what you have. Less is always more.”
Learn more about Hanne at hanneaesthetics.com.
