Professional Beauty March-April 2021

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AUSTRALIAN INNOVATORS Beauty’s changing face


Industry leaders share their inspiration

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March/April 2021 7 8 10 20 24 28 30 32 34 36 38 44 52 54 56 60 62 64 66 68 70 72 74 76 80

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Editor’s letter What’s on PB Radar News Viewpoint – Inspirational Business Leaders Cover Story – Dermalogica’s Neck Fit Contour Serum Skincare – Cream products Skincare – New products Makeup – Blushes, bronzers and highlighters Makeup – New products Tried-and-Tested products Masterclass – Trend watch with Refectocil Powerful Women Profile – The Cosmetic Lounge Style File – Yvette Elias COVID workplace vaccination The ABIC organisation Kitomba Australian Innovators Black Book - Shoshana Eisner Salon Profile – Diandra Politano Beauty Barometer – Cryomed Wellness Talking Beauty with Hannah Gay Events Last Word – Karla McDiarmind


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In this issue we chat to Dermalogica’s Emma Hobson and Emma Skyes about the Neck Fit Contour Serum campaign #HoldThePose featuring Ella Havelka, the first Aboriginal woman to join the Australian Ballet and their proud support of Stars by providing career mentorship. Find out all the details on page 24.


One of the leading forces in the landscape is Dermalogica – our cover story this edition. I chat to Emma Hobson and Emma Sykes about their latest launch and their incredibly beautiful campaign #HoldThePose that features Ella Havelka – the first Aboriginal woman to join the Australian Ballet. We discuss the important synergy the brand has brokered with this artist and their support for Stars by providing career mentorship. Turn to page 24.


Our beauty editor Hannah Gay, who heads off on maternity leave from this issue, rounds up the latest selection of skincare and makeup looks. Check out her carefully curated selection of the best products on the market and some of our all time favourites on page 36.

ART DIRECTOR Leanne Hogbin BEAUTY EDITOR Hannah Gay PRODUCTION MANAGER Jacqui Cooper ONLINE & NEWS EDITOR Kerrie Simon-Lawrence SUBSCRIPTIONS Professional Beauty magazine is published by BHA MEDIA

ABN 23142047943 41 Bridge Road, Glebe NSW 2037 Ph: 02 9660 2113 Fax: 02 9660 4419 AUSTRALIAN SUBSCRIPTION RATES 1yr (6 issues) for $89.00 (inc GST) 2yrs (12 issues) for $160.20 (inc GST) 3yrs (18 issues) for $213.60 (inc GST) To subscribe and to view other overseas rates visit or Call: 1800 651 422 Email: Average Total Distribution: 8,656 AMAA/CAB Yearly Audit Period ending 31 March 2019.

Copyright © 2021 BHA MEDIA Pty Ltd.


As the world gets back to a new normal, salons have seen a return of loyal customers and are thriving with innovative ways to stay ahead of the game. This issue we have dedicated it to Powerful Women in the beauty business that inspire not only their staff but have found ways to keep their business booming. There are so many extraordinary women so check out our Viewpoint for some insights into their leadership on page 20. We also look at Innovators changing the face of beauty on page 44. We hope you find their stories as inspiring as we do!

The edition is also jam packed with new salon finds and advice from industry luminaries.


Enjoy the read!

@pro_beauty_aus @ProBeauty_ Aust

N E W P B S TA F F Ruby Feneley, Beauty Editor

Ruby is taking over from Hannah Gay who is on maternity leave. She has a long-held passion for the business of beauty - she started her career at Mecca Cosmetica as an artist and account manager, learning from some of the best in the business. Since then, she has worked in brand marketing in New York, and as a journalist across a range of business and consumer titles in Australia - covering beauty and technology at Foyster Media and heading up trade media and marketing platform Mumbrella’s commercial content division. “I am thrilled to be joining Professional Beauty Magazine - a market-leading title with an exceptionally talented and experienced team. There has never been a more exciting time for beauty businesses to innovate - from tech and sustainability to services and e-commerce. I can’t wait to keep Professional Beauty readers up-to-date with everything they need to know in 2021.”

Julie Davidson, National Advertising Manager

For the past two decades, Julie has had the privilege of working with several publishing and media companies, across a variety of fashion, youth, business and lifestyle brands and joins us from most recently MiNDFOOD. “My passion for magazines and publishing started as a teenager and is still as alive as ever, in an ever changing landscape. This journey has allowed me to work with such talented, inspiring and creative individuals across a range of platforms over many years. “I’m looking forward to the next chapter working with the team at Professional Beauty to further enhance and grow its prestige positioning in the market and develop new and exciting partnerships to continue its ongoing success!”

This publication is published by BHA MEDIA, a division of The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication.





On our RADAR



Professional skincare brands mesoestetic and Wrinkles Schminkles have laid out their 2021 strategies with a focus on rebranding. Fernando González, Marketing Director at mesoestetic describes the main objective behind restructuring the brand’s product line-up based on their use and indication: “We created these new platforms to offer our clients the easiest way to know and understand our entire portfolio, which is made up of more than 300 references.” Revised point-of-sale marketing material will be offered to clinics with an increased focus on the needs of clients. In addition, the brand will launch a new range of cleansing and treatment solutions formulated with post-biotics. To learn more, contact Advanced Cosmeceuticals on 1800 242 011. In celebration of their 16th birthday, Wrinkles Schminkles have conducted a rebrand involving a packaging facelift, partnership with stockist support network, Agencie Plus, and rejig of RRPs to better encourage customer trial rates. Despite the Australian-owned company’s growing international presence, founder Gabrielle Requena assures “domestic retail continues to be an important focus for us.” Packaging and ingredient reformulations were a direct response to the decision to “refresh the brand’s positioning with a more contemporary look and feel,” Gabrielle explains, “while also clearly expressing the credibility and product benefits to the instore shopper.” For distribution enquiries, contact Wrinkles Schminkles on 1300 620 122.

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eyebrow beauty trend in Australia in 2020 was

‘Eyebrow Tinting’. 8




Cynosure has announced the Australian launch of TempSure’s FlexSure – a world-first wrap-able RF device. Designed to provide both medically supervised pain relief and a solution to hard-to-treat fat deposits, the applicator is capable of contouring areas of the body such as the arms, legs and abdomen, treating patients with the use of heat technology. The device is available in multiple sizes and promises a treatment time of 15 minutes per session. For more information, contact Cynosure on 02 9484 4546.


French organic cosmetics brand Couleur Caramel is coming to Australia with distribution rights held by True Solutions. Since the brand’s inception in 2002, it has retained a focus on environmental responsibility by producing a range of professional products recognised for its adherence to organic specifications. The broad range of makeup products will retail at an accessible price point starting at $AU22, and includes mineral and talc free powders. For enquiries, contact True Solutions on 1800 808 993.


International packaging solutions company Lumson is now offering PCA Glass for use across the beauty industry. The move was triggered by increasing consumer demand for sustainable packaging options and “is a testament to the company’s commitment to the research of processes and solutions that are more ethically and economically sustainable,” states Lumson Marketing Director, Romualdo Priore. Key advantages of utilising PCA glass, Romualdo says, include: “a reduction of the use of virgin raw materials generally taken to produce new glass, less energy use during production, and the opportunity to recycle the glass countless times without it losing its quality properties.” For enquiries, contact Lumson on +39 0373 2331.

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NEWS WHAT’S TO COME AFTER JOBKEEPER Salon owners could soon have access to a HECS-like scheme, where they could access funds, and not have to make repayments until they reach a pre-determined amount of turnover. The scheme, which the government is considering as a post-JobKeeper option, would be available to business owners still suffering as a result of the pandemic. Australian small business and family enterprise ombudsman Kate Carnell, who has been calling on the government to introduce such a scheme since April last year, said it would help businesses “survive and employ again”. “A revenue contingent loan scheme would give small businesses the confidence they need to seek funding, so they can survive and employ again,” Ms Carnell said. When JobKeeper and the rent relief program end in March, Ms Carnell says access to credit will be critical to keeping small businesses afloat. “Sudden lockdowns and border closures have hit small businesses hard. It’s no wonder they are reluctant to take on additional bank debt when conditions can deteriorate without warning,” Ms Carnell said. The loans would be funded by the federal government and capped at a percentage of the small business’ annual revenue.

With a number of salons expected to be forced to shut their doors for good once the pandemic support winds down in the coming months, a HECS-style loan scheme would potentially be a life line for those salon owners.

Set goals…and reward your team for achieving them Setting individual goals is great for individual performance, but if you want your staff to work as a team, then a team goal could be the way to go, says HR expert Gerry Freeman. “If you set a team goal, say that each therapist in your business needs to bill a certain amount of money within the month, and offer a reward of wither a cash bonus or a social event, you’ll create a sense of camaraderie,” he says. “In fact, what you may notice is that the team members that have reached their goals will help out the struggling team members, creating a real sense of team work.”

Listen to feedback and act on it

Your team relies on you to create a safe and productive environment. So if it is brought to your attention that the team culture is being jeopardised by particular behaviour of individual staff members, you need to take action. “Assure the person that has come to you that you will investigate, and then then actually do it,” says Gerry. “You don’t need to make a scene. In fact, a private conversation with the staff member will likely be more productive. It may also give you further insights into the issue. The end goal needs to be to iron out the issues and move on quickly.” CREATE A STRONG TEAM CULTURE In your salon - as with any business - you’re only as good as the people you have working for you. And when those people are happy, they do their best work. Working in an environment where teamwork abounds can lead to a great team culture. Here’s how to nail it in your salon.




Be transparent

Speaking to your team about the state of your business and allowing them to make suggestions on improvements helps them to feel a part of the business. “In doing so, you give them the opportunity to feel responsible and valued. And when people feel that way, they work better together and have a bigger reason to want to have harmony within the team culture,” says Gerry.

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In 2021, it’s about the customer experience

The beauty industry was one of the first be locked down during the pandemic, and one of the last to get given the green light to re-open. So needless to say, we want to make 2021 count. But with so many salons vying for that all-important customer dollar, you need something to set you apart from the rest. And according to the experts, that ‘something’ is the customer experience, or ‘CX’ to the initiated. “In short, it’s not what you sell, it’s how you sell it,” says business analyst Geoffrey Moore. “You could do the best brows in town, but if the experience of being in your salon isn’t a good one, people will still look to go elsewhere.” Particularly for millennials and Generation Z, says Geoffrey, the customer experience is a make-or-break for salons. “We’re talking about a generation that is used to instant gratification, and they want

their experience to be Instagrammable and note-worthy. But more than that, they want to feel important when they walk in the door.” Geoffrey says that customers that report having had a great customer experience are also more likely to spend more than they initially anticipated, either in additional treatments, products, or forward bookings. “Give them a positive experience, and they’ll reward you with their loyalty and their money,” says Geoffrey. So, how do you create a great customer experience? • Make a fuss. “Everyone likes to feel special. Not looking up and muttering to take a seat is not a good start. But being bright and cheerfully announcing, ‘Mary! So great to see you! Relax and I’ll be right with you,’ is a good start,” says Geoffrey. • Listen to feedback. “Whether it’s good, bad, or ugly, accept it, promise to look into it, and mean it. And when you decide on a way in which your going to manage negative feedback, get in touch with that client and give them a heads-up about your plan. They’ll appreciate your transparency.” • Get your team on board. “Customer experience doesn’t rest with one staffer; it’s everyone’s job,” says Geoffrey. “Everyone, from the front desk to the therapist, to the assistant need to be going that bit extra to ensure the experience is a good one.” • Be present. “Comment on posts you’re tagged in, email to check how a client is going after a new treatment, remember details they’ve told you about in the past. They all go towards building a great CX.”

I know people worry about marketing too heavily to their clients, but I find that keeping in touch with them regularly keeps them connected to the business, the team and what’s happening in the salon.

KITOMBA ENABLES ME TO DO MY MARKETING THROUGH MAILCHIMP SO EASILY. I create fortnightly newsletters and I find that every time I send these we always get replies and we always get people coming back that we haven’t seen in a while.

Samantha Jones

Owner, Ms Monaco Hair Society Talk to us: 1800 161 101

NEWS GET YOUR SALON IN THE MEDIA Your competitors are being mentioned by beauty writers and appearing on beauty sites. So why aren’t you? If you’re a salon owner, chances are you read a lot of media about the latest treatments or products on the market. And so then chances are that you’ve noticed other salon owners being quoted in those articles as the experts in their field. But why not you?

Reach out to beauty editors

This is by far the simplest and possibly most effective method of getting noticed. “Speaking to beauty editors and getting in their radar is a quick-fire way to establish yourself as a go-to,” says Professional Beauty editor, Anita Quade. “Outline your areas of expertise, such as waxing or fraxel, and assure them that you’re available whenever they need comment. Even better, pitch the story idea to them. Beauty editors are busy, and so giving them a complete idea is always going to be helpful.”

Have your suppliers put in a good word

If you stock a certain product, you’re important to the supplier of that product. “Speak to your suppliers and discuss having the marketing team refer to you in their marketing material,” says business expert Charlotte Frances. “Suppliers tend to carry a lot of weight with beauty publications because of their advertising commitments. Putting you forward as a user of those products, for an example, a make-up artist that uses their brand, gives the beauty editor a more rounded way to present the product on the page. It always carries more weight if a professional – you – explains ho they use it.”

Invite the media to you

The best way to be invited to comment in the media, is to do the inviting first. Invite beauty editors to your salon for a treatment.” Ensure you’re there to meet them, and have a press release ready, complete with your personal profile and imagery. “Putting

a face to a name is always more beneficial, and knowing that you do a great job and are easy to get along with will also place you at top of mind next time they need a comment from an industry expert,” says Charlotte.

following you. “Use your bio and use it well,” says social media expert Clarice Childs. “Have fun with it, sure, but be clear and concise. For example, saying you’re ‘an expert in creating the best version of your clients’ doesn’t say much at all. But something like, ‘In-demand beauty therapists, turning back the signs of ageing through the use of cutting edge devices and non-invasive treatments’ really tells people what you’re all about. Messaging needs to be clear, otherwise it’s a missed opportunity.”

What’s working for you?

