RETAIL BEAUTY WINTER 2025

NO BARRIERS

Making Beauty Accessible

LOCAL LEGENDS

Aussie Brands Going Global

SCROLL TO SOLD

Formulation Meets Function TikTok’s Beauty Boom

ACCESS ALL AREAS

Welcome to the Winter issue of Retail Beauty an edition packed with purpose, progress, and plenty of product news to keep you inspired through the colder months.

Last month, I had the privilege of attending the inaugural Boundless Beauty Summit, hosted by Guide Dogs NSW/ ACT. It was one of the most educational and eye-opening moments of my editorial career. As Australia’s first event dedicated solely to accessible beauty, it brought together brand leaders, advocates, content creators and accessibility experts to reimagine what a truly inclusive industry could—and should—look like.

The conversations on the day were powerful and deeply thought-provoking. They challenged me to reflect not just on packaging and product design, but on the entire customer journey. Are we considering inclusivity in how we host events? In how we communicate online? In the way we design retail spaces? It was a timely and necessary reminder that inclusion is not a trend—it’s a responsibility, and one that the beauty industry must take seriously. (See page 34)

That same spirit of conscious innovation is also why I’m proud to be returning as a judge for the 2025 Clean + Conscious Awards. These awards celebrate brands that are doing more than marketing—they are truly delivering on their promises. From ethical sourcing and low-impact packaging to ingredient integrity and genuine transparency, these brands are redefining what it means to be truly clean and conscious in today’s world. With growing consumer demand for accountability, initiatives like this are more relevant than ever. (See page 18)

AFC Australian Fashion Week 2025, presented by Shark Beauty, recently lit up Sydney with creativity, glow, and fearless expression. Backstage beauty embraced skin-first radiance, undone textures, and even ice baths—proving that personality now outranks perfection. See page 60.

In other exciting news, Retail Beauty publisher Nicci Herrera and I are heading to Shanghai this month to attend the China International Beauty Expo (CIBE)—Asia’s biggest and most influential beauty trade event. We’ll be travelling alongside some of our valued Australian clients, representing the best of local innovation on a global stage.

From live-streamed KOL activations and curated retail tours to one-on-one distributor matchmaking, CIBE is more than just a trade show—it’s a powerful platform for growth, connection, and brand expansion into one of the world’s fastestmoving markets. We can’t wait to share a full wrap-up with you in our next issue.

And of course, there’s so much more inside this edition. From TikTok-fuelled trends and major product launches to thoughtful industry insights and profiles of the people driving real change, this issue is a celebration of beauty’s everevolving landscape.

Thank you for being part of the Retail Beauty community—your continued support means the world.

At AFC Australian Fashion Week.

Photo: Michelle Burrows.

Contributors

MICHAEL BROWN

Growing up as a dancer, Michael Brown was quick to learn the ‘art’ of make-up artistry. His career as a travelling makeup artist for some of the industry’s biggest brands saw him leave Perth for Sydney where he became a national makeup artist and trainer. His creative flair and great communication skills gave him exposure within the Australian celebrity and media scene. Michael is now not only a celebrity makeup artist, but also presenter, educator and brand ambassador with regular appearances on Channel 9’s Today Extra

JOSIE GAGLIANO

Josie Gagliano was a long-time magazine and beauty editor, and her blogger presence Josie’s Juice spans the past 15 years. She then cofounded PR and talent management agency RoJo Consulting ten years ago, specialising in profiling lifestyle talent, as well as PRing events and brands. She can’t let the decades-long love affair with writing go, so she is still a freelance writer across beauty, lifestyle, travel, and celebrity, and covers red carpets. She has never met a bright lipstick she doesn’t fall in love with immediately.

ICY LING

Ni Hao (‘Hello’ in Chinese). My name is Icy Ling, known as @icybutterfly to my 61,000 instagram followers. I founded IC&Co in 2020 to promote communication and cultural dissemination between Australia and Chinese at home and abroad, and provide a wider promotion for international and Australian brands.

RICKY ALLEN

Ricky Allen, the former anti-ageing and special beauty projects editor for Vogue Australia, brings her extensive experience to various facets of the beauty and cosmetics industry. She serves as a nurse consultant in plastics and cosmetic enhancement, a health psychologist, a beauty therapist, and an international educator specialising in cosmetic enhancement, business development for skincare companies, and the psychology of sales and customer service. Her expertise extends to enhancing profitability and revitalising struggling businesses. Ricky has shared her knowledge through training sessions in the United States, New Zealand, and Australia.

WE’RE HALFWAY THROUGH THE YEAR— AND JUST GETTING STARTED!

Hi, I’m Nicci Herrera. In late 2024, I proudly became the majority owner of Retail Beauty—a brand I’ve loved since 2015, when I first joined forces with the incredible Andrea Ferrari.

But my beauty journey began well before that.

From beauty therapist to national sales manager, sales director, entrepreneur, mentor—and now publisher—I’ve worn many hats in this dynamic industry. One thing has remained constant: my passion for helping beauty brands grow.

Now, I’m taking Retail Beauty into a bold new chapter. One that’s not just about publishing—but about consulting, mentoring, and guiding the next generation of beauty leaders through the fastpaced, ever-changing world of retail.

That’s why we’re evolving into the Retail Beauty Collective—a new era where Retail Beauty becomes more than a magazine. It’s a hub for collaboration, education, and strategic growth. A place where brands, professionals, and future leaders can connect, learn, and thrive.

And this isn’t just about the brands. It’s also about the people behind them—the marketers, sales teams, educators, PRs, journalists, editors, CEOs, and influencers who are shaping our industry’s future. The ones dreaming big and just starting out. They deserve support, guidance, and the kind of encouragement that builds real careers.

We’ve already hit the ground running. Just weeks ago, we hosted a high-impact panel at the Naturally Good Expo titled: “Are You Creating a Brand for Yourself or the Shelf?” It was raw, energising, and full of takeaways. Our guest speakers shared honest insights and challenged attendees to rethink what it takes to build a shelf-ready, purpose-driven brand in today’s market.

And we’re only getting started...

NEXT STOP: CHINA INTERNATIONAL BEAUTY EXPO

Later this month (24–26 June), I’ll be hosting a panel at the China International Beauty Expo. The focus? Clean Beauty—and how Australia has become a global leader. I’ll be joined by some of the region’s most influential distributors from Southeast Asia, China, and the Middle East. Together, we’ll explore how clean beauty is evolving globally, what consumers expect, and how brands can meet the moment—with integrity and impact.

I’m especially proud that five Australian beauty brands will be joining us. They’ll be connecting with top-tier distributors, KOLs, and livestreamers—showcasing their clean credentials and opening doors into one of the world’s most exciting beauty markets.

AND YES—THE PODCAST IS COMING BACK!

If you remember the Retail Beauty podcast from the pre-COVID days, get ready—we’re relaunching it with a new name, a fresh format, and the same heart. Expect real conversations, brand journeys, expert advice, and powerful storytelling. It’s another way we’re building space for learning, leadership, and connection.

I won’t spill everything just yet (though I’m tempted!), but trust me—there’s more to come.

Let’s grow this industry together.

NICCI HERRERA

Australian clinical skincare brand Rejuvaus has unveiled the Plump & Glow Triple Ceramide Mask—a high-performance, barrier-repairing treatment formulated by cosmetic skin expert Dr Garry Cussell. Powered by ceramides, hyaluronic acid, peptides and postbiotics, the mask hydrates, calms and strengthens skin without synthetic additives. With rising demand for clean, effective skincare that supports sensitive skin, the mask offers strong shelf appeal, premium packaging, and proven results. For stockists, it’s a smart addition that appeals to both clinical skincare and conscious beauty consumers.

CONTACT DETAILS

RETAIL BEAUTY

Publisher and Director of Partnerships

Nicci Herrera

M: +61 (0)426 826 977

E: nherrera@intermedia.com.au

Editor Michelle Ruzzene

M: +61 (0)402 277 286

Subscribe to Retail Beauty online newsletter for the latest industry news, peer conversations, trends and launches. WWW.RETAILBEAUTY.COM.AU

E: mruzzene@intermedia.com.au

Art Director Katy Brack

E: kbrack@intermedia.com.au

Mailing Address

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Why Stockists Should Be Paying Attention to Australian Skincare Brand Rejuvaus’ New Plump & Glow Mask

In today’s evolving skincare landscape, consumers demand more than just surface-level results.

They seek efficacy, transparency, and clean, clinically proven formulas that align with their values. As a stockist, staying ahead means curating brands that don’t merely follow trends—but set new standards. The launch of the Rejuvaus Plump & Glow Triple Ceramide Moisture Mask is far more than just another product release; it’s an opportunity to meet growing consumer demand and align your shelves with one of Australia’s most forward-thinking clinical skincare brands.

ABOUT DR GARRY CUSSELL: THE VISIONARY BEHIND REJUVAUS

Dr Garry Cussell is a renowned Australian cosmetic skin specialist with over 45 years of medical experience. He is the founder of Rejuvenation Clinics of Australia and the high-performance skincare brand Rejuvaus, developed to bridge the gap between cosmetic skincare and professional in-clinic results. Frustrated by the limitations of existing products, Dr Cussell spent nearly a decade researching and developing formulations that combine highpotency actives with luxurious textures—without synthetic additives that can irritate skin. His dedication to excellence culminated in the proprietary i•Active™ formulation system, which incorporates multiple synergistic active

ingredients into each product to deliver superior, visible results. In fact, Rejuvaus products contain up to ten times more active ingredients than you’d typically find in other premium skincare brands—setting a new benchmark for efficacy.

BARRIER REPAIR IS BOOMING

Skin barrier health has become a dominant focus in skincare, with more consumers experiencing sensitivity, inflammation, and post-treatment reactivity. Factors such as overuse of exfoliating acids, environmental aggressors, and previous barrier damage are common causes, leaving shoppers searching for products that provide effective repair without exacerbating irritation.

The Plump & Glow Triple Ceramide Moisture Mask delivers precisely what the market needs: a calming yet highperformance treatment that supports long-term skin barrier repair. Powered by triple ceramides, multi-molecular weight hyaluronic acid, biomimetic peptides, and postbiotic ferment extracts, it deeply hydrates while restoring and reinforcing the skin’s natural barrier. Gentle enough for reactive skin but clinically active enough to produce visible improvements, it’s a versatile hero product appealing to a broad customer base.

CLEAN, CLINICAL, AND CONSCIOUSLY MADE

Rejuvaus has earned a reputation for results without compromise. Formulated in Australia under Dr Cussell’s expert guidance, the brand excludes petrochemicals, silicones, synthetic fragrances, and unnecessary preservatives.

Every ingredient is carefully selected for maximum efficacy and bioavailability, appealing especially to customers who read ingredient lists and seek clean, ethical skincare.

For stockists, this unique positioning offers a compelling addition to curated selections, attracting both highperformance skincare devotees and clean beauty shoppers—a crossover that can significantly diversify sales.

SHELF APPEAL MEETS CONSUMER TRUST

Beyond efficacy, Rejuvaus products are beautifully and intelligently packaged in airless, light-proof containers, ensuring formula stability without synthetic preservatives. The sleek, clinical packaging communicates premium quality, standing out on shelves and reinforcing consumer confidence.

More importantly, the brand has cultivated deep trust through its medical clinic heritage and science-led ethos. Customers aren’t merely buying a product; they are investing in a brand known for delivering real, lasting skin health improvements. For stockists, this translates into loyal repeat customers, reduced returns, and heightened brand equity.

A STRATEGIC ADDITION TO YOUR SKINCARE RANGE

Whether you operate a clinic, boutique retailer, or online store, the Plump & Glow Triple Ceramide Moisture Mask integrates seamlessly into diverse merchandising strategies. It complements barrier-repair routines, post-procedure protocols, or seasonal skincare lines, and can be positioned as both a therapeutic treatment and a luxurious self-care indulgence.

In a market where shoppers expect more from both their skincare and their retailers, stocking products like Rejuvaus’ Plump & Glow Triple Ceramide Moisture Mask isn’t just a smart business move—it’s essential.

BECOME A REJUVAUS STOCKIST

Whether you’re a domestic clinic, spa, luxury retailer, or international distributor, now is the perfect time to partner with Rejuvaus.

For stockist and distribution enquiries (Australia and International), contact: niccih@rejuvaus.com.au

Align your business with a brand that champions science, integrity, and real results—and watch your customers keep coming back. ■

https://au.rejuvaus.com

Dr. Garry Cussell

E.L.F BEAUTY ACQUIRES HAILEY BIEBER’S RHODE IN BILLION-DOLLAR DEAL

E.l.f Beauty has entered a definitive agreement to acquire Rhode, the fastgrowing beauty brand founded by Hailey Bieber, in a deal valued at USD $1 billion ($1.5 billion).

The agreement includes USD $800 million ($1.2 billion) payable at closing— USD $600 million ($900 million) in cash and USD $200 million ($300 million) in e.l.f stock—alongside an earnout of up to USD $200 million ($300 million) based on performance targets over the next three years. The transaction is expected to close in Q2 of Fiscal 2026, pending regulatory approvals.

“E.l.f Beauty found a like-minded disruptor in Rhode,” said e.l.f Chairman and CEO Tarang Amin. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with e.l.f Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.”

Founded in 2022, Rhode has rapidly carved out a space in the DTC beauty

market with its minimalist, barriersupporting skincare and hybrid makeup. The brand generated USD $212 million ($318 million) in net sales in the 12 months ending March 31, 2025, and more than doubled its customer base during that time. Its first in-store retail rollout will commence later this year via Sephora across North America and the UK.

“We can’t wait to bring Rhode to more faces, places, and spaces,” said Hailey Bieber, who will remain as Founder and take on an expanded leadership role as Chief Creative Officer and Head of Innovation. “Just three years into this journey, our partnership with e.l.f Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”

Bieber will also act as a Strategic Advisor to the combined companies. Co-founders Michael D Ratner and Lauren Ratner, along with CEO Nick Vlahos, will continue leading Rhode from its Los Angeles headquarters, preserving its entrepreneurial culture and nimble approach to product and brand development.

The acquisition is a natural progression for e.l.f Beauty, which has taken a disciplined and strategic approach to expanding its business. E.l.f (short for EyesLipsFace) Cosmetics was founded by Joseph Shamah

and Scott-Vincent Borba in June 2004, with the assistance of Shamah’s father, Alan, with a mission to democratise beauty and is now the number one brand by units in US cosmetics and number two by dollar share. In 2020, the company launched e.l.f Skin to capture growth in skincare, followed by the 2023 acquisition of Naturium, which doubled its skincare footprint.

The addition of Rhode deepens e.l.f ’s position in prestige beauty and strengthens its partnership with Sephora, the world’s leading prestige beauty retailer.

“From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day,” said Bieber. “I look forward to leading the brand into this exciting new chapter alongside my Co-Founders Michael D Ratner and Lauren Ratner, who have helped bring my vision to life from the start.”

E.l.f ’s growing brand portfolio now includes e.l.f Cosmetics, e.l.f Skin, Keys Soulcare, Well People, Naturium, and Rhode—positioning the company as a key player across the mass, masstige, and prestige beauty tiers. The business continues to leverage its speed-to-market model, digital agility, and community-driven strategy to disrupt traditional beauty structures.

The deal has been approved by e.l.f’s Board of Directors and is subject to customary closing conditions.

E.l.f. Beauty Chairman and CEO

Tarang Amin and Rhode Founder Hailey Bieber.

FOUNDERS RECLAIM RY.COM.AU AS THG EXITS AUSTRALIAN MARKET

RY.com.au—one of the country’s original eCommerce beauty retailers—has returned to private Australian ownership following its reacquisition by co-founders James Patten and Bradley Carr. The deal includes not only RY.com.au, but also AbsoluteSkin. com.au and the Australian operations of LookFantastic.com.au, following The Hut Group’s (THG) strategic withdrawal from the local market.

The relaunch forms the foundation of a newly independent, multi-brand beauty group headquartered on the Gold Coast, with a bold goal to double revenue within 18 months.

“This is more than a transaction—it’s a fresh start,” said Patten. “We’re bringing these brands back to life with a renewed focus on expert advice, premium service, and long-term customer value.”

Founded in 2005, RY.com.au (Recreate Yourself) was one of the first Australian beauty retailers to bridge digital and physical retail, launching bricks-and-mortar stores with in-store salons long before the current omnichannel trend. After selling the business in 2017 to THG, Patten and Carr have now returned to lead its next chapter.

“Being an original founder of the business, it was always sad to see it move on to new ownership when we sold,” Carr told Retail Beauty. “When the opportunity to buy it back came up, it was hard to say no.”

“Bringing ownership back into Australia is the key,” he added. “It’s very hard to manage a company on the other side of the world. Being privately owned gives us a competitive advantage—we can move quicker than competitors and build a more passionate and dedicated team to drive the RY brand back to its former glory.”

Carr, who now oversees operations and technology, draws on recent experience scaling CarModsAustralia, while Patten— freshly returned from several years travelling Europe—brings a proven track record in eCommerce, having previously launched and exited both KitchenwareSuperstore and Crooze.com.au.

The relaunch will see several key initiatives rolled out across the new group:

• All warehouse and customer service operations based on the Gold Coast

• Live one-on-one video consultations with qualified skin therapists

• A new treatment-led physical store launching in Queensland

• Exclusive brand campaigns and strengthened supplier partnerships

“We are all about professional advice, which is why our staff are trained beauty therapists and hairdressers,” said Carr. “They know the products, they’ve worked with them and have a wealth of experience. Sharing that via live chat, phone, video consultations, and in-store is a key difference.”

The founders say being privately owned gives them the flexibility to prioritise longterm growth over short-term returns— something that sets them apart in a highly competitive market.

“Being privately owned means we’re nimble, responsive, and can focus entirely on what’s right for the customer,” Carr said. “We’re not driven by quarterly shareholder returns—we’re building a longterm, customer-first business.”

With Beauty & Personal Care now one of the most purchased product categories online in Australia (Statista, 2024), and with multinationals like THG pulling out of regional operations, the timing is ideal for a trusted local player to reclaim market share.

“We’re blending expert guidance with local fulfilment, passionate customer

service, and a cleaner, smarter retail experience,” said Patten. “We’re excited to be back—and we’re just getting started.”

Carr believes the group’s success will come from getting the fundamentals right.

“As much as I’d love to give you a groundbreaking answer, I’m afraid it’s quite simple—we’re going to do it right,” he said. “We care about our customers in a way others don’t. Every decision we make is with our customers in mind—from the brands we stock and our delivery speeds to the people we hire for customer service.

That’s what sets us apart.”

