Beauty Biz

The Essential Business Guide for Salons and Spas
Year 14 Issue 1
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ABIA
AUSTRALIAN BEAUTY INDUSTRY AWARDS 2021
Open for Entry!
Entry Deadline 10th May 2021
Finalists Announced 28th June 2021
Winners Announced at the Gala Awards
29th August 2021 The Star, Sydney
The Awards period for all entries is October 2019 – April 2021 – 18 months. This is longer than usual to incorporate pre,
during and post Covid times to give all entrants an opportunity of demonstrating their business success in the financial
quarter pre-Covid, how they dealt with Covid during restrictions/closures and post Covid coming in to the new year.
www.australianbeautyindustryawards.com.au

THE ABIA CATEGORIES
EDUCATOR CATEGORIES
Best Industry Educator Individual
Best Industry Educator Organisation
INDIVIDUAL CATEGORIES
Beauty Therapist of the Year
Salon/Spa Director/Owner of the Year
Best Cosmetic Tattooist
SPECIALIST CATEGORIES
Best Marketing Award
Best Customer Care Award
Salon Team of the Year
Best Salon Training Award
Best Business Performance of the Year
(non-salon)
SALON CATEGORIES
Tanning Salon of the Year
Best Eco Salon/Spa of the Year
Best Salon Design
STATE CATEGORIES
NSW/ACT Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
NSW/ACT Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
VIC /TAS/SA Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
VIC /TAS/SA Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
WA/NT Beauty Salon/Spa of the Yea
(4 Treatment rooms or Less)
WA/NT Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
QLD Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
QLD Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
NOMINATED CATEGORIES
Hall of Fame
Mocha Angels Humanitarian Award
VOTED CATEGORY
State and National Wholesaler
of the Year
NEW CATEGORIES FOR 2021
NEW! Best Newcomer Salon of the Year
NEW! Sole Operator of the Year
(ABN Registered)
NEW! Best Educator of the Year
(Product/Equipment Company)
AMIA CATEGORIES
Bridal/Formal MUA of the Year
High Fashion/Editorial MUA of the Year
Fantasy MUA of the Year
AMIA Make Up Artist of the Year
PRIZES INCLUDE
- Beautiful Trophy presented on the ABIA night - Use of the Title of winning category for 12 months
- Coveted PR in leading trade magazine Beauty Biz, PR campaign for EVERY winner
- Virtual meeting and personalised press releases with Branding and Communication
experts Lily Blue Communications
www.australianbeautyindustryawards.com.au

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CONTENTS
ON THE COVER
24 A New Approach to Micrneedling For
Ultimate Results - Dermapenworld
REGULARS
08 Editors Letter
20-23 Industry News
52 Beauty Shop
54 Dateline City
FEATURE
10 10 Minutes with Rebecca Miller
12 The Heart & Soul of Beauty Therapy
14 An Inspirational Young Gun – Madison
Taubman By Clare Lamberth
16 10 Minutes with April Jones By Clare
Lamberth
EVENTS
18 ABIA – We’re Back!
SALON FEATURE
26 A Lifelong Passion to be Simply Elegant
28 Moving On, Up & Out!
30 A Cut Above The Rest
DERMAL
32 The Importance of Gut Microbiota In
Health & Disease By Chiza Westcarr
34 Choosing the Right Equipment for your
Salon By Nancy Abdou
38 Necrotic Tissue – What Is It? What
Causes It? How Can We Help It? By Gay
Wardle
COSMETIC
42 Cosmetic Tattooing By Georgie Westley
BEAUTY
44 Incorporating Brow Services Into Lash
Services By Joy Crossingham
46 Busting Lash Myths By Otto Mitter
48 Embracing the ‘Isolation Brow’ with
RefectoCil
50 Offering Profitable Nail Services In Your
Salon By Lauren Burton
BLOGS
56 Therapist, or Therapist By Will Fennell
58 2021: The Year Of Making Business
Easier By Elle Wilson
60 Happy New Year By Julie Cross
62 Can Money Buy You Happiness By Lisa
Conway
64 You Can’t Fake It Till You Make It By Paul
Frasca
BUSINESS
66 Leveraging Socials For Growth By
Rachel Medlock
68 Make Your Brand Boom By Sarah Garner
69 No Staff No Worries By Kayla McDiamid
70 How To Go From Therapist To CEO By
Jessica Kidner
72 Steps To A Successful Business Strategy
In 2021 By Tamara Reid
74 Imagine A Place Where People Thing
TGIM Instead of TGIF! By Gry Tomte

Beauty Biz
PUBLISHER
Linda Woodhead
linda@mochapublishing.com.au
EDITOR
Clare Lamberth
clare@mochapublishing.com.au
ADVERTISING MANAGER
Nina Barbara
nina@mochapublishing.com.au
ART DIRECTOR
Kellie Woodhead
kellie@mochapublishing.com.au
ADMINISTRATION
Jess Richmond
jess@mochapublishing.com.au
CONTRIBUTORS
Clare Lamberth
Chiza Westcarr
Nancy Abdou
Gay Wardle
Georgie Westley
Joy Crossingham
Otto Mitter
Lauren Burton
Will Fennell
Elle Wilson
Julie Cross
Lisa Conway
Paul Frasca
Rachel Medlock
Sarah Garner
Kayla McDiamid
Jessica Kidner
Tamara Reid
Gry Tomte
OFFICE
PO BOX 252 Helensvale Plaza Qld 4212
P: 07 5580 5155
mail@mochapublishing.com.au
www.mochapublishing.com.au
DISTRIBUTION
Australia Post - Print Post 100005498
PRINTING
Printcraft
PUBLISHED BY
mocha publishing
PUBLISHERS OF
HAIR BIZ, Beauty Biz & Barber Shop
Beauty Biz is published six times a year by mocha publishing
ABN 65 091 846 189
No Part of the publication may be reproduced in any manner
or form without written permission. Beauty Biz does not accept
responsibility for unsolicited manuscripts, transparencies,
original artwork or other material. The views expressed in
Beauty Biz are not necessarily those of the publisher.
No responsibility will be accepted if the publication is delayed
or prevented by factors beyong the control of the publisher. No
responsibility will be accepted for errors in copy, or for any loss
arising from the failure of an advertisement or any part thereof
to appear.
Editor’s
Editor’s Note
Congratulations!! You made it
through 2020!
I hope that whereever you are in your
business at this time, that you have taken
a moment over the first weeks of 2021 to
stop, relax, breath and reflect on all of the
amazing things you have accomplished
throughout the last year. Especially
because you’re standing here right now.
I love the freshness of a new year. The
bustling to get the kids ready for school,
summer holidays by the beach, slower
days and the anticipation of what’s to come
in the year ahead.
What I most love though, and this is my inner
Virgo talking now, is the PLANNING! Now
whilst I always plan ahead I do like to take
a fresh look at the plan as the new year has
launched to see if all the ideas, strategies
and implementations still align.
Don’t worry if it’s February and you still
haven’t planned out your year. Be kind to yourself.
Planning doesn’t have to be a HUGE undertaking.
It can be as easy as adding 10% or 15% to your
monthly figures from last year and BAM! you
have your entire year’s worth of targets set.
It can even be as easy as looking at the key
holidays and retail celebrations for the first half
of the year Valentine’s Day, Mother’s Day, EOFY
and starting to jot down ideas on what offers
you’ll have. Or one of my favourite events to plan
every year (apart from Christmas) is our clinic’s
Birthday! I mean who doesn’t love cupcakes,
facials AND champagne?!
From these key milestones you can start to
flesh out and shape they direction you’d like to
take your business this year. Want to add a new
device or product range. Book it in your diary.
Even if it’s still a dream and in the planning stages.
Writing it down is the first step to actualising
your manifestations of success. Want to take a
decent holiday this year? Book it in your diary. Be
the one that gets in first ahead of your team for
once! Haha!
Strategising a whole year at once is enough to
make any salon owner curl up in a ball. But taking
these small steps to break your calendar down.
Starting with what you DO know will help to bring
shape and often make clearer the unknown and
create space for the extra things you can add
in later on.
Remember: You can’t eat an elephant in one
bite. I use this analogy with my own team when
talking about goal setting, for clinic owners
and therapists who ask “how the hell do I write
all that content for my ABIA submission?!”, for
client’s prescriptions and of course PLANNING
the year! They only way you can eat an elephant
is one bite at a time. One single positive step
forward every day and you’ll be amazed at the
things you can accomplish. A whole elephant by
Christmas in fact!
I’ve curated some amazing content and
contributors for you this issue to help you start
2021 with a BANG! I hope you get as much out
of it as I did reading the incredible insight each of
our contributors has to share with you.
Lastly, but certainly not least, ABIA entries are
now OPEN and we cannot wait to celebrate,
hopefully in person, this year’s night of nights and
finally introduce you to our incredible team of
rising Beauty Squad stars.
I’d love to know what your “first bite” for
2021 is? Connect with me on socials at @
beautybizmagazine and @thefacialsita and
let me know what small steps you took after
reading this to help positively plan and shape
your awesome 2021.
Clare xo
Clare Lamberth, Editor
clare@mochapublishing.com.au
© 2020 mocha publishing
All rights reserved.

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FEATURE
10 MINUTES WITH
Rebecca
Miller
Rebecca Miller is a multi-award winning clinic owner,
skin whisperer, podcast queen and now powerhouse
business mentor with Zing Coaching. We get to know the
woman behind the brand and find out how her journey
brought her to where she is today.
“DELEGATION IS A KEY
ELEMENT TO BUILDING
A HIGH PERFORMING
SUSTAINABLE BUSINESS”
“I founded La Bella Medispa in 2009
in my home town of Parkes with a
mission: to provide women in my
local regional area with the type
of treatments and products they
could only experience in the city,”
says Rebecca. “I wanted to help the
women in my community area feel
truly confident to have somewhere
to go to escape the real world and
be nurtured but also have access to
the most advanced technology and
experienced therapists.”
With this as her driving force, Rebecca
along with her team have grown La Bella
from a one-woman show to a business
that spans multiple locations and having
the opportunity to grow and develop
over 25 amazing talented therapists
and continue to grow from strength to
strength. “We’ve experienced our share
of challenges in recent years; from
droughts to Covid-19, it hasn’t been an
easy journey, but I can say, hand on
heart, that it has been one of the most
rewarding journeys of my life the more I
grow and expand as a leader so do my
businesses and team.”
In addition to her salons, Rebecca has
an online brand (The Skin Whisperer);
a 12-week online skin transformation
program (SkinFit 90); a podcast (Living
Your Best Life); a coaching program
(through The Zing Project), a speaking
partnership with Kerwin Rae’s K2 Elite
program, and a charity (The Ripple of
Kindness Project).
“I didn’t set out to be juggling so many
hats,” she says, “I just ran with the
opportunities to create real change and
have a lasting life-changing impact on
those I have the privilege of working
with.” The result has been a fulfilling
and rewarding career spanning over 27
years.
In recent years, Rebecca has found a
way to share her knowledge and partner
with the powerhouse team at the Zing
Project.
“A couple of years ago, I saw Lisa
Conway speak at a conference,”
Rebecca explains. “I went up to her
after the event and said to her… ‘one
day I’m going to do what you do!’ And
in 2020, I’m proud to say that I signed
on with The Zing Project as a Senior
ZING Coach. My journey with ZING is
just beginning, but I’m so grateful to be
aligned with such a powerhouse team,
making a real difference to the industry
that I love. They say you should surround
yourself with people who inspire you to
lift your game, and for me, the support
and encouragement I’ve received from
the team at ZING have inspired me to
10 Beauty Biz Year 14 Issue 1

make even bigger and bolder moves in 2021. I
love ZING because it is a community of amazing
coaches whose purpose is to really help the
salon owner create their life and salon by design.
Still having clinics really gives me the edge
because I understand where the salon owners
are really at.”
As a busy Mum with three kids, two salons, two
online businesses, a podcast, and a coaching
brand, it has been vitally important for Rebecca
to build a solid team around her and to create
systems that work.
“I have created that with my business partners
Jess Galvin and Carla Poole and our teams at La
Bella Medispa”
“The beauty industry has given so much to me in
my 27 years of working with clients and my teams
and now it’s my turn to give back. Through ZING,
I coach spa, salon, and clinic owners; passing on
everything I’ve learned about leadership, building
high-performing teams, systems and strategies,
marketing planning, and the mindset required to
take things to the next level. The transformations
of the salon owner are the very thing that lights
me up.”
“I BELIEVE THAT YOU SHOULD BE
ABLE TO STEP AWAY FROM YOUR
BUSINESS AND HAVE THINGS RUN
LIKE CLOCKWORK WITHOUT YOU.”
And so, what is the she secret to her success?
“Knowing my Why, What, and How, ,y purpose,
mission, and values and creating goals and
systems around myself. I have taken the time
to really inspire my team because with my list
of goals, I definitely knew I couldn’t do it on my
own.”
“I believe that you should be able to step away
from your business for a day, a month, or even a
year and have things run like clockwork without
you. This I see as the biggest issue for most salon
owners who are slaves to the treatment room.
And to achieve that, you need a clear vision and
a pathway to get there. To evolve continuously
as a leader and never stop learning.”
“The very things that enable a leader to get their
business off the ground are often the things that
can stifle the growth of that business further
down the line. I’m talking long hours, 100% of
the customer management, doing your own
marketing and all those things that are ‘just
quicker if I do them myself’. It can be hard to
delegate at first – but if you don’t learn how to
delegate, you will be stuck on that hamster wheel
forever. Delegation is a key element to building
a high performing sustainable business but
really inspires the team to be working towards
something bigger than themselves.
So, how can you set goals for 2021 that will help
you take a step back from the day-to-day of your
business, empower your team, and create real
business growth but also joy and fulfilment?
“Laying the foundations in your business starts
with the big three: purpose mission and your core
business value,” says Rebecca. “Knowing your
break-even and then taking the time to create a
kick-arse plan. Think BIG, as we are capable of
so much more!”
“In my clinics, we set clear yearly, quarterly,
monthly, weekly, and daily goals in our daily
huddles. It can seem like a lot, but once you
have the systems in place, you’ll find it’s not
only easy but incredibly effective and creates
high levels of accountability and autonomous
behaviour in your teams. We take a full day away
from the salon, we look at our achievement, our
lessons learned, strengths weaknesses, and
trends of our in the marketplace that could affect
our business. We work out our strategic issues
that if we solved them, what would the business
look like? working on the things that will have
the greatest impact on our business right now.
How will you know where you’re going if you
don’t set your GPS in the right direction? Having
clear intentions and a strategic plan really help
create a can-do culture. Being outcome focuses
has such a positive impact on the business and
team as a whole.”
Make sure your goals are SMART goals says
Rebecca, so that they are measurable, specific,
achievable, relevant, and time-bound, as Tony
Robbins says, “What gets measured, gets
managed”.
“Those measurable details are what will guide
you moving forward and allow you to see at a
glance if you’re on the right track. Regular checkins
with your team in your one on one meeting
and team meeting to see if they need support
or additional resources to achieve what they
set out to achieve at the start of the quarter. We
encourage our team to take ownership of the
goals they set both personally and professionally
then they have true ownership of their success
This planning process is a game-changer if you
want to take your business to the next level.”
Rebecca is a big believer in having mentors
and coaches to help accelerate your business
growth and development and says, “It is always
something I have adopted and now feel so
grateful I can help salon owners create their
business and life by design, not by default.
Having someone that truly believes in you and
sometimes sees the things you do not see, keeps
you on track and accountable. If you do not have
a coach to support your salon journey I would
recommend any business owner get one.
You can contact Rebecca via The Zing
Project at www.thezingproject.com.au/team/
rebecca-miller/
or at www.skinwhisperer.com.au
Beauty Biz Year 14 Issue 1 11