FRESHEN UP YOUR SOCIAL MEDIA Get your customers’ attention, and keep them engaged. Let’s assume for the sake of this story that your salon has its own social media accounts. You may already be pretty active on your platforms, and that’s great. But when was the last time you gave your social media profile a proper clean-up and update?

Who are you?

Pretty tiles are all well and good, but you have mere seconds to inform scrollers of what you do and why they should be




Business profiles have access to insights and it’s well worth getting your head around them, says Clarice. “You’ll know very quickly what posts resonate best with your followers. Once you know that, for example, your followers engage more with video, you’ll know to place more time in creating those kinds of posts. Give the people that they want, or you’ll lose them.”

Stick to what matters

Your salon’s social media platforms are not the place for you to get political. “You have a personal page for that,” says Clarice. “Keep your thoughts on politics such as lockdowns and the government members that instigate them to yourself. Your salon’s pages are an extension of your salon. If you wouldn’t write it on your salon window, don’t write it on your social media platforms.”

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PRICING YOUR TREATMENTS FOR MAXIMUM PROFIT When it comes to pricing your treatments, there are factors that need to be considered: what price point will give you the best profit margin, while remaining competitive with other salons, for starters. But also, what price will position your salon within the demographic you’re working toward?

What’s your break-even point?

You need to add up all the inclusions that make your treatment possible. This should include product used, the salary of the therapist carrying out the treatment, overheads such as rent and utilities, marketing, and any other time spent on perfecting the treatment. “Once you’ve worked out that breakdown, you need to create a large enough margin above that to bring funds into your business,” says business analyst Jasmine Ceralla.

What are your competitors charging?

“The customer has the power because it’s their money that decides which salon will do well,” says Jasmine. “But it isn’t enough to just beat their price. You need to make sure you can afford to beat it. Going in low but not breaking even is a recipe for disaster.” Jasmine recommends analysing the prices of your five closest competitors. “See what they’re charging. Is their target market similar to yours? What value are they bringing? Is your treatment of better quality? Can you afford to compete with their price point while maintaining your standard of quality?”

Ask your customers

The easiest way to get a direct answer is to ask a direct question and in this case, you should be asking your customers. “Of course, asking a person who happens to be in your salon how they feel about your pricing can put them in an uncomfortable position,” says Jasmine. “Rather, send them an email, or a survey, asking about their feelings towards your pricing or whether they feel they are getting the best value for their money. Those insights will help you determine the appropriateness of your pricing.” Blepharoplasty

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If you feel like you can justify putting your prices up, give it a go. “If people start to cancel appointments based on the price, consider offering long-time customers a discount, but ultimately, you need to price your services at a rate that will bring in more profit while retaining clientele.”

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NEWS Gaining your staff’s trust

Your staff need to know that they can rely on you, sure, but they also need to trust that you’ll do everything in your power to have their backs. “There are few things worse than not being able to trust your boss,” says Sharlene. “No one said being a boss was easy, but if you’re not honest with your staff, then you can’t expect them to stick around.” Sharlene recommends regular meetings where staff can ask about or query anything about the salon, and where you will be transparent in your answers. “You don’t need to give them facts and figures, but you do need to tell them how the business is tracking. Are you struggling? Are their jobs safe?” You also need to assure them that you’re on their side. “If they come to you with a problem, don’t brush it aside. Get as much detail as you can and come up with an action plan. And keep them updated. They’ll come to know that you can be trusted to work with them on something that directly affects their happiness at work.”

Keeping it real with business partners

BUILDING TRUST WITH YOUR TEAM Ask any married couple what the most important thing in their relationship is and there’s a good chance they’ll say ‘trust’. The reasoning is simple: in order to live with someone and rely on them, and believe that they’ve got your back, there needs to be a substantial amount of trust involved. “It’s the same in your salon,” says business expert Sharlene Caron. “If your staff and business partners don’t trust you, it won’t be long before it all falls apart.”

COVID LEASING REGULATIONS EXTENDED Salons owners can breathe a sigh of relief, with news that rent relief will be sticking around for at least a couple more months. Salons will have continued protections with the Retail and Other Commercial Leases Regulation amended and extended until March 28. Under the amended legislation, the annual turnover threshold for eligible businesses has been reduced to less than $5 million, down from $50 million, and excludes non-retail commercial leases. Tenants will also need to re-establish their eligibility by demonstrating a 30 per cent decline in turnover for the 2020 December quarter. Landlords of small retail tenants who establish eligibility under the new regulation from 1 January 2021 will be able to access further land tax relief of up to 25 per cent, where they provide rent reductions to their eligible tenants from 1 January 2021 to 28 March 2021. Relief will be applied to any unpaid 2021 land tax liability and refunds will be issued for payments already made this year. The NSW Small Business Commission can act as a professional mediator to ensure small businesses are heard and treated fairly in disputes over commercial leases.




For starters, if you can’t trust a business partner, there are bigger questions that need to be answered, like why are you in business with them in the first place? And just as importantly, they need to be able to trust you. “Transparency is key in any business partnership,” says Sharlene. “About everything from finances to staffing, treatments and training, even how each of you are feeling emotionally about the state of things.” The thing with businesses is that so much rides on them: your livelihood and that of your family, a certain amount of your identity, your reputation, the list goes on. “There will always be disagreements in how to do things when there’s more than one person involved, but how you handle those disputes and how well you move on from them will determine how successful your partnership will ultimately be.”


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POWERFUL WOMEN There is no shortage of leading female luminaries in our industry and as part of International Women’s Day this month Anita Quade chats to business leaders about their rise to the top.

MARIA ENNA-COCCIOLONE, INSKIN COSMEDICS FOUNDER Tell us what it means to be a woman in the beauty business?

DR NAOMI MCCULLUM, OWNER OF THE MANSE CLINIC Tell us what it means to be a woman in the beauty business?

“Being a woman in the beauty world means I lead from a point of knowing and understanding; I know what women want which allows me to create in line with their needs and desires. First and foremost I am able to build a company culture that speaks from the heart, builds relationships, is based on a mutualrespect and ultimately empowers others. From an innovations perspective, women are happy to openly communicate and collaborate, they don’t tend to tell you what you want to hear so when it comes to creating brands you know when you’re on point, or not.”

“I rarely think about my gender and how it relates to business. In the cosmetic industry, at least on the clinical side, it’s an advantage to be a female because patients prefer female doctors. In terms of the business side, the main challenges associated with gender, are not really a big deal for me. I address them in the same way as all the other business challenges I face daily. Having young kids and being a business owner is pretty brutal and exhausting, I’m relieved I’m past that stage. Another challenge is that misogynists, sexists and those with ego issues can have trouble reporting to females. They can also resent a female’s ‘success’, causing a variety of workplace complications. I just deal with these problems as they arise and then move on to the next business issue. The positives are so great and outweigh all the challenges. I feel like in our industry as a female, I can take more risks with our marketing, and I can have a lot more fun with it. Also because in our industry over 85% of our patients are female, we just relate to their needs and goals and are able to understand and serve them better. This business advantage is priceless.”

What are your plans for this year? “Our word for 2021 is adaptability, no matter what life throws at us we won’t be put off course. 2021 will see INSKIN COSMEDICS bring home a couple of large projects that we have been working on throughout 2020. Retaining our home-grown status, our offer will be even more relevant when it comes to conscious beauty and responsibility.”

JOCELYN PETRONI, OWNER JOCELYN PETRONI SALON Tell us what it means to be a woman in the beauty business? “Part of what I love most about the beauty industry is that I’m surrounded by brilliant, capable, clever women all of the time. Whether that’s my clients – some of who have really become mentors, my staff or even industry peers. It’s empowering to be a woman in the company of so many other women who are so smart and so successful. I’ve recognised that privilege since the start of my career and it’s certainly an element of why I’ve stayed in this industry so long. At the heart of it, the beauty business is really so much about connection, and my goal is to always ensure that the connection is warm, genuine and authentic.”

What is your biggest project ahead for 2021? “I have lots! But a few need to remain under wraps for now. In general, for me it’s about continuing to be agile. The events of last year really pushed me to adapt to the times – how clients access us has shifted, how we provide our considered advice has changed. So, the project for 2021, as with all years, is to continue to grow and evolve and strive and lead - to continue to nurture the team that form my salon so that the Jocelyn Petroni brand is always offering a world-class experience for clients.”




What is your biggest project ahead for 2021? “2021 is nice and hectic for me, my skincare brand is finally being launched. It is a cosmeceutical range which is focused on brightening. I’m so excited and I hope people will love it. We’ve put so much time and energy into creating something unique and effective. My third clinic, The Mansette, is opening soon as well. I have two property renovations to completed by May 2021. In the second half of 2021 I’m about to start another little property project also.”

PAULINE VALLE, FOUNDER ULTRADERM Tell us what it means to be a woman in the beauty business? “The beauty industry is a female dominated one that has experienced tremendous growth over the years. To be a woman in the business is to wear many hats from being an entrepreneur, often starting out with the odds against you, empowering and leading others to their full potential as well as embracing and conquering the challenges of an everchanging industry whilst maintaining a work/life balance. So, whilst we incorporate all these roles, we do well to include ourselves and remember that “taking care of yourself doesn’t mean me first, it means me too.” – L.R. Knost Author and Social Justice Activist.



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Restoring Post Treatment Masque Advanced cooling gel masque for post-procedure skin

Restoring Retinol Crème Encapsulated time-released retinol, peptides & AHAs for advanced anti-aging results

Restoring Collagen Recovery Eye Gel Peptides & stem cells to firm and brighten eye area

Utilising the most advanced delivery technology (ADT) & active ingredients available in the skincare industry. The Science Of Skin Health. Image MD features clinical advancements in skincare technology for transformative results. With breakthrough ingredients, including collagen-supporting peptides, encapsulated retinol, AHAs and unique concentrates, this collection reduces wrinkles, strengthens the skin’s natural protective barrier and supports optimal hydration and skin elasticity.

Distributed by Professional Beauty Solutions (PBS).

Call 1800 625 387 or visit for more information.


What is your biggest project ahead for 2021? “In 2020 we started working on refreshing some of our key promotional product offerings, packaging and product formulas to keep our brand up to date and on trend. This will continue through in 2021 along with working on some new product launches.”

REIKA ROBERTS, CO-FOUNDER OF DERMA AESTHETICS Tell us what it means to be a woman in the beauty industry? “It’s allowed me to be who I am. There is certainly power in having diversity of thought, but I can’t overlook the deep fulfilment I’ve gained in mentoring female talent and seeing them emerge as great leaders. To experience the sisterhood of lifting each other up is a remarkable aspect of the beauty industry that I am so proud to be representing. First and foremost I feel so proud and grateful to be part of an industry that has such an incredible array of passionate, smart woman. When I first started in this industry 20 years ago, I’d come from a corporate male environment and I was struck by the collaboration and lack of ego. The power of collaboration in women is really extraordinary and I do think it’s something we do better - engaging with one another instead of competing. This has been reflected in the community that we’ve created at dermaviduals.”

What is your biggest project ahead for 2021? ‘What sets our brand users and clinic owners and therapists apart is knowledge. We are all passionate about the business of skin and we are investing in technologies to deliver unsurpassed knowledge that will see derma aesthetics at the forefront in 2021.”

ROBYN MCALPINE, OWNER SKINTIFIX Tell us what it means to be a woman in the beauty business? “Being in the beauty industry, I find such satisfying balance between the masculine and feminine. By running a business that serves with heart and soul, I get to crunch numbers and build structure whilst simultaneously nurturing, caring and giving. I love that I have the best of both worlds and am able to have both delicately intertwine with each other on a daily basis. This variety keeps me so engaged and loving this industry with all my heart!”

What is your biggest project ahead for 2021? “To change the way I do business! 2020 taught me that self sustainability in such a deeply serving industry is vital. I learnt a lot of how not to do it. This year I’m focusing on ways to serve at a higher lever on a bigger scale, without it engulfing me in the process. What does that look like? Streamlined systems and work flows, investing in the tools and procedures instead of pushing my way through clunky, inefficient processes.”

AMY JEAN, FOUNDER AMY JEAN BROW AGENCY Tell us what it means to be a woman in the beauty business? “I feel immensely proud to be a woman in the beauty business, especially during this time. Amy




Jean Brows was founded upon the philosophy that every person’s beauty is unique, and every person’s beauty is worthy of celebration to have the opportunity and platform to contribute to a more diverse, inclusive industry dialogue is an incredible honour. Additionally, the fact that I started out as a solo businesswoman and am now in a position to empower other women in my company (we are 30 and growing), and the greater beauty sphere, is a huge honour.”

My focus in 2021... “This year’s focus is to expand upon the changes and growth we experienced last year. I’m excited to be developing our online presence and e-tail strategy, as well as constantly developing new, innovative products for my customers around the world.”

EMMA HOBSON, DERMALOGICA DIRECTOR OF EDUCATION ASIA PACIFIC Tell us what it means to be a woman in business? “As each year passes I get more excited about the new opportunities that present themselves for women in business. I am a member of a female associations and I see their memberships grow with a high calibre of young, female professionals. I am a witness to seeing more confident, capable, empowered women who are taking equal standing in the workplace. Being in an industry primarily of women, owned predominantly by women and serving a customer base mostly of women makes me feel exceptionally proud, we are one of the biggest, fastest growing industries on earth. This translates to powerful women, creating powerful, connected communities, empowering other women to succeed from all walks of life. What still frustrates me to this day is how difficult it is for women to get funding from financial institutions to open new or expand businesses. Though statistically women are a much ‘better bet’ to provide a loan and have the repayments made on time, as well as those businesses being more likely to survive than those open by men, it still seems women still get the hard end of the stick, even more so if they are from a diverse, minority group. In 2021 women in business receive my ultimate respect, in many cases they have so many roles that they manage to do brilliantly, wife, mother, child carer (we’ve all seen the COVID Zoom calls with screaming children in the background) home maker, business owner, an employer in uncertain times and teacher. How women manage to fit all they do in a 24 hour day is a marvel, and doing this all with the kindness and empathy needed through COVID is nothing short of being ‘wonder women’.”