Reflecting on how far the beauty eComm space has come since 2005, Carr notes:

“A lot! When we started it was hard— postage was slow, the internet was slow and no one bought on mobile phones. But one thing has remained the same: our ability to adapt. It’s our job to evolve with technology and customer behaviour so we’re always providing the most streamlined, enjoyable and convenient experience.”

As the new group takes shape, industry eyes will be on how RY.com.au, AbsoluteSkin, and LookFantastic’s local presence evolve under founder-led leadership. One thing is clear: the Australian online beauty scene just got a powerful homegrown player back in the game.

James Patten and Bradley Carr.

SIGMA SUPERCHARGES AMCAL REVIVAL WITH CHEMIST WAREHOUSE FIREPOWER

Sigma Healthcare has officially commenced the transformation of My Chemist stores into Amcal+ pharmacies, beginning with the reopening of the Chadstone location in March and the recent conversion of Amcal+ Northland at Northland Shopping Centre, Preston—now the seventh store in the rollout. The initiative is part of Sigma’s broader strategy to restore Amcal to its former prominence in the Australian pharmacy sector, supported by the recent merger with Chemist Warehouse Group.

The stores have been completely reimagined to reflect the Amcal+ format, offering an expanded health, wellness, and beauty experience.

“Our vision is to restore Amcal to its rightful place as one of Australia’s most trusted and recognisable pharmacy brands,” said Mario Tascone, Chief Operating Officer of Retail at Sigma Healthcare. “We see enormous potential in reintroducing Amcal to a new generation—one that values wellness, staying well, and living well.”

Tascone reflected on the brand’s strong legacy. “It was the number one pharmacy brand back in the 80s—everyone aspired to be Amcal. We want to get that back.”

The momentum has been fuelled by Sigma’s merger with Chemist Warehouse, combining Sigma’s wholesale strength with Chemist Warehouse’s retail know-how to create what Tascone calls “a powerful new chapter” for Australian pharmacy.

Tony Bassaly, Amcal+ General Manager Franchise Brands, said customer needs are at the heart of every decision. “Let’s be honest— at the core of everything we do, it’s for the customer. Every decision, every execution is driven by a deeper understanding of their needs,” he said. “We’re constantly evolving, adapting, and responding to meet changing expectations. That agility ensures every aspect of what we build is designed with the customer in mind.”

Bassaly, who brings decades of experience across both My Chemist and Chemist Warehouse formats, is now helping shape Amcal’s future. “I’ve simultaneously owned and managed both My Chemist and Chemist Warehouse stores, so I deeply understand the differences between the brands and what each customer group values,” he said. “I’m excited about using that experience to support Amcal’s return to its former glory.

“Together, we’re not just reimagining the Amcal brand—we’re reshaping the future of pharmacy in Australia,” he added.

Sigma’s Head of Retail Operations, Renee Watson, praised the retail expertise being brought back into the Amcal fold. “They’ve learned what works in retail and pharmacy—and they’re bringing that to Amcal,” she said. “Our members are absolutely going to embrace it.”

Watson also acknowledged the support of the Amcal National Council, made up of stores nationwide. “They advocate for our members and ensure we’re aligned as we grow the brand together.”

The revitalised stores also feature Amcal’s Ultra Beauty offering, designed to meet the needs of today’s pharmacy consumer with a curated range and easy pathway to purchase. “This model can suit a range of store sizes, and we’ve already piloted seven conversions in different formats. The momentum is real,” said Watson.

The relaunch is supported by a national brand campaign, including high-impact advertising at major venues like the MCG and Perth’s Optus Stadium. Amcal’s new platform, Genwell, will further drive engagement across Foxtel and Binge, combining real health stories with educational content and supplier product integration.

“You don’t often get to work on something that makes such a meaningful difference to families,” said presenter Alison BraheDaddo, who appears in the Genwell series. “It’s been nothing short of amazing.”

Alison Brahe-Daddo appears in the Genwell series.

Mario Tascone, Chief Operating Officer of Retail at Sigma Healthcare and Tony Bassaly, Amcal+ General Manager Franchise Brands. Amcal’s Ultra Beauty.

Your dry skin saviour

Weleda Skin Food

FINALISTS ANNOUNCED FOR CLEAN + CONSCIOUS AWARDS 2025

The Clean + Conscious Awards have announced their 2025 finalists, celebrating more than 580 ethical and sustainable products across over 110 categories. The Awards spotlight brands across Australia and New Zealand that are setting a new benchmark for conscious innovation — prioritising safety, transparency, and positive impact alongside product performance.

Founded in 2019 by Emily Fletcher, a therapeutically qualified optometrist with postgraduate credentials in pharmacology and chemistry, the Awards are now in their seventh year. Emily’s journey began over nine years ago as a personal mission to find truly non-toxic products for her family — a mission that has grown into one of the region’s most respected platforms for recognising safe and socially responsible products.

“These Awards were born from a desire to honour the makers who pour their values into every decision — from ingredient to impact,” said Fletcher. “To every brand named a finalist: your work matters. You are showing that business can be a force for good — and you are helping shape a more conscious, connected world.”

Judges are asked to evaluate each product independently, focusing on function, usability, and the brand’s ethical and sustainability practices.

Winners will be announced in August. To explore the full list of finalists, visit www.cleanandconscious.com.au or follow @cleanandconscious_awards on Instagram.

This year, I’ll be joining the judging panel for the second time, reviewing products in the beauty/skincare category. I will be judging the following categories in 2025:

VITAMIN C SERUM

• Pantheon Apothecary – Gaia – Deep Nutrition Phytonutrient Glow Potion

• Lamav Organic Skin Science – Vitamin C Brightening Oil

• Al.ive Skin – When I Wake Daily Defence Serum Morning

• Jessica Wellness Australia – C-Complex Essence

• Herbelle Skincare – Balancing Botanique Serum

MOISTURISER – NORMAL / COMBINATION

• Akaia Blends – Brightening Day Cream

• Weleda – Firming Day Cream – Pomegranate & Maca Peptides

• Indira Organics – Revitalising Moisturiser

• Leapful – Face Cream

• Robyn Skincare – Limitless Facial Cream

NATURAL RETINOL / BAKUCHIOL

• Inika – Bakuchiol Serum – Natural Retinol Alternative

• RenaSkin – Radiance Oil

• Janesce – Nocturn Serum

• Organicspa – Antioxidant Face Oil

• Endota – Phyto-Renewal Oil

BEAUTY TOOL

• White Lotus Beauty – Genuine Crystal Gua Sha Chemical Free Jade

• Phos Rituals – Reviving Kansa Scalp Massager

• Sage Quintessence – AGASTYA Sandalwood Comb

• Lamav Organic Skin Science – Ayurvedic Kansa Wand

• Mitten Body – Turkish Bath Exfoliation Mitt

Good luck to all the incredible brands that have entered. Being involved as a judge has been incredibly rewarding. It’s inspiring to see how many brands are innovating with integrity — combining quality with a genuine commitment to ethical practices.

Founder Emily Fletcher and Awards Coordinator

Dominique Scott.

Thickens and volumises thin hair

Hair appears visibly fuller

Improves hair elasticity

Moisturises and improves elasticity

Suitable for most colour treated hair

Encourages hair growth

Stimulates follicles for healthy growth

Controls flaking and cleanses scalp

Strengthen and revitalises hair

AVOIDING PITFALLS WITH COSMETICS ADVERTISING –UPDATED GUIDANCE

Revised Voluntary Industry Code of Practice to support the Australian ban on testing cosmetics on animals.

In late May 2021, the Australian Government joined with Accord to launch this industry-led Code that provides the makers, suppliers and retailers of cosmetic products with essential guidance for their animal testing advertising claims.

Additionally, with animal testing for cosmetics banned in Australia by law since 1 July 2020, the Code also provides guidance on how the ban operates at a practical level, especially within the complex regulatory framework of the Australian Industrial Chemicals Introduction Scheme (AICIS).

As part of Accord’s obligation to keep the Code up to date, a public review of the Code’s contents has recently been undertaken. This review sought feedback from across industry and other interested stakeholders and additionally included an industry survey on awareness and uptake of the Code.

Based on this review, a revised 2nd edition of the Code was published in March 2025. Building on industry feedback, this latest edition includes expanded examples of best practice in nottested-on-animals advertising claims.

Hefty penalties are embedded within the two legislative frameworks the Code helps businesses to navigate. These are the Australian Consumer Law, administered by the Australian Competition and Consumer Commission (ACCC) and the Industrial Chemicals Act 2019.

So, Accord reminds all cosmetic brands that time spent assessing your products’ animal testing claims against the Code’s guidance could prove invaluable in avoiding potential legal pitfalls in the future.

Core advice in the Code includes the following four basic rules for making advertising claims:

• All advertising claims must be true.

• All advertising claims must be complete.

• All advertising claims must be clear.

• All advertising claims must be fair.

Sprinkled throughout the Code are numerous helpful examples and case studies to guide your approach to advertising and marketing your products in a manner that aids your compliance with the Australian Consumer Law. For example, the Code highlights the potential helpful role of third-party logos offered by independent certifying bodies, such as those of Cruelty Free International.

Also updated in this edition of the Code are references to the NHMRC’s animal welfare code, which was amended in June 2021 to prohibit any Australian-based testing of cosmetics or cosmetic ingredients on animals.

The revised Code is an industry asset and important resource that will assist cosmetic brands with their advertising compliance and improve transparency for consumers.

Accord proudly hosts and publishes the Code at https://accord.asn.au/sustainability/voluntary-industry-code-on-animal-test-ban/

RETAIL BEAUTY, Australia’s leading B2B title for the retail beauty industry, is now in its 21st year!

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BEAUTY MEDIA

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Retail Beauty is an essential tool for brands and retailers to educate, inspire and support their sales force – and ultimately sell more products. Retail Beauty is the go-to for the wider beauty industry to stay on top of global and local trends, news and launches. We communicate directly and daily to key industry professionals and decision makers.

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Reach our quality audience of more than 60,000 through bespoke advertising and content solutions.

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With the rise of ingredient-savvy consumers and growing interest in targeted skin solutions, Skin Physics® has responded with a new trio of performancedriven serums designed to simplify advanced skincare—without sacrificing results.

SKIN PHYSICS® LAUNCHES TARGETED SERUMS

Skin Physics® latest launch includes three serums that address key concerns: pigmentation, ageing, and skin barrier repair. Developed with clinically supported actives and formulated for all skin types and tones, the range has been created to integrate seamlessly into existing routines.

Retailing at $39.95 each, the new serums are designed to meet the needs of customers looking for high-quality, evidence-based skincare at an accessible price point.

Dermatologist Dr Shreya Andric says targeted formulas like these are gaining momentum for good reason.

Dr Andric. “People are moving away from a one-size-fits-all approach and seek solutions tailored to their skin needs, such as pigmentation, fine lines, dehydration, or sensitivity. Serums are also lightweight and easy to incorporate into existing routines, making them a versatile and appealing option.”

According to Dr Andric, ingredient strength and formulation are key to a product’s effectiveness.

“Consumers should focus on two things: evidence and formulation,” she explains. “First, look for ingredients backed by clinical studies—this tells you they’ve been shown to work under real-world conditions. Second, strength isn’t just about percentages; it’s about how the ingredient is delivered and THAT BRIDGE THE GAP BETWEEN EVERYDAY AND CLINICAL SKINCARE

“Targeted serums are gaining popularity due to their precision in ingredients and the specific concerns they address,” says

Dr Shreya Andric

Ingredient-Led Innovation

Each of the new Skin Physics® serums is powered by performance-level concentrations of proven actives:

Anti-Ageing Intensive Hydration Serum: Formulated with WrinFix-Px, a powerful ingredient that targets dynamic wrinkles and helps smooth skin.

Repairing Phyto Serum: Featuring Ectoin, a cellular protector that soothes inflammation and strengthens the skin barrier.

This range brings high quality ingredients like tranexamic acid and peptides into everyday routines in a way that’s accessible and easy to use.

whether the formulation supports stability and absorption. A wellformulated product at a lower strength can be more effective—and better tolerated—than a high-dose product that irritates the skin.”

ADDRESSING REAL SKIN NEEDS

Rather than offering a full routine overhaul, the serums are designed to be layered into a skincare regimen based on individual concerns—supporting seasonal shifts or specific skin challenges without adding unnecessary complexity.

“Each of these ingredients addresses a specific skin concern,” says Dr Andric. “Tranexamic acid, found in the Skin Physics Discolouration Serum, is particularly effective for pigmentation because it targets pathways that contribute to melanin production. In the Skin Physics Anti-Ageing Intensive Hydration Serum, WrinFixPx, a powerful smoothing ingredient, helps to reduce dynamic wrinkles, improve elasticity and visibly smooth the skin - without injections. The Skin Physics Repairing Phyto Serum contains Ectoin, a versatile ingredient that functions as a powerful antioxidant and cellular protector, fortifying the skin barrier. This makes it ideal for managing inflammation and sensitivity. The effectiveness of these ingredients lies not only in their individual properties but also in how they are harmoniously combined in a synergistic skincare routine.”

Formulated without fragrance, drying alcohols or harsh additives, the range supports sensitive skin by working with the barrier rather than disrupting it.

“This range supports sensitive skin by using ingredients that work with, rather than against, the skin barrier,” Dr Andric notes. “Ectoin, for example, helps protect and stabilise the skin from environmental stressors, while the formulations overall avoid

Discolouration Correcting Serum: Powered by Tranexamic Acid to help reduce hyperpigmentation and promote a brighter, more even complexion.

common irritants like fragrance and drying alcohols. It’s also about pH balance and using delivery systems that maximise benefits while minimising the risk of irritation.”

PREMIUM PERFORMANCE AT AN ACCESSIBLE PRICE

With each product priced under $40, the range brings clinicalgrade formulation into the mainstream skincare space—without the luxury markup.

“The efficacy of a product lies in the scientific research behind its ingredients and formulation, not just its price,” Dr Andric confirms. “By concentrating on a few proven active ingredients, brands can streamline the development process and reduce costs without compromising performance. It’s about intelligent formulation rather than marketing hype.”

This approach resonates with a growing number of skincare professionals who are steering patients toward streamlined routines.

“The ‘less but better’ trend is one I fully support as a dermatologist,” Dr Andric adds. “Skin thrives when it’s not overwhelmed. A simplified routine with high-quality, multi-tasking products is easier to maintain, better for the skin barrier, and often more effective in the long run. We’re encouraging patients to be more intentional with their choices rather than chasing every new launch.”

MEETING THE MIDDLE: BETWEEN OVER-THE-COUNTER AND IN-CLINIC

Designed to sit between everyday and in-clinic offerings, the Skin Physics® serums offer a smart solution for those seeking more than cosmetic skincare but less than a medical-grade protocol.

“This range brings high quality ingredients like tranexamic acid and peptides into everyday routines in a way that’s accessible and easy to use,” says Dr Andric. “It provides a level of efficacy that sits between over-the-counter products and in-clinic treatments. It’s perfect for those who want results but aren’t ready—or don’t need— prescription or procedural interventions.”

With strong dermatological backing, sustainable practices, and clinically supported ingredients, the new Skin Physics® serums deliver high-performance skincare for a modern, results-driven consumer. ■ Available now at skinphysics.com.au and at Priceline.

Naturally HIGHLIGHTS, AWARDS AND INSIGHTS GOOD

From conscious beauty to clean snacks and plant-based powerhouses, Naturally Good 2025 brought together the brightest minds and boldest brands in the health and wellness space. Celebrating its 10-year anniversary at ICC Sydney, the expo proved once again why it’s the ultimate destination for discovering what’s next in natural retail.

By Michelle Ruzzene

Retail Beauty was proud to return to the Naturally Good Expo in 2025, joining the industry’s most dynamic and innovative minds in celebrating a major milestone — the 10th anniversary of the event. Held at Sydney’s ICC, the expo has grown into the Southern Hemisphere’s largest gathering for the health, wellness, organic, and natural products sectors, showcasing everything from beauty and supplements to sustainable food, home, and lifestyle innovations.

Naturally Good is a vital touchpoint for retailers, brand founders, investors, and practitioners looking to stay ahead of conscious consumer trends. Over two days, it offers a unique blend of commercial opportunity, education, and community, allowing brands to build serious retail connections and uncover what’s next in the wellness space.

This year, Retail Beauty’s contribution to the program included the highly anticipated Retail Beauty Breakfast Chat, hosted and moderated by publisher Nicci Herrera. Now in its third year, the panel has become a highlight of the Naturally Good education series, bringing together some of the most respected voices in beauty, wellness and retail.

“I’m so excited to host our third annual Q&A session — a personal

favourite of mine because it brings together some of the most insightful, generous, and experienced minds in our industry,” Herrera told the packed audience. “These conversations started as a way for me to learn from the mentors I’ve leaned on, the people I call when I need advice or a reality check — and now we get to share that wisdom with all of you.”

This year’s theme, “Who’s Your Brand For — You or the Shelf?”, explored the delicate balance between founder-led authenticity and creating brands designed to succeed at retail scale. “As the retail landscape shifts, this question is more relevant than ever,” said Herrera. “With consumers craving connection, transparency and values-led storytelling — and retailers demanding innovation, consistency and scalability — brands today are being challenged to do both: be personal and be powerful at shelf.”

THE PANEL FEATURED:

• Ann Cattelan, CEO, Go Vita – and one of Australia’s most respected wellness retail leaders

• Nathan Tindall, Director, Point Retail

• Dave Willey, Co-Founder, We Are Live!

• Sophia Mantell, Founder & CEO, Daily Skin

Each speaker brought a different lens to the conversation. For Go Vita’s Cattelan — who was honoured the night before as Retail Leader of the Year at the Naturally Good Awards — customer trust is paramount. “Go Vita has always stood for quality, community, and education. We evaluate every product we bring in through the lens of what our customers need, and what aligns with our values,” she said. Meanwhile, retail consultant Nathan Tindall spoke to the common missteps founders make. “Often, brands start with a beautiful vision, but get lost trying to please everyone. My advice is: be clear on who you are — and build for that customer. Don’t dilute your message just to get on shelf.” Mantell, who created Daily Skin as a science-backed, accessible skincare brand,

stressed the importance of research and feedback loops. “Before we launched, we spent months surveying potential customers and testing formulas. I wanted to be sure we weren’t just making something we loved — but something that genuinely filled a gap.”

Storytelling, added Willey, remains the secret sauce. “Founders are the face of their brands — and the story matters more than ever. If you can share a compelling, honest narrative, your customers will come on that journey with you — whether you’re selling online or in a major chain.”

The panel wrapped with a group discussion on trends and longevity. “The brands that stand out are the ones who stay true to themselves, but remain flexible enough to evolve with the market,” said Cattelan. “Don’t chase every trend. Build trust. That’s how you last.”