FEATURE
THE HEART
& SOUL OF
Beauty
Therapy!
Julie Botskor is the 2020 ABIA Beauty Therapist
of the Year. With almost 4 decades in the
industry, Julie followed her intuition to what was
initially a self-improvement course hosted at her
local Beauty Therapy School, to what turned
out to be a lifelong passion and her dream
career. For the last 7 years Julie has resided
at Bliss Day Spa in Sydney’s Caringbah, under
Spa Owner Daniela Boerma, a clinic she calls
her “forever home”.
Find out how Julie’s pursuit of self-improvement has lead her to take
home our industry’s top gong and the secrets to her successes.
CONGRATS ON YOUR WIN AS 2020 ABIA
THERAPIST OF THE YEAR. TELL US ABOUT YOUR WIN
& HOW IT FELT TO HEAR YOU NAME CALLED?
It was such an honour to receive my award for The Beauty Therapist
of The Year. To be completely honest when I heard my name I was
in shock! I did not think I would be announced the winner. There are
some incredibly talented Therapists, and to think I am one of them
makes me feel very humbled and just a little bit chuffed!
HOW DID IT ALL START FOR YOU IN THE INDUSTRY?
TELL US ABOUT HOW YOU FIRST STARTED OUT
IN BEAUTY THERAPY, WHAT INSPIRED YOU AND
WHAT’S DRIVEN YOUR PASSION?
I am immensely proud to share that I have been a Beauty therapist
for 38 years now. It is a long time I know, but I can honestly say I
love my career; always have, always will. It is an easy career to love
though. It began not long after leaving school. I was disillusioned
with the career I had originally chosen, and I happened to see
12 Beauty Biz Year 14 Issue 1

an ad in the local paper for a 12-week self-improvement course at Diana
Nolan School of Beauty Therapy. I loved it! As it was part of the full Beauty
Therapy Course, I was able to hear what was involved in the full course.
Something happened and my heart told me this was it and I had to do this
course. I desperately wanted to be a Beauty Therapist. The course was very
thorough, and I loved every minute of it. Her school taught the craft extremely
well. I was fortunate enough to work for Diana for 2 years after completing
my course at her Kareela and Bexley salons. It was an invaluable time for
me. I gained great experience in those years. It wasn’t until working in the
salon that I realised what the drive was for me in this wonderful career I had
chosen. Without question, for me, it’s my clients. I just love to see my clients
walking out the door feeling better about themselves. It can even be after an
Eyebrow Wax! It really is quite a special thing we get to do.
HAVE THERE BEEN ANY SIGNIFICANT MILESTONES OR
CHALLENGES YOU’VE HAD TO OVERCOME?
About three years ago I was on holidays in Fiji. I fainted and broke my ankle.
That holiday was cut short and two weeks later I slipped in the shower and
fractured my back. Fun times! Honestly, looking back it was such a horrible
time for me. I was quite depressed and wasn’t interested in anything much.
The thing I worried most about was work. Beauty Therapy is part of who
I am and if for some reason I couldn’t do what I’ve always done… well I
couldn’t even think about that. I was at Bliss then and my beautiful friend (and
boss) Daniela was very understanding. I was able to take my time and ease
back in. Eventually I got back to doing all my treatments. I was so incredibly
grateful.
WHAT HAVE BEEN SOME INSPIRING PEOPLE YOU’VE
COME ACROSS IN YOUR CAREER SO FAR AND WHAT DID
YOU LOVE MOST ABOUT THEM?
There are so many! Where do I start? Diana Nolan taught me so much more
than Beauty Therapy. She was a very hard taskmaster but that’s why I had
such a great start in my career. She taught me well. I still find myself thinking
of things that she said to me all those years ago that have shaped who I am
as a therapist. I am continually in awe of so many people in our business
now who are so knowledgeable and driven. The educators who I encounter
are so full of knowledge and their enthusiasm is contagious! One person
who comes to mind is Will Fennell. He is our Biodroga trainer and I am
amazed at both his knowledge and passion of the product, and his love for
his profession. He is also one of the most compassionate people I know. I
just adore him.
WHAT’S YOUR FAVOURITE TREATMENT OR
TRANSFORMATION SOLUTION?
There are many treatments I enjoy doing, but the Omnilux LED treatment
would have to be one of my favourites. It treats so many skin concerns and
if administered properly with the right protocol, the results are nothing short
of outstanding. It is also a treatment that has no downtime so is suitable for
almost every skin. I also have to mention Electrolysis. It is still the only form of
permanent hair removal and to be able to help clients who have sometimes
battled with this problem for years is a privilege.
YOU’RE CURRENTLY AT BLISS DAY SPA. TELL US ABOUT
JOINING THE TEAM AND HOW YOUR PRACTISE &
APPROACH TO CLIENTS HAS CHANGED SINCE JOINING
THEM?
Daniela and I have been friends for many years. I worked for her when she
had her first salon in Cronulla. Throughout our friendship over the years we
both swore we would work together again. She bought Bliss Day Spa in
2013 and we finally both got our wish. I was there the day we opened and
there I shall remain until I’m unable to get up the stairs to the treatment
rooms! Working for Daniela is easy. She inspires me each and every day.
She is everything a therapist should be. She is driven and knowledgeable.
She leads by example and for that reason we at Bliss are constantly learning
and keeping up to date with products and treatments. At Bliss we are never
idle. We support each other and I am so blessed to work with such beautiful
girls. I love them all dearly. I guess I know I’ve always been good at what I
do (I’m uncomfortable actually saying that) but at Bliss we are given every
opportunity to perfect our craft. Which is pretty special.
THE ABIA’S ARE BACK IN 2021 (HOPEFULLY IN PERSON).
WHAT ADVICE WOULD GIVE THERAPISTS WANTING TO
ENTER?
Do not hesitate. Just do it. Do not doubt yourself in any way. If you are
contemplating this, it means you are passionate, and you are good at what
you do. Simple. I think we as Therapists naturally have a giving nature and
we’re not keen on talking about ourselves. I remember thinking that I’m
not good enough to win, I’m too old, not knowledgeable enough. I thought
of every excuse not to do it, but Daniela and the girls encouraged me, and
as I was writing my application, I realised something. I am good enough;
I’ve had a vast amount of experience and it will make you realise that
you’re good enough too.
HOW DID YOU FIND THE ABIA AWARDS PROCESS &
DID ENTERING CHANGE OR MAKE YOU TWEAK ANY
ASPECT OF YOUR WORK?
It was a funny year last year wasn’t it? It of course would have been
wonderful to have our big night, however it wasn’t meant to be. Under the
circumstances I think Mocha publishing did a wonderful job. We still got
together to enjoy the night and celebrate, and we all had a ball! I think
the process of entering is very well done. It’s an involved process but
I thoroughly enjoyed it. By entering it encourages you to keep moving
forward in your career and enjoy every day of it.
IF YOU COULD TRAVEL AND WORK IN ANY SPA OR
CLINIC ANYWHERE IN THE WORLD WHERE WOULD IT
BE AND WHY?
This one is easy. I would love to go to Baden Baden. I have worked with
Biodroga products for most of my career. I have always loved the product
and the company and to actually see where the product is made would be
wonderful, but to work in a Biodroga salon in Germany would be a dream!
WHAT’S NEXT FOR YOU IN 2021?
If there is one thing for certain in this business, you cannot rest on
your laurels. But that’s also the wonderful part of this business. It is
ever changing, ever evolving. There is always something to learn but
we can also keep perfecting what we already know. It’s just the most
interesting, fulfilling and fun career to be in. That’s my plan for this year,
to keep learning and to keep getting the best results I possibly can for my
beautiful clients! After all at the end of the day that’s who this is all about.
Beauty Biz Year 14 Issue 1 13

FEATURE
AN INSPIRATIONAL
YOUNG GUN
Madison
Taubman
By Clare Lamberth
Gold Coast based Madison Taubman is a formidable
young woman, mother, business owner and therapist
who’s been through a lot, but knew exactly what she
wanted straight out of high school.
Stuck between a rock and hard place, having
freshly graduating Dermal Therapies with a
new baby, Madison found herself unable
to find work, even though she was an
experienced Therapist of 8 years. True to
form though Madison turned this set back
into an opportunity and dived into launching
her own business, House of Skin & Beauty.
Madison shares with us her story and how she’s
become a pro at overcoming hurdles
HOW DID YOU FIRST START OUT IN
THE INDUSTRY?
I’ve always loved interacting with others. I
thought I may want to be a Teacher or Nurse as
a career choice. I’d always loved anything to do
with beauty, so I decided to study my Diploma
of Beauty Therapy while at school in Year 10 to
Year 12. I knew that with a qualification under my
belt straight out of school, if I wanted to go on to
study at uni after school, then I’d have a good
paying job to support me while at uni.
I graduated Year 12 as a fully qualified Beauty
Therapist and began working in the Beauty
Industry just 2 months later. I wanted to give
myself a break from study and not rush straight
into Uni after school. I wanted to focus on getting
experience in the industry first, but my true
passion took over and now 10 years on I couldn’t
imagine doing anything else. I did go back to
study further, 2 years ago in Dermal Therapies, to
keep up with the constant changes in the industry
and to keep up with current treatment trends.
WHAT WAS THE FIRST EVER
TREATMENT YOU PERFORMED?
Believe it or not, it was a Brazilian. I had practiced
these plenty of times with friends, but that never
prepares you for your very first time you have
to do it on an actual paying client. It was such
a confronting treatment for a young 17-year-old
(me) to do!
HAVE YOU ALWAYS WANTED TO
WORK IN BEAUTY THERAPY?
Not exactly. I knew I wanted to work with people,
and I’ve always had a nurturing side that really
loved helping others. I just wasn’t sure how that
would manifest as a career pathway. After I
started working in the industry though, it became
clear this is what I loved and wanted to do.
WHAT DO YOU LOVE MOST ABOUT
YOUR WORK?
I love interacting with my clients. I get to meet
people from all walks of life. I love learning from
them. Learning to really “listen” has been one of
the most valuable lessons my clients have taught
me. It’s been a valuable tool to have in my work
as well.
“WITH BIGGER
RISK COMES
GREATER
REWARD!”

TELL US ABOUT YOUR BUSINESS AND
HOW YOU STARTED OUT?
For some time, I have been running my business
working within a hair salon, focusing on Advanced
Skin Treatments, but I do offer other services as
well. Following a rather abrupt decision from the
hair salon owner to change direction, I found
myself having to look at my next adventure and
am excited to say that I am currently in middle of
moving locations to my very own salon. A leap
of faith and one I am so ready for! Early on in
my career, and for 3 years, I used to commute
to Brisbane from the Gold Coast and worked in
a place that did mostly waxing. I wanted to focus
more on ‘skin’ and advance treatments so I could
help my clients achieve better results. It was then
that I began studying Dermal Therapy. I was
pregnant with our first child whilst studying, a
baby son with my partner certainly came sooner
than expected but I graduated and had our little
bundle of joy two months later.
I didn’t want to be out of the industry for too long
as it’s always changing, and I wanted a chance
to use my new skill set. I tried for Beauty Therapy
jobs on the Gold Coast as a new mum, to be
closer to home and get more experience in the
advance side of beauty, but no one wanted to
hire a Mum, as Mums, they said, weren’t as
flexible as people without kids.
That’s when I decided to open up my sole
operated business as it had always been a dream
of mine and I could get the flexibility I needed for
my son also.
WHAT’S YOUR FAVOURITE TREATMENT
AND WHAT MOTIVATES YOU?
Anything to do with skin! Having dedicated so
much of my career to learn as much as I can.
I really love sharing this with my clients. I love
Skin Needling, Peels, Micros, Facials, LED the
most. The results I can help a client achieve
with these is so rewarding! Although I specialise
in advanced skin treatments, I do offer waxing,
tanning and tinting also but I find working with
skin is my favourite as it’s so rewarding. I believe
as a business owner, I need to have a point of
difference which is absolutely by passion and
care factor. Money doesn’t drive me. For me
it’s helping my clients and
making them feel the very
best versions of themselves.
I also like to get to know every single client in
every aspect to work together with them to give
them that service they deserve.
CAN YOU SHARE WITH US YOUR
EXPERIENCE AS A YOUNG BUSINESS
OWNER?
Stressful but rewarding. People said I was crazy
to just had given birth to my son and start a
new business. I copped a lot of flack from other
mothers about going back to work sooner than
they thought I should’ve (6.5 months). I really
struggled for a while with letting what others
thought get me down. I did get over that with
help from my incredibly supportive partner and
family, and pushed forward because why can’t
we women have it all?!
I’m young, I have the time and energy. Why not
give it a go?! Worst that can happen is that it
doesn’t work out. My business is still in its early
stages but I’m as passionate as ever. I love being
a Mum, but I also love being a Dermal / Beauty
Therapist too. Sometimes in order to be happy
we have to put ourselves first. That’s what I did
and I’m a better partner, mother, therapist and
person for it.
WHAT ADVICE WOULD YOU GIVE TO
ANY BEAUTY THERAPIST WANTING
TO MAKE THE TRANSITION TO
BUSINESS OWNER?
Back yourself. If you don’t believe in yourself
then who will?! With bigger risk comes greater
reward. Push yourself out of your comfort zone
to go for your dreams.
Surround yourself with positive people who
believe in you and have your back no matter
what.
WHAT HAVE BEEN YOUR TOP 3
GOLDEN NUGGETS OF LEARNING
IN BUSINESS SO FAR?
1. Social media is everything for a new and
emerging business. It’s a great platform to
“CONSISTENCY IS KEY WITH
EVERYTHING. CLIENTS,
MARKETING, TREATMENTS,
SKINCARE, EVERYTHING!”
get your name out there and attract new
business.
2. Consistency is key with everything.
Clients, marketing, treatments, skincare,
EVERYTHING!
3. Be patient.. (Rome wasn’t built in a day)
IF YOU COULD GO BACK & TELL YOUR
5-YEAR YOUNGER SELF ANYTHING
WHAT WOULD IT BE?
You’re more capable then you know.... you can
do anything you set your mind too don’t forget
that.
WHAT’S YOUR GRAND VISION FOR
YOUR BUSINESS?
My goal is to build a greater name and brand for
myself. Eventually I see myself having team of
passionate people working for me that love skin
and love helping people just as much as I do.
WHAT DOES 2021 HOLD FOR YOU?
Bigger and better things. Lots of change and
getting myself out of my comfort zone.
2020 start with a bump, as my landlord gave me
2 days’ notice to vacate my sublet space. It was
a a big shock and not how I had planned to start
the New Year with my business still in its infancy.
Luckily, I’ve now secured a beautiful new space
of my very own, with room to expand in Surfers
Paradise and have so much to look forward to.
It was probably a blessing in disguise, and I
can’t wait to continue along my chosen path of
passion.
House of Skin & Beauty
46 Watson Esplanade. Surfers Paradise. Qld.
Beauty Biz Year 14 Issue 1 15