What are your plans for 2021? “When I spoke to my team regarding our goals and strategy for 2021 I shared with them our mantra for the year which is ‘ fluid and flexible’. On January 1st as much as we all wanted 2020 to end so we could start afresh, really there was no reset button we could press that would make things get better or back to the old normal. 2021 will be better because we have all learnt how to work with and cope with COVID, it hasn’t gone anywhere, so can we expect any great change until mass vaccinations have been taken by Australians which will mean more of the same until probably the end of the year. So our plans are to organise everything with education that

involves face to face interaction with plan A AND plan B, always asking ourselves “what if ” so contingency is the word. Past that, it is about reinventing education which has been adjusted to reflect the new normal, how we perform our treatments, how we connect with our customers in this digital world, how we accelerate blending learning that combines on line self-lead courses with digital webinars and face to face engagement. How we will continue to offer a plethora of shot modular education that everyone can fit into their busy lives. 2021 is another year of exceptional support for our customers, depending on which state they are in, some will need even more help than they did in 2020 as they face the end of job keeper, businesses around them that may close and have clients who may lose their jobs, landlords who may be less supportive or financial institutions that may not be sympathetic to their financial challenges. We need to continue to drive the combo of the traditional face to face customer interaction and the new digital customer connection, salon owners have to be cautious not to revert back to the old ways of working and abandoning all the hard work they did digitally in 2020 with their customers. 2021 also brings some exciting new innovations throughout the year that education is excited to be bringing to life and sharing with our accounts. All in all we look at 2021 as a year of exciting opportunity, intermixed with the challenges COVID brings to small business and definitely a year that once again will propel us into a new and exciting way of working and interacting with our customers.”

KAREN WILKIN-DONACHIE, CEO ULTRACEUTICALS Tell us what it means to be a woman in the beauty business? “I was fortunate to find my ‘why’ early in life and knew intrinsically that I would build my career in the beauty industry - although I never imagined at the time that the industry would allow me to work around the world and develop brands globally. My first beauty role was assisting part-time in a hair salon while in high school. This is where I first noticed the “uplifting” affect a new hairstyle would have on women as they left the salon with a self-assured spring in their step, transformed by their new look. As I eventually entered the professional hair and beauty channel in business roles many years later, I realised I was in an incredible industry that empowered women through elevating their selfesteem and confidence. This happens at every level from the guest interface, where our professional skin therapists and hairdressers deliver their services and home care recommendations, and as a leader on a daily basis as we mentor and develop emerging leaders into this industry.”


beyond facial cleansing A new generation of facial hygiene which provides effective cleansing action, respecting the balance of pH and skin flora, and helping to protect the skin against environmental pollution. Specific textures and active ingredients meet the needs of all skin types.

the element for skincare experts

What is your biggest project ahead for 2021? “The big focus for me and our Ultraceuticals team this year, is to continue the launch of our brand in the US market. We have already engaged three exclusive distributors and expect to service the market with seven distributors by June 2021.” n

Advanced Cosmeceuticals | 1800 242 011


first-nation ballerina





The company’s new striking campaign features ballerina Ella Havelka. Anita Quade chats to Director of Education Asia Pacific Emma Hobson and Head of Marketing Emma Sykes about the latest innovation. Tell us about the new Neck Fit Contour Serum campaign #HoldThePose… ES: “It was created in partnership with Agender, an alliance for Australian female creatives within the photographic industry. The campaign features ballerina Ella Havelka and was filmed in her native land, Wiradjuri Country in central New South Wales; a community heavily affected by the 2020 Australian bushfires. This location was chosen not only for its natural, picturesque beauty but also to support the community’s efforts to recover and rebuild.”

What is the synergy with ballet? ES: “The art of ballet is one where both physical & mental strength are equally essential. The correlation between holding one’s neck in a position of confidence and the strength when lifting to gracefully jump through the air, complement the benefits and effects of the new Neck Fit Contour Serum.”

You have also announced the Stars foundation partnership – tell us about this. ES: “In addition to the release of our Neck Fit Contour serum, this campaign announces Dermalogica Australia’s partnership with Stars Foundation, which enables Indigenous girls and young women to attend and remain engaged at school, complete year 12 and move into full-time work or further study. It speaks to being in an industry primarily of women, owned predominantly by women and serving a customer base mostly

of women makes me feel exceptionally proud, we are one of the biggest, fastest growing industries on earth.”

How is it suited to Dermalogica? ES: “We are rooted in education and our product line grew out of a desire to provide skin therapists with best-in-class skin care products and education. Dermalogica Australia is looking forward to our ongoing partnership with the Stars Foundation throughout 2021.”

Congratulations on the new neck fit contour serum – why is it such an important product? EH: “Our new Neck Fit Contour Serum is a skincare workout for your neck and décolleté. No matter how healthy your face looks, your neckline can tell a different story. That’s because neck skin is thin, delicate, and more vulnerable to sun damage, photosensitisation from fragrances, and the wrinkle-deepening motion of looking down at your devices. It also loses strength and flexibility with age while neck muscles weaken underneath. These factors can exacerbate the appearance of lines, creases and sagging.”

How does it deliver results? “The Neck Fit Contour Serum is a lightweight, roll-on serum that immediately tightens skin, and tones it over time, for a more visibly lifted and sculpted appearance. Neck Fit Contour Serum takes on wrinkles and creases with high-performance Flex Lift




COVER STORY Australian Ballet Dancer, Ella Havelka

Ella Havelka is most famously known for being the first Aboriginal Ballet Dancer to join The Australian Ballet company. A descendant of the Wiradjuri people, Ella was born in Dubbo, where she trained at the Dubbo Ballet Studio. Ella’s mother Janna was a strong single mother who gave up her life in Dubbo to move with her to Melbourne when she was accepted in the Australian Ballet School at the age of 15. After graduating from the school, Ella joined Bangarra Dance Theatre in 2009 and developed a passion for traditional Aboriginal basket weaving. She began selling her woven creations for donations to Oxfam Australia’s Close the Gap campaign which fuelled her desire to find creative ways to allow equal opportunities for Australia’s First Nations people. Ella identifies herself as an artist of both worlds and struggles to find where she fits in. She dabbles in choreography, digital art, printmaking, weaving and tells her story through public speaking engagements. Her dream is to inspire more First Nations communities to have access to the world of Ballet and to open pathways for Indigenous kids to pursue their own endeavours. Ella acknowledges the other Aboriginal Ballet Dancers who came before her as her idols, and her mother, Janna Havelka as her biggest inspiration.

Contour Technology, which acts like invisible mesh to provide a visible lifting and tightening effect. It also smoothes fine lines and helps protect skin against pollution, which can lead to premature signs of skin ageing.”

neck – one that encourages use of modalities and massage to help visibly lift, firm and sculpt the skin.”

What are some of the hero ingredients?

EH: “Even in the treatment room, few options currently exist for the neck – requiring professional skin therapists to extend the application of facial care products down to the neck area. This is where Neck Fit Refining Masque bridges the gap between professional skin treatments and at-home treatment with Neck Fit Contour Serum. Neck Fit Refining Masque supports professional treatments by helping to transform the skin on the neck and décolleté as it resurfaces and retexturizes. Treatments can be further optimised with the use of electrical modalities and non-electrical tools to help visibly lift, firm and sculpt the skin. It’s the perfect professional companion for clients using Neck Fit Contour Serum at home, as it helps to optimize treatment-room results for a visibly lifted and sculpted appearance.” n

EH: “Rye Seed Extract works with a novel Palmitoyl Tripeptide-42 and Rambutan Extract to deliver Retinol-like results, visibly smoothing, firming and toning skin. A Resurrection Plantinspired polysaccharide helps strengthen skin’s moisture barrier for a smooth, even appearance. Griffonia Seed Extract provides antioxidant defense to help safeguard results against free radicals.”

You have also launched the new professional Neck Fit refining masque – tell us about that. EH: “A neck and décolleté refining masque that kickstarts treatment results and activates the treatment experience to help combat neck neglect. Specifically tailored to address the needs of the neck and décolleté, this unique fizzing formula activates upon application allowing enhanced product penetration to refine and renew this often-neglected area. Using a kickstart approach, this masque transforms the skin treatment experience by adding an active, engaging and sensorial workout for the




It is available in salons only. How does this work in a professional environment?

Dermalogica Phone: (02) 8437 9600



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Creams of the

Head back to basics: cream formulations are made staples in every brand product portfolio. Treat your clients from head to toe with these rich finds.


Clinicals MINC Natural Moisturising Zinc 20% – Clinicals 02 9008 1151 FillMed Skin Perfusion 5HP Youth Cream – Cryomed 1300 346 448 mesoestetic Radiance DNA Night Cream – Advanced Cosmeceuticals 1800 242 011 Pelactiv Vita Moist Mask – Pelactiv 02 8422 5000 TechnoTan Tan Extender – Meridian Solutions 08 9412 3000 ultraderm Active Treatment Lotion – Ultraderm 1300 660 297





Baby Foot Extra Rich Moisture Foot Cream – Baby Foot Australia New Zealand 0434 272 444 Dermalist Radiance Ultra Hydrating Lactic Cleanser – Dermalist 0449 950 750 dermaviduals Total Cleansing Cream – Derma Aesthetics 02 9960 1300 GERnetic Gertherapi Regenerating and Relaxing Body Cream – Vital Plus 1300 437 638 Long Haul Spa Cooling Eye Balm – Long Haul Spa 0498 961 376 Vital Antibacterial Hand Lotion – Vitaman 02 9725 6994




Dermaenergy Cream Clean Cleanse – Dermaenergy 1300 799 709

Doctor Babor Refine Cellular AHA Peel Pads - BABOR Cosmetics Australia 1800 139 139

Guinot Lift Summum Instant “Lifting” Firming Mask Face - Hamaya International 1300 811 024

Calecim Professional Pigment Solution Advanced Cosmeceuticals 1800 242 011

Foil Me Skin - Foil Me 0423 403 899

Image Skincare Pro Pre-Extraction Emulsion Professional Beauty Solutions 1800 625 387




Faebey Eye Souffle Eye Concentrate Encore Beauty 1300 770 428

Medik8 Crystal Retinal 20 Stable Retinal Night Serum - Advanced Cosmeceuticals 1800 242 011


organicsceuticals Skincare Antioxidant Face Oil organicspa skincare 02 6680 3266

Pure Fiji Kakadu Super Vitamin C Brightening Crème - Professional Beauty Solutions 1800 625 387

Thalgo Wrinkle Correcting Rich Cream - BLC Cosmetics 1800 659 777

skinbetter science Even Tone Correcting Serum Advanced Skin Technology 1800 648 851

Transmedica Hyalu Serum 2.3 Cleansing Micellar Water – Transmedica 0412 523 919

Youngblood Mineral Cosmetics Clean Luxury Skincare Range - Professional Beauty Solutions 1800 625 387

Lycon Ingrown-X-It Wipes LYCON Cosmetics Australia 07 3004 6200

iS CLINICAL Prodigy Peel Pro System High Tech Medical 1300 309 233





CODES Mix-and-match your favourite bronzer, blush and highlighter products for an all-over glow this season.





LEFT Charlotte Tilbury Filmstar Bronze & Glow Mini Contour and Highlighting Powder – Charlotte Tilbury 0011 44 1202 629527 Iconic London Sheer Blush in Fresh Faced – Luxasia Mii Shimmer & Sparkle Mineral Dust in Halo – Kindred Beauty 0413 590 404 SLA Paris Complexion Corrective Illuminator – Encore Beauty 1300 770 428 Vime Illuminating Gradient Blush in 02 – Lalisse Australia 03 9419 1022 Youngblood Mineral Cosmetics Defining Bronzer in Soleil – Professional Beauty Solutions 1800 625 387 ABOVE dermaviduals Teramic in Rouge 03 Light Apricot – Derma Aesthetics 02 9960 1300 Gorgeous Cosmetics Cheek Creme Blush in Strawberries and Cream – Gorgeous Cosmetics 03 8585 3702 Jane Iredale GreatShape Contour Kit in Warm – Margifox Distributors 1300 850 008 Nee Make Up Blush Cotto in Nettare Di Pesca – Jessica Cosmetics 1300 470 648 Skeyndor Highlight Powder Duo – Vogue Image Group 1800 554 545 Velvet Concepts Glow Dome in Joy – Style Patisserie 02 8095 8112




MAKE UP Eylure Carmi Lashes in Self Worth - McPherson’s Consumer Products 1800 651 146

Napoleon Perdis Camera Finish Loose Powder in Cocoa Napoleon Perdis 1300 625 387

My Eco Beauty Kit Bamboo Tapered Lip Brush Wands - MODELROCK Lashes 0414 864 186

Jane Iredale Enlighten Plus Under Eye Concealer SPF 30 Margifox Distributors 1300 850 008 SLA Shiny Ink Coat Liquid Glossy Lipstick in Scarlett - Encore Beauty 1300 770 428

Aspect Minerals Kabuki Brush - Advanced Skin Technology 1800 648 851

YSL Spring 2021 Couture Clutch Eyeshadow Palette L’Oréal Australia 1300 101 411

Clinique Even Better Clinical Serum Foundation in SPF 20 – Clinique 1800 556 948




Dior Limited Edition Dior Vernis in Coral Peony – 1800 318 240

TIGHT and Trim Introducing ULTRAcel Q+ a high intensity focused ultrasound (HIFU) treatment that reduces stubborn fat cells and tightens skin on the face and body.



– –

Face and body skin tightening

A choice of two cartridge types, either tighten and de-volumize or just tightening alone

– –

Low cost consumable

Improves skin laxity and addresses stubborn fat pockets

Faster treatment times

Cynosure Australia

Cynosure Australia

© 2021 Cynosure, Inc. ALL RIGHTS RESERVED. Cynosure is a registered trademark of Cynosure, Inc. ULTRAcel Q+ is a trademark of Cynosure, Inc.

After Jawline (Linear 4.5mm)

For more information on how to add ULTRAcel Q+ to your Clinic contact CYNOSUREAUSTRALIA.COM

Editors’ PICKS Extra! Extra! Read all about the brands and products PB’s editorial team can’t get enough of.

