Ever thought about becoming a beauty entrepreneur? We asked the founders of some of our favourite Australian beauty brands to tell us exactly what it takes to break into the biz.
The Beauty Chef Founder Carla Oates
An innovator of the concept of gut health for outer glow, The Beauty Chef is one of the most beloved Australian beauty brands, with products 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.”
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
Saben Creative Director & Founder, Roanne Jacobson
Leading luxury accessories brand Saben, named for Roanne Jacobson’s grandmother, was founded in 2002 and has since grown to become a slow-fashion powerhouse around the world.
Roanne Jacobson, Founder and Creative Director of SABEN, embodies intelligent design and impeccable craftsmanship.
Inspired by her grandmother Sarah Saben, a style icon, Roanne’s designs focus on the empowering joy of accessories. Her vision has established SABEN as a leader in New Zealand luxury accessories and an influential name worldwide, synonymous with quality, contemporary elegance, and what Roanne describes as “Handbag Happiness. Designed intuitively with a female lens, Saben naturally fashion forward solutions to elevate the everyday
See more of Saben’s statement accessories at saben.com.au
Lano Founder Kirsten Carriol
A range of lip and skin products made from ultra-pure lanolin, Lano tackles countless beauty issues and has become one of the most popular Australian beauty brands on the market.
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.”
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
Beare Park Co-Founder & Creative Director, Gabriella Pereira
Australian made and owned luxury ready-to-wear fashion label, Beare Park, launched in 2021. Since then, the brand has gone from strength to strength under Gabriella Pereira’s creative direction.
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.”
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 medical-grade 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.”
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 Australian 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.”
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
TBH Skincare Founder Rachael Wilde
High-tech, effective formulas meet playful branding as one of the most popular Australian beauty brands, 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.”
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 Australian 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.”
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
Maara Collective Designer & Creative Director, Julie Shaw
MAARA is an Australian Ready-To-Wear line embracing a collaborative approach to design. Launched in 2019, Yuwaalaraay Designer and Creative Director Julie Shaw founded the brand to showcase and celebrate Australian Indigenous art and culture.
Since launching, the brand has gone on to win design awards in Australia and internationally, including the National Indigenous Fashion Awards, Australian Fashion Laureate, marie claire’s Designer of the Year, and the IDA International Design Awards. Passionate about supporting the next generation of Indigenous fashion talent through local programs and internships, Maara Collective also gives back to community through the Buy1Give1 Foundation.
Elka Collective Founder & Designer, Courtney Price
Establishing Elka Collective in 2014 with the intention of creating garments that blend classic tailoring with wearable sensibility, Courtney Price has grown the Melbourne-based brand into a world-renowned design house with a commitment to relaxed luxury and timeless craftsmanship.
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