FEATURE
10 MINUTES WITH
April Jones
By Clare Lamberth
As soon as she left school, April completed a 2-year course to become
a therapist and it all began from there. With an incredible history as
a beauty therapist that saw her travel the world, finally settling in
Australia, from her birthplace of the UK, running successful salons as
well as a marketing and web management business, extensive product
knowledge through various industry roles and not to mention the editor
of Beauty Biz magazine prior to myself, she is currently the General
Manager of Medical for Australian Skin Clinics.
Using all of her experience to date, April
looks after the cosmetic injectable business
across the network of clinics in Australia
and NZ which includes all aspects relating
to cosmetic injecting from educational
aspects through to business strategy and
marketing. We spoke to this power house
of a woman to get an insight on what makes
her tick!
WHAT DO YOU LOVE MOST ABOUT
YOUR ROLE?
I love the immediate impact of cosmetic
injectables and that was the initial driver when
I first began to diversify from the beauty industry
into injectables. Also, the variance of the day to
day role is great and there is no time to get bored
or unmotivated.
WHO INSPIRES YOU MOST IN THE
INDUSTRY AND WHY?
There are many greats who I respect and admire
in our industry and I am lucky to have been
practicing beauty for over 30 years. But I am
also constantly in awe and inspired by the young
girls who are jumping in, taking the risks and
building great businesses with only passion and
persistence to fall back on. Business education is
great but you can’t beat passion for really making
a successful beauty or injectable business.
WHAT IS YOUR FAVOURITE NEWER
TO MARKET TREATMENT, WHAT IS IT
USED FOR, WHAT’S THE RESULTS AND
WHY DO YOU LOVE IT SO MUCH?
I am loving Glass Skin at the moment. The
Glass Skin Treatment harnesses two powerful
injectable techniques: Platelet-rich plasma (PRP)
and botulinium toxin (muscle relaxant)
Platelet-rich plasma (PRP) is a preparation of
platelets in concentrated blood plasma with
regenerative growth factors used to stimulate
16 Beauty Biz Year 14 Issue 1

skin healing, collagen production and other
important proteins that support the skin. In
the Glass Skin treatment the effects of PRP
are further enhanced when combined with an
intradermal botulinium toxin. The superficially
injected toxin targets the muscles which control
the pore size: (erector pili muscle).
HOW HAS IT BEEN MAKING THE
TRANSITION FROM A LOCALLY
BASED POSITION TO A NATIONAL
ROLE?
The beauty of this role is that a lot of it is still
strategic so I spend a lot of time in our head
office which is on the Gold Coast and a 15 minute
drive away from home. I travel to Sydney and
Melbourne often but of course that has changed
in the last year. I am lucky to work for an amazing
company that supports the work life balance
which allows me to be there for my family while
still enjoying a busy career.
HOW HAS YOUR ROLE CHANGED
DURING EVERYTHING THAT’S
HAPPENED IN THE LAST 12 MONTHS?
Travel has of course been limited so that has its
pros and cons but the biggest impact has been
working through clinic closures and re openings
and supporting our business owners both
financially and emotionally through that. I think
we have all realised the power of online meetings
and in a short space of time its really made a
difference how we communicate, educate and
run our business as a brand.
HOW DO YOU JUGGLE FAMILY LIFE
AND WORK LIFE BALANCE?
A very understanding employer certainly helps! I
have the flexibility to start earlier to fit my work in,
work from home when the occasion needs and
create my own schedule. This role is very much
24/7 as I deal with aspects such as adverse
events in the network and nurse triage calls, but
I make sure I balance that out with plenty of time
with my ever growing boys. They love to come to
my office and print and laminate things lol!
The aesthetics industry has gone through some
pretty big changes over the last few years. It’s
not just muscle relaxant and filler any more is it?
The cosmetic industry is very much the tip of the
iceberg where we are at at the moment and the
industry is multiplying and diversifying at warp
speed. The training and education is racing
along and suppliers are increasing to meet this
demand. In Australia we have 3 brands of muscle
relaxant and a handful of dermal filler countries,
yet the rest of the world has 20-30 times more.
Our TGA is one of the strictest in the world but we
will see much more regulation and introduction
into our industry over the coming years.
CAN YOU DESCRIBE FOR US THE
EDUCATION PATHWAY A THERAPIST
OR NURSE WOULD NEED TO
GO THROUGH TO WORK IN THE
AESTHETICS INDUSTRY?
Firstly, to inject, an individual must have a nursing
qualification as we are utilising a scheduled drug.
It is important then that a nurse trains in and
completes a cosmetic injectables course, but the
learning does not stop there: within Australian
skin clinics all of our nurses follow a medical
educational pathway which demands constant
training and updates to their skill set both in
treatments and best practice areas. Cosmetic
nursing is an area you never stop learning and
training in.
WHAT ADDITIONAL CHANGES OR
REGULATIONS WOULD YOU LIKE TO
SEE CHANGE OR IMPROVE IN THE
INDUSTRY?
As we are medically based and regulated by
bodies such as AHPRA, Medications Australia
and the TGA we have some very strict regulations
and protocols in place which are on level with
hospitals and medical practices. We are one of
the most regulated cosmetic industries in the
world which I am very proud of. I would like to see
constant nurse education be part of all cosmetic
injecting businesses and attention to adverse
events and client care which is something that is
of tantamount importance in this industry.
IS THERE A HABIT FOR NURSES
GOING OUT ON THEIR OWN
AND INJECTING OUTSIDE A DR’S
OVERSHADOWING CONSENT?
A nurse cannot inject a client in Australia without
the direct consent of a doctor and this has to
be done either in person or via skype. This
constitutes consent and allows a medical script
to be produced. If this is not completed it is an
illegal injection and a nurse can and will lose their
registration because of this. The industry has
tightened this dramatically over the last couple
of years. A nurse cannot purchase injectable
products from a supplier also without a doctors
consent.
ANY EXCITING PROJECTS, TRIPS OR
MOMENTS COMING UP FOR YOU
FOR WORK THIS YEAR?
A trip would be nice, but I don’t think that’s going to
be happening anytime soon! We have a number
of new clinics opening and an ever-expanding
injectable team which is always exciting. This
role also allows for trials and experimentation,
so its always great to work on projects that are
industry firsts and we have a few of those to intro
this year..stay tuned!
Beauty Biz Year 14 Issue 1 17

ABIA
AUSTRALIAN BEAUTY INDUSTRY AWARDS 2021
We’re Back!
After an interesting 2020, which
culminated in the first ever online
version of the well-established
Australian Beauty Industry Awards,
we are proud to announce that the
2021 Awards are Back and we are
certain they will be bigger and better
than ever!
The ABIA (Australian Beauty Industry
Awards) which also incorporates the AMIA
(Australian Make Up Industry Awards)
were launched in 2011 to provide the
Australian Beauty and Make Up Industry
a much needed and often requested
benchmark of excellence in business and
creative ability on a state by state basis.
With 32 categories including the ABIA
Australian Salon Business of the Year
large and small and the AMIA Make Up
Artist of the Year, these awards culminate
in an annual gala event in August following
the Sydney Beauty Expo. The awards were
launched due to industry demand and are
judged by an independent panel of judges,
media, PR and business specialists.
ONLINE SUBMISSIONS
Each entry will require specific information
to be written and uploaded directly into
the awards site. Please keep a separate
copy of the information uploaded for
your records, however you will be able to
download all or part of your entry at any
time. You are welcome to Start an Entry
which gives you access to the actual
information required and should you
decide not to continue with this entry, you
can delete it. You may edit your entry after
submitting, up until the entry deadline.
AWARDS PERIOD
The Awards period for all entries is
October 2019 – April 2021 – 18 months.
This is longer than usual to incorporate
pre, during and post Covid times to give all
entrants an opportunity of demonstrating
their business success in the financial
quarter pre-Covid, how they dealt with
Covid during restrictions/closures and
post Covid coming in to the new year.
Reporting on periods where salons may
have been closed should be seen as a
way of showing judges how you pivoted
during this challenging time and have
incorporated new activity, dealt with
staff, tried new retail options, continued
education and more.
IMPORTANT DATES
- Entry deadline: 10th May, 2021 at
11PM EST
- Finalists announced: 28th June 2021
- Awards gala dinner: 29th August 2021
GENERAL INFORMATION
• An Entry fee of $175 per entry will
apply to ABIA
• Entry fees are not required until you
have completed your entry.
• A full list of judges will be published
in BEAUTY BIZ magazine and on the
ABIA and BEAUTY BIZ Facebook
Pages.
• The independent panel of 35+ judges
is made up of business coaches,
trade and consumer media, key
independent figures within the
industry, educators, architect, Make
Up Artists, and non-industry business
experts.
• The judges will look at all entries in full
and give an overall rating score taking
into consideration criteria content and
attachments.
• Rating scores will be added by an
independent auditor and from that the
highest rated entrants will be named
as finalists in each category.
• The winner of each category is
determined based on the highest
score and in the event of a draw a
secondary round of judging of finalists
will be carried out.
SUPPORT
If you have any questions on the entry
process, please contact the organisers by
email to mail@mochapublishing.com.au
or call 07 5580 5155
HOW TO ENTER
Visit www.australianbeautyindustryawards.com.au to download all of the
information you require and to be directed to the awards entry site.
THE ABIA CATEGORIES
EDUCATOR CATEGORIES
Best Industry Educator Individual
Best Industry Educator Organisation
INDIVIDUAL CATEGORIES
Beauty Therapist of the Year
Salon/Spa Director/Owner of the Year
Best Cosmetic Tattooist
NEW! Sole Operator of the Year (ABN Registered)
SPECIALIST CATEGORIES
Best Marketing Award
Best Customer Care Award
Salon Team of the Year
Best Salon Training Award
Best Business Performance of the Year (non-salon)
SALON CATEGORIES
Tanning Salon of the Year
Best Eco Salon/Spa of the Year
Best Salon Design
NEW! Best Newcomer Salon of the Year
STATE CATEGORIES
NSW/ACT Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
NSW/ACT Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
VIC /TAS/SA Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
VIC /TAS/SA Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
WA/NT Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
WA/NT Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
QLD Beauty Salon/Spa of the Year
(4 Treatment rooms or Less)
QLD Beauty Salon/Spa of the Year
(5 Treatments rooms or more)
NOMINATED CATEGORIES
Hall of Fame
Mocha Angels Humanitarian Award
VOTED CATEGORY
State and National Wholesaler of the Year
THE AMIA CATEGORIES
Bridal/Formal Make Up Artist of the Year
High Fashion/Editorial Make Up Artist of the Year
Fantasy Make Up Artist of the Year
AMIA Make Up Artist of the Year

SUSTAINABLE & ETHICAL
BUSINESS PRACTICES
We aspire to have as minimal
impact on the environment as
possible. We are proud to have
Forest Stewardship Council (FSC)
accreditation for our boxes and
labels, this means they come from
a sustainable and fair trade source.
Ink used in printing our packaging
is plant based, containing no
chemical toxins or poisons.
All packaging and bottles are
100% recyclable and consist of
aluminum, glass and
recyclable plastic.
REAL INGREDIENTS.
REAL RESULTS.
All of our formulations are created with
both the skin and environment in mind,
all ingredients are eco-friendly and do not
have a negative impact on the microbiome
of the skin or the environment.
Prologic prides itself on ethical processes,
a 100% vegan skin care product that stands
behind absolutely no animal testing.
We work with suppliers that also believe
in being ethical companies. Doing the
best by their brand, business, staff
and customers.
Image by Monique Forbes
@stylist_monique @aboutfacenz
Get results the natural way!
www.prologicskincare.com.au | @prologicskincare_aus