Dermalogica Invisible Physical Defense SPF 30 – Dermalogica 02 8437 9600 Ginger & Me Neurocosmedics No 1.2 AHA Milk Gel Cleanser – INSKIN COSMEDICS 02 9712 8188 Issada Blush & Glow Mineral Cheek, Eye + Highlight Palette – Issada 07 3904 2288 Lycon Eyebrow Precision Tool Kit – LYCON Cosmetics Australia 07 3004 6200 Nails. Inc Nail Polish in Mansion House Street – Style Patisserie 02 8095 8112 Natural Look Glisten Natural Unscented Massage Oil – Artav Australia 1800 805 276 Pelactiv Dual Perfection Face Tint SPF 15 – Pelactiv 02 8422 5000 QED Skincare The Body Exfoliator – QED 02 9388 9397





asap Deluxe Facial Cloth – asap 1300 131 970 Bondi Sands Aero Self Tanning Foam – Dermatonics Hand & Body Nutrition – Dermatonics 02 9188 8819 La Sante The Parisienne Candle in No7 Calme – La Sante Ocean Road Conditioning and Refining Hand Creams – Ocean Road Peggy Sue Brew Pockets Tea Bath – Peggy Sue SkinCeuticals C E Ferulic – L’Oréal Australia 1300 101 411 Sodashi EVERYFACE Enzyme Face Polish – Sodashi 08 9336 6837 Ultraceuticals Ultra Hydrating Lotion – Ultraceuticals 1800 355 638









BROWS The ongoing worldwide phenomenon of lash and brow styling, including tinting and lifting continues to be an incredibly popular beauty service – and for good reason! Brow Lamination is changing the game by introducing a safe and painless treatment, resulting in a fluffier and fuller brow style that is very much on trend.

Photography by RefectoCil




MASTERCLASS BRUSH UP ON BROW LAMINATION The RefectoCil Brow Lamination treatment produces an immediate wow effect resulting in a fuller more ‘lifted’ appearance. Brows appear more defined as hairs are given a semipermanent shape. Brow Lamination is especially suitable for unruly, stubborn brows as the hairs are softened and stabilised. Gaps in the brows are hidden and hairs can be easily shaped, styled and secured.




RAISE BROWS WITH STYLING PRODUCTS The unique Refectocil Brow Lamination solution contains keratin, which nourishes and protects the brow hairs. Use Refectocil Styling Gel daily to moisturise and prolong the treatment as well as maintain brow shape. Thanks to it’s unique colour lock technology, including the active ingredient D-Panthenol, tint intensity is extended. For deeper hydration, RefectoCil Care Balm can be used as an intensive conditioning treatment. It’s important to ensure clients invest in maintenance products that will ensure longer lasting results.




MASTERCLASS 70 YEARS OF COLOUR PERFECTION RefectoCil Natural Brown No.3 shines as the #1 best selling tint worldwide and is often described as “the perfect brown”. Whilst this beautiful unrivalled universal tone suits most complexions, it can be easily blended with other RefectoCil shades to customise colour for each individual. Further enhance the look by using the new RefectoCil Full Brow Liners to fill in brow gaps in between styling services.




from THE SHOOT...

RefectoCil Dual Purpose Lash Lift & Brow Lamination Kit

Hayley Sultana

RefectoCil Australia National Educator Describe the looks created for this shoot. What was the aim? “This campaign showcases a variety of lash and brow looks that can be created using the RefectoCil Dual Purpose Lash Lift and Brow Lamination Kit. We love the range of brow looks featured on the models; from a full, feathery boy brow to a softer more natural brow. Our aim is to encourage artists to consider that when it comes to brows, there’s no ‘one style fits all’. The beauty of this treatment is that the therapist can design and create an individual look for each customer.” RefectoCil Styling Gel

RefectoCil Natural Brown

What are some of the key features and benefits of RefectoCil’s product line up? “We describe the RefectoCil product range as prestigious, unique and cohesive. In response to market demand, the range is also cruelty free. The RefectoCil Natural Brown No. 3 stands out as the world’s number one bestselling tint. Brow artists can offer salon styled brows using RefectoCil Natural Brown Tint and the RefectoCil Dual Purpose Lash Lift & Brow Lamination kit. Ingredients such as Keratin and Cysteine provide a nourishing Lash Lift and Brow Lamination treatment. Premium quality tools are essential for artists to perfect the look. The Browista Toolkit has unique angled bristles enabling precise application of tints and is a great option for salons conscious of becoming more sustainable. Our amazing new Full Brow Liners containing luxurious Silk Powder and super fine tip allow for smooth, precise application and long lasting wear!” How important is education and training for the brand? “Education and Training is a critical element for the RefectoCil brand. We love reaching out to therapists and to help build confidence and skills. We enjoy sharing their excitement in offering new services. The beauty industry is constantly evolving and it’s imperative to keep up to date with new trends and services as well as refining and adapting treatments that have stood the test of time.”

RefectoCil Full Brow Liner

RefectoCil Browista Tool Kit

What is the most popular product in the RefectoCil range? “The best selling RefectoCil Natural Brown No. 3 is definitely the hero product in the RefectoCil range. We have also experienced a massive increase in demand for full Brow and Lash services. Salons are incorporating Brow Lamination, making the RefectoCil Dual Purpose Lash Lift and Brow Lamination Kit an extremely exciting and versatile product.” What do you love most about working in the brows and lashes industry? “I feel incredibly fortunate to be part of the RefectoCil journey – the company is so passionate about its brow and lash products and is constantly evolving and undertaking research to further enhance and expand the range. The RefectoCil Australia team is an acknowledged market leader and together we bring an extensive amount of expertise and knowledge to the local market. During my 17 year career, I have really loved sharing my knowledge – equally I personally have benefitted from the stories and experiences of our customers.” What are some of the key focuses for the brand in 2021? “After the huge success we had with our online Colour Blending and Creative Mixing Master Class, RefectoCil Australia will be offering some insightful Look and Learn online classes for both Brow Lamination and Lash Lift treatments in 2021. Face to Face classes will be rolled out once again and innovative new products will be launched.” n 02 7200 8452,









WOMEN As part of our focus on women in the industry - we shine the light on some of the trailblazers - Here are their inspiring stories. By Anita Quade.








NARELLE CHENERY – The Green Goddess Who am I? “I started formulating natural skin care products as a hobby in my kitchen in 1995. In 1998, I launched my first cosmetic brand at a local market. In 2001, I revolutionised the beauty industry by creating the world’s first certified organic skin care range, Miessence. Since then, I’ve formulated over 100 products in the health and beauty space that have achieved over $100M in sales. Now, after more than 20 years of devotion to Miessence, and declining the many requests I received to formulate for competitors, I decided it was time for a change! I’m now turning my attention to the next generation of health and beauty entrepreneurs. I’m excited to be in the creative phase again, and am offering consulting to budding entrepreneurs, new brands and established companies wanting to be a part of the multitrillion dollar global wellness market.”

The innovation: “I help health and beauty entrepreneurs bring their big ideas to life! There are so many creative people out there that have an amazing idea for a product in the health and beauty space, but no idea how to bring it to life, or they’re making a great product in their kitchen and are looking for the next step in manufacturing. Or they want to reverse-engineer a product they really love so they can make it theirs. Or entrepreneurs who dream to launch an organic beauty and wellness brand with a complete range of organic skincare and superfood / supplement powders, but don’t know where to start. Or even brands that would like to take their existing not-so-natural product range to a whole new level by upgrading to truly natural or even certified organic. I can do all of this. After 25 years in the health and beauty space, focusing on one

brand, I’m so excited to share my experience and knowledge with entrepreneurs who desire a unique brand proposition in line with the clean beauty, clean label, local and free from trends in the global wellness movement.”

The benefits of being Australian made… “I’m based on the Gold Coast but have clients all over Australia and the world. With the focus on clean, green and organic in the wellness sector, many brands are moving away from cheap, overseas private label products and are now searching for skincare solutions a little closer to home. A-beauty is the latest skin care trend! Australia has so many unique native plants and we are just starting to discover how amazingly potent they are. Aussie skin care is all about multi-tasking and simplicity.”

Biggest lesson I have learnt being an innovator… “The biggest lesson I’ve learnt about being an innovator is to be grateful for the imitators, instead of being upset or offended at the bandwagon jumpers. The market is big enough for all of us. I’m just happy to have played a part in the evolution of the skin care industry towards clean, green and organic. Although, there’s still plenty of green-washing happening in the beauty industry - I do look forward to the day that the peddlers of toxic garbage disguised as natural products are called out for what they are by educated consumers and are forced to make formulation changes to keep their market share. This is happening, slowly but surely, but there’s still a long way to go.”

Plans for the year ahead… “Help make more entrepreneurial dreams come true.” n








NICOLE WELLS – Founder Diva Skincare Co Who am I? “I started my first company back in 1999 and sold it 5 years later, having successfully created an innovation holding a worldwide patent, growing to be the largest organisation of its kind in the industry, and employing a team of 125. Finding my passion in the spa/beauty industry, my next company was launched in New York City, with Ritz Carlton Central Park being my first client. From there the business was retained by 5-star hotel and spa chains throughout North America and Asia, and I finally made my way back to Australia where I have worked with literally thousands of small to large spas, salons and clinics. Business is ever evolving, and now I find myself the head of Diva Skincare Co and the proud distributor of some of the world’s finest skin and beauty products.”

The innovation: “During Covid, many businesses in our industry suffered, and continue to suffer. There was a huge amount of my clients, colleagues and friends who could no longer make money with the treatment of clients being ruled out. It was during this time that I determined I was in fact in a very fortunate position of being able to tailor our company’s services and products to help business owners who were no longer able to trade. The team and myself at Diva Skincare Co determined that our most popular products, and indeed one of the world’s favourite at-home treatments, Goodbye Wrinkles, could help business owners to make money by selling them online. And because cashflow was tight, there was no possibility of business owners taking large opening orders, so we decided to dropship Goodbye Wrinkles directly to the salon’s own customers – at no cost. The drop-shipping of Goodbye Wrinkles, and allowing business owners the flexibility to sell our products online, was a saviour in many cases for small businesses – who were extremely grateful for the opportunity! We then decided to take these opportunities to retail Goodbye Wrinkles one step further – we launched Private Labelling on all of our custom-designed anti-wrinkle masks. Private labelling of Goodbye Wrinkles, allowed business owners to not only promote their own branded products, but also

to increase their profit margins in a time of near-desperation. The majority of these salons are still private labelling due to their financial successes during one of the worst financial downtimes in our history.”

The benefits of being Australian made… “Being 100% Australian owned and managed, our company has the ability to be more innovative and able to provide products which Australian consumers are searching for due to our innate understanding of current trends. Diva Skincare Co works hand in hand with Australian spa and salon owners on a daily basis, and this enables us to be at the forefront of providing products that businesses want and need to be successful.”

Biggest lesson I have learnt being an innovator… “Being an innovator is in my blood – I learnt many lessons from my innovator father from a very young age. The most important one being that you can never sit still and be content with what you have or what your business currently delivers. Business is ever evolving, consumers are savvy, and so as the CEO it’s important to be exceptionally open minded as to what else is out there, and what the next big thing may be. It always surprises me when business owners are not interested to learn more about what else may be out there for them – this is a certain kiss of death, and having been in business for 30 years, being open-minded is certainly one of the keys to my success.”

Plans for the year ahead… “2020 was a year of incredible growth for Diva Skincare Co – and especially Goodbye Wrinkles which has gone from a handful of salon stockists, to over 150 stockists, with distributors in Canada and New Zealand. The next 12 months we have several new products being launched, and more international distributors coming on board. We will also be taking this show on the road and making connections with all of the amazing spa, salon and clinic stockists who have joined us during such a tumultuous year. My plan is to continue to assist small business owners to grow their businesses in the most effective way possible – increasing their retail revenue with the finest and most desired skincare products available today!” n








SIA HENDRY – Founder of You By Sia and Clinicals Skincare Who am I? “I grew up in South Africa and have been living in Australia for 25 years. From the young age of 12 I was completely obsessed with taking care of my skin and constantly educating myself in all things beauty and anti-ageing. After immigrating to Sydney, Australia I went straight into studying Beauty Therapy and graduated top of the class. I moved on to work with a doctor where I was exposed to the Laser industry in hair removal and skin. My love for the industry grew even more as I was amazed at what we were now able to deliver and assist with that had not been done before. I opened up my first Cosmetic Skin & Laser Clinic in 2005 and continued to open up another three clinics over the following five years . I acquired 4 Nads Laser Clinics in 2015. I also went on to advance my skill set and to become certified by the Medical Aesthetics Institute in Melbourne 2008. This gave me the ability to treat the deeper layers of the skin and understand the clinical requirements when it came to treating the skin and what needed to happen to create long term change and slow down the ageing process.”

The Innovation: “I still wasn’t satisfied with how not only my skin but my clients skin was ageing. In 2007 I decided to take on a new approach and change the way I had traditionally been taught to treat the skin. Being someone who is not interested in just being told but rather understanding on a clinical and scientific level, I knew I

had to create and develop my own unique approach as to how we address the ageing process. This led me to design treatments and eventually my own Clinicals Cosmeceutical Skincare Range, as I had to ensure that what I recommended married my philosophy when it came to treating the skin. Over the past 15 years I have constantly evolved and am constantly researching and learning to ensure that I am always ahead of the game. Being able to develop and create my own skin philosophy and have a point of difference in the industry has definitely allowed me to be able to sustain and continue to deliver incredible results for myself and for my clients. Being able to offer a different approach that delivers incredible results continues to drive me to keep evolving and to keep looking for the next best thing when it comes to treating our skin and slowing down the ageing process.

Biggest lesson learnt? “Never just believe what you are sold! Be sure to trial, test and understand the clinical and scientific reasons as to why something does or would do what it says. Then be sure to test it before you purchase it. Not everything does exactly what it says it does.This way you will never let your therapists, clients or yourself down when it comes to delivering results. I already have the next best thing and am able to step into 2021 with a bang and ability to do what many others cannot. Ageing does not bother me as I believe I have all the tools and products needed to age gracefully without cosmetic fillers or surgery! The future looks promising.” n





JELENA VUCICA Cosmetic Lounge owner Jelena shares her cosmetic journey and her new personalised skincare launch. By Anita Quade Tell us how you started out in the beauty/ cosmetic industry? “My passion for the cosmetic industry started when I working alongside a Plastic Surgeon. I just fell in love with industry and it’s proven a great fit for me ever since.”