The Naturally Good Awards 2025 were also held at Bungalow 8. The ceremony recognised excellence across the natural, organic, and wellness industries — with categories spanning beauty, food, complementary medicine, and retail innovation.

HIGHLIGHTS INCLUDED:

• Mud Organics – Best Beauty & Personal Care Product

• Natpat – Pet Zen – Best Home & Living Product

• Sunday Club Beverages – Best Beverage Product

• Herbs of Gold – Sea Buckthorn Oil –Best Complementary Medicine Product

• Nimbus Plant Milk – Best New Brand

• Sanctum Organics – Best Certified Organic Product

• Loco Love – Retailers’ Choice and Best Food Product

• Ann Cattelan (Go Vita) and Ryan McLintock (Vitalus) – Retail Leaders

• Little Harvesters – People’s Choice

• Not Coffee – Pitch Fest Winner

Naturally Good 2025 once again proved why it remains the ultimate B2B platform for conscious brands and retailers. From product discovery to strategic insight and community connection, the expo delivered across every touchpoint.

Naturally Good returns to ICC Sydney from 3–4 June 2026. Interested in exhibiting or attending? Visit naturallygood.com.au to learn more. ■

GROUNDED IN CULTURE, RISING IN STRENGTH

Native Secrets and the Next Generation of Beauty

This winter, as we acknowledge Reconciliation Week and prepare to celebrate 50 years of NAIDOC, the call to uplift Indigenous-led stories has never felt more powerful. With the 2025 NAIDOC theme, “The Next Generation: Strength, Vision & Legacy,” the focus turns to what lies ahead—young leaders, bold ideas, and enduring connections to Country. At the heart of this story is Native Secrets—a purpose-driven skincare brand founded on Wiradjuri Country, weaving together heritage, sustainability, and Indigenous entrepreneurship.

Founded by Indigenous husband and wife team Cherie and Phil Thompson, Native Secrets began as a way to protect and share cultural knowledge—particularly around native botanicals traditionally used for healing and ceremony. What started with cypress leaf oil, wild-harvested with

care, has grown into a broader movement for reconnection and regeneration. “Our products aren’t just made on Country— they’re shaped by it,” says Cherie, CEO of Native Secrets. “Each one carries the spirit of where it comes from—our land, our stories, and our responsibility to care for both.” From its gentle Hair & Body Wash to its Soothing Lotion, every item in the Native Secrets range reflects generations of wisdom and an unwavering respect for nature. But beyond the products, Native Secrets is a force for structural change— creating employment, driving education, and reminding the beauty industry that ethical sourcing and cultural integrity are non-negotiable.

Reconciliation Week is often marked by reflection and discussion—but for brands like Native Secrets, it’s a lived, daily commitment. Through partnerships with Aboriginal harvesters and communities, support for

NAIDOC Week is an annual Australian observance held from the first Sunday in July to the following Sunday. The name stands for National Aborigines and Islanders Day Observance Committee, originally the organising body behind the event. While it began with the 1938 Day of Mourning, NAIDOC Week became a week-long celebration in 1975. Today, NAIDOC Week recognises and celebrates the history, culture, and achievements of Aboriginal and Torres Strait Islander peoples, with the acronym now symbolising the entire nationwide celebration rather than just the founding committee.

Native Secrets is a force for structural change— creating employment, driving education, and reminding the beauty industry that ethical sourcing and cultural integrity are non-negotiable.

cultural workshops, and ongoing advocacy, the business walks the talk. “Reconciliation isn’t an event,” Phil shares. “It’s a way of doing business. It’s about how you employ, how you tell stories, and how you show up with respect.” In this way, Native Secrets becomes a model—not just for beauty brands, but for any business seeking to deepen its impact and authenticity.

This year’s NAIDOC Week theme, “The Next Generation: Strength, Vision & Legacy,” speaks to a defining moment in Australia’s cultural evolution. It honours five decades of resistance and resurgence while

shining a light on the future—the young voices and Indigenous-led organisations that will guide the next 50 years. Native Secrets is deeply aligned with this mission. Its work is grounded in intergenerational strength— drawing from Elders and knowledge holders, while building pathways for future leaders. The company isn’t just building a brand; it’s building legacy. “We do this for our kids,” says Cherie. “So they can see themselves in positions of strength—not just surviving, but thriving.”

Retail Beauty readers—stockists, beauty advisors, buyers—have a unique

opportunity to be part of this movement. Supporting Indigenous brands means more than ticking a diversity box. It’s about:

• Creating year-round visibility for Aboriginal-owned businesses.

• Educating teams on cultural significance and story.

• Using shelf space as a platform for reconciliation and respect. When you support brands like Native Secrets, you’re supporting a future where beauty is not just ethical—it’s deeply meaningful.

As we celebrate Reconciliation Week and NAIDOC, the team at Native Secrets invites the industry to think beyond the surface. Let’s build a beauty industry that listens, learns, and leads with care. Because when culture is at the centre of commerce, and when story is embedded in every product, we don’t just create skincare—we create change. ■

https://nativesecrets.com.au

Photography: Darkeye Photography

Photography: Darkeye Photography

Photography: Darkeye Photography

Phil and Cherie Thompson with their daughters.

Photography: Elle Borgward

Photography: Elle Borgward

5 MINUTES WITH...

Jessica Mauboy

Jessica Mauboy first captured Australia’s attention as the runner-up on Australian Idol in 2006, later topping the charts with hits like Burn and becoming one of the country’s most successful recording artists. Now, the ARIA Award-winning singer and actress is making her mark in beauty with the launch of Desert Rose — a skincare brand centred on SPF protection for all skin tones. Drawing on her Northern Territory roots and deep connection to Country, Mauboy shares why sun care is essential, how her career has shaped her views on beauty, and why Desert Rose is more than just skincare — it’s a movement for self-respect and everyday empowerment.

By Michelle Ruzzene

WHAT INSPIRED YOU TO CREATE DESERT ROSE?

“I’m a proud Wakaman and Kuku Yalanji woman, raised in the Northern Territory where the vast beauty of the land is matched only by its intensity. Growing up under the fierce Australian sun, we didn’t fully understand the toll UV exposure was taking on our skin, but now we do. And that knowledge has transformed how I see skincare.

I’ve learned that at its core, true skincare starts with sun protection. Not just in summer but every single day, because UV never rests. That’s why I created Desert Rose: to empower everyone to embrace the outdoors with confidence, knowing their skin is protected from Australia’s harsh, high UV rays.

My vision is to make sun care second nature, through SPF50+ skincare that feels good, looks good, and does good. Every product is infused with the healing power of Australian botanicals to protect, hydrate, heal, and restore.

No matter how you define beauty, I want you to feel strong, radiant, and supported in your skin. This is more than skincare, it’s a commitment to care, from the inside out.”

WHY WAS SUN PROTECTION FOR ALL SKIN TONES A NONNEGOTIABLE FOR YOU?

“Sun protection for all skin types and tones is non-negotiable for me because UV damage doesn’t discriminate, no matter your skin colour, everyone is at risk of premature aging, sunburn, hyperpigmentation, and even skin cancer.”

THE SPF SERUM TOOK THREE YEARS TO DEVELOP – WHAT MADE IT WORTH THE WAIT?

“The SPF50+ Hydrating Face Serum with Kakadu Plum took three years to develop and it was absolutely worth the wait because we refused to compromise on performance, texture, and inclusivity. Invisible on every skin tone – we spent years testing and reformulating to create a formula that truly disappears into all skin tones, no white cast, no greasy residue, no ashy finish. Just a clean, natural glow.

Dual-purpose skincare – It’s not just sun protection, it’s skin nourishment. We infused it with antioxidant-rich botanicals like Kakadu Plum, hydration boosters like niacinamide and Vitamin E, and calming ingredients to support your skin barrier while shielding you from UV damage.

Everyday wearability – we obsessed over texture until we nailed a lightweight serum that layers effortlessly under makeup or stands alone on bare skin. No pilling, no heaviness just comfort and confidence.

Tested relentlessly, loved universally – we worked with dermatologists, make-up artists, and real users across all skin types and tones to perfect the formula. The result? A product people actually want to wear every day.

This wasn’t just about launching another SPF product, it was about setting a new standard. The wait wasn’t easy, but it made all the difference.”

HOW DID YOU CHOOSE NATIVE BOTANICALS LIKE KAKADU PLUM FOR YOUR FORMULA?

“We chose native botanicals like Kakadu plum with purpose because we wanted every ingredient to do more than just sit on your skin.

Potency backed by nature – Kakadu plum is one of the richest natural sources of vitamin C in the world.

Skin benefits rooted in tradition – These botanicals have been used for generations by Indigenous communities for their healing, soothing, and protective properties.

Synergy with our mission – We wanted ingredients that aligned with our values: clean, effective, and respectful of both people and the planet.

They elevate the experience – Beyond their benefits, these ingredients help our SPF serum feel luxurious and nourishing adding subtle hydration, calm, and radiance with every drop.

Ultimately, we didn’t just want our formula to protect your skin, we wanted it to actively improve it.”

HOW HAS BECOMING A MOTHER INFLUENCED YOUR VIEW ON BEAUTY AND SELF-CARE?

“Becoming a mother completely transformed my view on beauty and self-

care. It made me realise that taking care of myself isn’t a luxury, it’s a necessity, not just for me, but for the people who depend on me. Motherhood didn’t make me less interested in beauty, it gave it new meaning. It taught me that caring for yourself is one of the most powerful things you can do.”

WHAT DO YOU HOPE DESERT ROSE REPRESENTS FOR YOUR COMMUNITY?

“I was inspired by the resilient Desert Rose flower that blooms boldly in the heart of the Australian desert, thriving in extreme conditions, against all odds.

As the floral emblem of the Northern Territory, the Desert Rose holds deep meaning for me, not just as a symbol of strength and survival, but as a reflection of where I come from.

I created this brand with the same spirit, to offer confidence without compromise, suncare that protects, nourishes, and celebrates every shade of sun-loved skin.

I hope Desert Rose becomes more than just a skincare line. I want it to stand as a symbol of self-respect, a reflection of community, and a reminder that we can all rise, glow, and thrive—no matter the conditions. It’s about creating representation that feels real, offering protection as a form of empowerment, and setting a new standard of care. I envision Desert Rose as a safe space within the beauty world— one that helps people feel seen, protected, and powerful in their own skin. That’s the community I’m building.

WHAT BEAUTY LESSONS FROM MAKEUP ARTISTS STUCK WITH YOU?

Working with top makeup artists taught me that the best kind of beauty is rooted in care, not cover-up. They showed me that skin is the canvas, and it should be treated with respect. I learned that less is often more, that protection is essential to any routine, and that products should perform while also feeling good. Most importantly, confidence always shines through.

DO YOU SEE DESERT ROSE EXPANDING INTO RETAIL STORES LIKE MECCA, SEPHORA, OR PHARMACIES IN THE FUTURE?

“Desert Rose is currently available online because we’ve been able to connect directly with our community and grow intentionally. Looking ahead, we do see the brand expanding into retail stores with the right, values-aligned partner.” ■

https://desertroseaustralia.com

POWER, PASSION AND PRESTIGE: JACQUI VARGHA ON LEADERSHIP, LEGACY AND LUXURY BEAUTY J

With over two decades of commercial, marketing, brand and product experience across some of the world’s leading beauty and wellness brands, Jacqui Vargha has cemented her place as one of the industry’s most dynamic leaders. From shaping global brand strategy at Jurlique to leading commercial growth at The Beauty Chef and Clarins Fragrances, Vargha is now General Manager at Prestige Brands Australia—distributor of some of the world’s most luxurious fragrance and cosmetics brands across APAC and Oceania. She sat down with Retail Beauty editor Michelle Ruzzene to reflect on her career journey, leadership ethos, and what’s next for the prestige portfolio.

acqui Vargha’s career is one built on entrepreneurial energy. “I’m fortunate to have gained experience across a breadth of mono and multi-brand roles, both globally and within the ANZ market. From marketing to NPD and commercial,” says Vargha. “I’ve always been more attracted to roles in entrepreneurial, lean businesses that naturally foster creativity—versus more hierarchical or structured environments. The more exposure I’ve had to these types of businesses, the more I’ve been able to push myself, and I think that serves me well today, leading the Prestige Brands Australia mission in ANZ.”

Prestige Brands Australia is one of seven subsidiaries within the Prestige Group of Companies, headquartered in Singapore. As GM, Vargha oversees ANZ operations, working closely with the founder and teams across Southeast Asia.

“We work from a place of mutual respect, push ourselves to generate inspired ideas, and strive for flawless execution of activation plans,” she says. “While the ANZ markets are very dynamic, we must avoid knee-jerk reactions to economic shifts. We navigate market flux by thinking long-term rather than short-term—drawing confidence from our vision and mission, and focusing on sustainable growth.”

With a résumé spanning skincare, fragrance, wellness and fashion, Vargha says her leadership approach is grounded in action. “My constant is to lead by doing. You have to be prepared to roll your sleeves up, think on your feet, and be present and proactive in your business. Our team mantra is ‘the power of now’. We balance considered decision-making with agility and adaptability.”

That hands-on mentality was honed during her time at Jurlique, where she worked on global NPD and brand storytelling. “It was an amazing team at Jurlique. Being part of the regional and global growth journey at that time was incredible,” she says. “Accelerating NPD and storytelling globally taught me the importance of listening to market feedback and anticipating needs. While there was a desire for centralised marketing, a one-sizefits-all approach didn’t always resonate. You have to allow flexibility and adaptability— what I call ‘freedom within a framework’. There was healthy tension at times between global and local teams, but teamwork, communication and collaboration always prevailed.”

Jacqui Vargha (right), Roula Demitri, Sales Director Prestige Brands ANZ (left) and Cibele Niela, Goldfield & Banks (centre).

Across her career, Vargha has worked across department stores, pharmacies, DTC and more. Her approach to retail? Stay true to brand DNA and lean into data.

“You have to have a crystallised sense of brand and, in parallel, understand how to adapt that brand to each channel,” she says. “Data is so important. Tailored plans and investment strategies are the foundation for success. That, along with working hand-in-hand with global brand partners and staying curious enough to explore every opportunity. Ultimately, you have to be prepared to take some risks.”

A defining moment in Vargha’s current role was building the Prestige Brands Australia team from scratch.

“One of my biggest career moments was creating the structure and building our entire head office and Beauty Advisor team when we launched our subsidiary operations in January 2022,” she says. “To me, it was a once-in-a-lifetime opportunity to build a talented and like-minded team from the ground up. To create a culture based on trust and respect, you must hire for attitude and passion—then for depth of skills.

High-performing teams are built through collaboration and teamwork. That is key.”

“At Prestige Brands Australia, we rise to every challenge as one team. We minimise obstacles and maximise empowerment to get the job done simply and effectively. I’m excited to see our team continue to evolve in line with our growth trajectory.”

Mentoring emerging leaders is one of Vargha’s passions. She recalls her time working with Junko Gomi, a seconded team member from POLA Holdings in Japan.

“She embraced every challenge, every piece of advice, worked hard and thrived,” she recalls. “She’s gone on to have a highly successful career at C-suite level in both the US and Japan. We worked closely during a time when she was learning the industry from all angles. I believe I was able to challenge and encourage her to stay curious, be diligent and build confidence.”

As for her own start in beauty? It all began on counter.

“I started working in beauty while I was at university—on the Clinique counter at Grace Bros in Wollongong,” she says. “I truly loved the industry from day one,

and was fortunate to merge my commerce studies into a career in beauty and brand management.”

Today, that same passion fuels her.

“I won’t pretend I have everything in balance—I have two small children! But I have a wonderful team at work, a supportive family, and people around me who encourage me. I truly love my job and my team, so the passion comes naturally.”

Looking ahead, Prestige Brands Australia is focused on elevating the customer experience. “Right now, we have our heads down working hard to represent our beautiful brand portfolio at the highest standard in a challenging climate,” she says.

“We have a lot of exciting developments in the pipeline—especially in retail experience and experiential marketing.”

So, how does Vargha define success now?

“Success is loving what you do, being present, and not getting distracted by what’s happening elsewhere,” she reflects.

“It’s having passion, a clear vision, working with incredible colleagues and seeing your strategies and ideas come to life. That’s success to me.” ■

Jacqui (third from left) pictured with Dimitri (fourth from left) and some of Prestige Brands Sales & Marketing teams at the recent Goldfield & Banks event.

Beauty Without Barriers

Australia’s First Accessible Beauty Summit Issues

Powerful Industry Wake-Up Call

By Michelle Ruzzene

In a powerful moment for the Australian beauty industry, Guide Dogs NSW/ACT hosted the first-ever Boundless Beauty Summit in Sydney—an event solely dedicated to making beauty more accessible for people with low vision or blindness. I had the pleasure of attending alongside Retail Beauty publisher, Nicci Herrera, as the summit brought together brands, disability advocates, content creators and accessibility experts to call for urgent change. At the heart of the day was keynote speaker Molly Burke, a global accessibility advocate who reminded the audience that inclusive design isn’t just good practice—it’s essential.

The event forms part of Guide Dogs NSW/ACT’s broader Boundless campaign — a bold vision to create a world without

barriers for people living with low vision or blindness by 2030. While progress has been made in various sectors, the beauty industry continues to lag in areas such as packaging and product design, particularly in Australia.

“Brands overseas are beginning to embrace inclusive and universal design, but we’re lagging behind,” organisers said. “There’s a clear demand for change — 75% of Australian consumers want to see more accessibility built into everyday products. The time to act is now.”

Burke, blind since her teens due to a rare degenerative eye disease, captivated the audience with her candid, often humorous reflections on navigating the beauty world as a blind woman.

Dale Cleaver, CEO Guide Dogs NSW/ACT, addresses guests.

“My biggest pain point every single day is going to the bathroom in public,” she shared. “Not because I’m pee-shy, but because the experience wasn’t designed for me. And that’s true of so many spaces, including beauty retail. Every time I go to buy a lipstick and I can’t read the label, I’m reminded: I wasn’t considered.”

Burke’s address combined vulnerability with a powerful call to action, urging the industry to rethink how it engages with disabled consumers. “The reality is that disabled people are one of the most discriminated against minority groups, yet disability itself does not discriminate. At any point — due to age, accident or illness — anyone can become disabled. So don’t you want the world to be ready for you?”

She offered practical suggestions for beauty brands — from tactile markings and high-contrast packaging to screenreader-friendly QR codes and hiring disabled creators as advisors. “There’s no excuse anymore. We’re not hard to find. We’re already out there reviewing your products, creating content, and advocating. Put us on your PR lists. Include us in your campaigns. Invite us into your boardrooms. We don’t just bring a disability lens — we bring creativity, loyalty, and a valuable perspective.”

Burke also highlighted several beauty brands making strides in accessibility, including Too Faced, ILIA, Revlon and Rare Beauty, which she praised for

incorporating accessible features and inclusive messaging.