INDUSTRY NEWS
INDUSTR
ULTRACEUTICALS EXPANDS INTO THE US MARKET
Ultraceuticals Skincare is proud
to announce the launch of its
award-winning, cosmeceutical,
high-performance and not tested
on animals skincare brand in
the United States. Founded in
1998 by cosmetic physician Dr.
Geoffrey Heber, Ultraceuticals
was created out of a passion for
innovation in the cosmeceutical
arena and the desire to produce
effective skincare for consumers
while simultaneously supporting
estheticians to deliver the highest
level of care.
Dr. Heber leads a team of
Australian chemists, charged with
the goal of formulating potent and
effective cosmeceutical skincare
that is panel tested and shown to
deliver efficacious results. Using
a combination of sophisticated,
patented delivery systems and potent anti-aging superstars like Vitamin A,
Vitamin C and Alpha Hydroxy Acids AHAs, each product is developed for
optimal efficacy.
“Our mission is to empower everyone we touch around the world with real
skincare and life-changing results all formulated in our Australian labs,” says
Dr. Heber, Founder. “We have been looking forward to launching in the U.S.
market for some time now and are excited to finally introduce Ultraceuticals to
the U.S. consumer seeking high performance skincare that delivers real visible
results.”
Under the leadership of Karen Wilkin-Donachie, CEO and beauty industry
veteran in the U.S, Ultraceuticals has assembled a team of U.S. distributors
nationwide that will carry and distribute the product range in the medi-spa and
salon/spa channel of distribution. Ultraceuticals products will also be available
direct to consumer via the Ultraceuticals website.
“We operate an omnichannel business model which means our relationships
are the most important aspect of our business,” says Wilkin-Donachie. “True
partnership is the cornerstone of our mission - including our relationship with
the consumer, esthetician, and distributors. This truly came to light during
Covid-19 when we united to pivot our strategy to address the pandemic.
BOOST LAB PARTNER
WITH ADORE BEAUTY
Australian serum specialists,
BOOST LAB, has today
launched its eCommerce and
distribution partnership with
online beauty destination: Adore
Beauty.
Beauty lovers can now selfselect
and purchase BOOST
LAB’s targeted range of single
focus treatment serums based
on their skin concerns, directly
from one of Australia’s fastest
growing online beauty retailers.
Adore Beauty, which recently
listed on the ASX as ABY,
welcomes the acquisition with
Danielle Chee, Senior Category
Manager - Skincare & Wellness
commenting:
“We are pleased to have
BOOST LAB join our esteemed
family of brands to service our growing database of discerning beauty
customers. In recent years, a spotlight has been shone on Australian beauty
brands for the unique way in which they uphold quality formulations, function
and performance, wrapped up in fun, approachable and attainable ways” says
Chee.
“BOOST LAB maintains this calibre and speaks very much to our core
skincare customer that is more ingredients-focused and active skincare-led.
We are proud to partner with fellow Australian businesses such as BOOST
LAB, supporting us in our journey to reinforce that beauty is attainable for all,
judgement-free and entirely individualistic, and most importantly: that everyone
has the right to great skin!” she adds.
The announcement comes less than six months on market for BOOST LAB,
with the brand rapidly powering forward.
WRINKLE SCHMINKLES GETS
A NEW LOOK.
Launched by Gabrielle
Requena in 2014 when
she saw a gap in the
market for a non-invasive
solution to chest wrinkles
and discovered the
efficacy of 100% Medical
Grade Silicone, Wrinkles
Schminkles has been a
quiet achiever with a steady
upward trajectory. 100%
Aussie-owned and selffunded
by Requena, the
brand is on track to increase
growth over 100% for the
fourth year running, appearing on TV shopping networks in North America, the
UK, Russia in addition to securing a coveted regular spot on TV Shopping in
Australia, and now has warehouses and/or distribution in Sydney, NZ, Texas,
Canada and London to service the brands expanding global markets which
currently includes 40 countries.
“We’ve experienced exponential growth here in Australia as well as overseas,
but being an Aussie brand, domestic retail continues to be an important focus
for us. We had such strong belief in the efficacy of our Silicone Patches, we
initially led with the product itself and let the ensuing consumer response
drive the business. Given our growth and in response to our retail partners’
feedback, we now recognise the need to refresh the brands positioning with a
more contemporary look and feel, while also clearly expressing the credibility
and product benefits to the in-store shopper”.
The new contemporary clear resealable pouch enables the customer to see
the product, better understand the concept and ‘experience the actual product
on shelf in addition to a new “storage” card with instructions for optimal use
and longevity.
MESOESTETIC INTRODUCES ITS NEW BRAND IMAGE
mesoestetic, a world leader of the medical cosmetics and cosmetic medicine
industry, continues to grow as a brand and as a company.
mesoestetic was born 35 years ago with the concept of creating effective and
innovative solutions for professionals in the medical-cosmetic industry. Today,
it has developed products and treatments that have become icons of the
20 Beauty Biz Year 14 Issue 1

Y NEWS INDUSTRY NEWS
industry worldwide.
Once again, mesoestetic looks to the future and is established as a benchmark
trusted by the most exacting professionals and consumers all over the world.
The pharmaceutical company continues to build its brand and has introduced
the evolution of its visual identity worldwide, associated with a new tagline that
covers its core values and positions the company as scientists servicing the
world of beauty: ‘the element for skincare experts’.
mesoestetic is committed to innovation, building on its strengths. This visual
evolution marks the starting point for the company’s new direction, continuing
to be a benchmark in the aesthetic industry. “Even in the current socialeconomic
context, we continue to grow and are committed to such an exciting
project in which we have been working on since June 2019”, Joan Carles Font,
founder and executive director of mesoestetic, assures.
With the new tagline ‘the element for skincare experts’, mesoestetic is
positioned as the essential element for skin care, adding value to the research
and medical expertise as the future of beauty. “We exist to provide scientific
rigour to the professional cosmetics and cosmetic medicine industry, and to
meet the needs of the most exacting professionals and consumers. Therefore,
today we redefine our global image, through which we can show the world all
that we are”, Fernando González, Marketing Director of mesoestetic, explains.
The visual identity of mesoestetic has evolved to connect with its customers
and consumers across five continents. This new image will also involve
restructuring the portfolio, with the purpose of organising products based
on their use and indication. Changes in product packaging will take effect
throughout this year starting with new launches and then updating the existing
portfolio.
As well as introducing the packaging changes, mesoestetic will continue to
support medical and aesthetic clinics, by providing new and updated materials
to assist in promoting their products and treatments.
Practices certificate to cosmetic manufact¬urers. Since January 12, 2021, the
ANSM has created a platform to download the documents necessary to receive
this certificate, which reportedly allows all French cosmetic manufacturers to
export products to China without being animal tested upon arrival.
Most multinational corporations have factories set up in China but the animal
testing requirements for other foreign beauty players have kept companies
from exporting directly to the country; until now. Often, cruelty-free companies
have opted to sell products to Chinese consumers via e-commerce websites.
Reportedly, this is because pre- and post-marketing testing requirements in
China have not applied to beauty products ordered by consumers through a
e-commerce websites if the site itself and fulfilment locations were outside of
mainland China, and if the products were sent directly to a consumer in China.
“We are delighted with this progress, which rewards several years of efforts
made with the Chinese authorities,” said Patrick O’Quin, president the
Fédération des Entreprises de la Beauté (FEBEA), France has become first
country in the, in a statement from the report. “The cosmetic industry is the only
one in Europe to have completely banned animal testing and we are happy to
continue changing regulations in other parts of the world. This agreement will
also allow French cosmetic companies to export more fluidly and quickly to
China. This country is now our second-largest trading partner.”
GOOGLE SEARCH DATA REVEALS BIGGEST BEAUTY
TRENDS.
EUROPE TO START ‘ORDINARY’ COSMETICS EXPORTS TO
CHINA WITHOUT ANIMAL TESTING.
France has become the first country to sign a trade deal with Chine to begin
exporting of “ordinary costics’ including shower gels, shampoo and body lotion,
without its normal mandatory animal testing. The Fédération des Entreprises
de la Beauté (FEBEA) in France said that “in order to bypass this criterion,
companies worldwide must present a certificate to approved authorities in
China that states the company is conforming to Good Manufacturing Practices,
in addition to product safety assessments.” Companies that fulfil this criteria for
importing “ordinary” cosmetics no longer require animal testing for eye and skin
irritation in Chinese laboratories. According to reports, “ordinary” cosmetics
make up the majority of personal care products imported into China, versus
special cosmetics such as hair and skin coloring products, permanent wave
products, sun protection, anti-hair loss and children’s products.
Global cosmetic companies and health authorities have attempted to introduce
alternatives to animal testing to Chinese authorities, as animal testing has been
banned in the EU since 2009.
Since June 2014, certain cosmetic products such as shampoos, shower gels
and makeup manufactured and marketed in China no longer required animal
testing, although domestic special-use products and all imported cosmetic
products still mandated it.
In France, the Agence Nationale de Sécurité du Médicament, or National
Agency for Medicines Safety (ANSM), can issue the Good Manufacturing
The origins of skincare and cosmetics can be traced back thousands of years
to Ancient Egypt, and throughout the centuries that have since passed, beauty
trends have continued to evolve.
From winged eyeliner and beehive hairdos to ultra-thin eyebrows and brown
lipstick, some have yo-yoed in and out of the beauty scene over the years,
while others remain firmly on the agenda – in fact, false lashes have been
en vogue since 1899. The Body Shop analysed online search data from 64
countries and identified the Top Global Beauty Trends.
Over half of the biggest global beauty trends focused on hair with search terms
‘short hair styles’, ‘boycut hairstyles’ and ‘microblading’ topping the global list.
Other top beauty terms searched included ‘Botox’, ‘eyelash extensions’ &
‘eyebrow threading’.
In Australia, the top 10 list also reflected global trends towards shorter haircuts,
with the inclusion of ‘eyebrow tinting’, ‘spray tans’ and ‘how to treat cellulite’ for
the Beauty & Aesthetics industry.
In cosmetics, search term ‘natural makeup’ sees 57k global Google searches
per month. Rosy cheeks are bang on trend as well with ‘pink blush’ seeing 95k
monthly searches around the world. Meanwhile, ‘bronzer’ is close behind with
93k monthly Google searches worldwide.
Eyebrow grooming continues to dominate top searched trend lists worldwide.
In fact, ‘eyebrow threading’ receives 312k monthly searches, and eyebrow
related beauty searches make up a third of the Top 10 Most-Googled Beauty
Trends in the US.
CONTINUED OVER PAGE
Beauty Biz Year 14 Issue 1 21

INDUSTRY NEWS
INDUSTR
AUSSIE FACE HALO EXPLODES ONTO US MARKET.
Face Halo, the award-winning reusable make-up remover made from HaloTech
fibres, have secured a full store roll out into 1246 ULTA stores across the USA
as well as placement in the ‘impulse section’ in all stores.
The pioneering, sustainable beauty brand launched back in 2017 from Perthbased
founder Lizzy Pike. From humble beginnings, to a now successful,
global business used by celebrities worldwide (such as Naomi Watts, Chloe
Morello and Jess Glynne). Using only water, Face Halo traps and removes
makeup for a deep clean and gentle exfoliation. Face Halo’s makeup remover
is dual-sided and reusable for up to 200 machine washes, replacing up to 500
traditional makeup wipes.
The US expansion is expected to grow global Face Halo sales by over 20
per cent and as ULTA will be ranging the full product range, this makes it the
largest deal that Face Halo has achieved to date since the brand launched just
over 3 years ago. The head-to-toe Face Halo Sustainable System will now be
available in over 10,000 stores globally with the brand having also secured
further iconic international retail partners in the past 6 months including
Douglas Germany, Zalando in the EU, Rite Aid, Kohl’s, The Hut Group - USA,
Superdrug, John Lewis Partnership, Cult Beauty - UK and Indigo, Holt Renfrew
in Canada.
“Whilst Face Halo has achieved international success in the UK and Australia,
launching into 1200+ ULTA stores is an extremely exciting prospect. Unlike
their British and Australian counterparts, US consumers are only at the start of
their sustainability journey, so we are looking forward to changing the American
beauty landscape and positioning Face Halo as the frontrunner and champion
of the Conscious Beauty movement”. said Co-Founder of Face Halo, Lizzy
Pike
CPCA PUSH CRACKDOWN ON REGULATED LASERS.
of regulation, with Queensland’s being the strictest, our two most populated
cities, Sydney and Melbourne, have no regulation at all. However, as CPCA
President, Dr Michael Molton points out, even in the states where regulation
exists, the actual enforcement of those regulations is often lacking.
In Australia, there are a wide range of practitioners performing cosmetic
medicine procedures, with different degrees of training and experience,
education and understanding and unfortunately, this means there is a wide
discrepancy in skill levels and the undertaking of responsibility.
Registered healthcare professionals are tightly bound by the Australian
Health Practitioner Regulation Agency (AHPRA) and the Therapeutic Goods
Administration (TGA) that enforce strict standards of advertising and procedure.
Those that are not governed by the same regulations, such as the type of
non- medical personnel highlighted in last night’s program, have the freedom to
advertise and effectively lure members of the public in a more enticing manner,
without having to disclose their level of training and expertise.
As with all technology, performing laser treatments in a manner that ensures
patient safety involves a steep learning curve. However, at this time, all that’s
required is adequate money to purchase the laser device and set-up shop. The
CPCA believes this is incubating an environment where untrained operators
are in fact, experimenting on unsuspecting members of the public, while they
hone their skills.
“The patient visits a practitioner in good faith, and they have every right to
believe they are being treated by an experienced professional,” said Dr Molton.
Moving forward, the CPCA aims to work together with industry bodies in a
collaborative manner to lobby for the Australian Radiation Protection and
Nuclear Safety Agency (ARPANSA) to act quickly on this matter, as national
regulation and enforcement of these regulations is well overdue.
NEW DATES ANNOUNCED FOR BEAUTY EXPO ONLINE
AND BEAUTY EXPO
AUSTRALIA
After a whirlwind of a year
in 2020, we are delighted
to announce the Reed
Exhibitions are back this
year with two beauty events.
Beauty Expo Online on
the 22-24 March and the
physical event Beauty
Expo Australia on the 28-29
August. With Beauty Expo
helping to shape the future
of Australian beauty trends,
innovations and product
offerings for almost two decades, Reed Exhibitions are excited to bring you
even more over the course of this year.
With exceptional artists and leaders speaking at one or both of these events,
product launches, competitions and more, Stay tuned for more information as
it is released.
www.beautyexpoaustralia.com.au
The Cosmetic Physicians College of Australasia (CPCA) has long been an
avid advocate for patient safety, especially with regards to unregulated laser
use in Australia. For many years, the CPCA has been lobbying industry bodies
about this very subject with the aim that uniform, national laser regulation be
introduced.
Currently the regulations governing the use of lasers among states and
territories vary significantly, ranging from minimal state regulations to none
at all. While, Queensland, Tasmania and Western Australia have some form
THE AESTHETIC BEAUTY
INDUSTRY COUNCIL
The new Aesthetic Beauty Industry
Council is working hard behind the
scenes with a plethora of experienced
board members and a plan to exist for
the purpose of providing an authentic,
ethical, accessible and supportive
organisation for the betterment of
the professional standards, working
practices and unity of the salon, clinic
and spa industry.
The Aesthetic & Beauty Industry Council has been established based on a set
of values which reflect the relevance and internal behaviours of an industry
association, which are:-
● Listen to members
● Respond to industry needs
● Represent small business with a large voice
22 Beauty Biz Year 14 Issue 1