How many clinics do you have? “I currently have three cosmetic clinics open which are located in Penrith, Wolli Creek and Wollongong. Furthermore, I’ve got plans for more clinics in the eastern suburbs and northern beaches area of NSW.”

What is it you love most about the cosmetic industry? “So many factors contribute to my love of the beauty and cosmetic industry but in the main, it’s being able to give my patients more confidence to feel beautiful in their skin. It’s such a gratifying feeling and it truly gives me fulfilment every day.”

What do you wish you had have known beginning your career journey? “I wish I knew to believe in myself more. Sometimes you just need to back yourself and go for it; especially when you’re passionate about the industry.”

What is the core beliefs of The Cosmetic Lounge? “The Cosmetic Lounge at its core espouses a natural approach to cosmetic treatments, with the aim to place confidence in each patient we work with, while maintaining their unique beauty.”





Can you tell us your most popular procedure? “That would be dermal filler to the lips and nose (non-surgical rhinoplasty) as well as anti-wrinkle injections. I’m so proud that The Cosmetic Lounge team specialises in creating unique lips for each and every patient. Our injectors are trained in multiple techniques to ensure we do not give cookie cutter results.”

There is so much competition on the market – how do you differentiate yourself to clients? “At The Cosmetic Lounge, honesty and ethically treatment is at the forefront of our business. We work to keep each client’s individuality while correcting their areas of concern and simultaneously providing exceptional service. The Cosmetic Lounge team is trustworthy and not sales-focused; this is our main point of difference and it allows us to genuinely put our clients’ needs first. I’m proud that we’ve earnt a strong reputation based on this point of difference.”

How do you stay ahead of the beauty trends? “Of course, social media is important to keep up to date with emerging trends. At The Cosmetic Lounge, we love to take current trends and give them our signature natural approach. Our team of injectors are constantly taking part in advance training on techniques and new ground-breaking treatments. It’s an always-on feat. The fact I love the industry so much helps.”

How did COVID effect the way you operate? “We were actually able to integrate the Covid regulations quite seamlessly into our everyday practice. We simply put even more emphasis on cleanliness and ensured that we worked in strict keeping with Covid guidelines. I will add though that being closed for a period of time due to the regulations did create an overwhelming demand when we re-opened.”

You are a busy working mum – how do you juggle this with a booming business? “It can be challenging at times to juggle mum life, treating patients as a cosmetic injector and being a business owner. I find

that staying really organised and taskfocused is critical to ensure I’m being as productive as possible. It’s important I know when to switch my different roles and allocate enough time to each part of my life. I also have an amazing team who support me in everything I do… but the struggle is real!”

You are about to launch your own skincare line – tell us about that? “I am very excited to be launching tclFACE. I saw a gap in the market for a medical grade skin care line with high quality ingredients sold at an affordable price point. At The Cosmetic Lounge, we aim to be accessible to everyone and achieve patient results, so my goal was to have my skincare line reflect that same value.”

How did you research this? “I have been in the industry for over 10 years; I have tried it all! I know what ingredients are best for different skin types and concerns. I’ve built a strong network over the course of my career so of course, I used this network. By building relationships over the years, I have established and maintained these connections to help me get my skincare line exactly where I want it.”

What are some of the star ingredients in the skincare line? “tclFACE is an Australian owned and 100% cruelty free skin product, with high quality active ingredients that deliver results.”

You will retail this at clinics and also online what is the benefit of selling online also? ‘tclFACE will be sold at all The Cosmetic Lounge clinics as well as via our new e-commerce store. Selling online allows the products to be accessible to anyone which as I said earlier is one of my main goals with this line.”

What are the advantages of having your own skincare line stocked in clinics? “The advantage of selling tclFACE in clinics is the ability to educate clients that skincare and cosmetic injections go hand in hand to achieve optimal aesthetic goals.”

Any advice to other clinic owners looking to launch their skincare line? “Know your target audience. For me, I know my clientele at The Cosmetic Lounge so well; and I’ve got a really good reading of what they want and what they don’t want. Also, being authentic and true to your brand is key.”

How do you relax away from business? “You never switch off owning your own business. I need to make a conscious effort to put my phone down and give my undivided attentions to my family, and so of course, it’s spending quality time with my family that relaxes me.”

What is your favourite clinic treatment/procedure? “I’m loving PDO Threads, dermal filler to the lips and mid face - I can’t make up my mind when it comes to choosing just one!”

If you weren’t in the beauty business what would we find you doing? “I would be working with children who have disabilities.” n




Style file:

YVETTE ELIAS SALLOUM Makeup artist, business owner and founder of Yves Lashes, Yvette Elias Salloum has planted her feet firmly in the Australian beauty landscape. She’s accrued 20 years of experience since commencing her career, having trained at Mask Makeup Studios, Napoleon Perdis and Cameron Jane. Yvette invited PB’s Hannah Gay into her world.





Why start your own business in 2003? “I had so many opportunities come my way in both fashion and runway at the time, and so it came naturally to open my own business and pursue it.”

In three words, how would you describe your style as a makeup artist? “Natural, sculpted and creative.”

What is your favourite look to recreate on a model? “I love runway the most – it’s fast-paced and creative. I have the ability to create something visionary and bring it to life.”

What is the most challenging thing about working in this industry? “Early on, experience was everything, and so I worked a lot and assisted as much as I could; a lot of networking and hard work to get noticed. Now, the industry is full of amazing makeup artists and the biggest challenge is in educating myself on camera work, editing and Instagram.”

What do you love most about working in this industry? “Meeting incredibly talented and creative people, travelling the globe, and being able to create beautiful looks.”

Name some of your favourite makeup brands to work with. “Kryolan, Make Up For Ever, MAC, Laura Mercier, Charlotte Tilbury, Pat McGrath Labs and my own brand, Yves Lashes.” n





Can you force your staff to get THE COVID-19 VACCINATION?

With the Federal Government’s goal to have 95 per cent of the Australian population vaccinated against COVID-19 by the end of the year, it raises questions about whether employers are able to insist their staff get the jab. By Kerrie-Simon Lawrence SALON OWNERS have an obvious reason to want their staff to be vaccinated – by protecting themselves and their clients, it’s the strongest way to ensure their business remains open. But are salon owners really able to insist their staff receive the injection? While it’s a pretty ambiguous legal question, previous cases could point to ‘yes’. In 2020, two cases were presented to the Fair Work Commission, both involving employers making the flu vaccine a requirement of employment, with those refusing the jab being shown the door. In both cases – one involving a childcare worker and the other an assistant in an aged care facility – it was deemed that the request for staff to be vaccinated was in keeping with the business owners’ responsibility to maintain their duty of




care to others within their establishment. Their decision to terminate the contracts of the staff members was upheld. “It’s a tricky one, and certainly something that should be assessed case by case,” says business expert James King. “On the one hand, you are within your rights to want to keep your staff, clients and business safe. But on the other hand, there is the argument that people have a right to decide if they want to be vaccinated. Do you have authority over their decision to vaccinate or not?” Given that beauty is a high-touch industry, the case for vaccination could be strong. But, according to James, bringing in a ‘no jab, no work’ policy is something you should also discuss with your employees. “It’s easy to put the policy in place for future staff members. If they don’t like it, they don’t need to accept the job. But with current staff, it’s a conversation you need to have. Chances are they’ll be happy to be vaccinated. But if they’re not – and some may not even be able to for medical reasons – I would suggest getting some sound advice before making a call on their employment.” n


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What do you see as one of the biggest beauty trends in 2020? “I think it will be the evolution from natural beauty to clean beauty, bringing the best of nature and science together in ways that are sustainable, safe, and, most importantly, have proven efficacy. Consumers are becoming more aware of the impact their demand for natural ingredients has on the planet, and will start to look to the lab for sustainable options.”

What is one of the biggest challenges you face this year? “Now more than ever we need to be one step ahead of the game and onto new trends in the industry to ensure that we are evolving along with this ever changing environment. Offering the latest treatments and products gives us an edge over our competition, however I recommend doing your research to ensure that the trend is not only seasonal, but will in fact benefit your business and your customers long term. All decisions should be made with this in mind no matter what the industry throws at us. I encourage business owners to stay in their own lane.”

What have you learnt in business? “During my 28 years of owning my own business, my most important lessons have been to be Vita Liberata able to develop Self-Tanning Mist resilience and Encore Beauty become adaptable 1300 770 428 to an ever changing business environment whilst staying true to my core values. Believing in myself and accepting that there will always be criticisms form an integral part of this resilience. Another key lesson is acknowledging that no matter how big or important you become, you are nothing without your team.”








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Want to know what’s on the minds of our experts this edition? Anita Quade chats to industry leaders about their inspiration and trends.





Behind Aestheticá’s pretty exterior there’s a team of experts taking a personable and considered approach to their clients’ needs, making this salon a feast both for the eyes… and the skin.

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TAKE A SHORT drive out of Byron Bay’s bustling town centre and onward to Aestheticá – a carefully curated skin care oasis offering corneotherapeutic treatments. The clinic was founded by sisters-in-law Alexa Roetger - a registered nurse, and Kristal Smith – who has a background in beauty therapy and business. Aestheticá’s doors were opened 18 months ago with the goal of removing clients from what Alexa, who is now the salon’s sole owner, describes as the ‘rushed in and out’-style skin treatments happening in Byron. “We really wanted to focus on slowing things down and listening while appreciating dermal therapy and nursing techniques that achieve the best results, without causing undue stress or discomfort,” Alexa explained. To complete the vision, the salon’s interior was curated with a minimalist feel in mind. “Our goal was to create a space which was well thought out and designed to create a sense of calm



“This classic look centres around the staple beauty product in every makeup bag – the perfect red lipstick. To achieve this look, I pumped up the shimmery shades on the eyelids and added a red lipstick that complimented each model’s skin tone. Youngblood boasts a range of red lipsticks with warm, cool and neutral undertones – ensuring there’s the perfect red for everyone! For a long-lasting red lip, I recommend prepping lips with our Stay Put Eye Primer to ensure staying power and strong colour payoff, and lining lips with our ‘Truly Red’ Lip Liner before applying your lipstick.”

Following on from the success of last year’s inaugural BEAUTY & SPA Insiders summit we heard the call for more. This year the industry event is back with a stellar lineup of speakers to help educate and inspire. We take a look at two speakers on the programme. Photographer: Amanda Harvie | Makeup Direction: Carina Rodriguez | Hair: Alyssa Gonzalez




















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HORDES OF SALON owners and managers, clinicians, cosmetic nurses and beauty-industry spectators have had May 25 penciled in their diary since the announcement of the 2020 BEAUTY & SPA Insiders event. And now, early-bird ticket sales and registration are officially open. Those that register early for the highly anticipated event will secure their ticket for $295, pocketing a saving of $100. Brought to you by Australia’s leading B2B magazines for the aesthetics industry, Professional Beauty and SPA + CLINIC, BEAUTY & SPA Insiders brings together industry Australia experts forCurtis a day of inspiring talks, innovative ideas, and Mintel APAC RefectoCil Collection Trends Manager, Founder, Victoria Owner, engaging conversations. YOUNG AKKAD CURTIS ELISHA JANINE VICTORIA owner of Skin By Sarah Hudson will be Sarah Hudson, the MC of the BEAUTY & SPA Insiders programme taking place at Woolloomooloo’s Ovolo. Attendees will be treated to presentations by the industry’s most respected identities for a inspiration and trends. day of talks and panels. Among the speakers will be Victoria edition? Anita Quade chats to industry leaders about their Curtis, founder of Victoria Curtis Cosmetics; director of Want to know what’s on the minds of our experts this education at Dermalogica, Emma Hobson; founder of Fitness that no matter how is acknowledging Another key lesson of this resilience. an integral part be criticisms form there will always and accepting that Believing in myself to my core values. whilst staying true business environment to an ever changing become adaptable resilience and able to develop have been to be important lessons business, my most of owning my own “During my 28 years learnt in business? What have you

sustainable options.” to look to the lab for planet, and will start ingredients has on the demand for natural of the impact their becoming more aware Consumers are have proven efficacy. most importantly, sustainable, safe, and, in ways that are and science together the best of nature clean beauty, bringing natural beauty to the evolution from “I think it will be in 2020? beauty trends one of the biggest What do you see as

applying your lipstick.” strong colour payoff, and lining lips with our ‘Truly Red’ Lip Liner before prepping lips with our Stay Put Eye Primer to ensure staying power and the perfect red for everyone! For a long-lasting red lip, I recommend red lipsticks with warm, cool and neutral undertones – ensuring there’s complimented each model’s skin tone. Youngblood boasts a range of up the shimmery shades on the eyelids and added a red lipstick that makeup bag – the perfect red lipstick. To achieve this look, I pumped “This classic look centres around the staple beauty product in every

EMMA HOBSON Director of Education Asia Pacific Dermalogica and The International Dermal Institute