The event featured a live panel moderated by ABC’s disability affairs reporter Nas Campanella. Speakers included:

• Courtney Withers, app innovation specialist at Microsoft

• Sandra Glynn, a renowned makeup artist with experience working with individuals who are blind or have low vision

• Karlee Symmonds, a disability advocate with lived experience (Guide Dogs)

• Kathleen Casford, founder of By Ninja Design and accessible brand Wilde

• Alexandra Brayshaw, Accessible Design Manager at Arthritis Australia

• Storm Menzies, founder of accessible beauty brand ByStorm

• Lily Twelftree, beauty analyst at Barefaced Media

• Molly Burke, global accessibility advocate

The summit also featured an “Inclusion Lab” – an interactive exhibition showcasing beauty packaging innovations like Braille labelling, tactile navigation tools, and audio QR codes. Inclusive local brands Okkiyo, Wilde, and ByStorm Beauty were also on show, demonstrating the potential of thoughtful design in action.

Backed by sobering statistics — over 5 million Australians live with a disability and 54% have a long-term eye condition — the event reinforced the commercial and ethical imperative for change.

“If you hand me a phone with a screen reader, I’m not disabled,” said Burke. “But if you give me a touchscreen with no accessibility features, now I need help. Not because I’m incapable, but because you didn’t consider me.”

Her emotional closing remarks brought the audience to their feet. “I’m not doing this for the brand deals or the views. I’m doing it for the five-year-old Mollies who dream of being on stage. For the girls too scared to wear makeup because they went blind. I’m doing this for a community far bigger than myself. And we deserve better.”

The Boundless Beauty Summit marks the beginning of a long-overdue industry conversation. For brands ready to lead, the opportunity is clear: inclusive design isn’t just better — it’s beautiful. Because beauty is for everyone. And that includes those who can’t see it. ■

Molly Burke.

ByStorm Beauty creates inclusive makeup tools and adaptive accessories.

Mascara for Sensitive Eyes by Okkiyo.

Haircare brand Wilde features braille on packaging.

A WINTER WARMER FOR THE SOUL

The

cosmetic industry understands the power of feeling good. When someone looks in the mirror and feels confident it can be transformative, even more-so for those undergoing cancer treatment.

This July, the industry Australiawide is being invited to host a Christmas in July fundraising event to support Look Good Feel Better, a national cancer support program that helps connect a community of people living a shared experience; empowering them to regain control, confidence, and a sense of self.

Mid-year might not traditionally be festive, but there’s never been a better time to light up the fairy lights, break out the Christmas tunes, and sprinkle some muchneeded warmth into winter. By hosting a Christmas in July fundraiser or event, you’ll bring some mid-year festive cheer to your customers, colleagues, family and friends while also giving the gift of confidence to Australians navigating a deeply challenging time.

For many people facing cancer, treatment doesn’t just affect their health; it can drastically change their appearance, energy, and sense of self. Hair loss, skin changes, fatigue, and emotional distress are just a few of the challenges that can impact someone’s confidence. This is where Look Good Feel Better steps in.

Operated by the Cancer Patients Foundation, Look Good Feel Better has supported over 190,000 Australians since 1990. The program delivers free in-person and online workshops, as well as Home-Delivered Confidence Kits to help those undergoing treatment better manage the visible and invisible impacts of cancer. By offering practical beauty and wellness guidance, the program empowers participants to take control of their diagnosis and feel more like themselves again.

The cosmetic industry already understands the importance of self-care so is uniquely positioned to help amplify this mission through giving back, supporting a vision of wellness, boosting self-esteem, and making people feel good in their own skin in the most valuable way.

The impact of fundraising is immediate and tangible. For every $100 raised, one person receives full access to the Look Good Feel Better program, including:

• In-Person Workshops – group sessions in a supportive setting, where participants learn to address changes in appearance due to treatment. These workshops also help reduce the isolation that often accompanies a cancer diagnosis.

• Home-Delivered Confidence Kits – packed with skincare and cosmetic products, how-to guides, and access to video tutorials, these Kits provide practical tools and a comforting reminder that support is always at hand.

• Virtual Workshops – covering everything from makeup techniques and wig styling, to meditation, nutrition, chair yoga, and oncology massage,

these sessions allow people to connect and gain much-needed total wellness support from home.

Running a Christmas in July fundraiser doesn’t need to be complicated, it just takes a little creativity, some festive flair, and a big heart. Whether you’re a salon, spa, pharmacy, or retail beauty brand, there are countless ways to get involved, but here are some ideas to get you started.

• Host a festive shopping night – invite customers to enjoy exclusive discounts and festive gift packs, with a donation option or a portion of sales donated at checkout.

• Hold an ugly Christmas sweater competition – Ask staff and customers to wear their wildest attire in exchange for a gold coin donation. Consider offering a prize pack for the most impressive outfit seen during the month.

• Promote a Christmas giving tree – Let customers “sponsor” a Confidence Kit by donating $100, then place their name and a message on a tree in-store.

• Offer a mid-year makeover package – bundle a seasonal product or service with a built-in donation and let customers know they’re supporting a great cause.

• Create an online fundraiser – If you have an e-commerce platform, use your website and socials to spread the word and invite your community to give online.

Whatever form your fundraising takes, the most important part is sharing the story of Look Good Feel Better with your community. Your customers and community will appreciate knowing that their involvement is directly helping someone regain a sense of control and confidence during one of the most challenging times of their life, and they may also benefit from referring a lovedone to the service! ■

A SPECIAL GIFT FOR YOU

As a bonus for those who get on board early, Look Good Feel Better has partnered with Balsam Hill, renowned for their ultra-realistic Christmas trees and high-end holiday décor. To help make your event even more magical, the first three fundraisers to raise $500 will receive a breathtaking 274.5cm Norway Spruce LED Christmas Tree, valued at over $3,299.

Imagine the joy of receiving such a stunning centrepiece for your store, office, or salon - just one more reason to get started early and aim high with your fundraising.

Every person diagnosed with cancer deserves to feel supported, seen, and empowered. For many, a Look Good Feel Better workshop is a turning point, not only in how they see themselves, but in how they manage the physical and psychological impacts of treatment.

As part of the cosmetic industry, you already contribute towards people’s confidence every day. Hosting a Christmas in July fundraiser simply extends that impact, helping others rediscover joy and a sense of self during their cancer experience. Plus, it’s a fantastic way to energise your team, attract new customers, and connect with your local community, all while supporting a vital cause.

REGISTER TODAY AND START SPREADING A LITTLE CHRISTMAS MAGIC

1. Register to host your event via christmas-in-july.raiselysite.com

2. Set up your online fundraising page and start sharing it across social media and email.

3. Get creative and festive - whether it’s a staff party, customer promotion, or community gettogether, every dollar counts.

4. Celebrate your success, knowing your contribution is helping real people across Australia.

Fire up those ‘warm and fuzzies’ this July and help deliver the gift of wellbeing and confidence to those undergoing treatment for cancer. Your support is crucial to ensuring that Look Good Feel Better can continue to offer their life-changing services across Australia.

IS TIKTOK SHOP THE NEXT EVOLUTION IN AUSTRALIAN BEAUTY ECOMMERCE?

As TikTok Shop reshapes global beauty retail, Australian brands have a rare window to move first.

TikTok Shop is no longer just a buzzword; it’s a significant player in the global ecommerce landscape. In 2024, it generated $33.2 billion in gross merchandise value, nearly tripling its performance from the previous year. Beauty and personal care products have emerged as top sellers, accounting for 22% of total sales.

This growth isn’t confined to one region. TikTok Shop has become the fourth-largest beauty retailer in the UK, with one product sold every second. Southeast Asia also shows

significant engagement, with countries like Thailand and Vietnam contributing substantially to sales.

UNDERSTANDING TIKTOK SHOP’S UNIQUE MODEL

Unlike traditional ecommerce platforms, TikTok Shop integrates product discovery, content creation, and purchase into a single experience. Users can watch a short video, see a product in action, and make a purchase without leaving the app. This seamless integration has transformed

the shopping journey, particularly for beauty products.

David Willey, Co-Founder of WE ARE LIVE, explains: “TikTok Shop isn’t just a new channel; it’s a new kind of retail behaviour. What we’re seeing globally is the collapse of the traditional marketing funnel. Discovery, intent, and purchase now happen within the same scroll.”

THE AUSTRALIAN OPPORTUNITY

Despite its global success, TikTok Shop has yet to launch in Australia. This presents a unique opportunity for local beauty brands to prepare and adapt before the platform becomes mainstream.

“Brands that wait for the official launch will already be behind,” says Willey. “The real advantage is in building capability now. Testing what sells, who converts, and how to create content that drives action, not just engagement.”

Early adopters in other markets have seen significant benefits. In 2024, over 200,000 active businesses in the UK operated on TikTok Shop, doubling from the previous year. This proactive approach has allowed

brands to fine-tune their strategies and establish a strong presence before the market becomes saturated.

PREPARING FOR SUCCESS

For Australian beauty brands, readiness involves more than just setting up a TikTok account. It requires a comprehensive strategy that includes:

• Content Creation: Developing engaging, authentic videos that showcase products effectively.

• Creator Partnerships: Collaborating with influencers who resonate with target audiences.

• Platform Familiarity: Understanding TikTok Shop’s features, policies, and best practices.

• Logistics Planning: Ensuring seamless order fulfilment and customer service.

“It’s not about producing more content; it’s about producing the right content in the right format, for the right moment,” Willey emphasises. “The brands that succeed on TikTok Shop won’t be the loudest, they’ll be the most ready.”

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LOOKING AHEAD

TikTok Shop’s influence is undeniable as the global ecommerce landscape continues to evolve. For Australian beauty brands, the question isn’t if the platform will impact the market, but when. By taking proactive steps now, brands can position themselves to capitalise on this emerging trend and connect with consumers in innovative ways.

WANT TO GET YOUR BRAND TIKTOK SHOP READY?

To explore how your business can prepare for social commerce and secure first-mover advantage, contact David Willey at WE ARE LIVE via www.wearelive.com.au, or email dave@wearelive.com.au ■

Beauty Retail’s Evolution: Innovation, Individuality, and the Road Ahead

As global consumer dynamics continue to evolve, beauty retail stands out as a resilient yet rapidly transforming sector.

ABy Evan Sheehan, GLOBAL RETAIL & CONSUMER PRODUCTS SECTOR LEADER, DELOITTE GLOBAL

ccording to Statista, despite broader macroeconomic pressures, beauty retail is thriving and projected to grow from approximately $427 billion in 2022 to nearly $600 billion by 2027. This growth is being fueled by a convergence of technology, sustainability, and a shift toward more personalised, inclusive experiences particularly among younger generations.

REDEFINING RETAIL THROUGH EXPERIENCE AND EXPECTATION

Deloitte Global’s Powers of Retailing 2025 report emphasises a rising consumer focus on value, flexibility, and engagement. These trends are reinforced in beauty retail’s shift toward experiential, omnichannel strategies. As the “phygital” model becomes standard, beauty retailers are also blurring the lines between instore and digital. Augmented reality (AR) try-on tools, immersive storytelling, and AI-powered recommendation engines are elevating online experience, while brick-and-mortar spaces are being reimagined as interactive hubs.

AI AS A GROWTH ENGINE

In particular, artificial intelligence is rapidly reshaping the beauty industry’s front and back ends. From virtual consultations to inventory optimisation, AI is becoming an indispensable tool. Many leading beauty brands now offer tailored skincare recommendations, realtime product suggestions, and dynamically

AI also plays a vital role in labur productivity, supply chain efficiency, and price optimisation.

personalised promotions. These tools are helping brands engage the growing demand for curated, efficient, and digitalfirst beauty shopping experiences.

As Deloitte highlights across sectors, AI also plays a vital role in labour productivity, supply chain efficiency, and price optimisation. In beauty, this is translating into smarter merchandising, better-targeted launches, and improved customer retention.

GEN Z, IDENTITY, AND THE PURPOSE-DRIVEN BRAND

A standout insight from Global Powers of Retailing is the increasing importance of brand purpose, particularly for Gen Z consumers. In beauty, this is playing out in calls for more inclusive shade ranges in makeup, gender-neutral products, and cultural representation. Brands that reflect individual identities, values, and social awareness are gaining traction and building loyalty.

Consumers now expect not only performance, but principle. This has

pushed beauty retailers to rethink branding, storytelling, and even product development. The rise of “skinimalism”—a preference for simpler, multifunctional products also reflects this shift toward more conscious, value-aligned consumption.

It’s clear sustainability is also no longer a niche concern. Deloitte Global’s findings highlight circularity—resale, repair, refill, and recycling—as an area of competitive advantage. In beauty, this has translated to refillable packaging, ingredient transparency, and growing investment in product take-back programs. Several global players are also scaling circular initiatives to reduce waste and increase engagement. These initiatives are not just environmental gestures, but are responding to a growing market of consumers who buy based on ethics and long-term value.

YET CHALLENGES IN THE SECTOR REMAIN

While the beauty sector continues to grow, it faces headwinds. This includes increasing

regulatory scrutiny around “organic” and “natural” claims, the rise of counterfeits online, and growing cost pressures due to demand for personalised, techenabled solutions.

Geopolitical shifts are also impacting beauty just as much as other retail sectors. Deloitte Global’s report notes supply chain diversification will likely accelerate, with retailers actively reducing reliance on China and exploring hubs like Mexico, India, and Southeast Asia. For beauty brands, recent sales slowdowns in China—reported by companies like Estée Lauder, L’Oréal, and Shiseido—have led to a reevaluation of goto-market strategies in Asia and increased focus on growth opportunities in Europe, North America, and emerging markets. Additionally, heightened price competition has made brand trust and differentiation even more critical. This makes innovation not just a differentiator, but a necessity.

WHAT’S NEXT?

As beauty retailers chart their course through 2025 and beyond, several strategic imperatives emerge:

• Double down on digital personalisation: AI is not just a tech play—it’s a loyalty driver. Tailored recommendations, predictive inventory, and dynamic pricing can improve both customer satisfaction and operational efficiency.

• Rethink physical retail as a brand stage: Immersive experiences, integrated AR, and interactive storytelling can help beauty brands create deeper emotional connections with consumers.

• Lead on purpose: From sustainability to inclusivity, brands that align with Gen Z values are already outpacing competitors.

• Future-proof the supply chain: As geopolitical uncertainty continues, diversification and transparency are becoming must-haves.

• Embrace “less is more”: Skinimalism and mindful consumption are reshaping product portfolios and marketing narratives. The message is clear: beauty retail is no longer just about product it’s about experience, ethics, and evolution. Retailers that act boldly and with intention will not only capture market share but redefine what beauty means in a changing world. ■

867 internet users aged 12-17

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iStock.com/Delmaine Donson

BEAUTY’S WELL NESS REVOLUTIO N:

DRIVEN BY NOSTALGIA, INSPIRATION AND SELF-CARE IN 2025

A Circana report reveals the retail sector’s path to revitalisation

TBy Alistair Leathwood, HEAD OF MEDIA ANALYTICS AND INSIGHTS, CIRCANA

he key focus for retailers is stimulating growth and covering costs by reigniting revenues amidst an improving economy, says Circana in their Rewired: Finding Growth in the Future of Retail outlook report.

Shoppers are looking for escapism with their purchases, which is why they are looking for goods that feel nostalgic; brands need to turn up the emotional volume to provide comfort and build trust with today’s shoppers.

Inspiration and aspiration are other fundamentals brands need to deliver to elevate moods and help shoppers achieve their goals. Amplifying affordability and bringing out-of-home experiences into the home are important to make these ideals more accessible to shoppers.

Self-care is shifting from being reactive to more proactive with shoppers seeking out these activities more than ever. For brands, it is a race to resilience amid the economic turmoil, so adapting to these three factors driving shoppers is crucial to success in 2025.

Optimising the experience economy is key as shoppers want ultimate value from their purchasing decisions. Brands will need to capitalise on the power of subconscious commerce to engrain themselves into daily life.

Sustainability is a huge priority for most shoppers so investing in the ESG ecosystem and circular retail are key to building loyal customers today. Another imperative is to reconfigure supply and shift to an elastic brand model, expanding or contracting based on demand.

There is a lot for brands to consider but doing this early in the year will set them up for success and potential growth as the economic pressure is set to ease slightly.

THE SELF-CARE REVOLUTION

In 2025 it’s not just about looking good, it’s about feeling good. And as consumers worldwide are increasingly prioritising wellbeing, beauty is emerging as a key player in the self-care economy.

Consumers want brands that “get” them; they want to feel special and heard by the brands they love.

Within the general merchandise and consumer packaged goods (CPG) industries tracked by Circana, beauty continues to perform extremely well, which isn’t a huge surprise with beauty uniquely positioned at the heart of the dominant drivers of consumer behaviour: self-care, nostalgia, and aspiration.

As consumers take a more proactive approach to their wellbeing, the lines between beauty and wellness are blurring and becoming intrinsically linked. This opens new growth pathways for beauty brands that can deliver products and

experiences that help consumers feel better, not just look better.

Self-care has evolved from being reactive to proactive, encompassing mental and social health, lifestyle habits, and energy. This shift presents growth opportunities for beauty retailers and brands, as consumers seek products that promote peace, relaxation, anxiety reduction, and improved health.

iStock.com/Urbazon

Products endorsed by experts, such as those providing energy-boosting, protein-rich, and sugar-free benefits, are particularly appealing. By focusing on selfcare, beauty retailers and brands can tap into this expanding market and meet the evolving needs of their customers.

Consider this…

• 46% of women are dedicating more time to skincare

• 32% are applying makeup to support their wellbeing

• 31% are styling hair more frequently to boost their mood

• 26% are using fragrance to lift their spirits

• 23% are turning to candles and diffusers for an emotional reset

DRIVING INNOVATION: TRANSFORMING GROWTH WITH TECHNOLOGY AND DATA

Building personalised brand experiences and customer loyalty will require retailers to leverage technology and data to enhance the delivery of these efforts and stimulate growth.

Investing in advanced data analytics will help retailers understand consumer preferences with certainty, enabling them to deliver hyper-personalised promotions and tailored product recommendations.

AI technologies can enhance productivity and efficiency by precisely harnessing customer data, to anticipate consumer desires and deliver an elevated customer experience.

Through this, beauty retailers can strengthen customer relationships, encourage repeat purchases, and ultimately drive loyalty and sales.

OPTIMISING THE EXPERIENCE ECONOMY

In the experience economy, consumers desire to escape everyday life and beauty brands must go beyond product and create meaningful moments that elicit joy.

Whether it’s a relaxing at-home ritual, a smart mirror try-on in store, or a curated gift set that feels personal — it’s about the feeling, not just the function.