Y NEWS INDUSTRY NEWS
● Show fairness, respect & honesty in all that they do.
For the last 9 months, the Board has met weekly to understand the needs
of the Australian industry and together, build the ABIC as a Not For Profily
Association.
Beauty Biz will be nringing you an in depth look at the New ABIC in our next
issue, but for now, to register interest for more info please visit
https://theabic.org.au/
DERMAENERGY UNVEILS
FRESH LOOK, IMPROVED
FORMULAS AND NEW
CREAM CLEANSER
Australian cosmeceutical skincare
line Dermaenergy has revealed
a sleek new look that reflects a
growing level of sophistication in
their youth-oriented White Label
range. Since launching in 2017 to
cater to the millennial market, White
Label has become synonymous with
price-competitive, serious skincare
delivered with a light-hearted, tonguein-cheek
touch. However, the original
formulas – while popular – were not
perfect. And this just wasn’t part of
the plan for Dermaenergy founder,
Sean Abel.
Putting his money where his mouth
is, Abel went back to skincare school
to obtain his cosmetic chemist qualifications, and he is now involved in the
formulation of each product – from inception to delivery. Not satisfied with
‘good enough’, he’s gone back to the drawing board to ensure each of the
original Dermaenergy White Label products now deliver the very best results
possible at the same wallet-friendly price point.
To better reflect the sophistication of the new, improved formulas, Abel also
went back to the drawing board on design. The result, released this week, is
a more refined, pared-back appearance for Dermaenergy White Label. While
some things have changed, the bold colours and sense of fun remain – with the
popular product names (Solution From Pollution, Filthy Rich, Shed The Dead
et al) here for the long haul.
Also new in Dermaenergy White Label world in February is the arrival of
the new Cream Clean Cleanse. Formulated with mild, non-ionic surfactants
that won’t strip or irritate a fragile complexion, this creamy, dreamy cleanser
delivers a gentle yet effective clean for normal-to-dry sensitive skin. Ideal for
use on clients post peel, laser or dermabrasion, the luxurious Cream Clean
Cleanse soothes with licorice and ginger, while ATP energises and a trio of
nourishing oils and mango seed butter hydrate skin and boost natural radiance.
Rich in essential fatty acids, with antioxidant and anti-inflammatory properties,
sweet almond, argan and avocado oils restore moisture and reduce
irritation for smooth, soft, supple results. Suited
for morning and/or evening use, the Cream
Clean Cleanse can be used with or without water to remove makeup, dirt and
grime. It’s also the ideal second step in a double cleansing routine for heavy
makeup wearers with dry or sensitive skin.
Thanks to a fresh look, improved formulas and a new product in the mix, the
time is right to introduce, or reintroduce, Dermaenergy White Label to your 18-
40s clients. Or, for more mature clients with more complex skin conditions and
a taste for luxury, look to the premium, highly active Black Label line.
www.dermaenergy.com.au
PROFESSIONAL &
SELF-TANNING
» Natural ingredients
» 13 different formulas
» Exclusive powerful bronzers
» Cool Ash, Caramel and Violet bases
» Free from sulphates and parabens
» Organic, 100% Natural DHA and Erythrulose
» Aloe Vera, Kakadu Plum and Skin Firming Centella
» Cruelty Free & Vegan Friendly
» Australian Made
new!
ULTRA
DARK
BRONZING
LOTION
MADE IN AUSTRALIA | NATURALLOOK.COM.AU | INFO@ARTAV.COM.AU | +61 8 8300 1999 |
NATURAL Beauty Biz LOOK Year 14 Issue AUSTRALIA
1 23

COVER STORY
A NEW APPROACH TO
MICRONEEDLING FOR
ULTIMATE RESULTS
Want to achieve the best microneedling results for your patients? Needling the skin
with the original and trusted Dermapen is only one piece of the puzzle.
While it may be beneficial on its own, you
won’t see the same dramatic rejuvenation
possible when supporting the skin with a
synergistic approach.
You need to do a few vital things to get the kind
of results patients rave about. (Money can’t buy
that kind of word-of-mouth marketing for your
clinic.)
We’re revealing the secrets behind the success
of Dermapen Treatments so you can enhance
your microneedling procedures and grow your
business.
Dermapen Treatments: A Synergy of
Solutions
Synergy, noun: the interaction of elements that,
when combined, produce a total effect that is
greater than the sum of the individual elements.
Dermapen Treatments are a holistic solution
that encompasses every aspect of the skin’s
microneedling journey, backed by rigorous
testing and outstanding microneedling results.
We’re so proud to be launching our synergy of
solutions to the market, representing a new era
in microneedling.
What You Can Achieve
A Dermapen Treatment is the answer to your
patients’ multiple skin concerns.
Want to minimise melasma, target a breakout,
and erase crow’s feet? No problem. Perhaps
your patient has started to notice some fine lines
and unwelcome age spots. Now you can banish
them simultaneously for a long-lasting, agedefying
radiance.
Dermapen Treatments can effectively reduce
the appearance of:
• Fine lines & wrinkles
• Ageing/sun-damaged skin
• Acne
• Scarring
• Stretch marks
• Rosacea
• Hair loss
• Pigmentation
• Enlarged pores
• Unwanted tattoos
What’s more, it’s suitable for all skin types on
the Fitzpatrick scale. Even darker tones, which
can be at risk of hypopigmentation with other
procedures such as laser, can be microneedled
effectively.
Open your business up to a bigger market
segment by helping more people achieve a
flawless complexion.
How Dermapen Treatments Work
For years DermapenWorld has been endorsed
by leading aestheticians and doctors around the
world for our superior products and devices. We
know skin miracles occur when the right products
are used together, in the right order, at the right
time.
Dermapen Treatments take the guesswork out of
microneedling. Today we’re giving you a sneak
peek at the 4-step journey to sensational skin,
without confusion, pain, or risks.
Step 1: Clinical Consultation
Most people choose microneedling because they
want to rewrite their skin’s history and achieve
a flawless complexion. The last thing you want
is to inflict scars, trauma and inflammation.
Using cheap solutions could end up costing your
practice dearly.
As a DermapenWorld Authorised Treatment
Provider (affectionately known as our ATP) you’ll
be trained and fully supported with our soughtafter
gold-standard Protocols.
Your patients—and your practice—deserves
the very best. And thanks to DermapenWorld
Protocols, you’ll be able to perform procedures
and talk about the technology with full confidence.
Set Your Skin Goals Together
There’s nothing more frustrating than having your
hard work undone by patients that don’t comply
with your advice. The consultation is the perfect
moment to get clear with your patients about
the roles both of you play in their Dermapen
Treatment.
What your patients expect from you:
• Fully qualified and highly trained.
• Provides the very best procedures using an
original Dermapen.
• Uses the NON-NEGOTIABLES when
microneedling—Dp Dermaceuticals.
• Provides a sterile environment.
• Provides a personalised prescription of Dp
Dermaceuticals for home care.
What to expect from your patients:
• Follows prescribed microneedling pre- and
post-care vigilantly.
• Boosts results with synergistic home
procedures, such as Dp Dermaceuticals
L.E.D. Light Therapy Masks, 3D
Sculptured Sheet Masks and at-home
microneedling top-ups using the Dermapen
HOME.
24 Beauty Biz Year 14 Issue 1

Step 2: Prepare the Skin
Send your patients home with a prescription
of the right products to prepare their skin. The
way skin is treated before, during, and after
microneedling is critical to effectiveness and
comfort of a procedure.
The Dp Dermaceuticals range has every
product necessary for you to design custom
routines for individual skin concerns.
Cleanse & Exfoliate: Our cleansers remove
surface impurities such as makeup or
environmental residue while the exfoliator gets
deeper into the pores, without being harsh or
abrasive.
Serums: Often gel-like in consistency, serums
can reach the deeper layers of skin to promote
regeneration.
Correct: Is your client battling acne scars,
pigmentation or wrinkles? Help erase their
personal skin indications with a corrector.
Moisturise: Keep hydration levels topped up
while also shielding the skin from environmental
impurities.
Protect: Offer your patients the most effective
level of sun protection for the skin, while
camouflaging any blemishes or redness. Our
revolutionary product COVER RECOVER also
contains actives for a comforting and cooling
sensation.
Masks: Drench skin in intensive and luxurious
Hyaluronic Acid or proven brightening actives
immediately after a procedure and once a week.
Each product contains carefully selected actives
at a strength proven to be most effective. Our
revolutionary HylaFuse Complex encapsulates
the actives and delivers them to targeted skin
layers—for up to 8 hours after application.
Step 3: Clinical Procedure
Dermapen 4
Our Authorised Treatment Providers are the
only people authorised to use our world-class
professional Dermapens. The Dermapen 4
is the latest device to hit the market, and it’s
unmatched in terms of both microneedling
results and comfort.
If patients are reluctant about any pain they might
experience, we highly recommend the Dermapen
4. Patients have compared the sensation to that
of a light abrasion gliding over the skin. It’s so
comfortable that we don’t recommend using any
numbing cream.
This comfort level is extraordinary, considering
that the device can create up to 1,920
rejuvenating microchannels per second in the
skin. That’s 104% faster than other devices on
the market.
Add to that a dedicated scar setting, fully
automated technology, inbuilt anticontamination
management functionality (it stops any backflow
of fluid into the device); it’s a clear market leader.
Meso-Glide Serums
Whatever you put on your patient’s skin
immediately before or after a microneedling
procedure will go in. Needling in the wrong
products can irrevocably damage their skin—and
with it, your reputation.
That’s why we support our ATPs with the
knowledge and tools necessary to conduct safe
procedures.
Hyaluronic Acid and microneedling go handin-hand.
But not all HA is created equal; the
molecules have to be small enough to penetrate
deep into the skin.
Our signature HA formulation is called HylaFuse,
and it contains 3 different sized molecules to target
3 levels of the skin. The very smallest molecules
travel deep to release potent active ingredients.
We have several different Meso-Glide serums
which must be used while microneedling at home
or in a clinic setting.
- MG-Collection, a professionals-only range
with 2 products that contain a potent strength
of 35 mg/ml of pure HylaFuse Hyaluronic Acid.
- HYLA ACTIVE, our signature HA serum that
provides intense hydration and comfort to the
skin.
- A combination of these formulations with other
serums such as BRITE LITE or even P.R.P.
and Botulinum Toxin.
- Any of our other targeted serums that contain
HylaFuse.
Microneedling Aftercare
Immediately following a Dermapen microneedling
procedure, the skin should be instantly cooled,
calmed and nourished with one of our Dp
Dermaceuticals 3D Sculptured Face Masks.
The skin is securely wrapped in moisture while
absorbing potent actives through the newly
created microchannels. (Patients often tell us this
is their favourite part of a Dermapen Treatment.)
Next comes the miracle product COVER
RECOVER that both covers up any signs of
redness and soothes and calms feelings of heat
and even protects the skin from the sun’s harmful
rays.
When you follow our Protocols precisely,
Dermapen Treatments are considered a
“lunchtime” procedure as there’s minimal
microneedling downtime. Your patients are free to
get on with the rest of their day.
Step 4: The Home Prescription
Your patients will get better results if they
support their skin’s journey at home. Be the
one to provide them with everything they need
so they don’t resort to scouring the Internet for
(sometimes misleading) advice.
Our Starter Kits contain the microneedling
aftercare essentials. As the skin undergoes the
proliferation phase dryness can occur, so your
patients need to understand how to support their
skin during this phase to achieve the ultimate
transformation.
Microneedling at Home
The Dermapen HOME is not a replacement
for a professional procedure, as it targets the
skin’s superficial layer. Instead, it’s a fantastic
device for the microneedling enthusiast looking
to complement clinical procedures for a nextlevel
glow. (Once they see those incredible
microneedling results, they’ll never look back!)
Dermapen HOME has been proven to visibly
support professional procedures in reducing
the appearance of wrinkles, pigmentation,
problematic skin including acne, open pores,
uneven skin texture, and rosacea.
Microneedling with Dp Dermceuticals serums at
home makes sure those transformational actives
are getting to the ideal skin depths for a smooth,
radiant complexion.
Are You Ready to Make a Change?
It’s no good having a top of the range device if
you’re needling in products that are unsterile or
unsuitable for infusion. Likewise, using superior
creams and serums can only take you so far and
won’t protect you from blunt needles, dangerous
depths, or an unsterile procedural environment.
By adhering to DermapenWorld’s Synergy of
Solutions, you can feel confident in achieving
ultimate results for your patients and practice.
With over 3 million Dermapen Treatments
performed worldwide and counting, it’s safe to
say more and more people are embracing the
DermapenWorld difference.
We’re always on the lookout for forwardthinking
clinics and aestheticians to join us.
Would you like to become a DermapenWorld
Authorised Treatment Provider?
Visit www.DermapenWorld.com
Beauty Biz Year 14 Issue 1 25

SALON FEATURE
A LIFELONG PASSION TO BE
Simply Elegant
With an impressive 34 awards to her name (including ABIA awards), Cherie Tippett of Simply
Elegant on Brisbane’s north side, is one inspiring clinic owner. With the business celebrating
its 31st birthday, and being under Cherie’s ownership for 18 years, she has turned a lifelong
passion for our industry and her entrepreneurial spirit into a multi-award winning Medi Spa
boasting over 7 treatments rooms and the latest in anti-aging technologies.
Cherie shares her journey in business, the
secret to her success and the changes she’s
had to make over her 18 years in business
to thrive in an ever-changing industry
landscape.
CAN YOU TELL US ABOUT YOURSELF
AND HOW YOU FIRST GOT INTO THE
INDUSTRY?
I always had a keen interest in Beauty Therapy
and after completing year 12, I went on to study.
I always wanted to have my own business and
I realised early on in my career that building a
business based on my passion would be the
key motivator to not only launching my business
but would also make it easier to push through
tough challenges to long-term success. I never
altered my career path; it was always going to be
working towards my passion of owning my own
salon. It took many years of hard work, study,
developing my beauty therapy skills, attending
small business management courses, till finally I
was ready to take the leap into salon ownership
Simply Elegant. By surrounding myself with
others who share my vision the business has
flourished
26 Beauty Biz Year 14 Issue 1
WHAT INSPIRED YOU MOST ABOUT
THE INDUSTRY?
The feeling of being able to nurture my blients
and my staff, so that they can achieve their goals.
At Simply Elegant it is passion, shared, purpose,
and values that hold us true to the course, and
creates the group dynamics to maximise the
energy and commitment of our team These
ideals that are reflected in our “Clients Excellence
Policy” to achieve and exceed our client’s
expectations in the care, quality, and results of
their Simply Elegant experience.
WHAT ARE SOME OF THE
CHALLENGES YOU HAVE HAD TO
FACE GROWING YOUR BUSINESS
OVER THE YEARS?
We have had lots of challenges over the years.
The most recent was the lockdown in 2020.
During this time, it was all the unknown. We took
this time to reassess our processes and systems
so when we were able to reopen, we could put
the new processes in place.
HOW HAS YOUR BUSINESS EVOLVED
AND CHANGED OVER THE YEARS?
When we purchased Simply Elegant, it only
had just 3 treatment rooms. My vision was
bigger and we have now grown the salon to 7
treatment rooms, a spray tan room, a manicure
room, a makeup room, a locker room along with
changing rooms and a pedicure lounge. Simply
Elegant consists of 2 areas Simply Elegant and
Simply Elegant Gold Class. Simply Elegant Gold
Class is for Clients that are wanting a luxury
beauty experience.
HOW MANY THERAPISTS DO YOU
HAVE ON YOUR TEAM AND HOW
DID YOU GO ABOUT GROWING
AND MANAGING YOUR TEAM?
Our Team of 5 care for our Clients. To ensure
our Clients of the absolute best we have a very
rigorous recruiting process to evaluate, assess
and hire the best therapists available. From
their first interview they are made familiar to Our
Vision and Passion for the business and our
industry. By refining this process over the years,
we have been able to develop a team of long-