IS NOW. SALONS. THE TIME FOR CHANGE RECYCLED BY SUSTAINABLE RETURNED TO CLINIC TO BE PURCHASE FOR EMPTIES OFF THEIR NEXT PRODUCT OFFERED CLIENTS FIVE PERCENT SINCE JANUARY, WE HAVE was well thought out and designed to create a sense of calm a minimalist feel in mind. “Our goal was to create a space which To complete the vision, the salon’s interior was curated with undue stress or discomfort,” Alexa explained. nursing techniques that achieve the best results, without causing things down and listening while appreciating dermal therapy and happening in Byron. “We really wanted to focus on slowing owner, describes as the ‘rushed in and out’-style skin treatments removing clients from what Alexa, who is now the salon’s sole Aestheticá’s doors were opened 18 months ago with the goal of Smith – who has a background in beauty therapy and business. by sisters-in-law Alexa Roetger - a registered nurse, and Kristal offering corneotherapeutic treatments. The clinic was founded and onward to Aestheticá – a carefully curated skin care oasis TAKE A SHORT drive out of Byron Bay’s bustling town centre


and not be considered your typical ‘beauty/injectables’ clinic which can be cold… we made sure that when you walk into our clinic there is an instant sense of calm and warmth.” Florals, dried palm spears and hessian bowls are set against crisp white walls, and Roman arches carve out a hallway leading to private treatment rooms. “Our interior has become a main focus for our clinic with pictures shared on various platforms every day. [It has] definitely contributed to our very fast growth.” Staff also dress in white linens to provide a relaxed alternative to a traditional clinical uniform. The Aestheticá team are trained to service clients of all ages with a carefully curated skin care regime. “Each and every one of our treatment pathways is tailored to the individual. After all, every skin is a unique fingerprint.” The team of eight dermal therapists are trained in corneotherapy and have forgone the use of lasers in favour of a simple treatment menu that is entirely customisable. “Our vast range of education over both beauty and nursing industries meant we wanted to offer great skin treatments, a holistic approach to skin heath and real results,” Alexa said, “which is why we settled with customised skin treatments and cosmetic injectables.” The salon chose to work with skincare brand, dermaviduals. “From the start we were on the hunt for an amazing skincare company with incredible results and support for a new little business like ours.” Alexa explained that they had felt supported by the brand from the get-go – “the education we received, although a very steep learning curve, was second to none. As we also use MAX LED in our clinic and were fortunate enough

we also use MAX LED in our clinic and were fortunate enough although a very steep learning curve, was second to none. As by the brand from the get-go – “the education we received, business like ours.” Alexa explained that they had felt supported company with incredible results and support for a new little “From the start we were on the hunt for an amazing skincare The salon chose to work with skincare brand, dermaviduals. treatments and cosmetic injectables.” Alexa said, “which is why we settled with customised skin treatments, a holistic approach to skin heath and real results,” and nursing industries meant we wanted to offer great skin customisable. “Our vast range of education over both beauty of lasers in favour of a simple treatment menu that is entirely therapists are trained in corneotherapy and have forgone the use every skin is a unique fingerprint.” The team of eight dermal of our treatment pathways is tailored to the individual. After all, with a carefully curated skin care regime. “Each and every one The Aestheticá team are trained to service clients of all ages traditional clinical uniform. also dress in white linens to provide a relaxed alternative to a [It has] definitely contributed to our very fast growth.” Staff our clinic with pictures shared on various platforms every day. treatment rooms. “Our interior has become a main focus for walls, and Roman arches carve out a hallway leading to private dried palm spears and hessian bowls are set against crisp white clinic there is an instant sense of calm and warmth.” Florals, which can be cold… we made sure that when you walk into our and not be considered your typical ‘beauty/injectables’ clinic





and the skin. considered approach to their clients’ needs, making this salon a feast both for the eyes… Behind Aestheticá’s pretty exterior there’s a team of experts taking a personable and

Byron Bay OASIS

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“I’ve had the pleasure of being in this fantastic industry for over 30 years; it’s allowed me to acquire an extensive range of knowledge with a definite global perspective in all aspects of the professional skincare industry. My area of expertise focuses on effective business strategies and insights into future trends, all of which have led me to speak on many platforms around the world including television and radio interviews, I have been an invited speaker for industry trade shows and national congresses of C.I.D.S.C.O, I.S.P.A. A.S.P.A. and Cosmetex.”


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ABIC: AN INDUSTRY VOICE YOU NEED TO KNOW ABOUT Finally, with almost 12 months in the making, it’s here, launching in April is an association set to strengthen the entire aesthetic industry and bring together the different organisations within it. The Aesthetic & Beauty Industry Council - ABIC is committed to being the representative voice for every segment and individual within the professional beauty and dermal arena, and that’s just the beginning! WITH 20+ YEARS’ experience as a Director and Educator of respected Dermal clinics and Founder of Dermalist skincare, Stefanie Milla (ABIC CEO) and a group of likeminded aesthetic professionals, experts in finance, HR, and business, came together to create Australia’s first Aesthetic & Beauty Industry Council. We spoke with Stefanie and asked her about the motivation behind the inception of ABIC and what it hopes to achieve.

How has Covid-19 affected the professional beauty industry? “During lockdown, aesthetics was one of the hardest hit industries, we were the first to close and the last to open. After the creation of ABIC, one of the first things we did was sit down with various members of government, and we asked why.” Milla says, “The answer that we received was simple, there was a clear lack of unified representation to government that accurately conveyed the sheer size and importance of our industry as a collective. But what was most concerning was the outdated perception about the types of services our industry offers, along with very little understanding of the high infection control standards that are innate within our field. COVID really put a magnifying glass on the problems in our industry that stem from the absence of a united representative body. You can see this reflected in the differing standards of education, treatment and care, with an inability for best practice guidelines to keep up with a fast-changing industry landscape, in addition to a lack of clear direction in times of crisis.”




WE ARE EXCITED TO OFFER OUR MEMBERS A VAST AND CURRENT RESOURCE LIBRARY AT LAUNCH, WITH OVER 350 RELEVANT DOCUMENTS SUCH AS HR AND IR, BUSINESS, MARKETING, CLIENT AND STAFF MANAGEMENT. Explain your ethos - strength through a solid foundation. “Things are set to change; never have so many industry giants come together to combine their strength, share their resources, and merge their extensive reach to fortify and energise the aesthetic industry in such an empowering way. Advanced Skin Technology, Beaute Industrie, Candela, Caronlab, Cynosure, Dermalist, Dermalogica, Dermaviduals, DMK, Elly Lukas, Elleebana, Gay Wardle Education, The Global Beauty Group, High Tech Medical, Inskin Cosmedics, Murad, Professional Beauty Solutions, Reed Exhibitions, Sothy’s, Timely Appointment Software, Ultraderm and Vital Plus. These leaders have become the Aesthetic and Beauty Industry Council’s Founding Members, and they will help ABIC to drive progressive advancement, help businesses and industry professionals to thrive, and truly have a profoundly positive impact on everyone in the industry.”

Can you tell us about the Inclusive 3-Tier Membership? “ABIC will represent all of the diverse segments of the aesthetic industry, from beauty services, beauty therapy and spa, to advanced skin and dermal treatments. They offer three main member categories: 1. Industry Professional Membership - for the individual 2. Clinic and Salon Membership 3. Student Membership

What are the Membership benefits? “We are excited to offer our members a vast and current resource library at launch, with over 350 relevant documents such as HR and IR, Business, Marketing, Client and Staff Management. Our aim is to be a full-service

Meet the ABIC Board Members

resource for our members. Think of ABIC as your partner in business, with you every step of the way, every day.” The Aesthetic and Beauty Industry Council has a unique and extensive offering featuring a website set to be the mecca of all things professional beauty, dermal and aesthetics. The Events & Education Calendar alone is sure to excite, but if that is not enough to entice, ABIC will be hosting the first of its kind endorsed Suppliers Directory, featuring ABIC partner companies vetted and approved by the association as adhering to quality standards and ethical business practices, in addition to a Clinic Member Directory designed for clients to find ABIC certified practitioners and clinics. ABIC Members will have full time access to facilitators to help them with industry advice and questions. HR and IR professionals to guide their business, lawyers to assist in commercial matters, and access to complimentary and reduced member rates with affiliated ABIC suppliers, coaches, and educators, to name a few.

Clinic certification to drive consumers through clinic doors “What is truly exciting is that ABIC will offer clinics a unique certification system which will enhance their standards easily and effectively, and serve to bring consumers into certified clinics via the ABIC Certification Awareness Program (ACAP).”

An Industry Collaboration across the Associations “One of the things that defines ABIC is their already established connections with government, their mission for strong collaboration with other industry associations and their extensive reach within the industry. The overwhelming support that we have received from the industry is truly humbling, but also incredibly inspiring,” Milla says, “the groundswell of excitement and interest from prospective members, along with remarkable outreach from industry leaders offering to contribute in so many ways, including serving on our advisory board, is truly indicative of the passion they have for the industry and the great need to have one united body to represent all of the professionals within it.” ABIC will launch in April, so be sure to register your interest now at, or contact them with any enquiries at n

Reika Roberts – Chair As Co-Founder of Derma Aesthetics, Reika has been in the industry for 18+ years, has a strong background in business management, client development and start-ups. Championing leadership and embracing community with a passion to see industry unite. Tamara Reid – Vice Chair Tamara is an industry innovator, entrepreneur, community creator and founder of Beaute Industrie, Australia’s first online support community for the professional aesthetic industry and internationally successful Beaute Industrie podcast. Stefanie Milla – CEO and Board Member Stef is the CEO & Formulator of Dermalist Skincare, an experienced Industry Educator, and Director of respected Dermal clinics for the past 20+ years. She is also an experienced systems, business and marketing strategist. Emma Hobson – Board Member Emma has 35+ years of industry experience as a celebrated international Speaker, Spa Director, Business Owner, and Educator. She has held a leadership role in The International Dermal Institute, and at Dermalogica now holds the position of the Director of Education, (APAC). Faye Murray – Board Member Faye is a hair and beauty Business Coach with over 15 years’ experience and was Inducted into the Hairdressing Hall of Fame in 2011, and then into the Beauty Hall of Fame in 2019. Jahan Kalantar – Board Member Jahan is the managing partner of the firm of Executive Legal and has extensive experience in commercial, civil and litigation matters. He brings a wealth of regulatory and compliance experience to the ABIC board. Gay Wardle – Board Member Gay is a businesswoman, Coach, respected Mentor, Educator, and multiple skin treatment Salon Owner. Awarded “Educator of the Year” and inducted into ABIA and the Reed Exhibition Hall of Fame. Greg Ure – Board Member Greg has been CEO of Caronlab, Australia’s largest manufacturer of Hair Removal Waxes for the past 17 years and is a “Certified Professional HR Practitioner” and “Fellow” by the Australian HR Institute. Karla McDiarmid – Board Member Karla is a business owner and trainer with 20+ years in the skin and beauty industry. Karla is a renowned industry expert and is the Spa Director of the multiple award-winning Macquarie Medi Spa. Keira Maloney – Board Member Keira is an experienced and innovative HR manager within the beauty, skin and laser industry and the brand ambassador for Headhunter, a job advertising platform rivalling the costly alternatives to finding new team members. Maria Enna Cocciolone – Board Member Maria is an industry leader with over 35 years industry experience, and is the Founder and CEO of Inskin Cosmedics, O Cosmedics and Ginger&Me. A qualified Aesthetician and Electrologist, expert brand creator, strategist and copywriter. Matt Williams – Board Member Matt is a business strategist and MD of PBS Professional Beauty Solutions, a distributor of salon only beauty brands and one of Australia’s most trusted distributors of professional beauty brands.





automated messages

Want to keep your clients loyal? Isabella Castle reveals how personalised messages can keep them updated about your business. SENDING PERSONALISED messages to your clients makes them feel special, increases client loyalty and keeps your business front of mind. In the beauty industry, this can have a significant impact on your client retention and revisit rates, which can increase your revenue. However, sending personalised messages manually is admin-heavy and time consuming. The solution? Use your salon software to personalise and automate a range of messages to be sent to your clients, saving you time and admin. Check out this list of the best client messages you can send to your clients automatically.

Send a warm welcome When a new client books an appointment, you can set up an automatic email or text to send before their first appointment. You can use this as an opportunity to let them know you’re




looking forward to seeing them and provide handy information about their visit, like directions, nearby parking and when they need to arrive.

Ask for a review Positive reviews on Facebook and Google can help you attract new clients! Encourage clients to post a review about their experience with you by setting up an automated message to be sent shortly after their first appointment. Thank them for visiting and include a link to where they can leave a review.

Request feedback To make sure you’re continuously improving your clients experience, you want to get the most honest feedback possible! Some people are comfortable giving honest feedback face to face, but an anonymous option via survey may work best for other clients.

Setting up a questionnaire using an online survey platform, like Survey Monkey or Typeform, is simple (and free!). You can then link this in your automated email and encourage your clients to respond in the first 24 hours after their appointment.

Acknowledge referrals Word-of-mouth is one of the most effective ways to bring more clients into your salon, so if a client refers someone, make sure to thank them! If you have a referral programme you can create an automated email or message to be sent to thank clients when their referral completes their first appointment with you.

Put follow-up instructions into writing If you’ve spent some time explaining to your client the best way to look after themselves post appointment, it pays

Remind them to book another appointment Schedule a reminder email or message five weeks after your client’s appointment encouraging them to book their next appointment with you. You can set this up once and reap the benefits of reducing your client revisit period and staying top of mind for your clients.

VenusConcept HPH.pdf



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Contact clients that haven’t booked in a while Sometimes all it takes to pull a client back in is a gentle reminder! Tell them you miss them, offer an incentive for them to make a booking, like a free treatment or a small discount, and provide your online booking link to make it easy for them to book an appointment with you.

Wish your clients a happy birthday It’s always nice to receive special messages on your birthday, and when it comes with a little birthday gift (like a voucher or a discount) it’s even better! Collecting your clients birthdays when they’re filling in a consultation form makes it easy to add it to their client card. That way you can set up an automated message to be sent prior to or on their birthday encouraging them to book in for a birthday treat.

Follow up after a special occasion If your client had a service for a special occasion, such as a wedding or birthday, check in with them afterwards to thank them for choosing you for their special day and you look forward to seeing them again soon. Taking the time to check in shows that you care. Make sure you’re getting the most value you can from your salon software by setting up some of these automated messages. Not only will your clients feel cared for when they’re not in your salon, spa or clinic, but you’ll enjoy the benefits of staying top of mind, reducing your revisit period, and having more time to spend on what matters most – looking after your clients! n Isabella Castle is a marketer at Kitomba Salon and Spa Software. Visit :


to put those instructions in writing. Following up with an email containing aftercare instructions for the treatment or service they just received increases the chance of the client following through with the aftercare, and will lengthen the positive effects of their service. The same goes for products – there might be a particular way of using a product to get the maximum benefits from it, which you can send to them postpurchase. Additionally, you could automate a message to send them just before you expect them to run out, encouraging them to re-purchase from you.




Graham Stevens

Gregory Anthony Conn

While Covid had a devasting effect on many businesses - some creative entrepreneurs opted to forge ahead with their own innovation. Anita Quade chats to Graham Stevens and Gregory Anthony Conn about the launch of Hydromerse. Graham tell us a little about your background?

“I’m originally a microbiologist from the UK and I have called Australia home since 1995. I have been lucky enough to work in medical education and sales for some of the major pharmaceutical and medical device companies for about 20 years. My passion for skincare and aesthetics started whilst working for one of the major Dermatology companies, and after meeting Greg, as he made his own barbering skincare products at home. This inspired me tremendously and has led me on a journey to where I am today.