Consumers want brands that “get” them; they want to feel special and heard by the brands they love. The retailers and brands that work to deliver positive experiences— whether that be at home or in the salon/ spa—will have the greatest success and will become part of their customers’ everyday wellbeing — not just their shopping habits.

THE SINGLE SOURCE OF TRUTH FOR BEAUTY

The beauty market is increasingly being shaped by channel shifts and a surge of indie brands. In a world with rapidly changing products and distribution models, it’s critical to know what is selling, where, why, and for how much.

Circana monitors beauty industry trends across the globe, from the big picture down to the category, geographic region, and store levels, based on best-in-class point-ofsale (POS) and consumer data to build a deep understanding of what is happening and what is expected to happen.

This intelligence is extremely valuable especially when looking at new product forecasting, segmentation, price and promotion evaluation, market forecasting, and more. Quality data is essential to enable smarter decisions, faster execution, and future-ready strategies to meet the needs of consumers today and also tomorrow.

LOOKING AHEAD

The beauty industry is poised to thrive in 2025, but the rules have changed. Retailers and brands that invest in personalisation, data-driven innovation, and wellness-led experiences will lead the next chapter of beauty retail. ■

iStock.com/Delmaine Donson

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Personalisation Trends are Redefining the Beauty and Personal Care Industry

Imagine a cleanser designed specifically for your skin type, a shampoo tailored to your hair’s individual needs, or a foundation matching your unique skin tone.

By Mintel

Personalisation trends are rapidly seeping into all sectors of the beauty and personal care (BPC) industry as consumers increasingly demand curated products and experiences. This shift is pushing brands to rethink skincare, haircare, and cosmetics.

This article will examine the rise of personalisation in beauty, exploring inclusivity, advanced technology, consumer empowerment, and expert collaborations—all of which are pivotal for revolutionising this dynamic landscape.

DIFFERENTIATING BETWEEN PERSONALISATION AND HYPER-PERSONALISATION

Traditional beauty personalisation might involve choosing a cleanser for oily or dry skin, but hyper-personalisation goes further, leveraging advanced technology to deliver tailored solutions, using consumer-provided data from surveys or consultations to create customised beauty products.

For example, the US-based brand Function of Beauty customises haircare by offering ampoules to mix with shampoo or conditioner to enhance their benefits. Using online questionnaires, they develop formulations based on hair type, goals, and preferences.

Technology is often at the centre of hyper-personalisation, without which this degree of individualisation wouldn’t be possible. It uses real-time data, Artificial

Intelligence (AI), and DNA testing to craft bespoke consumer solutions for consumers.

For example, L’Oréal’s ‘Perso’ device uses AI to assess skin and environmental factors, to deliver tailored skincare serums and to elevate personalisation into a premium, tech-driven experience.

HOW IT WORKS:

• Providing a personal skin analysis Via a picture taken with a smartphone, ModiFace technology evaluates users’ skin conditions such as deep wrinkles, fine lines, dark spots, and pore visibility.

• Analysing the environment

Using Breezometer geo-location data, the device also factors in local environmental conditions like weather, temperature, pollen, UV index, and humidity, which impact skin health.

For the purpose of this blog, we’ll be using the terms hyper-personalisation and personalisation interchangeably, or use personalisation as an umbrella term for both.

WHY PERSONALISATION IN BEAUTY IS MORE THAN JUST A FLEETING TREND

Personalisation isn’t just a buzzword; it’s a response to how consumer expectations have shifted in recent years. Many consumers are seeking products tailored to specific beauty goals like reducing fine lines, combating dryness, or achieving a flawless look. Mintel reports that 62% of US BPC buyers are interested in hyper-personalised products, and 28% are willing to pay extra for them.

INCLUSIVITY AND DIVERSITY ARE DRIVING THE PERSONALISATION TREND

One-size-fits-all solutions in beauty are quickly becoming obsolete. Modern consumers demand brands address diverse skin tones, hair types, and unique concerns.

INCLUSIVE FOUNDATIONS

Il Makiage has successfully launched an inclusive foundation product line. They

This page: Function of Beauty market customised products/treatments for individual haircare needs. Source: functionofbeauty.com

Left: Il Makiage’s skin tone match quiz. Source: ilmakiage.com

use a detailed skin tone quiz incorporating multiple undertones to ensure consumers find shades that exactly match their complexion.

On the contrary, missteps can severely damage a brand’s reputation. Youthforia faced backlash when its darkest foundation shade appeared jet black. Critics noted it resembled black paint and failed to consider deep skin undertones, rendering it unwearable.

HAIRCARE

FOR ALL TEXTURES

Diversifying hair textures requires brands to address the evolving profile of Black consumers which encompasses a broad spectrum of people, including Afro-Latinos. As a result, Black haircare consumers can exhibit more diverse hair textures, leading to a demand for varied haircare needs. This acknowledgement demands specialised formulas for diverse textures, such as curly and coily hair, historically underserved by mainstream brands.

SHEAMOISTURE

STAY STRONG SET

Companies like SheaMoisture have targeted this underserved gap by meeting the needs of consumers with curly or coily hair. However, personalised treatments must go beyond customised products for different hair types and also address scalp and hair health beneath wigs, braids, and weaves— styles worn by 34% of Black women in the US from 2019 to 2022.

BUILD TRUST WITH EXPERT COLLABORATIONS

When it comes to skincare or haircare, collaborations with professionals can elevate trust in personalised offerings. As tailored beauty products gain popularity, brands that include expertise from dermatologists or scientists in their stand out in the industry.

PERSONALISED SKINCARE, BACKED BY SCIENCE

Fear of allergic reactions leads many consumers to avoid certain ingredients. In fact, 50% of Germans are interested in customised beauty and prioritise personalised skincare, believing it is a safer, lower-risk alternative than standard products. Professional endorsements and safety certifications can further reinforce the perception of safe, anti-allergic ingredients. Curology, an online personalisation platform, goes beyond simple quizzes to offer customised beauty products. They incorporate dermatologist consultations within the quizzes to create prescriptionstrength skincare routines tailored to

individual needs. This approach not only improves product development but also assures consumers of the effectiveness and safety of their solutions.

EMPOWERING THE CONSUMER THROUGH CUSTOMISED BEAUTY PRODUCTS

One of the most profound effects of personalisation is how it empowers consumers, giving them control over their beauty routines while fostering brand loyalty. It also makes them feel acknowledged as their unique needs are met.

In the fragrance sector, customisation is highly valued. It enables users to tweak scent profiles to suit their preferences and express their individuality. For instance, Coty provides options to allow consumers to build their own fragrances.

PERSONALISATION TRENDS IN BEAUTY ARE SUPPORTED BY TECHNOLOGICAL ADVANCEMENT

Without advanced technology, many personalisation trends would not be possible. AI and Augmented Reality (AR) enable brands to meet consumers’ demand for tailored products and services. Here’s how:

• AI-powered insights: Artificial intelligence analyses large datasets to offer precise recommendations, enhance formulations, and forecast trends, exemplified by L’Oréal’s ‘Perso,’

which gathers data on factors like local humidity to create their hyperpersonalised solutions.

• Digital try-ons and AR: Tools like Sephora’s ‘Virtual Artist’ app allow users to digitally sample makeup shades, reducing the guesswork and boosting customer satisfaction before purchase.

MARKET OPPORTUNITIES IN BEAUTY PERSONALISATION TRENDS

For many buyers, customised beauty products aren’t just a nice-to-have anymore, but an essential way to treat their skin or hair with products that are perfectly tailored to their needs, or support them in expressing their individuality. Brands that fail to integrate beauty personalisation trends into their values, products, and services will risk falling behind in an industry centred on uniqueness and inclusivity.

Whether it’s investing in advanced AI, creating products in collaboration with experts, or using data for hyper-personalised solutions, the opportunities are endless to support increased customer satisfaction, loyalty, and trust in your brand. Are you ready to embrace personalisation in beauty? Explore Mintel’s full range of BPC research reports and insights at Mintel Store or sign up for free to Mintel Spotlight for the latest articles and thought leadership pieces for fresh insights from industry experts. ■

THE HEINEMANN BEAUTY BUYER

Secret Product Picks

Heinemann Asia Pacific operates beauty retail hubs across key international airports — from Sydney to Kuala Lumpur. With their fingers firmly on the pulse of global beauty trends, Heinemann’s expert buyers share their insider favourites, spotlighting the standout products making waves across the duty-free world.

by Michelle Ruzzene

LAN-ANH QUENOT

Head Of Category Management for Beauty, Fashion, Accessories, Watches and Jewellery at Heinemann Oceania

Goldfield & Banks Pacific Rock Flower EDP

For anyone looking for a scent that embodies the Australian coast in all its radiant glory, Pacific Rock Flower is an absolute must-try.

The latest creation from Goldfield & Banks truly captures the beauty of Australia’s sunlit coastline. As the brand’s founder and creator, Dimitri Weber, so beautifully described it, it’s as if “a bouquet of native flowers has been thrown into the ocean” and I could not agree more. This fragrance instantly transports you to that magical golden hour, when the sun is soft and warm. It has quickly become a personal top favourite. For anyone looking for a scent that embodies the Australian coast in all its radiant glory, Pacific Rock Flower is an absolute must-try.

Sol de Janeiro Delicia Drench Body Butter

The Sol de Janeiro 240mL Delicia Drench Body Butter, with its vibrant purple packaging, is my current favorite and one of our best sellers in our Australian duty-free stores. It’s a definite mood booster every time I apply it. The rich and creamy texture together with its unique scent melts into the skin, providing deep hydration without any greasy feel. It leaves my skin feeling incredibly soft and supple all day. It’s a perfect indulgence for anyone seeking beautifully moisturised skin and a daily dose of sunshine in a jar.

ABIGAIL WEE, Beauty Category Specialist at Heinemann Oceania

Marc Jacobs Daisy Wild Eau So Intense

We recently launched the Marc Jacobs Daisy Wild Eau So Intense at Sydney International Airport and I couldn’t be more excited to share this vibrant scent – it is also my latest fragrance crush! This fragrance has a soft floral feel but then settles into a subtle and lasting finish with notes of banana blossom, jasmine and sandalwood. I love the versatility of being able to wear it on office days and even weekend brunches!

Caudalie Facial Mist Beauty Elixir

I’m absolutely obsessed with Caudalie Beauty Elixir right now – it’s my go-to skincare essential! Just one spritz instantly wakes up my skin and gives it a refreshed feeling, thanks to the mix of grape, peppermint and rose. And the best part? It also comes in a cute travel-size 30ml bottle that I can take everywhere I go. Perfect for mid-day pick-me-ups!

I couldn’t be more excited to share this vibrant scent – it is also my latest fragrance crush!

Kerastase

Bain HydraFortifiant Shampoo

I have very thin hair and it is also damaged from my quarterly dyes so this is perfect to prevent hair loss / breakage. I also really like the bergamot smell as it’s quite subtle and fresh.

I love that it changes color based on the pH level of your lips so it looks different on different people!

Dior Addict Lip Glow

I use it religiously. It is the perfect combination of makeup and skincare and I love that it changes color based on the pH level of your lips so it looks different on different people!

TIK TOK SPARKS 22% RISE IN BEAUTY PRODUCT SALES OVER SOCIAL MEDIA IN 2024

In the last two years, Beijing-based ByteDance has been leading the charge in growing the global social media commerce ‘S-Commerce’ market

TikTok is redefining personal care journeys by driving trends in particular categories

Social media platforms are swiftly replacing search engines when discovering new products

By Euromonitor International

User-generated content and influencer marketing on social media platforms have heightened consumer awareness of wellness and personal care and elevated the industry’s importance, Euromonitor International’s Passport: Digital Shopper 2025 research has found.

Bob Hoyler, global insights manager for retail, at Euromonitor International, said: “With content creation at our societal forefront, businesses and marketers are leveraging these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion, and enable product discovery.”

According to Euromonitor’s Voice of the Consumer: Beauty Survey 2024, fielded June to July 2024, 36% of global consumers are planning to increase spending on health and wellness.

Consumers are increasingly focusing on healthy skin, ingredients, and accomplishing beauty from within. Digital channels are educating them on their needs, driving a shift towards healthier lifestyles and greater spending on healthfocused products.

59% of global skin care consumers influenced through digital media channels

Source: Euromonitor Voice of the Consumer: Beauty Survey, fielded July 2025, n=9,983

SHOPPING EXPERIENCE ENHANCED THROUGH DIGITAL MEDIA

Whether through special offers, media engagement, or trusted reviews, digital media plays an important role in influencing purchasing decisions and shaping the overall customer experience, this is especially true within the skin care market.

Influencers, dermatologists and skin care experts continue to drive the narrative, but they are now joined by brands using integrated social commerce features. “Shoppable videos” and livestreamed skin care tutorials let consumers ask questions in real time and make purchases on the spot.

BEAUTY AND PERSONAL CARE PRODUCT SALES FUELLED BY TIKTOK TRENDS

TikTok Shop (TTS) established a massive user base when launching in September 2023, offering 11 product categories. Beauty and personal care products were the top sellers in 2024, accounting for about 6% of US TTS sales, according to Euromonitor’s E-Commerce system.

Jitong Li, consultant for beauty and fashion at Euromonitor International, stated: “The app is increasingly driving product trends in the US, particularly in the colour cosmetics and skin care categories. As beauty and personal care product prices rise and consumer awareness of ingredients grows, “dupe” products are gaining traction.”

The #Kbeauty hashtag, deriving from the recent surge in Korean beauty trends and products, garnered usage on 7.7M posts on Instagram and 1.4M posts on TikTok. COSRX, the leading cultural beauty brand from Korea and known for its Snail Mucin Serum that’s trended across social platforms, channelled 72% of its e-commerce sales via Amazon in 2024.

Backed by e-commerce, digitally native brands are having growing success across the globe, reshaping global skin care trends. ■

Ed’s note: At the time of printing, TikTok Shop is not yet available in Australia. However, its launch is expected soon, with industry experts predicting it will arrive by mid-late 2025.

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FIGHTING FAST BEAUTY:

HOW AUSSIE RETAILERS CAN COMPETE WITH SHEIN AND TEMU

Global giants like Shein and Temu are reshaping the Australian retail landscape with ultra-low prices, aggressive digital strategies, and lightning-fast fulfilment. As they move further into beauty, local brands are being urged to sharpen their focus or risk being outpaced

Ally Dellabarca, founder of Radiance Revolution

Industry insiders Ally Dellabarca, founder of Radiance Revolution, and Adam Quinn, Head of Growth at B dynamic Logistics, say Australian retailers can fight back—by doubling down on service, delivery, and smart digital engagement.

CURATED BEAUTY THAT BUILDS TRUST

Dellabarca launched Radiance Revolution to provide an alternative to fast beauty’s overwhelming and often lowquality approach.

“As a customer, it can be hard to find the product you’re looking for when overwhelmed with never ending choices at varying price points,” she says. “Ensuring a well curated offering of genuinely authentic products creates a more streamlined user experience and removes any guesswork or worry.”

While fast beauty offers trend-chasing appeal, Dellabarca warns that shortcuts often come at the expense of quality. “Fast beauty can keep up with market trends but often risk product quality as well as potential ethical and environmental effects,” she explains. “At Radiance Revolution, we sell established, well researched and tested brands that have proven results. We just limit our profit margins to ensure our customers are able to purchase at the lowest possible prices, always.”

Australian-made brands are resonating, especially in skincare and sun protection, but global discovery still plays a role. “We lovvvveee all things Aussie made and we’re certainly creating some world leading SPF products at the moment. However… it’s natural that we look abroad to find products to further elevate our looks and skincare routines.”

DELIVERY IS THE NEW BATTLEGROUND

Quinn says the real opportunity for local retailers lies in last-mile experience and logistics.

“Delivery is now the new frontier for retail beauty as consumers become busier and more brand and price conscious,” he says. “Consumers are looking for products and brands that are able to provide fast, efficient and seamless delivery.”

Partnering with the right third-party logistics (3PL) provider, he says, can have direct commercial benefits. “Leading third party logistics providers like B dynamic are able to assist retailers to reduce operational costs by up to 80 percent. This means the retailer is able to recalibrate costings and pricing to improve competitiveness in the market.”

Quinn also highlights the trust factor: “Australian shoppers that can access the products they desire supported by local delivery solutions will continue to stay loyal to these brands.”

COMPETING ON CUSTOMER EXPERIENCE

Beyond price, Dellabarca says personalisation is where smaller brands can thrive.

“Pay attention to behavioural analytics and listen to what your customers are telling you through their actions,” she says. “If people are searching for specific products…

“Australian shoppers that can access the products they desire supported by local delivery solutions will continue to stay loyal to these brands.”

Adam Quinn, Head of Growth at B dynamic Logistics

perhaps they don’t even know where to start and would appreciate some guidance.”

And consistency matters. “In one word; authenticity,” she says. “From products to communication, it’s important to ensure a seamless experience… We keep our customer communication informative, personable and never overwhelming.”

Connection also builds loyalty: “No matter the method of communication, they know they’ll always have a friendly, informative team member to chat to.”

FAST, FLEXIBLE, AND LOCAL

With high customer expectations around speed, Quinn says logistics now plays a central role in satisfaction.

“The most cost efficient way for retailers and manufacturers to improve delivery speed in Australia is to partner with a quality flexible solutions oriented third party logistics provider that specialises in retail,” he explains.

These partnerships allow for flexible deliveries, real-time tracking, and responsive service. “They also engage with the nation’s last mile delivery providers to ensure the products can be delivered in the fastest and safest way possible.”

Quinn adds that delivery visibility is now a loyalty driver. “Customers who purchase online and then have visibility over the journey of the item to their home evidence higher levels of brand satisfaction and loyalty.”

WHAT’S NEXT FOR AUSSIE BEAUTY?

“The future of Australian beauty retail is exciting and vast!” says Dellabarca. “It may feel like it’s a saturated market but we’re only just beginning to experience what’s on offer globally. We believe beauty should be affordable and accessible to everyone.”

For those starting out, her advice is simple: “Don’t be scared to be a little fish in a big pond. Work out what you stand for and what it’ll mean to the market and build from there. Little fish can grow into big fish too!” ■ Radiance Revolution: radiancerevolution.com.au B dynamic Logistics: bdynamiclogistics.com.au

CLICKS VS BRICKS

WHY BEAUTY SHOPPERS ARE LIVING A DOUBLE LIFE

By Nick Law FOUNDER, BEAUTY LOVE

In 2025, beauty buyers aren’t choosing between online and in-store — they’re choosing both.