term, reliable, and expert team of professionals.
We value not only their skills but also their
willingness to work as a supportive cohesive
team
CAN YOU TAKE US THROUGH THE
BRANDS YOU STOCKED AND THE
PROCESS YOU WENT THROUGH
CHOOSING THE BRANDS TO HELP
CARE FOR YOUR GUESTS?
We stock Germaine De Cappuccino, Pevonia
and Dermalogica Skincare. A lot of research
goes into choosing Skincare for our business.
Our clientele puts a lot of trust in us and the
skincare must deliver results. The 3 different
skincare brands give our clients choice. When
choosing our brands there are 3 important
things we consider, must deliver results, must be
100%+ markup and ongoing up to date training
for our team.
WHAT KEY CHANGES HAVE YOU
FOUND IN YOUR HIRING PROCESSES
AND STAFFING NOW COMPARED TO
WHEN YOU FIRST STARTED?
We require more commitment now from our
Team. We look for experience, knowledge,
commitment and passion.
WHAT ARE SOME OF THE CHANGES
YOU HAVE NOTICED IN CONSUMER
TRENDS IN YOUR OWN CLINIC
SINCE YOU FIRST OPENED?
It is no longer just pampering. Our Clients
want results and we need to ensure we deliver.
When we first began it was all about 2 hours of
pampering and now our Clients are with us for a
30-minute results skin treatment. Majority of our
Clients invest in skin treatment programs and are
very diligent with their prescribed home care.
HOW HAS TECHNOLOGY SHAPED
YOUR BUSINESS?
Technology has completely transformed our
business with the high performance results
provided to our Clients and the massive increase
to our revenue. We were very fortunate to align
ourselves with The Global Beauty Group. They
continually keep us up to date on the consumer
trends and cutting-edge technology.
WHAT INSPIRED YOUR CHOICE
TO TAKE A DEEP DIVE INTO ONE
LOCATION AS OPPOSED TO
DIVERSIFYING AND OPENING
ANOTHER LOCATION/S?
We are very happy with the one location. It is a
central and professional location. We can put all
of energy into making Simply Elegant the best it
can be.
HOW WAS 2020 FOR YOU, YOUR
BUSINESS AND YOUR TEAM AND
WHAT REFLECTIONS HAVE YOU HAD
ABOUT ‘THE YEAR THAT WAS’’ AND
WHERE TO FROM HERE’?
2020 ended up a great year for us on many levels
including financially. Although It was a very
unknown year, it allowed us to stretch and grow.
Our planned marketing strategies had to be
rejigged and recalibrated to be able to deliver the
results we optimum results wanted regardless of
the circumstances. One thing we really noted
once the support we received from our partners/
suppliers but most importantly the loyalty we
received from our valued Clients.
CONGRATULATIONS ON YOUR
AWARDS HAUL FOR 2020. CAN YOU
TELL US MORE ABOUT THOSE?
We were very honoured and excited to receive
the accolade ABIA Salon of the Year QLD (5
treatment rooms or more) and Best Beauty
Salon - GLOBALLY from The World Luxury
Spa Awards. These awards honour the best of
the best, created to recognise, and commend
the most outstanding Beauty Salon for their
outstanding efforts The winner presents the
highest-quality standards and professionalism
setting a benchmark for the industry. These
accolades were an amazing achievement for the
entire Simply Elegant team. It also confirmed to
our existing Clients that they have chosen the
right Salon and welcomed a lot of new Clients.
It created a different feel and buzz in the Salon.
The Simply Elegant Team and Clients are still
excited and honoured by these accolades.
WHAT’S NEXT FOR SIMPLY ELEGANT
IN 2021?
I work very close with our amazing business
coach, Caroline Nelson which I have done for
many years. Caroline is the best in the business,
and we are extremely lucky to have her as part of
our Team. Caroline sees things that I don’t see,
so I am very sure there will be lots more installed
for Simply Elegant. Caroline pushing me beyond
my limits.
We are in the process of introducing a unique
Australian made range. We felt stocking at least
one Australian Made skin care range would be a
good move, it would save the energy that is used
to transport products via planes, trucks, and ships
that contributes to global warming and unhealthy
air quality. In addition, buying Australian-made
means the money stays within and generates
more income for the national economy.
Visit www.simplyelegant.com.au to learn
more about Cherie and her team.
Beauty Biz Year 14 Issue 1 27

SALON FEATURE
MOVING ON,
UP & OUT!
James Vivian and his skin-obsessed team took the grand leap of
faith in the midst of the pandemic to up root the business from it’
current digs to a new home in swanky Melbourne suburb, Toorak.
If anyone knows the power of good skincare, it’s
James Vivian. In 2004, a facial literally changed his
life, inspiring him to swap a career in music for one in
Dermal Therapies.
Determined to share the feel-good effects of amazing skincare,
James launched award-winning mobile dermal therapies
clinic, The Travelling Peelsman, in 2010. Arriving at homes
and offices in a Mini and armed with his bag of tricks, James
quickly earned a loyal following with his holistic approach to
skincare, intuitive expertise and genuine commitment to his
clients.
Word spread and as client numbers grew, The Travelling
Peelsman stopped travelling and set up a clinic in
Melbourne’s eastern suburbs, joined by a carefully
selected team of experienced therapists.
Dubbed a skincare luminary, James’s dedication, care
and innate understanding of the links between skin,
mind, body and environment flow through his clinics,
making each visit an experience that goes far beyond
skincare.
A defining driver to the success of James and his team
of degree-qualified Therapists is their ability to take
time to understand their clients, and their skin, before
creating personalised treatment and homecare plans
that work with their lifestyle, resources and goals.
The James Vivian approach is holistic, proven and
commitment to unwavering excellence in customer
care, which saw the team take out both the State (Vic,
SA, Tas) and National ABIA 2020 Winners of Salon Spa
of the Year 4 treatment rooms or less.
28 Beauty Biz Year 14 Issue 1

Sustainability is also vital part of daily life, and proudly
the team took out the 2019 ABIA for Best Eco Salon of
the Year.
Now, after more than a decade of delivering tailor-made
dermal therapy solutions, James Vivan is on the move.
The space, nestled in a cosy corner just off Toorak Village,
perfectly fuses James’ passion for serious skincare with
his love for interiors, art and entertaining.
With eclectic accents of lighting, art and considered
touches to remind all of home, we are thrilled to introduce
you to the new place great skin now lives.
Each of the four treatment rooms have been designed to
be overly comforting, generous in size and engulfed in
tones intended to calm.
For those joining JV for a Dermal Therapy treatment,
which may induce some heat or stimulation, soft elements
by the likes of Jardan, as well as moody light, will help
dismantle any unease.
“The lighting throughout is dark and moody, just like me!”
Vivian explains. “I had been searching for a new space
for over 2 years when the opportunity to take over this
particular business was presented.”
Formerly known as Code M Skincare and headed up by
none other than James’ skin mentor Maria Vovos, the
choice was a resounding “Yes!” when approached with
the handover.
“I had admired and visited what is our new home for nearly
10 years. I willnever forget when I first entered the space
and thought I would love to create something like this one
day. It was such a simple design and layout; however,
every fixture and all materials were selected carefully and
are of the highest quality” explained Vivian.
“Fast forward 10-years and I am still pinching myself that
this is the new home of James Vivian. Though our own
furniture, artwork and style we’ve completely changed the
mood and aesthetic and put our ‘James Vivian’ stamp on
it. There is a smoking lounge, (that is obviously fake!),
and clients love to take a photos of themselves having
a faux-fag.”
“Our clients have really enjoyed getting to know the space
also. They comment that whilst our previous space was
lovely, this is ’next level’. And to them I say, ‘Only the best
for our clients’.”
Beauty Biz Year 14 Issue 1 29

SALON FEATURE
A CUT
ABOVE
THE REST
Adilla Barbers isn’t your normal hair salon
for men. Oh no! Colm and Frankie Flanagan,
and their team are bridging the gap between
hair and skin with an extensive full-service
grooming menu and we asked Colm to walk us
through Adilla and how they’re helping meet
all their clients’ needs, under one roof.
WHAT WAS THE INSPIRATION
BEHIND ADILLA BARBERS?
The inspiration came as I found myself jumping
from barber to barber looking for something
beyond a great haircut. The opportunities for
self-care for men were scarce and a luxury
barbershop seemed like a good place to start.
Increased stress from an accelerating career in
growth marketing coupled with a decrease in
my want to have a “night out” left me with few
options for an experience I enjoyed. I wasn’t
totally comfortable in salons although I had tried
a few. Something in between was what I was
looking for.
And so, an idea was born. What if we could
combine the look, feel and quality of a classic
barbershop with the beauty services and
experience of a salon to ultimately create a
space where men can feel confident enough to
truly relax.
30 Beauty Biz Year 14 Issue 1
WHY DOES HAVING A HAIRCUT
HAVE TO BE A CHORE, OR A TASK,
WHY CAN’T IT BE CONSIDERED A
LUXURY ESCAPE?
When we opened 3 years ago, we knew we
were ahead of the curve in creating a destination
for men, so we spent a lot of time educating
the market around us. The goal here was to
incorporate facials, treatments, skin care and
products into our services whilst taking the time
to explain the benefits.
Although visiting a more traditional salon is
fine, men and women do have different skin
problems, different needs and require a different
frequency of appointments. Salons with colour
and extension services have thousands of
dollars’ worth of products in-store, so a men’s cut
is deemed a dead service in a hair salon because
the upsell opportunity and average spend is low.
Learning this made me realise why I would feel
less welcomed in a ‘salon’ environment.
Other barber shops on the market, at the time, all
had a sailor jerry’s feel. We didn’t want a novelty
shop, so our designer’s brief was to come up with
something that is modern, relaxing and inviting.
All of this was considered when creating the
aesthetic, theme and well researched menu at
Adilla Barbers.
HOW DID YOUR BUSINESS EVOLVE
AND CHANGE OVER THE EVENTS OF
THE LAST 12 MONTHS?
The change has been quite significant, we have
completely shifted our business in the last 12
months. For a number of reasons; COVID related
and non-COVID related.
Non-COVID related; the market has begun to
catch up in men’s grooming and ‘self-care’. We
have gone from pitching our deluxe services to
clients requesting them regularly. This forced us

to push our services even further and to ensure
we always offered something different to our
clients. Just ask for The Adilla Escape.
COVID related; we have seen our traditional
‘busy periods’ dissipate. There is no longer the
unmatched desire for a Saturday appointment,
it is very much spread across the week quite
evenly, for example, revenue difference between
a Tuesday and a Saturday dropped by 40% in
2020 vs 2019. Meaning we now have more staff
on a Monday -Thursday than we previously ever
have.
COVID also gave us a unique opportunity to
slow down and look at our business and what
was working and what wasn’t. We could really go
through our services, products, team and figure
out where our weaknesses were. We obviously
had to minimise the number of people in the
shop for most of 2020, which affected our total
revenue, but we had time to get creative with our
numbers and the results were mind-blowing.
We have learned that COVID or not, we are
taking a break from the daily grind to comb
through our business to this level every quarter
and annually to a larger extent. Keeping a close
eye on our growth, team happiness, productivity,
client feedback loops and spending.
Due to our square meterage, we haven’t been
able to have our full team capacity since March,
optimising our rostering and clients has been
important.
We have had our biggest month ever post
COVID, so I think despite all the closures and
restrictions, the demand for our service has
actually increased.
- Total Revenue dropped by 30% YoY
- Gross profit dropped by 30% YoY
- Operating costs dropped by 82%
- Net profit increased by 2,563% YoY
HOW HAVE THE TRENDS IN MEN’S
GROOMING EVOLVED OVER THE
LAST 5 YEARS?
It’s evolved from men accepting the use of 2-in-
1 products to having multiple products for hair,
skin and body. The current social landscape
and gender fluidity movement has also made it
hugely and widely acceptable for men to have
their nails done, be pampered, massaged, attend
skin treatments and more.
It’s all about finding that time for yourself. In fact,
there are now just over one million Millennial men
(34% of Millennial men) who both use skincare
products and also buy some type of skincare
product in an average six months.
The main reason, according to Harvey Research,
is that with the metro return to men’s barbers
and facial hair grooming trending, there is
a noticeable shift towards manscaping and
grooming. The data suggests guys don’t want a
suite of products to adopt. We have compiled the
high impact services into our menu to ensure its
relaxing, memorable and not overwhelming.
WHAT SETS ADILLA BARBERS APART
FROM ITS COMPETITORS?
A lot of aspects that are team focused, and a lot
that are client facing.
We take pride in our culture and our approach to
internal education. We shut our shops every 6-8
weeks and have a complete team day. The goal
here is to share knowledge, feedback and to help
each other improve in every aspect of our client
service. It’s easy to lose focus or get complacent!
As founders, we work for our team, our job is
to listen and ensure they are happy, learning,
improving and in a position to give our clients a
memorable experience every time they visit us.
On the client side we have led the market in
terms of service. This hasn’t been easy, but it has
been worth it. We named our hero service “The
ADILLA Deluxe’ and since then so many barber
shops around us have a ‘Deluxe’ service. A form
of flattery!
We have since upgraded to The ADILLA Escape
and have added extra elements that no-one else
has, bridging the gap between beauty and barber.
Lots of research, testing and investigation goes
into our service upgrades.
Our team is incredible and very driven. They
are always eager to learn and iterate on what
we offer our clients. They spend a lot of time
perfecting their knowledge in product so they can
always customise their client recommendation.
CAN YOU TELL US ABOUT THE
MEN’S SKINCARE ELEMENTS OF
YOUR BUSINESS? HOW HAVE YOUR
CLIENTELE RESPONDED TO THIS?
No major travel, home-schooling, working from
home, these are just some of the things pushing
people to feeling “trapped”. During COVID
we ramped up our knowledge on skin care
and created the ADILLA escape. A combined
professional hair and skin service giving our
clients an opportunity to escape, if even for just
an hour. The feedback has been so positive it
helped us drive and keep focused during the
rough spots in 2020.
Our retail sales have increased by 20% YOY, as
they want to recreate this feeling at home. We
have always had skin care products in the shop,
however offering these more ‘beauty focused’
services and with many clients now upgrading to
our deluxe and escape packages, our skincare
retail has increased noticeably.
WHAT’S YOUR SIGNATURE SKIN
TREATMENT? HOW DID YOU COME
UP WITH IT AND WHAT KEY AREAS
OF CONCERN DOES IT ADDRESS?
For skincare, the most effective things you can
do is exfoliate, cleanse, tone and moisturise.
We have a signature men’s facial, also
incorporated into our escape package. Using
a professional steamer, we complete all steps
which comes with additional benefits:
• Strengthening of the immune system
• Stimulating of white blood cells
• Prevent infections
• Destroy fungi, bacteria and viruses
The steamer allows us to deep cleanse the
skin, teamed with an exfoliator is also removes
dead skin cells, excess sebum, dirt, bacteria and
has the benefits list above. We also do a facial
massage with oil and finish with a cold towel to
close the pores and remove excess product. We
also add V76 SPF moisturiser. SPF is one of the
most effective anti-aging products you can use,
and most people, specifically men, don’t use one
daily and in Australia, we need it.
DO YOU HAVE SEPARATE TREATMENT
ROOMS FOR FACIALS ETC OR DO
YOU INCORPORATE THEM INTO
YOUR BARBER SERVICES?
At the moment we incorporate them into our
services at the chair. We aren’t sure the market
is quite ready for separate treatment rooms, but
it is absolutely something that we are looking
forward to seeing in the future. We don’t think it’s
too far away.
WHERE DO YOU SEE MEN’S GROOM
PROGRESSING OVER THE NEXT FEW
YEARS?
Equality! On the whole men have thicker skin,
larger pores and are more prone to oil and
blackheads. There is absolutely an equal need
for skin care and skin care services for men as
there is for women.
It is becoming more socially acceptable every
single day for men to have beauty treatments,
and the younger generations coming through are
bragging about it all over social media.
We believe this will continue to grow and
normalise over time giving men an opportunity to
escape for more than just “a haircut”.
www.adillabarbers.com
Beauty Biz Year 14 Issue 1 31