Gregory I understand you created the packaging for Hydromerse? “I studied Art, Music and Sound Engineering at University but my career went in a different direction after graduating. I trained as a traditional men’s barber and hairdresser and worked in various salons across Sydney. Whilst barbering I




learnt about skincare and developed my own “black soap” which I used on clients to assist with shaving and skin issues. I hope to add this into the Hydromerse Range one day. About 4 years ago I picked up my art brushes again and started painting, this is a passion of mine and I have just had 4 pieces accepted into a gallery which is very exciting. When we started Hydromerse though I had to turn my creativity to graphic design, and I learned Photoshop and Video Editing during lockdown. This enabled me to create and design the packaging for Hydromerse and make all our videos, gifs and images for the website and social media pages. This is important as together we can assist Clinics and Salons with their marketing online when they use or stock Hydromerse.”

Graham, tell us about the Hydromerse innovation? “Hydromerse is a “sheet-free” hydrating and cooling skincare mask that can be applied to any part of the face or body. It

won’t slip nor slide off and can be worn any time for as long as you wish. It is clear and colourless which makes it perfect for use during or after aesthetic procedures as the client can leave the clinic and not look like they are wearing a mask.”

Can you explain the application method?

“It has a unique two-step application method, the Hydromerse gel which cools, hydrates, soothes and refreshes the skin and the spray which forms an outer layer barrier and holds the hydrating gel in place, exactly where you want it to be. The outer barrier layer is like a second skin, if you touch it, it is smooth and doesn’t run or drip off like the traditional sheet masks. Underneath though the powerful formula gets to work, Hyaluronic acid and Glycerin hydrate and repair the skin, and the Menthyl Lactate is cooling, soothing and refreshing. We designed Hydromerse to be flexible for clinics to use and sell, as a mask that can be worn after an aesthetic procedure with the rest taken home by the client for continued use between visits, or as a stand-alone product for sale in the clinic. The Hydromerse gel can be applied on its own without the spray if a clinician wishes to just apply a hydrating mask as part of their treatment options too.”

What are the advantages of the system?

Made and also Choose Cruelty Free. It is particularly important for us personally as we support a few animal charities, and being Australian Made we help keep jobs and creativity here. The overseas market, especially Asia, look for Australian made products as we have world class safety and quality standards. Our manufacturing is done locally in Sydney and we hope to be in a position to export one day. The Australian Made Campaign also offers a lot of support and opportunities for new businesses which we are certainly utilising. We know a lot of Australians also share these views and supporting Australian businesses is part of our core values.”

What are some of the tips you can share with others after launching your brand?

“For me, it’s remembering why we started this journey! Being a new business is incredibly hard, the skincare market has a plethora of great products for people to use. Creating a new and innovative product that solves problems is exciting but getting it ready for people to purchase took a lot longer than we anticipated. There was a lot we hadn’t thought of starting out, and the pandemic certainly served us a curveball as we couldn’t visit clinics in person. Launching a new product also meant we had to listen to our first customers as they tried it, in doing so we found alternative uses for Hydromerse that we hadn’t thought of ourselves – such as post skin needling and HIFU. It has even taken us in a completely new direction. The other main lesson was because we had a great idea, it didn’t mean instantly everyone else would get it! It takes time, and people need to try new products for them to get the lightbulb moment too. The best feeling is when someone uses Hydromerse for the first time and we see the look on their faces, or they send us great feedback. It is like when we first developed Hydromerse and they are sharing that OMG moment with us.”


“The huge advantages of Hydromerse Skin Recovery System is that there is nothing to throw away after use, the gel simply rinses off with water – saving our landfill. There are up to 10 face treatments per pack making it more environmentally sound as the only thing left to do is recycle the tube and bottle! It is also Vegan which is becoming increasing popular in skincare products.”

Do you have plans to expand the range?

“Whilst we have many more products in the pipeline it was important for us both to launch something new and innovative first to break into the skincare market. We didn’t want to launch with just another version of what is already out there. That said we do plan on adding in serums and innovative treatments such as a Hydromerse for Hair range and Greg’s Black Soap in the future so we can offer a complete skincare range. We are also open to suggestions, if there is something an aesthetician or therapist wishes exists or products available only overseas, we will look at creating them here in Australia. Being a leader in the skincare industry is about listening to customers and helping them help their clients achieve the results they desire.”

Tell us about the benfits of being benefits of being Australian made…

“For us it was a no brainer being Licenced as Australian

What plans do you have for the business in 2021?

“In 2021 we will be at the Beauty Expo in Sydney 28th and 29th August at Darling Harbour. We are both really looking forward to showcasing Hydromerse Skin Recovery System and the new products we are planning to add into the skin care range in 2021 and beyond. We are excited to announce that Hydromerse is now available to all Fresh Clinics across Australia. Hopefully there will be no restrictions on travel too which will mean we can return our focus to becoming a salon-only brand, supporting our customers support theirs." n







Pharmacist and Founder of QED Skincare Shoshanna Eisner let us in on her career journey and tells Anita Quade how she developed her own skincare line. You started out your career as a pharmacist – tell us how you made the leap into skincare?

“I had been working as a Pharmacist in Sydney for more than 15 years and I realised that I kept hearing the same complaint from my clients: “Why is it so difficult to find skincare for sensitive skin?” There were so many brands out there but they tended to contain common irritants which would trigger a reaction and the most common culprit was scent. These same clients also wanted skincare that made them feel good and were luxurious and didn’t smell like a hospital. So I realised that a different approach was required in the treatment of sensitive skin, one which not only treats the skin’s problems but also boosts the skin’s resilience. And that is the beginning of a multi-year story of research and testing.”

You were based in Manhattan before moving back to Bondi to set up QED – tell us about that experience? What was the beauty market like there? “The beauty market was intense there but when I lived in NYC, I was still working in Pharmacy, so I was on the consumer side. Ahhhh, New York.”

Being a mother with two young boys – how difficult was it to juggle setting up a skincare range and dealing with motherhood? “It was pretty crazy! Luckily, I am a total night owl with a super-supportive husband and family. Otherwise, it would have been impossible. (Having a cleaner means that the hours I would spend cleaning toilets etc, are available for my kids.)”




You had your own skincare issues – is this what led you to look at more natural options for skincare?

“Absolutely. I have two issues which sent me on this journey. I have always had sensitive skin and since my 30’s, migraines triggered by fragrance. And as a Mum, using natural products where you can is a no-brainer as you start to think what rubbish you are putting into your system and our waterways.”

How did you go about sourcing ingredients for the range? “Endless research combined lots of trial and error. Luckily we have some great ingredient importers here. A few, I have had to import myself from overseas.”

Was it important to be Australian Made?

“Absolutely. I am asking you to put your trust in me! Yes, I am a bit of a control freak but how can I put my name behind products that I can’t oversee? There is also a trust in the quality of Australian products, which my customers deserve.”

I love the unique experience that clients can add their own scent to skincare at the time of purchase – how did you develop this concept and why?

“The customers love that one too. Scent is deeply personal and emotional. I didn’t warm to the ‘once scent fits all’ approach. In the pharmacy, I would see people choosing their products on the basis of which scent they preferred as opposed to what their skin needed and that just seemed wrong to me. At QED Skincare you: 1. Choose the product that is right

Rezenerate NanoFacials are trending worldwide!

for your skin. 2. Choose the scent that makes you happy (or leave it unscented) and 3. Have great skin.”

What has been your most popular product in the line?

“The Wrinkle Rewind No Rinse Cleanser hooks people immediately. The way your skin plumps up immediately and is so easy to use, even when you are feeling completely wiped out.”

Blemishes and Tone

How was the no-rinse cleanser developed?

“It was a NECESSITY! As a working Mum, I was very time-poor as well as exhausted. I still liked taking care of my skin (which was also not really a choice, having sensitive skin which would go crazy if I ignored it). I realised that at the end of the day, I hated washing my face as it took so long and would mess up my hair. (Also, medically, cleansers which use water, strip the skin of it’s own protective oils) So you could say that my laziness drove me to design a cleanser that I could use in bed while I was reading or watching TV. Hey, it works!”



Courtesy of Sole Luna Spa, PR - 4 Facials

Fine Lines and Pigmentation


Where do you get your inspiration?


Courtesy of Lash-Angeles, Los Angeles, CA - 1 Facial

“Everywhere! When I go for a walk in lovely Cooper Park, walk past the fruit shop, the flower shop and this is a lot less sexy… from Medical journals.”

Pigmentation and Blemishes

Do you have a favourite can’t live without product?

“The Hand Cream. I have one stashed everywhere. The smallest amount makes your hands SO soft and they feel that way for days.”

The salon is a lovely space that almost has a laboratory like quality – how did you go about creating the space and when was it opened? “I am so glad you think so! That is exactly the vibe we were going for. We moved to this location in 2014 and had a re-furb and re-brand in 2019. I am blessed to have team-members with a brilliant, clean aesthetic.”



Courtesy of Sole Luna Spa, PR - 3 Facials

NO Blood, Trauma or Down Time!

Safe, Comfortable, AND Effective!

Immediate results AND Long Term Benefits!

There is so much competition on the market when it comes to skincare – how do you make sure you remain competitive? “I am not a natural marketer, which is my biggest business struggle. I can see that despite all of the alternatives out there, there is a huge need for skincare formulated to treat sensitive skin.”

Finally, do you have anyone that you look to as a mentor? “I am dazzled by so many who seem to have endless energy and creativity.”

What are your plans for the year ahead? “All I can say is watch this space!” n

1300 660 297 Find us on





Feels like

HOME Currently hosting a wait list until September 2021, dermal therapist and owner of her namesake salon, Diandra Politano believes a large driver of her success has been to never stop learning. Hannah Gay caught up with Diandra following the opening of her new Sydney salon to discuss her move from a home-based space to an established, stand-alone business.

I FIRST MET Diandra three years ago. She was running her own salon business out of the front room of her parents’ suburban home and had made a lasting impression on me for her level of professionalism. Fast-forward to 2020, and Diandra’s Instagram feed was lit up with news of the opening of her own space in Sydney’s Balmain East – a business decision she says had been four years in the making. “When you visit a skin therapist that works from home, you truly feel like you are the only person in the world to them,” Diandra says on reflection of the move. “I realised this is exactly why everyone loved coming to me. My biggest goal when transitioning was to keep that feeling going into the new space, as clients love consistency. I wanted the new salon to feel just like how they remembered, but even better.” Diandra’s interest in beauty was sparked by her mother from a young age, having attended dance classes and mastered makeup application for competitions. “I would do makeup for all my friends. I even started a little side business doing formal make-up; I actually made an advertisement with ‘Microsoft Paint’,” she reflects. At 16 years-old and with the support of her parents,




she left school and commenced a beauty therapy trade under her mother’s recommendation. “Once a week I attended TAFE at Ultimo to complete my Diploma in Beauty Therapy. I also did my apprenticeship at a salon down the road from my family home; I learnt so much from a really large team. Once I finished TAFE, my boss at the time fast-tracked me to the role of senior therapist. From there, most of my experience and learnings came from working in a day spa. I was taught the most incredible massage techniques and got my facial touch very early on; I always knew that eventually I wanted to focus on skin.” Diandra also completed a Graduate Diploma of Dermal Therapies at The Australian Academy of Cosmetic Dermal Science with the aim of setting herself apart and to be recognised officially as a dermal therapist. “It was one of my biggest challenges, as I was working full time while studying. I have never been prouder of myself than when I received my certificate. I learnt so much from that course. My knowledge on cosmetic science and skin science all came from it and has made a positive impact on how I work.”

Later transferring this knowledge into her own business, I quizzed Diandra on her style of working, to which she says her focus for any consultation is to address a client’s goals and concerns and to place weight behind their reason for visiting. “I like to let my clients do most of the talking during a consultation. I will sit back and observe, and start to conduct my facial from the moment they start talking. If they are new, I try to find out how their skin responds when they have facials elsewhere.” The ultimate goal however, Diandra says, is to provide a caring and nurturing environment for people “from the moment you meet until the moment they leave.” Retaining a standard of customer service is vital to Diandra, who admits it’s easy to become complacent when working as your own boss. “I really like to make

sure I keep up that level of customer service that was expected of me when I was working for others; I worked for other people for 10 years before I opened my own salon.” She also ensures her team are equipped to manage client expectations around their skincare journeys, reminding them that results can take time and multiple visits. “Once I see how a client’s skin responds, it’s going to take a few treatments until we get onto a perfect track,” Diandra admits. “Never over promise during a prescription; be completely honest with what you can deliver to them and they will always trust you.” Curating a shortlist of brands to work with has been no swift process for Diandra, who strictly uses Medik8, Dr Spiller and NUORI during her treatments. “I trial and test for months!” she admits to doing before taking on a range. Diandra vouches that all three brands offer something unique and cater to a variety of demographics while also working harmoniously. On Medik8, a brand she’s worked with for 14 years, Diandra loves that it “seeks to create simple routines that offer results, which is my own ethos.” Products offer progressive strengths which suit her clients and have allowed her to “change skins dramatically.” “[Medik8] never fails to deliver the best vitamin A serums I have ever worked with. They also have a world class menu of peels, which cater to every single skin type.” For a more spa-like experience, Diandra uses Dr Spiller to “deliver beautiful glowing results,” and NUORI for those seeking natural formulations using the best possible ingredients. Since opening her own space last August, Diandra and her team have been successful in transitioning their Sydney-wide client list to her new location, ensuring they didn’t “rock the boat too much” with the move. “We have created ways of working that allow us to provide a hyper-personalised, end-toend experience without any complexity for the client.” As a result, the business has accrued forward bookings until September this year – an incredible feat for a once modest, home-based business. “It’s a privilege to have such incredible clients who want to secure bookings so far in advance. They often tell me that the salon is an oasis of calm for them in an increasingly complex, noisy and chaotic world. For many of our clients, the time they spend in the salon is their time to close the door on that world. There are no phone calls to take, no urgent emails to answer, no meetings to go to; it’s their time that they’ve set aside to look after themselves.” Looking ahead, it’s authenticity in which Diandra places her attention in both her personal and professional interactions. “The best gift we can give someone else is the gift of our attention. When we’re present for another person, it builds trust and relationships while generating gratitude and optimism.” In the face of such optimism, Diandra hopes to one day share her knowledge and provide a training platform to other beauty therapists – a dream I have no doubt she will fulfil. n






What is it?