The lines between clicks and bricks are blurring fast, with Australian consumers navigating a hybrid path that’s as strategic as it is personal. That’s the key takeaway from Beauty Love’s Clicks vs Bricks Trend Report, a deep dive into the shopping habits of 1,244 Australian beauty enthusiasts. The findings paint a portrait of a savvy, value-driven customer base that moves fluidly between digital convenience and the sensory reassurance of physical retail.

HYBRID IS THE NEW NORMAL

An overwhelming 61.3% of respondents said they split their beauty shopping between online and in-store — a signal that the future of retail isn’t either/or, but and. This dual-channel approach isn’t born from indecision, but intention. Consumers are cherry-picking the best of both experiences: the discounts and ease of online shopping with the instant gratification and trustbuilding that only physical stores can offer.

“Shoppers aren’t just buying products — they’re buying confidence,” says Nick Law, founder of Beauty Love. “And that confidence comes from different places depending on the moment, the product category, and the personal need.”

IN-STORE STILL HOLDS POWER

Despite the digital boom, brick-and-mortar retail isn’t going anywhere. For 18.8% of shoppers who prefer buying mostly or only in-store, the reasons are clear: 77.9% want to try before they buy, and another 77% value immediate access to the product. The store environment itself is part of the appeal — 32.2% cited the sensory experience as a key motivator, whether that’s swatching a lipstick under flattering lighting or the scent of a luxe fragrance bar.

But the magic can unravel quickly. Over 40% of shoppers said pushy salespeople turn them off, and 25.2% cited unhygienic testers as a major red flag. The takeaway? Physical stores are still a trust anchor — but they must earn that trust at every touchpoint.

ONLINE: CONVENIENT, BUT NOT ALWAYS CONVINCING

On the flip side, 19.4% of respondents shop mostly or exclusively online.

Unsurprisingly, the top motivators are convenience (77.2%) and access to exclusive discounts (72.6%). Price comparison (54.3%) and reviews (52.4%) also rank high, reflecting a pragmatic approach to beauty buying.

But cracks remain. Nearly 80% said they’re hesitant to purchase shades online due to colour-matching uncertainty, and 68% are wary of buying without physically testing the product. Texture doubts and lack of real-world imagery further add to the hesitation. For brands, this signals a clear opportunity: bridge the trust gap with better visuals, richer product descriptions, and more robust virtual trial tools.

THE POWER OF PEER REVIEWS

In this new retail paradigm, authenticity wins. A staggering 85.6% of shoppers consult

reviews before making a purchase, with retailer websites (41.9%) and brand websites (24.4%) being the most trusted sources. Interestingly, most consumers are open to incentivised reviews — but organic, usergenerated content is still the gold standard.

And it’s not just written words that matter. Video reviews are surging in importance, with 42.2% of shoppers saying they want to see products in action from real users. “In today’s market, shaky iPhone clips can have more impact than glossy campaigns,” Law notes. “Beauty buyers want to see results on skin that looks like theirs.”

TECHNOLOGY’S TEMPTATION

AI and AR are playing an increasingly important role in bridging the gap between clicks and bricks. While only 17% of shoppers fully trust AI recommendations today, more than half (50.4%) are interested in AI-powered shade matching. Virtual tryons are also gaining traction, with 34.8% of respondents saying they would consider using AR for product testing. Meanwhile, 36.2% are intrigued by the idea of live shopping events, and nearly 20% would subscribe to curated beauty boxes tailored to their needs. It’s clear that technology is more than a gimmick — when done right, it can replicate some of the tactile experiences of in-store shopping and offer even deeper personalisation.

THE ROAD TO 2030: PERSONAL, IMMERSIVE, SOCIAL

Looking ahead, the future of beauty shopping is likely to be more immersive and hyper-personalised. Respondents

Looking ahead, the future of beauty shopping is likely to be more immersive and hyper-personalised.

envision a world where AR try-ons are seamless, AI recommendations are spot-on, and live shopping becomes the norm. Yet even in this tech-forward vision, the human element remains vital.

“The biggest shift we’re seeing is that beauty shoppers want proof, not promises,” says Law. “Whether it’s a tester at the counter or a relatable review online, trust is the new currency.”

WHAT RETAILERS SHOULD DO NOW

The report concludes with three clear action points for retailers and brands:

1. Bridge the Trust Gap: Invest in samples, better product imagery, and clear return policies.

2. Amp Up Reviews: Embrace usergenerated content and make space for authentic, visual testimonials.

3. Tech or Bust: Deliver on the promise of tech — especially AR and AI — or risk falling behind.

Ultimately, the most successful beauty brands in 2025 and beyond will be those that treat clicks and bricks not as separate arenas, but as complementary stages in the same customer journey. Flexibility is king — and beauty shoppers are no longer willing to compromise. ■

APP2025:

PHARMACY BEAUTY

SHINES AT AUSTRALIA’S BIGGEST CONFERENCE

The 2025 Australian Pharmacy Professional Conference & Trade Exhibition (APP) wrapped up with record-breaking attendance, confirming its status as the largest event in the conference’s 35-year history.

By Michelle Ruzzene

More than 7,500 delegates converged on the Gold Coast for four action-packed days that underscored the growing importance of pharmacy within healthcare—and beauty. Major announcements from Prime Minister Anthony Albanese and Queensland Health Minister Tim Nicholls MP further cemented the strategic relevance of the sector. Albanese, the first Prime Minister to attend APP in its 35year history, used the opening plenary to announce a major win for patients: from 1 January 2026, all PBS prescriptions will be capped at $25—a move expected to save Australians more than $200 million annually. Queensland’s Tim Nicholls followed with confirmation that scope of practice services would be permanently embedded in the state’s healthcare system from 1 July 2025. Former world number 4 tennis player Jelena Dokic took to the stage as a guest speaker, sharing a powerful story of resilience, survival, and personal transformation.

On the exhibition floor, pharmacy beauty took centre stage with a strong and highly visible presence. Retail Beauty owner and publisher Nicci Herrera and I were on the ground at APP2025, connecting with retailers, suppliers and beauty buyers to uncover the latest trends shaping the future of beauty in pharmacy. We handed out the freshly printed Autumn edition of Retail Beauty, featuring Polished London on the front cover and Ashaya on the back—both distributed locally by Group 48, one of Australia’s leading brand development and distribution agencies. Group 48 General Manager Fiona Mendonca was also in attendance, while delegates sampled Polished London’s Teeth Whitening Powder—billed as the world’s first hyaluronic acid-infused formula—creating strong buzz around the brand’s pharmacy debut.

YET

“We wanted attendees to leave APP2025 feeling empowered and ready to unlock their opportunities, and I believe we achieved that.”

Conference Convenor Kos Sclavos AM

We also made a beeline for some of Retail Beauty’s favourite exhibitors:

• Chemcorp International, a long-time industry player and distributor of powerhouse brands including Real Techniques, EcoTools, SheaMoisture, AHC, Dr Teal’s, as well as house names such as 1000HOUR, Bathefex and pureTAN.

• Wesfarmers Health, whose vibrant Priceline Pharmacy activation showcased its ongoing expansion in the beauty retail space.

• Native Secrets, co-founded by proud Wailwan woman Cherie Thompson, which exhibited its 100% Aboriginal-owned skincare range, powered by native botanicals.

• Alita Sales, which drew strong buyer interest with leading pharmacy beauty brands Natio and Boost Lab.

APP is also a key networking moment for buyers. We crossed paths with Direct Chemist Outlet’s Hannah Jackson, spotted scouting the floor for the next big thing in beauty.

The bustling APP2025 Trade Exhibition—the largest pharmacy trade show in the Southern Hemisphere—featured over 450 stands and more than 250 suppliers. Australasian Pharmacy TV was also onsite, capturing stories from leaders shaping the future of the industry.

The social calendar was equally energised. Nicci and I joined the Arrotex Pharmaceuticals celebration hosted by billionaire Dennis Bastas. As the umbrella behind brands such as MCoBeauty and Nude by Nature, Arrotex continues to be a growing force in pharmacy health and beauty. Another standout was the APP Street Party—this year themed a ‘Country Hoedown’—which closed out the conference in lively style with toe-tapping tunes, line dancing, and high-energy performances from Furnace & The Fundamentals.

01. Guests on the expo floor.

02. Former world number 4 tennis player Jelena Dokic.

03. The team from Complete Care Pharmacy Rosny Park, winners of the 2025 Guild Pharmacy of the Year.

04. Prime Minister Anthony Albanese.

05. Nicci Herrera and myself (Michelle Ruzzene) at APP2025.

06. Furnace & The Fundamentals perform at the APP Street Party.

A highlight of the event was the announcement of the 2025 Guild Pharmacy of the Year Awards, recognising excellence in community pharmacy:

• Complete Care Pharmacy, Rosny Park (TAS) was named Guild Pharmacy of the Year and recognised for Excellence in Professional Innovation, praised for its patient-first model with pod-style consult rooms, a custom check-in system, and quiet hour accessibility. “People told us what they needed — and we built something around that,” said co-owner Kristina Fox.

• Capital Chemist, Charnwood (ACT) took out Excellence in Community Engagement and Excellence in Harm Minimisation for its local partnerships and health services. “We don’t just run a pharmacy — we live here,” said co-owner Samantha.

• Warnbro Pharmacy (WA) received the award for Excellence in Business Management for its new services in sleep apnoea, mobility aids, and training programs. “We’ve built services around what WA needs,” said proprietor Brett.

• Berridale Pharmacy (NSW) was recognised as a finalist for its outstanding delivery of healthcare across the Snowy Mountains, including a 45km delivery radius and an expert team. “It’s important we bring these services right here to Berridale,” said owner Freya.

• Pharmacy Help Karratha (WA) was celebrated as a finalist for its leadership in mental health, Indigenous health, and family services in remote WA. “We’ve built a pharmacy that actively improves the health and wellbeing of everyone who walks through our doors,” said co-owner Laura.

Also recognised during the Opening Plenary was 2024 Intern of the Year, Chloe Kappel from LiveLife Pharmacy in Townsville, QLD, applauded for her dedication and service to her community. Reflecting on the event’s success, Conference Convenor Kos Sclavos AM said: “We wanted attendees to leave APP2025 feeling empowered and ready to unlock their opportunities, and I believe we achieved that. I look forward to seeing how we, as a community, transform the learnings from APP2025 into actions that will benefit both patients and the broader pharmacy industry.”

With APP2025 now wrapped up, the countdown is on for APP2026, taking place 12–14 March next year. In the meantime, Early Bird registration is now open for Pharmacy Connect 2025, to be held 3–5 September at the Hyatt Regency Sydney. For the first time, the event will include a dedicated stream for pharmacy assistants. ■ Register now at https://pharmacyconnect.com.au/ registration.

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Endota Performance+ Brightening C Serum https://endotaspa.com.au

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“Thank you ashaya for giving me my life back.”

– Shelley E

BACKSTAGE BEAUTY HIGHLIGHTS:

AFC AUSTRALIAN FASHION WEEK 2025

Beauty made a bold and expressive statement at AFC Australian Fashion Week 2025 presented by Shark Beauty, with leading brands and creatives delivering standout looks that championed individuality, skin-first radiance, and conscious self-care. From the debut of backstage ice baths to glow-inducing skincare and undone textures, the message was clear: less perfection, more personality.

By Michelle Ruzzene

Gary Bigeni’s Resort ’26 show set the tone for expressive beauty. Known for his bold use of colour and inclusive casting, Bigeni once again celebrated individuality and self-expression with a runway that was as vibrant as it was personal. Hair direction by Jo Smith of Toni & Guy leaned into texture and authenticity, using Label.M products to enhance—not alter—each model’s natural style. Think Volume Foam, Shine Mist and just the right amount of undone cool.

From chilled beauty rituals to texture-led hair and radiant, real skin.

Makeup followed suit with Peter Beard for Make Up For Ever foregoing foundation entirely. Instead, he selectively concealed using the HD Skin Face Essentials Palette and custom-blended tones from the Flash Palette to create fresh, expressive finishes unique to each face.

In an industry-first, Nimbus Co introduced an ice bath igloo backstage, offering face and foot immersions to models before hitting the runway. Designed to reduce puffiness, boost glow, and support circulation, the chillzone activation also included Cloud Form hydration supplements to keep energy and skin vitality high—a literal cool moment for backstage beauty.

Lee Mathews’ 25th anniversary show was a masterclass in refinement and restraint. Partnering with skincare innovator Rationale, the brand delivered luminous, sun-kissed skin looks under the creative direction of

Linda Jefferyes. Skin appeared fresh, dewy and hydrated—aligned with the label’s resort sensibility and nod to natural beauty.

Hair by Kevin Murphy mirrored the collection’s soft silhouettes, featuring airy, just-washed textures that highlighted the model’s natural form. The overall beauty direction was one of ease and elegance, allowing craft and character to shine.

Weleda returned to Fashion Week with purpose, partnering with both Nagnata and Bianca Spender to showcase the power of skin-first beauty through its cult-favourite Skin Food range.

At Nagnata, makeup artist Victoria Baron focused on honest, glowing skin with a flush of colour under the eyes to reflect the warmth and movement of the brand’s elevated activewear. Meanwhile, Bianca Spender’s show offered a more polished but equally skin-focused approach. “I wanted the skin to feel as though it had just emerged from water,” said Baron. Brows were brushed up, lips were softly

defined or left bare, and skin was nourished and luminous.

Weleda also hosted a dedicated Skin Food Activation during the week, with celebrity makeup artist Michael Brown leading Skin Sessions to educate guests on achieving runway-ready radiance. From Weleda juices to luxe goodie bags, the experience bridged skincare and storytelling.

Finally, Revlon Professional returned as exclusive hair partner for Karla Špetić’s Aeris Resort ’26 collection. Hair Director Benjamin Martin crafted soft, weightless styles using UniqOne Curl Cream and Eksperience Densi Pro to enhance natural texture. “The hair needed to move, to catch air,” he said. Complementary skincare by Thrive Tallow and makeup by Inika Organic rounded out the ethereal, effortless aesthetic.

From chilled beauty rituals to texture-led hair and radiant, real skin, AFC AFW 2025 reflected a new wave in beauty—conscious, creative, and unapologetically individual. ■

FRUNWAY SKIN TO reality

Bringing Catwalk Complexions into Your Everyday Routine

By Michael Brown

rom the recent runways in Sydney to the global fashion capitals of Paris, Milan, and New York, one trend remains a constant front-row staple: luminous, flawless, yet raw runway skin – complexion being the ‘glam’ hero.

Was it just me, or did this year’s AFC Australian Fashion Week (AFW) presented by Shark Beauty see a huge influx of well-known ‘skin’ brands take part in backstage beauty? I’m all for it!

True skin brands like Weleda, Rationale, Emma Lewisham, Caudalie, Embryolisse – and even tech brand Foreo – were at the forefront of skin-focused backstage beauty.

Fashion Weeks around the world have become a breeding ground for cutting-edge beauty trends, showcasing models with dewy, hydrated complexions and barely-there makeup that lets real skin shine through. But achieving that enviable “runway glow” isn’t just for professional models or makeup artists. With a few smart skincare steps and makeup techniques, you can transform your daily beauty routine and bring that catwalk complexion into your everyday life.

THE RUNWAY SKIN AESTHETIC: WHAT IS IT?

Runway skin isn’t about heavy foundation or elaborate contouring (that’s one trend I’m glad has calmed down) — it’s all about radiance, hydration, and adding natural dimension to the face.

Think translucent finishes, a touch of sheen on the high points of the face, and healthy skin that breathes.

During this year’s AFW, we often saw models walking with skin that looked untouched yet perfected, often achieved through skinprep massage techniques and minimal makeup application, as a result of thorough skin prep allowing makeup and skin to bond and appear flawless.

This shift from heavily made-up looks to skin-first beauty reflects a broader movement in the industry towards realness and skincarefocused beauty.

The good news? You don’t need a backstage glam squad to recreate it.

Makeup artist Linda Jefferyes used Rationale for the Lee Mathews show.

STEP 1: SKINCARE IS THE FOUNDATION

The secret to runway skin is what happens before makeup ever touches your face, as well as great application to help skin and makeup become one. The better your skin prep, the less makeup you need.

Hydration is key, especially during these colder, moisture-zapping Winter months ahead.

Start with gentle cleansing – nothing stripping or drying, as this step starts off your entire skin routine. Follow with a hydrating mist or essence to soften the outer layer of your skin and help your next product(s) absorb better.

Next, a lightweight serum packed with either hyaluronic acid and/or niacinamide – both glow-boosting ingredients suited to every skin type and ideal under makeup. Lastly, layer your glow.

Use a rich moisturiser to lock in hydration, but make sure it’s well massaged into the skin, leaving no excess residue on the surface. This will assist with lymphatic drainage for a sculpted effect and allow makeup to melt in easily for that perfect bond.

Pro tip from backstage: Mix a drop of face oil into your moisturiser and/or foundation or tinted moisturiser for that extra dewy boost – perfect in Winter!

With hydrated skin, minimal makeup, a little radiance and strategic spot coverage, you can turn everyday moments into your own personal runway.

STEP 2: THE MAKEUP ARTIST’S TOUCH

Once your skin is well-prepped, you’ll only need a handful of products to recreate that model-off-duty look.

Skip the heavy base and let your skin prep be the hero.

Because of this, choose a skin tint, tinted moisturiser, or serum foundation with sheer to medium coverage.

Fingers/hands can be a great natural applicator, but if you are prone to sensitivities or redness, I’d avoid this method.

Instead, use a flat foundation brush in a sweeping motion from the centre of the face out, or a damp sponge in spot areas where coverage is needed – this helps maintain skin texture.

Strategic concealing.

Rather than layering foundation all over, spot-conceal only where needed — under the eyes, around the nose, or on blemishes. This is a big backstage method: less is best and don’t ‘cover skin.’

Cream products are your best friend. Cream blushes, bronzers, and highlighters blend seamlessly into the skin, creating a fresh, second-skin finish.

Use your fingers to melt the products into your complexion.

Highlighter, but make it subtle. Choose a liquid or balm highlighter for a candlelit glow. Tap it on the tops of your cheekbones, bridge of the nose, and brow bone — anywhere natural light would hit.

Brows and lashes should be soft and brushed-up. Use a tinted brow gel for definition and a coat of lengthening mascara to open up the eyes.

When eyes aren’t heavily made up, I’ve been loving a rich brown mascara – it adds definition and lift, but doesn’t close the eye like some rich black shades can when eyeshadow is minimal.

STEP 3: THE FINISHING TOUCHES

Runway skin is often topped off with what seems like an effortless glow.

Mist your face with a hydrating setting spray or fresh rosewater mist to set everything in place and add a final layer of dew – another big Winter skin tip!

And remember: confidence is part of the look. Models walk the runway exuding a sense of ease and self-assurance. You don’t need to be in heels under spotlights to channel that same energy – love the skin you’re in!

