5 minute read
BUSINESS: SAHNA SMITH
AUSSIE MADE
Shahna Smith: Amplifying Beauty with Purpose
Shahna Smith’s journey in founding Amplified Beauty is a powerful tribute to her late mother, fuelled by resilience, ambition, and cultural pride. From overcoming financial hurdles to breaking into global markets, she has transformed her vision into a thriving brand. Committed to inclusivity, sustainability, and inspiring the next generation of beauty entrepreneurs, she continues to redefine beauty with purpose and impact.
By Michelle Ruzzene
HOW DID LOSING YOUR MUM INSPIRE YOUR BEAUTY CAREER?
Losing my mum was the catalyst for my beauty career—she named the brand shortly before she passed. I still remember sitting with her in the hospital, brainstorming together while she watched movies on her mini iPad. That’s where Amplified Beauty was born, later evolving into Amplified Beauty Australia.
I was just 16, but I knew the significance of having her be part of this journey, so I registered the business name in 2014. Her memory remains the driving force behind everything I do. In her honour, I created a shade of liquid-to-matte lipstick called The Tracey, with 10% of sales donated to Youth Off The Streets—a cause close to my heart.
HOW DID MOVING TO MELBOURNE AND ADELAIDE SHAPE YOUR ENTREPRENEURIAL SPIRIT?
Leaving my small hometown of Broken Hill for Melbourne at 17 was a game-changer. At that age, you’re shaping your identity based on the experiences, environments, and people around you. The move allowed me to step into my true self, develop confidence, and embrace new opportunities.
Later, relocating from Melbourne to Adelaide reignited the survival skills I’d developed after losing my mum. It was a time of resilience, grit, and strategic pivoting—making sure I was on the right path, both personally and professionally.
WHAT DID YOU LEARN AT SEPHORA THAT HELPED BUILD YOUR BRAND?
Sephora was an incredible training ground. I gained skills in artistry, customer consultation, teamwork, ingredient knowledge, and brand storytelling.
Joining Sephora straight from beauty school gave me a solid foundation, equipping me with the experience and industry insights I needed to take the next step in my career.
WHAT WAS YOUR BIGGEST CHALLENGE WHEN LAUNCHING YOUR FIRST PRODUCT?
Funding was the biggest hurdle. Beauty is an expensive industry to break into, and I wanted to do it properly—which meant securing substantial capital.
This led me to Indigenous Business Australia (IBA), where I had to complete intensive mentoring to ensure my business plan was solid. Thankfully, my vision and plan were strong, and IBA provided me with the loan that allowed me to launch the business.
HOW HAS WINNING AWARDS AND BEING A FORBES PANELLIST IMPACTED YOU?
Being recognised with awards and serving as a Forbes panellist has elevated my profile, opening doors to new opportunities. It has increased brand visibility, attracted investor interest, and led to exciting business expansions.
Most importantly, it has allowed me to inspire and support young women, proving that resilience and determination can take you far. On a personal level, it reassures me that I’m on the right track—and to keep pushing forward.
HOW DID SIGNING WITH INDIGENOUS BUSINESS AUSTRALIA ACCELERATE YOUR GROWTH?
IBA’s business loan was a game-changer. It gave me the financial backing to build a strong foundation—securing a marketing team, launching eight inclusive lipstick shades, and developing a mobile app with Nexa Digital featuring virtual try-on technology.
Starting with high expectations set the tone for Amplified Beauty as a premium, luxury brand.
HOW DO YOU BRING YOUR CULTURAL HERITAGE INTO YOUR BRAND?
I didn’t realise until six months into business that Amplified Beauty was the first Aboriginal-owned colour cosmetics brand. That revelation solidified my commitment to mentorship, female empowerment, and diversity.
Inclusivity was already a priority in my product development, ensuring our shade ranges catered to all. Now, I’m excited to integrate native ingredients into our upcoming range, celebrating my heritage even further.
WHAT EXCITES YOU MOST ABOUT EXPANDING INTO LONDON, DUBAI, AND PARIS?
Seeing Amplified Beauty—a brand with such deep personal meaning—on shelves in some of the world’s leading beauty capitals is surreal.
Breaking into these luxury markets makes me incredibly proud. It’s proof that an Australian-owned beauty brand can stand alongside industry giants. Having high-profile individuals embrace the brand only fuels my passion to keep pushing boundaries.
WHAT PRODUCTS ARE IN THE RANGE NOW, AND WHAT’S COMING NEXT?
Amplified Beauty is all about curated lip products. Our liquid-to-matte lipsticks (8 shades) offer long wear, precision, and comfort—kiss-proof, waterproof, and lightweight enough to double as blush or eyeshadow.
We recently launched tinted lip balms (5 shades) infused with shea butter, vitamin E, and hyaluronic acid, featuring empowering messaging and a diverse colour palette.
Excitingly, two new products are launching in March 2025, incorporating native Australian ingredients and an innovative new formula. Stay tuned!
WHAT ADVICE WOULD YOU GIVE TO ASPIRING BEAUTY ENTREPRENEURS?
Find your why. Purpose is everything. It’s the fire that keeps you going through the toughest days.
Without a strong purpose, setbacks will feel like dead ends. But with one, they become stepping stones to something greater.
WHAT’S BEEN THE MOST UNEXPECTED LESSON IN YOUR JOURNEY?
Learning to let go—of people, opportunities, and even beliefs that no longer serve me.
I’ve trusted the wrong people, pursued ventures that weren’t aligned, and had to make tough decisions. But every misstep shaped me into the business leader I am today. Without those lessons, I wouldn’t have the wisdom I do now.