Looking for double the glowing benefits in a short amount of time? Check out The Secret Duo. Anita Quade chats to product specialist Shaun Connolly from Cryomed about the latest treatments. Tell us how The Secret Duo was developed?

“Secret DUO treatments will provide benefits to skin tone and texture, wrinkle reduction, skin lifting and tightening, improved appearance in atrophic scars, active scars and stretch marks.”

SECRET DUO offers dual nonablative fractional technologies of micro-needle RF and 1540nm erbium glass laser in a single device as a total aesthetic solution for a wide range of skin concerns. These two technologies can work individually or in combination treatment to give the optimal treatment flexibility to all patients.

Who is the ideal client for this treatment?


“Secret DUO is the latest adaptation to the award-winning Secret RF. The addition of 1540nm erbium glass laser in a single device delivers practitioners a unique aesthetic solution for a wide range of skin concerns. These two technologies can work individually or in combination treatment to give the optimal treatment flexibility to all patients.”

What are its benefits?

“Patients who are wanting to rejuvenate their skin and achieve improvements for tone and texture are ideal. Enlarged pores, skin laxity and fine lines will see stunning improvements after a course of treatments.”

How many treatments are needed for this to be effective? “Depending on the indication being treated, a course of three to six treatments are recommended.”

Can you tell us the advantages of salons investing in this technology? “Secret DUO offers salons two technologies to treat a wide range of indications. The 1540nm laser targets mild to deeper resurfacing for lines, wrinkles and sun damaged skin, while the RF microneedling works for scar & pore reduction, face and neck rejuvenation, plus jowl defining and lifting.”

Specific coagulation points created with RF Microneedling, from 0.5mm to 3.5mm deep, generate rejuvenation and collagen synthesis and the 1540nm laser will resurface superficially creating a new skin surface.


What support is given to salons investing in this equipment?

As with any treatment, the first step is to cleanse. Then, we apply topical anaesthetic to ensure the patient is as comfortable as possible.

“Cryomed Aesthetics provide world-class training, marketing and service support when investing in Secret DUO. Our elite clinical team will coach practitioners on how to customise treatments with these dual technologies to maximise benefits and potential.”


Any tips on how salons can maximise their investment?

Depending on the indication, 2 or 3 cross-hatched passes are used.

“Salons will find benefit from utilising the technologies together and separately for individual and combination treatments. Another success our clients have seen is creating packages of 3 treatments with a discount of approximately 20%.”.


What has the reaction been from clients to this latest innovation? “Many clients are excited to be able to offer these two technologies individually and combined to harness their potential. Utilising the 1540nm erbium glass laser on its own provides a light to medium rejuvenating treatment with minimal downtime. Secret RF alone can be utilised for skin tone, texture, tightening and more. The best results are seen from two to four treatments spaced four weeks apart.”

This is a combined treatment Fractional and Microneedling – how effective is it to combine these treatments in one appointment? “By combining these two technologies, we can deliver more efficient clinical results with virtually no downtime and very minimal side effects. This new combined non-ablative fractional resurfacing technique makes it a much gentler process with significantly reduced recovery time compared to the conventional ablative fractional laser.” n

It’s important that the client does not use any aggressive products, exfoliation or active skin care ingredients for the first week. No makeup should be worn for the immediate 24 hours. Excessively hot water and sun exposure should be avoided for the first few days to a week. Cryomed Aesthetics 1300 346 448






As we head into autumn Hannah Gay rounds up the latest wellness products to ensure sweet serenity. 72



WELLNESS Vitaman Sea Salt Body Scrub – Vitaman 02 9725 6994

Circa Home Scented Soy Candle in Mimosa Mist Circa Home 02 9757 3080

JOSO GLOWSO Skin Health & Glow Formula – JOSO 1800 975 017

Lycon Skin Harmony Face Massage Oil LYCON Cosmetics Australia 07 3004 6200














Jurlique Exclusive Edition Rose Body Oil – Jurlique 1800 805 286












W W W . E L L E E B A N A . C O M

@ E L L E E B A N A









H E R E !

TALKING BEAUTY PB’s Hannah Gay navigates the Australian professional beauty industry, one burgeoning trend at a time.

Finding your


Venturing to a favourite salon, beauty retailer or brand landing page can be a transformative experience in more ways than one for your clients. In 2021, the expectation on those in the industry to outperform not only their competitors, but themselves, is concrete. When at one stage in history, salons offered limited treatment options, AVON ladies sold us our makeup and e-commerce sites simply didn’t exist, this generation of beauty buffs are turning up for the lot. The idea that a salon or retailer can offer an all-in-one physical or virtual experience is an impending prerequisite for its customers; an offering of which Australian businesses have been customarily slow to jump on. Take Sephora’s newly re-opened Sydney flagship. Step one foot inside and it’s not hard to recognise the various measures the company has taken to provide a more immersive experience for their incoming customers. Parallel to rows of triallable skincare, makeup and wellness products sits a brow wax and tint station and dry hair styling bar, along with the signature retailer makeup stations we’ve become accustomed to when in need of a lunchtime makeover. Head to the store’s POS terminals (strategically located at the back of the store) and you’ll catch a glimpse of yourself in a floor-to-ceiling selfie mirror screaming for social media exposure. The company’s Australian competitor, MECCA similarly made their mark with the opening of a new flagship Sydney store and broad service offering, enlisting aesthetician, Dr Van Park and naturopath, Anthia Koullouros to answer customer queries directly in-store.


hen it comes to your personal beauty buying habits, what directs your decision-making? I once wrote a piece on this very question, and managed to boil it down to a few key considerations - elect brands thats ethos you align with, products that are put through research and high testing rates, ingredients that respond to your individual needs, brands thats price point you deem fair and justifiable and, for a bit of fun, product thats packaging, scent and texture appeal to you (because who can resist a jasmine-infused oil!) Don’t forget to put yourself in your customers’ shoes and consider what directs them, too.

Hannah x 74



THROUGH THE CHALLENGES AND RESTRICTIONS OF 2020, WE ARE SEEING AN INCREASING APPETITE FOR IN-STORE EXPERIENCES (SUCH AS FACIALS AND DRIP THERAPY) NOW THAT SERVICES HAVE BEEN ALLOWED TO RESUME. Further merging the clinical experience with a traditional bricksand-mortar retail model is Grown Alchemist, who opened their new flagship complete with two treatment rooms. “Guests are looking for unique experiences with deep and lasting brand-to-consumer connection,” explains the company’s Head of Retail, Teddy Bell. “Through the challenges and restrictions of 2020, we are seeing an increasing appetite for in-store experiences (such as facials and drip therapy) now that services have been allowed to resume. We see the trend and desire for increased self-pampering with a focus on healthpositive behaviours and clean skincare to be part of the retail space for the foreseeable future.” The bottom line strategy for beauty retailers like Grown Alchemist is to impress and entice its customers into spending money on a treatment while shopping for products.


I Try… Skinstitut x MyDNA Partnership Skinstitut has partnered with MyDNA to focus in on the 60 percent of skin aging understood to be influenced by genetics. The brand is retailing kits equipped to check the DNA of its users that can, in turn provide feedback on how that user’s skin is likely to age. Clinicians are then able to guide product usage targeting specific areas, such as fine lines, age spots and poor skin texture. The program taps into consumer demand for more tailored treatment options. To learn more, contact Skinstitut at

The same practice applies in reverse for clinicians, who push to sell professional products corresponding to the treatments their clients are visiting for. The appeal of attaining a treatment in the retail setting is that it’s considered fresh and bespoke, and has the attached advantage of being associated with a name that has built a customer following based on product usage alone. The once relied on salon model, however leans on clinicians to market product often without the support of external influences guiding customers’ buying decisions. Acclaimed skincare company SkinCeuticals is the exception, placing weight on the customer experience with the rollout its Custom D.O.S.E program in Australia. Offered via select aesthetic professionals, the program provides an immediate, personalised skincare solution

centric environments,” according to Wellness Solutions founder, and fitness and wellness entrepreneur, Tony de Leede. Tony’s products, he says, allow businesses to “stay connected with clients outside of appointment times or during temporary and unexpected shutdowns.” Such products include a video streaming service, ‘Wellness on Demand’ that is made available to customers both in the salon waiting room and from the comfort of their home. The company’s Massage Recovery Chair, Infrared Sauna

made available to clients on the spot. Following an intelligent yet agile skin diagnosis, clinicians are able to produce a personalised serum for their clients in real time. Providing a hands-on experience such as this is exciting to the customer, who will go on to consequently contribute to the clinic’s bottom line as the sole provider of that product. Also extending on the in-salon experience is Wellness Solutions whose range of wellness pods, massagers and content are providing a cost and time-effective middle ground for customers in need of a little R&R. “2020 has forced companies to rethink the way they do business, especially those that are in customer service or people-

and O2 Breathing and Meditation Chair are ideal for the walk-in, walk-out customer who is keen to interact with a business but doesn’t have the time to spare for an hourlong facial. “They can be added to an existing space, or the spa owner may choose to convert a traditional staffed massage or therapy room to a contactless Wellness Lounge,” Tony suggests. It’s this type of fresh approach that business owners are keen to explore. Where customers are lost in a sea of third-party recommendations, it’s crucial businesses step outside of the box and consider new ways to draw in (and maintain the interest) of their customers. What’s your ‘WOW factor’? n

WISH LIST Here’s a gift idea I can get behind – a voucher for online product retailer, Beauty Collective. If COVID has taught me anything, it’s how to shop digitally for my favourite skincare and cosmetics brands. Consider grabbing one for a deserving team member or submitting as a GWP to loyal customers. Otherwise, grab yourself a coffee and peruse the product offerings of ELES Cosmetics, Pevonia and Vie Collection on your lunch break!





SKINCEUTICALS CUSTOM D.O.S.E Skincare giant SkinCeuticals just got more personal – thanks to its latest innovation of its personalised and tailored serum.

The team hosted the latest innovation at the stunning surrounds of the Vicky Lee Gallery in Surry Hills. Guests were treated to champagne, while viewing the artist masterpieces from her most recent exhibition OMMA, before enjoying a bespoke consultation by the brand’s experts. The result? A carefully prepared serum, concocted on the spot and taking into account the needs of the user along with a personalised label. Genius! For more details check out Talking Beauty on page 74.





WHERE HAIR MEETS BEAUTY Givenchy Beauty has partnered with The Blow Bar Co. at David Jones to provide a combined offering to guests wanting an all-on-one beauty experience.

Hosted at the department store’s flagship Sydney location, members of the media were treated to an in-store skincare and makeup session with the Givenchy Beauty team’s expert artists. The Blow Bar Co. team was also on hand to provide fresh hairstyles over a coffee or glass of bubbly. Guests were introduced to some of Givenchy Beauty’s signature fragrances, taking home a goodie bag of samples to trial at home.





LOCO FOR LOCAKO Ingestible beauty brand Locako celebrated the launch of their Ocean Kissed range recently held at the Empire Lounge in Sydney’s picturesque Rose Bay, guests were treated to oysters, fresh seafood and Locako cocktails by the water.

The launch featured three new products – Glowing, Majestic and Aphrodisiac – each formulated with bioactive marine collagen. The products are designed to improve skin elasticity and provide overall strength to the hair, skin and nails. The product range has been available for orders via the brand’s website since early last month.





INTRODUCING THE GUT CO. Select media guests were invited to celebrate the launch of ingestible beauty brand, The Gut Co. with a one-on-one conversation with founder, naturopath and clinical nutritionist, Pernille Jensen.

Hosted at Work Club Global on Sydney’s Elizabeth Street, guests sipped on gutapproved mixes containing one of two of the brand’s hero supplements – FEED and REPAIR. Pernille spoke at length with PB’s Hannah Gay on the impact gut health can have on the skin, and shared her dedication to sourcing the most effective ingredients available on which to base her range. Guests took home their very own FEED or REPAIR pack housed in a stylish ceramic vessel.





KARLA MCDIARMID Director of Macquarie Medi Spa chats to Anita Quade about her love of skincare and her career highlights

In the salon I stock… “Sothys Paris, Dermalogica, Pure Fiji, Minx tan, Napoleon Perdis , Hydra Facial MD, Dermalux, Bestow, Glasshouse Fragrances, EyeEnvy, Omnilux home LED.”

I love skincare because…“My skin feels smoother and looks clearer when I look after my skin and follow a daily routine.”

My favourite place to holiday is…“Las Vegas – I cannot wait to go back for beauty expo when the world can reopen. The restaurants, concerts each night and the shopping is fabulous! Im up to trip #8 and planning my partners 50th in a few years there too.”




True bliss for me is…“Being happy, healthy and getting to see my partner as we have lived 200kms apart for 7 years.” Three words that sum me up… “Ambitious, passionate and caring.”

My favourite product is… “Dermalogica’s nightly lip treatment – it is incredible - I smother it all over my lips each night and sometimes I even pop a little around my eyes – my lips are smooth, hydrated and plump with no fine lines and are never dry!”

My career highlight is…“Being named the Global winner World Luxury Spa Award for Spa Manager of the Year twice and Macquarie Medi Spa has been awarded five ABIAS in the past 5 years.”

I would tell this to my younger self…“Work even harder in my 20’s & SAVE SAVE SAVE!” My plan this year is to…“2021 is a very big year for me… My fiancé Johnny & I plan to marry in late March so we have been saving for the wedding for several years and now will focus on saving for our dream home. I am refocusing on my Secrets to Success online course & creating new content for the business owners I mentor & refreshing the business’s & will also be looking into rebranding & freshening up our logo as its been 7 years since the last rebrand.”


index Advanced Cosmeceuticals 11, 16, 17 & 23 Artav 19 Cryomed 58 & 59 Cynosure 35 Derma Asthetics 4&5 Dermalist 9 Dermalogica 1, 24, 25 Ex Niche Import 73 Fresha 81 Kitomba 12 Payot 2, 3 Professional beauty Solutions 13, 21 Ultraderm 67 & 83 Venus Concepts 15, 63 Waterlily 84 OBC




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