Focus on the positive parts of your face –maybe your cheekbones, eye colour or brow shape – and enhance these to full capacity. This will pull focus and overpower anything negative you think you have.

FINAL THOUGHTS

Runway skin is no longer confined to the catwalk.

Thanks to skin-focused brands and emerging trends from shows in Australia and beyond, real-life versions of modelworthy glow are achievable with a few intentional steps.

With hydrated skin, minimal makeup, a little radiance and strategic spot coverage, you can turn everyday moments into your own personal runway.

So go ahead — prep, glow, and strut through your day like the world is your catwalk. ■

By Michael Brown @mbrown_beauty www.michaelbrownbeauty.com.au

Weleda partnered with makeup artist Victoria Baron to create a raw, radiant skin look for Nagnata.

CÉLINE BAREL ON AURNER, AESOP, AND THE ART OF FRAGRANCE

Earlier this year, Aesop launched Aurner Eau de Parfum—an unorthodox floral created with longtime collaborator Céline Barel, also behind the brand’s cult favourite Tacit. The release also marked Aesop’s first jewellery collaboration: the limitededition Aurner Ear Cuff, designed with Thai jeweller Patcharavipa Bodiratnangkura. While in town for the launch, Barel spoke exclusively with Retail Beauty editor Michelle Ruzzene about scent, memory, and her path to becoming one of perfumery’s most distinctive voices.

“Since I was a child, I always wanted to work for the perfume industry,” Barel begins. “First on the brand’s side because I was mesmerised by the then (during the 80’s and 90’s) sumptuous advertising campaigns with a sculptural bottle, an evocative name, a catchy tagline, unforgettable models and gowns, and of course a captivating smell.”

She pursued internships with Dior Parfums and Chanel before joining fragrance creation house Mane, located in her hometown of Grasse. “There, I discovered the operations behind perfume creation, with full access to the perfumers and evaluators—the very people who are constructing the smell of the fragrance,” she explains. “I was under the spell of the ‘invisible seducer’—the perfume. It was like magic, because it is invisible, hence limitless, and so powerful with strong emotional effects on people. It became an obsession to carry out the olfactive training and dream of becoming an evaluator or even a perfumer. I applied to the Perfumery school at IFF and the rest they say is history.”

Growing up in Grasse gave Barel more than just proximity to the perfume world—it shaped her entire creative framework. “I grew up in Grasse, the hub of perfumery, in the 80’s and 90’s at a time where all factories were still in the city,” she says. “It was impossible not to have within one’s social circle, somebody not related to perfumery.”

Barel recalls her childhood steeped in scent and stories. “My nanny’s husband was working in the Roure factory, so in the evening, when he was coming back home, he would be infused with the plants distilled or extracted that day, while our

housekeeper was an Italian woman who came after the war to work in the fields of flowers around Grasse and told me so many stories about the harvest and the thenfolklore, and traditions. At the time, there were still many mansions with beautiful gardens with rare or faraway essences, and my nanny would take me around. Overall, that’s how I gained an authentic olfactive geography, and a deep love for the perfume industry. A deep love that I cherish sharing with collaborators such as Aesop at the IFF Atelier du Perfumer in Grasse.”

That collaboration deepened during the development of Aurner. “In relation to this Aesop, the most interesting, singular and revolutionary part of developing Aurner was bringing the Aesop team to the IFF atelier in Grasse,” Barel explains. “It really is a unique place where all elements of the creative process come to life. The first floor is dedicated to the creative universe of the perfumer, on the ground floor is where the actual production takes place with all the raw materials, and around us is the experimental fields of Laboratoire Monique Remy. It’s really a place where you can see the full composition of the fragrance, from the seeds in the field to the final format in the bottle—it was extraordinary to experience this with the Aesop team.”

Her long history with Aesop began with a pivotal meeting. “The most defining moment in my career has been when I met Dennis Paphitis, the founder of Aesop, in my twenties,” she says. “It marked the beginning of a very rich, nurturing discussion, an ‘Art of Thinking’ based on art, philosophy, literature, travels off the beaten paths, and a certain idea of luxury—based on both aesthetics and moral elevation. We are both matched in wanting to create meaningful objects and olfactive stories. He also helped shape the way I work, think and formulate. He taught me a strong sense of making which requires skills, craft, discipline and even fatigue, but always excitement. There is something demiurgical about our relationship—I am very grateful.”

On Aurner’s conceptual core, Barel shares: “Inspirations for Aesop are always coming from cultural or artistic references. When I met with the Creative team at Aesop they prepared a beautiful collage book with multiple points of inspiration

including poetry from Li Qingzhao, dried herbs, music, literary references, which inspired me to create a floral fragrance that is very pure, soothing and calming, but also bold and powerful.”

The choice of magnolia leaf over petal set the tone. “We began working on different flowers at the beginning, but very quickly magnolia seemed to be the right choice, and specifically the leaf versus the petal,” she says. “The magnolia flower has a ripe fruity facet that offers more of a spicy floral whereas the magnolia leaf has a crisp aromatic freshness that is somehow between a crushed leaf and lavender. It is very complex, bright, clean and bloomy – almost citrusy green so not an obvious floral, which felt true to Aesop’s unorthodox approach.”

As with all Aesop fragrances, gender is not a constraint. “To me, Aurner is a woody floral fragrance, a unique defiant bloom that is owned by Aesop. It is very conceptual, meaning that we could not be pinpointing a particular flower. As with all Aesop fragrances it is genderless and would resonate throughout cultures across the globe.”

Even with her extensive experience, the challenges remain. “One of the biggest challenges for perfumers today is to be able to truly bring olfactive innovation to a market that is very saturated, mostly by fragrances that all smell the same. To bring this magic back to consumers, the perfumer is the one who can authentically convey the backstage stories of fragrance creation to inspire and intrigue.”

As niche fragrance houses increasingly credit their perfumers, Barel believes it’s reshaping the industry: “It has been a game-changing act to credit the perfumers. It contributes to building the identity of a fragrance giving it an aesthetic universe and a voice, since the perfumer is the most pertinent storyteller for a fragrance. It has also given visibility to perfumers who are less known within the commercial fragrance world but are then asked to work on very commercial projects. Much like in fashion. It’s a win-win situation for both the brand and the perfumers.”

And for those seeking to follow in her footsteps? “Evaluate all aspects of the role of a perfumer, as the reality of the job is not necessarily what it seems to be.” ■

www.aesop.com

THE FRAGRANCE PHENOMENON

We’re calling it: 2025 is the year of the scent.

By Josie Gagliano

Even the most fragrance-obsessed among us likely have more than one or two bottles (try 10–15!) on rotation to spritz and run, leaving behind a delicious trail.

In 2025, the fragrance market in Australia is projected to generate AU$1.18 billion in revenue, according to Statista.com. The market is forecast to grow at an annual rate of 4.03%, with luxury fragrances making up 60% of total sales. Globally, the US leads with a staggering AU$14 billion in fragrance revenue, and in Australia, each person is expected to contribute AU$43.86 in 2025. There’s also increasing demand for natural and sustainable scents, reflecting our rising eco-consciousness.

Fragrance today mirrors fashion: one day it’s a $500 luxury scent, the next it’s a savvy sub-$100 find. The once-coveted ‘signature scent’ is being replaced with a fragrance wardrobe, chosen based on mood, weather, or even outfit.

A new Calvin Klein scent launch is always a moment. Eternity Amber Essence for Men and Women, fronted by Idris and Sabrina Elba, builds on the Eternity legacy of intimacy and romanticism. For him: Italian mandarin and clean accord, a heart of patchouli and incense, and a warm dry-down of benzoin and bourbon vanilla. For her: angelica root and ylang ylang lead to jasmine sambac and tuberose, finishing in vanilla absolute, smoked woods, and benzoin.

Amouage The Odyssey Chapter IV: Decision and Existence draws on the power of amber and frankincense to connect life, death, and divinity. Decision blends pink pepper, cardamom, frankincense, and vanilla; Existence is a floral-spicy scent with lily of the valley, Mystikal, and ambergris.

Creed Millésime Impérial is a fresh winter pick, with a zesty citrus heart and musky woods base. Meanwhile, Creed Eladaria celebrates the rose revival with

mandarin, bergamot, peony, musk, vanilla, and cashmere wood.

Santa Maria Novella Quercia is a rich, woody blend that pays homage to the scent of oak—intense, long-lasting, and deeply grounding.

Matiere Premiere Vanilla Powder Hair Perfume adds fragrance from root to tip. Built around vanilla absolute Madagascar, it’s sourced via a Fair for Life program, and perfect for an arm’s-length spritz.

From Salvatore Ferragamo comes Fiamma, its first women’s fragrance under Maximilian Davis. Translated to flame, it blends gardenia, jasmine, honeysuckle, rose, patchouli, and sugared moss. Made with 80% biodegradable ingredients and housed in a refillable bottle, it’s eco-luxury at its best.

Elizabeth Arden White Tea Eau Lilac offers a comforting tea-inspired blend of Italian mandarin, jasmine sambac, purple lilac, and southern wisteria, finishing on tonka bean and white woods.

Charlotte Tilbury’s Collection of Emotions, created in partnership with IFF and backed by 40 years of scientific research, includes scents like More Sex, Joyphoria, and Calm Bliss, designed to enhance emotional states. Their SCENTCUBE™ algorithm matches fragrance notes to mood. Not sure which one suits you? Try the discovery set or explore the online Fragrance Finder.

Maison Margiela Afternoon Delight is sweet, amber-y, and Parisian caféchic. Madeleine accord, sandalwood, and Madagascan vanilla pod create a gourmand scent layered with angelica root and ambrette.

The Maker’s Lover EDP is woody, sensual and hypnotic, featuring creamy sandalwood, jasmine sambac, fig, narcissus and oud—designed to reveal itself like “desires between lovers”.

The Naxos Apothecary—now stocked at Mecca—celebrates Greek heritage and island botanicals. Koronos Eau de Parfum opens with pomelo, ginger, and incense, leading into orange flower and benjoin. Drop in-store for a sensory journey.

Kayali, founded by Mona Kattan in 2018, began with Vanilla | 28, a warm blend of vanilla orchid, brown sugar, tonka, amberwood, and musk. Fleur Majesty Rose Royale | 31 is a modern rose twist with

peach, mandarin, peony, praline, and vetiver. Maui in a Bottle Sweet Banana | 37, launched in 2024, is a vacay-in-a-bottle experience—banana, coconut cream, jasmine and vanilla.

Chloé Atelier des Fleurs Cedrus Intense, co-created by Quentin Bisch and Louise Turner, is a smoky floral featuring bergamot, cardamom, rose, cypriol, and a trio of cedar, vetiver, and sandalwood. Think fire, leather, and rose all in one.

Marc Jacobs Daisy Wild Eau So Intense is as joyful as its colourful floral bottle suggests. Banana blossom, jasmine, and amber blend with Ambrofix and sandalwood. Crafted by Givaudan perfumers Sonia Constant and Adriana Medina, it’s playful and long-lasting.

Gucci Bloom Parfum is an amberyfloral update on its white Bloom Accord. Apricot, jasmine, coral jasmine, tuberose and vanilla meet sweet moss and Peru balsam in a scent that’s intensely sensual, with packaging featuring Gucci’s whimsical ‘Herbarium’ motif.

With every note—be it smoky, sweet, floral or spicy—these 2025 fragrances prove the power of scent in capturing memory, mood, and emotion. Whether your pick is science-backed, heritage-driven or made for layering, the olfactory options have never been more exciting. ■

Lately, my girlfriends’ group chat has turned into an AI fever dream. One is dating her chatbot and swears it understands her better than her ex. Another is using Deepseek to chart horoscopes, while others let AI respond to their parents in an effort to repair long-strained relationships.

As for me? I was squealing with joy the other night: “It just picked the perfect BGM for my next story!”

Yes, in this whirlwind of AI, I’ve quietly welcomed this “digital personal assistant” into my beauty creator toolkit—not as a shortcut, but as a spark. A muse that lights the way forward.

1. UNBOX. BREATHE. BRIEF AI.

There’s nothing quite like opening a PR package—it still feels like unwrapping a mystery gift. But instead of diving straight into filming on instinct, I’ve developed a new ritual: I sit cross-legged on the rug, ice cream in hand, and brief my AI.

“Hey, I just received a new skinbrightening foundation. My followers are mostly skincare and fragrance lovers in their 20s, but I want to attract more Gen Z makeup fans. The brand is going for a ‘BBF’ (bare-but-flawless) vibe. TikTok is all about soft glam with long-lasting benefits. And keep in mind—I’m skincare-first. My audience knows me for my ingredient expertise, blunt takes on flaky formulas, and obsession with skin prep. I like a little sass, but I speak with authority. Give me a foundation angle that respects that.”

“So I use AI as a draft board. Then I add the soul: a rogue camera angle, a blooper, a dog cameo. Things AI can’t create—but I can.”

This is how I interact with AI—just like brainstorming with a smart, tireless intern. (If you’ve got AI on your phone while reading this, try pasting that prompt and see what you get.)

Within seconds, AI returns keywords, angles, trend hooks—even full content structures. It doesn’t just map out the flow—it explains the why behind each suggestion. Cold data? Maybe. But to me, it reads like the first draft of a glowing storyboard. I’m still the director—I just have a sharper R&D team now.

2. AI, MY FAVOURITE RESEARCH ASSISTANT

Face Gym content (also known as facial exercise or face yoga) has taken over my feed lately—acupressure, tapping, sculpting routines all promising a snatched jawline and lifted brows. But as I watched one viral video after another, something felt… off. Some creators were over-stretching delicate areas, tugging at skin in ways that made me instinctively cringe.

I wasn’t confident enough to call it out— but I was curious enough to dig deeper.

When I need ideas, I ask ChatGPT. But when I want facts, I go to Perplexity. It’s like that one friend who won’t just say, “Trust me”—but also hands you the research papers with citations to back it up.

A few seconds later, Perplexity pulled up dermatology journals, aesthetic medicine reviews, clinical studies, and even expert critiques on YouTube. One reply alone cited eight credible sources. I went down a (very satisfying) rabbit hole, cross-checking research to separate hype from genuinely helpful insights.

The verdict? Facial massage can be beneficial—when done gently and correctly. But many trending routines lack anatomical understanding, and some may even accelerate the formation of fine lines.

So now, when someone asks, “Does Face Gym actually work?” I can answer with nuance—and evidence. That’s the beauty of using AI not to replace thinking, but to deepen the accuracy of what we share.

In a digital space overflowing with beauty myths, that kind of clarity feels like gold.

3. IN THE EDITING ROOM, AI’S MY CO-DIRECTOR

When editing videos, I can be a little bossy. I’ll tell AI:

“Start with a ‘wow’ in the first five seconds, then ease into 15 seconds of soft teaching, and finish with a twist. For music? Think ‘walking through a Paris alley and catching a whiff of fresh croissants.’”

AI maps out the structure. I refine the transitions, cue my signature hair flip, and lock in the pacing. It’s like a seasoned MUA applying the final touches—still completely me, just more streamlined.

Because I already visualise the final cut, filming is focused, fast, and joyful. One or two takes are usually all I need.

At events, I rarely have time to pre-plan every shot. I capture as much as I can in the moment, then later describe the mood and intent to AI and ask for BGM suggestions. It’s like having a sound editor on standby. I’ve found that instead of over-directing AI, letting the music guide the edits often results in more dynamic videos—especially on jampacked event days.

And honestly? I’ve evolved. My editing process is leaner. My videos are tighter, more expressive, and more fun. Thank you, AI.

P.S. I’ve tested a few AI video creator platforms. Rubbish. (Tell me if you’ve found a decent one.) I unsubscribed from all of them. Most are overpriced, clunky, and too high-maintenance. Unless you’re ready to spend a fortune—or micromanage every step—skip them. For now.

4. XIAOHONGSHU CAPTION DRAFTING

I hear brands say, “We’re using AI to write Xiaohongshu captions now.” When it comes to Chinese wordplay, I prefer tools developed in China. Deepseek is my go-to. It’s a little wild in English, but in Mandarin? The tone and cultural nuance are impressively tuned.

For Instagram (and for writing this article you’re reading now), I use Grammarly to tidy up the grammar and ChatGPT to polish the tone. Yes, I did—and I admit it.

What if the results feel mid? Here’s a sample of real feedback I’ve given my AI:

“Too boring.”

“Don’t like the first line.”

“Not eye-catching enough.”

“Too many emojis.”

“Better, but still not elegant or luxurious.” The best part? AI never takes offense. You can keep refining until it finally clicks. Pro tip: Use one AI to draft, then another to elevate or proofread. Don’t worry—AI doesn’t get jealous.

5. ETHICS CHECK: ALWAYS BE THE FIRST AUDIENCE

Let’s talk boundaries.

I don’t believe in letting AI take over. I believe in knowing when to let it help. Sci-fi has given us plenty of cautionary tales. Your audience knows when your voice disappears. The worst feedback a creator can get?

“This doesn’t feel like you.”

A sudden tone shift, and the trust is gone. Worse—you become forgettable.

AI can spot trends, but it can’t replicate the way I wrinkle my nose when I really love a product. It can analyse millions of data points—but it will never understand the inside jokes I’ve shared with longtime followers. So I use AI as a draft board. Then I add the soul: a rogue camera angle, a blooper, a dog cameo. Things AI can’t create—but I can.

At the end of the day, your audience follows you. Not a polished clone. Not a template. You.

Originality. Personality. Empathy. That’s what keeps them coming back.

NOTE:

A few days ago, walking past Sydney’s QVB, I overheard a tourist using a translation app to learn the history of the clock tower. I smiled. Isn’t that what we’re doing with AI? It helps translate our ideas—but the hand holding the pen must still be human. And curious.

So, fellow creatives, don’t fear the rise of AI. What’s irreplaceable is the spark in your eyes when a product genuinely excites you. The ache in your heart when a follower opens up. The thrill of rewriting a caption at 2 a.m. because it suddenly feels right.

Let AI be your magical intern—train it, guide it, and let it support the brilliance only you can create.

Because makeup brushes still need a makeup artist’s hand to paint miracles— don’t they? ■

ALL ABOUT EYES

They say the eyes are the window to the soul—and they’re also the most delicate and expressive part of the face. In this feature, we explore expert eye care tips, targeted skincare solutions, and makeup advice from global artist Rae Morris, plus the latest must-try products to treat, enhance and celebrate your eyes at every age.