DERMAL
THE IMPORTANCE OF
GUT MICROBIOTA
IN HEALTH AND
DISEASE By Chiza Westcarr
In the past decade or so, there has been an explosion of literature published about the gut
microbiota and its connection to both health and disease. As more research has become
available, it is very apparent just how important the trillions of microbes that live inside of us are.
WHAT IS GUT MICROBIOTA?
Made up of bacteria predominantly, as well as
fungi, viruses, and archaea, the gut microbiota
is found scattered along the entire length of the
gastrointestinal tract. These microbes are pH
dependent, with the largest colonies, mainly
bacteria, found in the large colon. The microbiota
is largely responsible for the critical functions of
the body’s digestive system. It also educates
our immune system, up to 80% of which resides
in the gut lining, making it a huge influence
on the body’s immune health. The microbiota
aids digestion and the absorption of nutrients,
hormone regulation, protection from pathogenic
microbes, the synthesis of vitamins, and the
elimination of toxic compounds. It is responsible
for our mental wellbeing, communicating as
it does with the brain, through the production
of neurotransmitters such as dopamine,
acetylcholine, serotonin and GABA (gamma
aminobutyric acid), which are important for
concentration, mood and motivation. It also
controls bowel function, and influences weight
gain and weight loss. Importantly to Skin
Therapists, the microbiota is linked to skin
health. This relationship is referred to as the gutskin
axis.
It is hardly news anymore that the link between
gut and skin health is a strong one. We see time
and again the impact of poor gut health on skin
health.
The frustration that many skin therapists have
experienced over the years, attempting to
address skin concerns with topical skincare and
in-clinic treatments only, has led to a growing
interest in an inside-out or holistic approach. The
recognition that diet, good or bad is reflected
in skin health, has led many Skin Therapists
to begin working alongside a naturopath or
nutritionist, or to hit the books once more,
enrolling to study nutrition, nutritional medicine or
naturopathy themselves. Where skin therapists
have furthered their study and gained an insight
into the gut-skin link, it is not unusual for their skin
consultation forms to include in-depth questions
about diet and lifestyle. This allows them to gain
a greater understanding of their client and the
possible drivers linked to the presenting concern.
DIET
There is irrefutable evidence that a highly
processed, Western-style diet, devoid of fibre
and high in sodium, inflammatory fats and sugar,
adversely impacts the gut microbiota, depleting
microbial numbers and diversity. Potentially
disease-causing microbes become dominant,
and responsible for gut permeability, causing
enterocytes, the cells that line the gut, to pull
apart, allowing inflammatory molecules to pass
into the blood stream, travelling around the body.
Poor gut health is reflected in the skin, and is
associated with inflammatory skin conditions
such as acne, eczema, psoriasis, rosacea and
reactive skin.
STRESS
Apart from poor dietary choices, ongoing stress
impacts numerous body systems including the
digestive system and skin health. In a healthy
gut, tight junctions found between enterocytes
provide a barrier, protecting the body from
harmful food-related bacteria. Stress can weaken
these tight junctions, making the intestinal
barrier permeable, and allowing gut bacteria and
inflammatory molecules to enter the body via the
bloodstream.
We live in a perpetual state of stress. No matter
the cause, the impact of stress on the body is
the same. Bi-directional communication occurs
between the gut and the brain, or the enteric and
central nervous systems. This is referred to as
the gut-brain axis, and links both the emotional
and cognitive centres of the brain with peripheral
intestinal functions. The gut microbiota plays an
32 Beauty Biz Year 14 Issue 1

POOR GUT HEALTH IS REFLECTED IN
THE SKIN, AND IS ASSOCIATED WITH
INFLAMMATORY SKIN CONDITIONS
SUCH AS ACNE, ECZEMA, PSORIASIS,
ROSACEA AND REACTIVE SKIN.
important role in this interaction. It communicates
via endocrine and immune pathways, via
microbial metabolites such as short chain
fatty acids, but more directly via vagus nerve
signalling. The vagus nerve is the 10th
cranial nerve originating in the brain stem and
innervating the gut. It communicates information
from the gut to the brain using neurotransmitters
such as serotonin and GABA, which play a key
role in stress regulation.
Stress although considered a mental state,
physically affects the gut and its residents. A
study found that high levels of stress affect gut
microbial diversity. Beneficial bacteria deplete,
and potentially pathogenic bacteria increase
in number. Anxiety and mood disorders are
associated with changes in gut microbial
diversity.
Stress affects digestion by slowing down the
absorption of nutrients. It is also linked to
inflammatory skin condition such as acne,
eczema, psoriasis, rosacea and reactive skin.
In order to improve inflammatory skin conditions,
try removing or cut back significantly on proinflammatory
foods such as cake, sugary
biscuits, bread, rice, pasta, dairy, chocolate, ice
cream, junk food, soft drinks, and alcohol.
Introduce a wide variety of fruit and vegetables
that are fibre-rich. Referred to as prebiotics,
they are insoluble and after digestion occurs,
they make their way through the digestive tract
to the large colon, where they are broken down
and fermented. Fibre provides energy for the
enterocytes, and also have an anti-inflammatory
systemic action.
Strengthen the gut wall with collagen-rich broths
and foods rich in zinc and l-glutamine.
Look at introducing supplements. These days,
supplementation has become increasingly
popular mainly because many people in the
population tend not to have a varied enough diet.
This means that they are most likely not receiving
adequate nutrition.
In an increasing number of skin clinics,
supplements, mainly food grade, sit alongside
home care products on well-stocked shelves.
Some common supplements include l-glutamine,
an amino acid known to restore the mucous lining
and the tight junctions between enterocytes.
Zinc, a mineral with numerous benefits, that may
restore the gut lining.
Collagen in the form of powders, drinks and even
cookies that may restore the gut lining.
Herbal teas are also stocked, that may help with
digestion, and calm the nervous system.
Fermented beverages are also popular.
Containing strains of beneficial bacteria that
may support good gut function.
In my line of work as a Nutritional Medicine
Practitioner and Dermal Clinician, I see a lot
of women between the ages of 28-65 who use
alcohol as their coping mechanism. Many of
these ladies drink every single day. Many of
them suffer from high stress levels, anxiety,
depression, insomnia, inflamed skin, and gut
issues. Instead of alcohol, I encourage my clients
to add a fermented elixir to sparkling water,
served in a champagne flute or wine glass. This
makes it possible for them to swap out alcohol
during the week, limiting their drinking to the
weekend.
LIFESTYLE MANAGEMENT
Effective strategies for reducing stress responses
include engaging in regular exercise such as
walking, maintaining a social support network,
meditation, and incorporating breath work which
stimulates the healthy function of the vagus
nerve. The vagus nerve plays an important role
in the autonomic nervous system, ‘our rest and
digest’ system. It acts to counterbalance the
sympathetic nervous system, and the fight or
flight response, creating instead a relaxation
response.
Healthy, glowing skin reflects a calm mind and
healthy gut, with a thriving, diverse population
of beneficial microbes cohabiting within us. Diet
and lifestyle both play equally important roles in
gut health, and in skin health too.
You can contact Chiza at
www.glowskinandnutrition.com
Beauty Biz Year 14 Issue 1 33

DERMAL
CHOOSING THE
RIGHT EQUIPMENT
FOR YOUR SALON
By Nancy Abdou
“If you were going to open
up a clinic, what devices
would you buy?” That’s
the question that I am
constantly being asked.
Having owned 15 highly successful
locations across Melbourne, training for
several key manufacturers and being
in the industry for nearly 20 years, has
allowed me to have insight as to what
devices a business must consider in
order to be successful and stand out from
their competitors.
However before divulging into those devices,
you need to ask your self “what is my business
trying to achieve? Is the focus hair removal or
skin”? Skin rejuvenation is what will make you
stand out from most of the competitors and
large franchise chains, since their focus is on
hair removal, which is a saturated market. To
give you the edge, high client retention rates
and satisfaction as well as loyalty, the focus
needs to be on skin: scar, stretchmark and
wrinkle reduction, pigmentation and vascular
treatment, melasma, acne and rosacea
management and maintaining your clients
youth and skin laxity via collagen induction.
So if you are wanting to extend your treatment
menu, offer more results driven services whilst
keeping both your clients and team happy then
here are the must have devices and why:
IPL – INTENSE PULSED LIGHT
IPL is an amazing technology since it delivers a
broad-band of light, this means you can choose
various wavelengths, depending on your clients
needs and skin condition.
All manufacturers will have a wavelength from
510nm to 560nm to treat epidermal pigmentation
such as sun spots, freckles or solar lentigos,
these can be eradicated within 2-4 treatments,
giving your clients a clear complexion, very
quickly. Down time can be anywhere from 7 to 28
days, depending on where you are treating in the
body. There are some limitations on what type of
pigment you can treat, dermal pigmentation such
as melasma and PIH should not be treated with
IPL, since this may stimulate the melanocyte and
cause a rebound effect. Additionally you cannot
treat Fitzpatrick skin types 5 and 6.
Utilising the same wavelength, 510nm to 560nm,
various vascular conditions can be treated
such telangiectasia, spider nevi, angiomas, as
well as rosacea management. When utilising
the correct technique and fluences, vascular
treatment with IPL is highly successful, taking
only about 4 treatments, with rosacea requiring
more treatments and long-term maintenance.
Again darker Fitzpatrick are not suitable for
this treatment, due to the absorption by the
competing melanin in the skin.
The 580/590nm wavelength is one of the most
underutilised wavelengths, yet the results are
extraordinary – especially when combined
with epiblading, micro-needling and RF in the
same treatment. Reaching approximately
2mm to 3mm deep, depending on the pulse
duration selected, this wavelength is brilliant at
stimulating fibroblasts, which in turn synthesise
collagen, elastin and glycosaminoglycans
(GAGs). Treatment with 580/590nm will help
with scar revision, fine lines and wrinkles, stretch
marks, open pores and an overall skin plumping
and rejuvenating effect.
MICRO-NEEDLING
Micro-needling is a fantastic way to either
induce collagen or help with inflammatory
skin conditions such as melasma or rosacea.
When using micro-needling to induce collagen,
we create tiny micro-wounds to pierce the
blood vessels and cause pin-point bleeding to
stimulate fibroblasts, as well as growth factors, in
particular transformative growth factors (collagen
and elastin production), interleukin 10 (pigment
inhibiting) and cytokines (cellular signalling).
These brilliant effects will hep with any skin type
or condition that needs remodelling, restoring,
regeneration or rejuvenating, on any Fitzpatrick
skin type.
34 Beauty Biz Year 14 Issue 1