By Ricky Allen

William Shakespeare famously wrote, “the eyes are the window to the soul.” This rings especially true, as our eyes are one of the most important and expressive features of the face. Whether you’re happy, sad, unwell or energised, your eyes reveal it all. Unfortunately, they’re also the most delicate part of the face. The skin under the eyes contains a thinner subcutaneous layer, making it more fragile and sensitive. Fair-skinned individuals may find this area appears almost translucent, making it more prone to showing fine lines, dark circles, and puffiness. As we age, or if we’ve spent years in the sun without protection or sunglasses, the skin can appear crepey. Those with middle European heritage, who often have thicker skin, can also experience genetically driven dark circles. If you’re in that demographic, it’s best to start using targeted eye products early to help minimise this genetic effect. Because of the anatomical and physiological delicacy of the under-eye area, using skincare specifically formulated for this region is essential. Fortunately, there are now many excellent products on the market. Correct application is just as important—use your little finger unless the product comes with a specific applicator. Gently pat from the outer to the inner corner, taking care not to stretch the skin. Over time, pulling at this area can cause sagging and make the eyes appear droopy—think basset hound.

THESE PRODUCTS SHOULD BE USED BOTH MORNING AND NIGHT. SOME TOP PERFORMERS TO TRY INCLUDE:

• Avène DermAbsolu Filler Eye Contour Cream

• Biossance Squalane + Marine Algae Eye Cream

• L’Occitane en Provence Immortelle Reset Eye Serum

• No7 Future Renew Eye Cream

• Cutisé Complift Eye Gel

• Guerlain Abeille Royale Eye Cream

• AHC Pro Shot Gluta-Activation Bright Eye Cream

• Sisleya L’Integral Anti-Age Eye and Lip Contour Cream

Above: AHC Pro Shot Gluta-Activation Bright and Eye Cream, Guerlain Abeille Royale Eye Cream

Some eye makeup to try:

• YSL Beauty Couture Mini Clutch, Lines Liberated eyeliner, and Lash Clash Mascara

• Givenchy L’Interdit Mascara

• 1000HOUR Micro Brow Pencils and Brow Cushion Duo

• Trinny London Eye2Eye T-Tones Split Pot

• Elizabeth Arden Eyeshadow Quad

• Ardell Naked Lashes 421

• Fenty Beauty Hella Extra Mascara Boosting Lash Primer and Shadowstix Longwear Eye Shadow Stick

“Cream shadows are your best friend – For effortless blending and long wear, start your look with cream eye shadow.”

TO ENHANCE THE EYES WITH MAKEUP, WE SPOKE TO LEADING AUSTRALIAN AND GLOBAL MAKEUP

ARTIST RAE MORRIS FOR HER EXPERT TIPS:

1. Rethink your mascara shade – Black isn’t always best. Deep chocolate or rich mahogany mascaras can add instant sophistication. They’re especially flattering on fair lashes and pale eye colours, softening the look while still adding definition.

2. Rethink eyeliner placement – You don’t need to line all the way into the inner corners. A little definition on the outer corners instantly lifts and opens the eyes. Skip harsh liquid liners and opt for gel shadow or a soft pencil sketch. Then clean the edge with a precision brush, like Rae’s Deluxe 16.5 Brow Definer Brush, for a seamless wing.

3. Match your brows to your hair—subtly – As we age, brows can fade or turn ashy. A swipe of brown mascara can warm them up, deepen tone, or disguise greys—instantly polishing your look without feeling heavy or overdrawn.

4. Be strategic with shimmer – Shimmer can highlight texture, so avoid it near fine lines. But don’t skip it entirely—inner corners are shimmer-safe zones. A touch of light there adds dimension without ageing the eye.

5. Cream shadows are your best friend – For effortless blending and long wear, start your look with cream eye shadow. You can always layer powder shadow on top for extra depth.

6. Rae’s go-to for hooded eyes – If you have puffy or hooded lids, the Rae Morris 6.5 brush is a game changer. It fits right into the crease, so you can contour the socket and lift the eye in one sweep—giving shape without looking overdone. ■

Eye2Eye T-Tones Split Pot and 1000HOUR Micro Brow Pencils and Brow Cushion Duo.

Rae Morris

POWER STRANDS:

HOW TWO FEMALE FOUNDERS ARE DISRUPTING THE HAIR AISLE

From supermarket shelves to TikTok feeds, two Australian female founders are making waves in the haircare aisle—each driven by a personal story, a sharp business mind, and a mission to make premium products accessible to all.

NATALIE CASSAR: FROM FAMILY FIX TO NATIONAL FAVOURITE

Natalie Cassar is the Co-Founder and Owner of BluSky Brands, the Australian consumer goods company behind Headgear, Jack the Barber, Barber & Co—and most recently, the women’s haircare range Thanks To Nature. Since launching in Woolworths in 2020, Thanks To Nature has rapidly expanded into hair styling, personal wash, handwash and hair removal categories, with distribution across Australia, New Zealand and beyond.

By Josie Gagliano and Michelle Ruzzene

“After years of working in FMCG, when you set out to create your own brand you think to yourself, ‘Wow, imagine what it would feel like to see your own brand on the shelf of a supermarket.’ And now here we are!”

Cassar, who previously held senior roles at Unilever, Henkel and TCC Global, says the idea for Thanks To Nature was born from personal experience.

Natalie Cassar with her husband and BluSky Brands co-founder Sean, pictured with their two children.

Thanks to Nature’s RevitaPlex Bond Repair range.

“I have really thick, dry, coarse curly hair that only ever responded well to very expensive hair care products. When my hair was long, I was spending a fortune and kept thinking—there has to be another way.”

Although the brand was originally created with herself in mind, the journey quickly became a family affair. “At the time, our kids were quite young, so they didn’t fully grasp what we were building… Our daughter, who’s now 18, has started working in the business and is genuinely enjoying it. That’s something we didn’t foresee, but it’s been a lovely and unexpected part of the journey.”

While many start-ups begin online, Thanks To Nature took a different path: “We actually launched the brand in Woolworths right from the beginning. We already had a proven track record with our men’s care brand, Jack The Barber, so when we identified a clear gap in the market, we pounced.”

The brand’s name, she explains, reflects both its clean ingredient ethos and sense of gratitude: “It acknowledges the power and efficacy of natural ingredients, while also giving a nod to the simplicity and beauty found in the natural world.”

As a passionate advocate for accessible beauty, Cassar says: “We wanted to make high-quality, salon-standard products accessible to everyone… Being part of that shift has been incredibly rewarding.”

RACHAEL WILDE: GEN Z VISION MEETS SCALP SCIENCE

Meanwhile, on pharmacy shelves and TikTok feeds, fellow founder Rachael Wilde—Co-Founder and CMO of York St Brands, and Head of Marketing at tbh Skincare—has launched Bouf, a bold new haircare brand developed using patented FGF5-inhibiting technology to help stop hair loss in its tracks.

“We were introduced to the patented technology behind Bouf and were really impressed by the clinical results. After trialling the products myself and falling in love with the results, it was clear this tech was too special to sit under one of our existing brands,” Wilde told Retail Beauty

Over 33% of women over 30 experience some form of hair thinning, and Wilde saw a clear opportunity: “We saw an opportunity not just to serve this customer, but to speak to them in a really unique and distinct way. At York St Brands, our strength lies in building community-led brands and we’re bringing everything we’ve learned from tbh and Boost Lab into this new category with Bouf.”

To bring Bouf to life, Wilde enlisted TikTok Creator of the Year Indy Clinton, a mum of three with 2.7 million followers and a candid approach to postpartum hair loss.

“Indy was a natural choice when we started thinking about who the face of the launch campaign could be. I’ve followed her for years and always loved her chaotic,

fun energy,” said Wilde. “It was an absolute non-negotiable for her to trial the products and see a strong result before signing on as a partner.”

Clinton, who had experienced hair loss following each of her pregnancies, said the transformation was life-changing: “Before it was thin, had heaps of breakage, and now it’s thick and luscious. But to me the biggest difference is my confidence and how I feel. My before and afters are crazy—I just cannot believe this is my hair now, it’s wild.”

She added: “I would never put my name to anything that didn’t work. Trust me, I get approached all the time to do beauty brand deals and I’ve turned away so many big jobs like this, because the products just don’t work.”

The name Bouf (pronounced “boof”) is a cheeky nod to bouffant-style volume and the dramatic transformation the range delivers. The lineup features five SKUs— hair-growth tonic, shampoo, conditioner, leave-in mask and supplements—priced from $29.95 to $39.95 and available now at Priceline, Atomica, and Bouf.com.

MAKERS. MARKETERS. MOVERS.

From Natalie’s family-first mission to Rachael’s science-backed strategy, both founders exemplify the new face of Australian beauty entrepreneurship: purpose-led, customer-first, and unapologetically bold. ■

Rachael Wilde.

Bouf, a bold new haircare brand.

Out & About

VINO & GLOW

To mark two decades of the iconic Vinoperfect Radiance Serum, Caudalie hosted an exclusive afternoon of beauty, innovation, and Parisian elegance at Sydney’s Machine Hall. Guests, including media and content creators, were treated to a radiant experience complete with Frenchinspired refreshments, immersive brand activations, and a journey through the rich heritage of Vinoperfect — the cult-favourite brightening serum beloved around the world for its skin-perfecting power. The event featured keynote appearances by Jean-Christophe Samyn, General Manager of Caudalie SEA/ANZ, and renowned cosmetic doctor Dr Yalda Jamali, who shared insights into the science and success behind the brand’s most iconic product. https://en.caudalie.com

Michelle Ruzzene covers the latest product launch events showcasing the best in retail beauty.

01. From left: Jackson Roberts, Dr Yalda Jamali, Daniella Khalil and Jean-Christophe Samyn.

02. Celebrating 20 years.

03. Mikele Simone.

04. Guests dresses in blue hues.

05. Jean-Christophe Samyn addresses guests.

THYME TO SHINE

Media and creators gathered for a morning of herbal wellness, featuring a keynote by Thompson’s Head of Marketing Andrea Cheung, a herb kit-making session with horticulturist Jamie Durie, and a farm-to-table brunch hosted by wellness advocate Liz Ellis. The event spotlighted Thompson’s One-A-Day range, exclusive to Chemist Warehouse. The celebration comes as the 74-year-old brand enters a new growth phase under new owner Homart Group, following its acquisition from Integria Healthcare in 2024. Homart also plans to acquire Thursday Plantation, reinforcing its strategy to expand in the natural health sector. Founded in New Zealand in 1951, Thompson’s continues to honour its herbalist roots while evolving into a globally positioned wellness brand. www.thompsonsherbals.com

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01. The Thompson’s team from left to right: Ivan Knezevic, Lisa Mills, Lynn Yeh, Andrea Cheung, Nick Lynch and Victor Tuballa.

Jamie Durie and Liz Ellis.

Liz Ellis and Andrea Cheung.

Some of the Thompson’s range on display.

Guests with their herb pots.

Images: Scott and Co.

FACE THE FUTURE

To celebrate the launch of No7’s Future Renew Day Cream SPF15, media and guests were invited to a breakfast event at Café Sydney, hosted by the UK’s number one skincare brand in partnership with Priceline Pharmacy. Against the backdrop of sweeping harbour views, guests heard insights into the science behind the Future Renew range and its hero ingredient, Pepticology—a world-first peptide blend developed over 15 years. The morning also featured a panel discussion with skincare experts Ingrid Seaburn, Dr Prasanthi Purusothaman, Dr Yalda Jamali, Sherine Youssef, and Sarah Tarca, exploring ingredient efficacy, skin repair, and the future of evidence-based skincare. www.priceline.com.au

01. From left: Ingrid Seaburn, Dr Prasanthi Purusothaman, Dr Yalda Jamali, Sherine Youssef and Sarah Tarca.

02. Melanie Burnicle, Sarah Laidlaw and Renae Leith-Manos.

03. Christina Fevre.

04. Panellists and Gloss Etc founders Sherine Youssef and Sarah Tarca.

05. The view from Café Sydney.

Photos: Vienna Marie

SMOOTH MOVE

John Frieda, owned by Japan’s Kao Corporation, unveiled its new Silk Waters range at an exclusive launch event at Quay in Sydney, hosted by media personality Sarah Marie Fahd. Developed with lamellar technology, the two-SKU post-shampoo collection promises instant smoothness and shine—ideal for consumers chasing the ‘glass hair’ trend. Celebrity stylist David Keough, a longtime John Frieda collaborator, endorsed the innovation, highlighting its fast, weightless results. Now available at Chemist Warehouse, Woolworths and Priceline. www.johnfrieda.com

01. Sarah Marie Fahd and David Keough.

02. Fom left: Cristina Rudnicki, Sarah Marie Fahd, Elif Yilmaz, Megan Gunn and Chelsea Havers.

03. From left: Retail Beauty publisher Nicci Herrera, contributors Ricky Allen and Josie Gagliano, and editor Michelle Ruzzene.

04. Sophie Jordan, known as The Aussie Rapunzel.

05. The event was held over lunch at Quay.

CURCUMIN AND CONVERSATIONS

Kurk celebrated the launch of its new antiinflammatory recovery formula, Kurk Sport, with an intimate lunch at Chiswick Woollahra during IBD Awareness Month. Co-founders Trent Scanlen and Dr Harry Weisinger were joined by key investors, including beauty and wellness entrepreneur Andrea Horwood, Boston Global Chairman & Founder Bill Moss AO, and his daughter and Executive Director Natalie Cooney, to share the powerful science—and personal stories—behind the brand. https://kurk.au

01. Kurk Sport Recovery.

02. Jessica Yue reads up on the products.

03. From left: Trent Scanlen, Kurk Co-Founder and CEO, Bill Moss AO, Boston Global Chairman & Founder and his daughter, Natalie Cooney, Boston Global Executive Director, Andrea Horwood, ETTO CEO and Founder and Dr Harrison (Harry) Weisinger, Kurk Co-Founder and Medical Director.

04. Sally Burleigh, Sydney Director, iD Collective.

05. Gerard Frack and Audrey de Rodda-Frack.

A BOTANICAL MILESTONE

Jurlique celebrated its 40th anniversary with an immersive event at its biodynamic farm in the Adelaide Hills, where the brand first began. Founded in 1983 by Ulrike and Dr Jurgen Klein—who arrived in the region with four young children and a shared vision for nature and science—Jurlique has grown into a globally recognised skincare brand rooted in sustainability and innovation. To mark the milestone, guests were invited on a two-day seed-to-skin journey, exploring the farm, the Product Innovation Laboratory, and previewing 2025 launches. The experience included a stay at Sequoia Lodge and bespoke facials using Jurlique’s signature botanical blends and unique bio-intrinsic extraction method. https://jurlique.com

01. Jurlique co-founder Ulrike Klein with farm manager Cherie Hutchinson.

02. Jurlique CEO Loic Rethore addresses guests.

03. The event included a Welcome to Country ceremony, a traditional Aboriginal cultural practice.

04 Everything on the farm is hand picked. 05 Guests were invited to pick and dry their own roses.

APPLAUSE FOR ACCORD

On 25 February, Accord members from the beauty industry gathered for their first networking event of 2025 to celebrate the sector’s creativity and impact. The evening featured insightful talks from distinguished guest speakers who captivated the audience with their expertise and passion. Alex Davison of L’Oréal delved into the essentiality of beauty, exploring its deep-rooted history across cultures and its powerful role in self-expression, identity and self-confidence. We were also honoured to hear from Michael Edwards of Fragrances of the World, often hailed as the ‘perfume expert’s expert’. With his extensive knowledge, Michael transported attendees through the living history of fragrances, illustrating the intricate evolution of French and American perfumery. His insights left the audience with a deeper appreciation for the artistry behind every bottle. A special thank you goes to our event sponsors—Coty, Puig, and L’Oréal—whose generous support played a crucial role in making the evening possible. 2025 is a commemorative year for our association, 50 years since our original formation in 1975 and 20 years as Accord, the combined voice of the hygiene, personal care and specialty products industry. https://accord.asn.au/

01 Michael Edwards (Fragrances of the World) and Graeme Howard (Accord Life Member, formerly Revlon)

02 Alex Davison from L’Oréal.

03. Michael Edwards, Founder, Fragrances of the World.

04. Alex Davison (L’Oréal), Damian Mitsch (Accord), Tracey Raso (Revlon & Elizabeth Arden), Michael Edwards (Fragrances of the World).

05. Carol Kavurma (Look Good Feel Better), Gavin Blackburn (Accord Life Member, formerly Coty), Graeme Howard (Accord Life Member, formerly Revlon) and Clynton Bartholomeusz (Beiersdorf).

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GLAM FOR GOOD

Look Good Feel Better marked its 35th anniversary with the annual Dream Ball, held at the Sydney Cricket Ground’s Noble Dining Room. Attended by 450 guests from across the beauty, retail, and healthcare industries, the event raised over $360,000—surpassing last year’s total. Hosted by patron Kerri-Anne Kennerley, the evening featured addresses from LGFB General Manager Carol Kavurma, Board Chair Rosi Fernandez, and program founder Julie Carriol, reflecting on the charity’s national impact and ongoing mission. Ambassadors Leigh Campbell, Eleanor Pendleton, and Ruchi Page were also in attendance. Funds raised will enable over 3,600 Australians undergoing cancer treatment to access LGFB’s free, confidence-building services over the next year. https://lgfb.org.au

01. Ruchi Page, Leigh Campbell, Kerri-Anne Kennerley and Eleanor Pendleton.

02. A live auction on the night.

03. Program founder Julie Carriol with Kerri-Anne Kennerley.

04. Guests filled Sydney Cricket Ground’s Noble Dining Room.

05. LGFB General Manager Carol Kavurma addresses guests.

Photography: www.thefourthcreative.com

OUT & ABOUT

HAUS PARTY

Lady Gaga’s cult beauty brand, Haus Labs, officially landed in Australia and New Zealand, exclusively at Sephora. Known for bold, inclusive makeup and science-backed formulas, the full collection— including the viral Triclone Skin Tech Foundation in 51 shades—is available in-store and online. To celebrate, media and talent gathered for an exclusive launch hosted by Maria Thattil and presented by MaxMediaLab. www.sephora.com.au

01. Angela Simpson, Chief Marketing Officer at Haus Labs, and Artavia Everson, Global Brand and Integrated Marketing Director at Haus Labs, address guests at the Australian launch.

02. CEO/Founder MaxMediaLab Lynette Phillips.

03. Unice Wani.

04. Josephen Akuei, Ciara Joy Hammett and Blair Carter.

05. Host Maria Thattil addresses guests.

WE ARE LIVE is Australia’s first TikTok Shop accelerator. We help beauty brands move early, test what sells, and build the infrastructure before launch.

WHY WORK WITH US?

• We build commerce-first content designed to convert, not just engage.

• We train and manage creators who sell, not just influence.

• We tailor TikTok-native strategy - offers, bundles, landing flow, and product mix.

• We combine platform fluency with beauty category expertise.

Book a free consultation using the QR code and explore how your brand can secure first-mover advantage before TikTok Shop goes live.

SCAN HERE