On the other hand when performed in a less
intense manner, by not causing pin-point bleeding
and only just achieving minor erythema, microneedling
instigates angiogenesis, which will help
with rosacea or dermal pigmentation, as shallow
needling inhibits the formation of pigmentation,
as well as regulating the functionality of the
melanocyte. When clients prepare their skin with
active serums, such as Retinaldehyde, Vitamin C
and Niacinamide, the effects of shallow needling,
intensify immensely.
LED – LIGHT EMITTING DIODES
LED has been around for over 40 years, where
NASA used LED’s to grow plants in space (be
sure to put your plant under an LED to actually
see the effect it has!). Different wavelengths
have different effects on individualised cells
and tissues and stimulate metabolic function via
the light frequencies. All Fitzpatrick skin types
tolerate LED well, with no side effects since it
is a non-thermal treatment. There are various
wavelengths, but the most popular colours are
red and blue:
Blue LED at 415-425nm is scientifically and
clinically proven to kill the P. acnes bacteria that
causes mild-to-moderate acne. Porphyrin is
produced in acne, when treated with blue LED
it produces singlet oxygen, which interferes
with the chemical metabolic reaction of acne
and eventually kills P. acnes. All Fitzpatirck skin
types tolerate blue LED, with varying doses and
exposure.
Red LED, 633nm, is responsible for stimulating
ATP (adenosine triphosphate), which is cellular
energy in the mitochondria. By the time we
have reached age 60, ATP levels have reduced
to 50% - which means slower wound healing,
reduced levels of collagen and elastin synthesis,
thus results are mediocre. By recharging the skin
cells energy levels (ATP), results are enhanced
and wound healing is much quicker. Prepping
the skin for 2 weeks prior, 3 treatments a week
with LED, ensures the skin is in top condition and
results are the best they can be.
PLASMA FIBROBLAST
Plasma Fibroblast treatments are becoming
much more popular these days and have an
excellent return on investment, with unbelievable
results seen in 2-3 treatments for skin tightening,
scar revision, stretch mark reduction to name a
few, on the face and the body. Depending on
the pen, most pens are multifunctional and can
also treat other skin conditions such as skin
tags, sebaceous hyperplasia, milia, pigmented
and vascular lesions as well as dot-less plasma
treatments and permeating tips used to enhance
product absorption.
Plasma Fibroblast works by causing a superficial,
fractionated wound that causes collagen fibres
to shrink (like saggy jeans in a hot dryer) whilst
the transference of heat within the skin, causes
fibroblasts to be stimulated – so it’s a two pronged
approach. The precision in which the energy
is delivered, means it can be used on delicate
areas such as the eye lids without inter-ocular
eye shields, unlike IPL or laser. Since Plasma
Fibroblast is a soft tissue ablator, it can only be
used on Fitzpatrick skin types 1-4. Down time
can be anywhere from 5-30 days, depending
where in the face or body is being treated.
RF - RADIO FREQUENCY
RF is also becoming a very popular treatment
for rejuvenation, collage induction, skin laxity
and body contouring. RF heats up the dermis
between 39-41 degrees to denature collagen,
whilst shrinking the collagen fibres and also
stimulating fibroblasts. At 42-46 degrees, it
causes lipolysis, which is great for contouring
areas on the body, whilst reducing skin sag. The
results are incredible, with high client satisfaction,
especially since there is no down time and can be
performed on all skin types, including Fitzpatrick
skin type 6.
We used in conjunction with epiblading and
needling – the results are amplified: epiblading
ensures the skin is exfoliated and hydrated for
better RF penetration, whilst performing RF prior
to needling causes vasodilation, to achieve better
clinical end point and further fibroblast synthesis,
along with more growth factors and cytokines.
EPIBLADING
Also called epidermal levelling or dermaplaning,
epiblading is just more than
‘shaving the face” – yes it does superficially get
rid of vellus hair and gently exfoliates the skin, but
can and should be used with other treatments,
serums and enzymes for superior outcomes and
results and can be used on all Fitzpatrick skin
types.
For those with problematic hair, epiblading can
be used with IPL or laser hair reduction in the
one treatment to permanently reduce dark hairs,
otherwise it can be used with a hair retardant
such as the Skindividual HairHalt serum.
Epiblading increases the depth of penetration of
RF, by hydrating the skin, whilst combining with
the 580/590nm IPL wavelength also ensures
all of the light is being penetrated to the dermis
without obstruction of debris on the epidermal
layer. Epiblading can also be used with needling
to also cause vasodilation for better pinpoint
bleeding, in addition to keeping needles super
sharp which means and less bruising.
Even if you were to purchase one of these
devices at a time, you are on the right path to
a successful business, that is renowned for
performing results driven skin treatments. On a
final note, when purchasing a device, ensure you
are buying from a reputable company that has
been around for at least 5 years and provides
excellent training and technical support. Also
check that the device has an ARTG number and
listed on the TGA to ensure your insurer covers
you.
For more advice, book in a one hour
consultation with Nancy to ensure you are
making the right purchase for your business
or a personalised coaching session for you
and your team, to get the most out of your
existing devices or to learn how to effectively
and safely combine modalities.
Mention Beauty Biz for a 20% reduction on
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booking.
Beauty Biz Year 14 Issue 1 35

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DERMAL
NECROTIC TISSUE
WHAT IS IT? WHAT CAUSES
IT? HOW CAN WE HELP?
WHAT IS IT?
By Gay Wardle
Skin tissue that has died is known as necrotic tissue or necrosis of the tissue. Necrotic tissue
can be anything from acute to chronic depending on the surrounding tissue, skin health and
overall wellness of the individual. The circulatory systems also have impact as well as internal
and topical nutrition.
Necrotic tissue varies and is affected by the
consistency of the wound and the adherence
wound bed. As tissue dies, the wound changes
in colour. This happens as necrosis increases
with severity. Initially the tissue colour will be
a whitish/grey and as the consistency increases
the colour will change to light brown or yellow
with a final change to dark brown / black. The
colour becomes darker, the longer the necrosis
continues and increases in severity. In the
early stages the tissue may have a high-water
content and become mucoid, as it becomes
more consistent and progresses it becomes
dry and has a stringy, clumpy appearance. As it
advances, it becomes very dry and hard with a
leathery appearance and feel.
The consistency is related to the wound retaining
moisture in the wound bed. As the wound is
exposed to air, the necrotic debris dehydrates,
hence it becomes leathery, dry and hard. The
level of tissue death can occur in both epidermal
and dermal tissue as well as advancing to
subcutaneous and muscle tissue.
When there is necrosis to subcutaneous, the fat
tissue dies and there is a stringy, yellow slough
formed, whereas necrosis to muscle causes
muscle degeneration and the tissue becomes
thicker and tenacious.
Fat and dermal necrosis and the formation of
slough may be compounded by infection from
previous contamination of normal skin bacteria.
What is slough? The colour is yellow to very
light brown, it is a thin mucous consistency and
at times may appear stringy.
Where there is full thickness destruction to
tissue, eschar is formed. Eschar may be soft or
hard and is a dark brown to black colour and is
more adherent than slough.
When debris such as eschar is embedded in
the wound it is referred to as adherence. As
moisture in a wound decreases and the level
of damage increases, necrotic tissue becomes
more adherent to the wound bed. A wound
will take a long time to heal if there is necrotic
tissue as it becomes a medium for bacterial
growth as well add to this, the barrier function
is severely impaired. With necrosis you have
prolonged inflammation, therefore, you will not
have granulation over the wound site therefore
the wound does not heal.
WHAT CAN BE DONE?
Depending on the severity of the wound and
amount of necrotic tissue will give way to the
treatment protocols. Most of the time eschar
needs to be removed daily where possible, this
is done by debriding and removing the eschar.
There are a number of debridement techniques,
and they will depend on the severity and the
amount of necrotic tissue. Debridement requires
a high level of skill so to not create further
damage to the wound.
Mechanical debridement involves the use of
force to remove the eschar. The most common
types of mechanical debridement would be a wet
to dry gauze dressing, whirlpool action to remove
the tissue and wound irrigation.
Wet and dry gauze are the most common of the
three.
Wound irrigation would be using a syringe filled
with a solution to flush the necrotic tissue, this
is also a good way to remove bacteria from the
wound site.
It is the same with the whirlpool action only this
tends to soften the eschar more so.
In conjunction with the above techniques they
also use enzymes or chemicals which degrade
the eschar. Enzymes will not work on dry,
hardened eschar hence they work well with the
irrigation technique. They seem to take a little
longer to get the results.
The third option is to use a sharp instrument
to cut and remove the necrotic tissue from the
wound site. This technique seems to work faster
with wound healing.
All of these techniques must be performed in a
very clean environment so as to not allow further
bacteria growth in the wound.
The reason for removing necrotic tissue is so
that the wound will eventually heal with hopefully
less scar tissue. It is important that we stay in
scope of practice and all removal techniques are
conducted by a person that is trained and skilled
to do so.
One important factor to remember is the as soon
as the wound bed is clean, the faster the healing
process will happen.
www.gaywardle.com
38 Beauty Biz Year 14 Issue 1

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COSMETIC
COSMETIC
TATTOOING
AN INSIGHT INTO THE
CURRENT BROW BOOM
By Georgie Westley
When I was asked to write a topic on
cosmetic tattoo so many thoughts
ran through my head on what I can
write about. But what kept alarming
in my head was the need to talk about
the amount of people presenting
in my clinic Distinctive Features in
Melbourne with very unsatisfactory
brow work the technicians coming in
to be ‘retrained’ after being sucked
into an expensive course with no
career outcome they were promised.
One of the main comments I hear from the client is “I
didn’t want to wait that long to see you, I wanted it now”
and of course, the client ends up in my clinic a few days
later beside themselves with anxiety and in need of
emergency removal.
In some cases, their brows are not even bad, they are just
not educated enough on what to expect during the process.
This is the main issue that arises, simply lack of consultation
from the technician themselves. So of course, we end
up just filling the gaps of consultation with them and send
them on their way with full understanding of what’s going
on at the stage of healing they are at. I think with my 20
years of experience, and when I say experience, I mean I’ve
experienced EVERY type of client there is. So I’ve learnt a
way of telling everything, no sugar coating, no softly speaking
in a ‘non-confident’ way, I tell them the absolute worst that
can happen, I tell them everything to expect from darkening,
crusting, pain, scabs, fading, itching and pre care, after care.
Basically, they get everything in writing upon making the
booking, then verbally in the consultation then they get it in
writing again when they leave. My moto ‘Get them prepared
for the worst, and anything else better than that is amazing!’
I guess I’ve learnt this from the years of doing clients and
realising the gaps in my own consultation that lead me
to sleepless nights and constant phone calls, texting and
emails from clients not understanding the process. Clients
messaging me saying their brows are falling off or freaking
out that there’s a gap in one brow and why cant they get it
fixed straight away? I began to realise that every skin is so
different and that my consultation needed to change to reflect
this.
42 Beauty Biz Year 14 Issue 1

Georgie Westley -
2020 ABIA COsmetic
Tattooist of the Year
The most important things to tell cover with
your clients during a consultation or if you
are thinking of having it done is this…
· Your brows are measured to your natural
bone structure, if your face is small your
brows should be small and in balance with the
natural structure. We don’t do anything thicker,
lower or longer than the measurement, but we
can go smaller as I know we can add to it later
and this will help you adjust to your new brow
shape.
· Fashion brows will go out of fashion, always
stick with balance even if its slightly smaller
than you expect.
· Large false lashes give the illusion of a bigger
eye, if you elongate and thicken the tattoo
according to the illusion, when the lashes are
removed the brow length and thickness will
age your appearance.
· Brow tattoo changes over time. Some go
grey and some go orange, this is normal and
means you are ready for a touch up.
· To explain that there’s no guarantees on
time span as every skin metabolises pigment
differently. You can’t tell everyone their brows
will last 2 years as some will last 10 months
some 18 months and some 3 years.. but they
start to change from the day they are done so
one client’s perception of ‘brows fading’ can
be totally different to another.
· Skin type and conditions, genetics and
tattoo technique all play a huge part in one’s
end result (research this before
choosing your technique).
· Microblading is a stepping stone
treatment and can only be done
a few times before it blurs, blends
and becomes more blocky.. In fact, it actually
becomes less natural than ombre brows in the
long run and can’t be done successfully on an
oily and/or sun damaged skin.
· If you have a strong brow muscle on one
side, you will never get even balance. Your
brows are attached to skin which is attached
to muscle. Your muscle movement is out of
our control. Injectables are the only way to fix
a ‘rogue’ brow.
· Treat your brows like an open wound for
the first week, ANYTHING that can have
bacteria must not touch the brows this can
lead to infection. E.g Fingers, nails, Makeup,
pillowcase, fringe, hair, sweat..
· Your brows will create a rollercoaster of
emotions during the process, from crazy dark
and thick brows on day 1 to peeling, shrinking
and disappearing on day 5 to the colour coming
back around day 10-14 then the refresh to fix
any shape and colour inconsistencies around
the 6 week mark and then that needs to heal
also. It’s a long process that is not complete
until a month after the touch up appointment.
· My two favourite sayings I tell my clients are..
TRUST THE PROCESS and BROWS ARE
SISTERS NOT TWINS!... Distant cousins are
a problem though (insert a giggle here)
In the more unfortunate case that the
clients brows have actually been as they
say ‘botched’ , depending on the stage of
healing they are at we can do emergency
removal which in many cases will remove
at least half the colour of not more. But
this is only up to the 48-hour mark. After
that the skin has closed and the colour
has started to set in. So now we must
wait 6 weeks to start the removal and/
or correction process. We can’t enter or
open the skin during the immune response
healing time or we risk of hypertrophic or
even A-Trophic scarring.
Depending on the extent of the brow job,
some brows can take up to 2 years to fix
(you can only imagine how much time
and money this will cost). Removals are usually
6 weeks apart and depending on the type of
pigment or ink that was used either saline or laser
removal options will be done and sometimes
even a mixture at both at different intervals is
required. This process is painful, time consuming
and expensive. And never ends with a perfect
result but more an improved quality of life. It is
unlikely you can just ‘go over’ a bad brow tattoo
with a new tattoo to improve it, the only way to
cover something is to make it darker and more
concentrated than what’s there. In most cases
this will only make matters worse.
One of the issues we are facing at the moment
is the lack of regulation in the PMU industry.
There is no minimum legal standard to become
a tattooist or even a trainer in cosmetic tattoo
so any man and his dog can learn this from
an online course, be given a kit and certificate
and away they go! Never having tattooed a real
face with a trainer there to help and guide them.
Now I’m not saying online courses are a total
no go, I even have written my own one for this
topic of corrections and removals myself. But
I highly recommend if you are looking to enter
the industry of cosmetic tattoo, leave the online
courses until you have done a proper hand on
course first. And if you have no prior experience
in brow design and makeup or beauty then this
needs to be covered initially so you have prior
knowledge and understanding of face shapes,
skin, brow design and colour.
In conclusion, it only makes sense to choose
your artist wisely and if you are wanting to learn,
chose your trainer wisely, research them, find
out their experience and qualifications, check
out their work and lastly ALWAYS learn how to
remove and correct even your own work.
Georgie Westley is Director and Educator
at Distinctive Features Cosmetic Tattoo &
Beauty. Visit www.distinctivefeatures.com.au
to learn more about Georgie, her courses and
her work.
Beauty Biz Year 14 Issue 1 43

BEAUTY
INCORPORATING BROW
SERVICES INTO LASH SERVICES
By Joy Crossingham
It’s no industry secret that lash and
brow services go hand in hand. Nothing
complements a fresh set of handmade
volume lashes like the perfect pair of
bespoke brows. And when you’re scrolling
through Instagram, looking at lash photos
for inspiration, how often do you flick past a
beautifully-blended cat eye closeup simply
because the brow wasn’t even brushed into
position?
Brows frame the face, but more importantly for
lash stylists, they complete the look. Even a
tweeze and subtle brow tint can give your lash
photos that extra wow factor, which is exactly
what you need to stand out on your socials.
We all know that more impactful photos lead to
more engagement, which in turn, can lead to
more conversions.
Adding brow services to your lash bookings also
gives you the added bonus of a higher hourly
income, plus the prospect of converting your lash
clients to repeat brow clients, too!
But the question is, how do we get our lash clients
to start trusting us with their beloved brows?
Brows are personal, and they’re important:
most clients know that it’s not worth the risk of
messing them up, and so they’ll be reluctant to
trust someone new with them. If their brows are
messed up, they have to wear them on their face
for at least 2-4 weeks!
Ok, that’s great Joy, you might say, but I’m
booked all day. I can’t go adding in services here
and there; I don’t have time!
Many lash and brow services can be performed
in the same booking slot, or, if you time it right,
only add about ten minutes onto the service time.
Here are some of the ways I make it work for me
in salon – speed lashing not required!
Go Gently
Your client may not usually have their brows
done, or they may think that their brows look
completely fine as they are. It’s important to
start slowly with these clients, because if you
go straight in with a dark brown henna, it might
scare them off and then they’re unlikely to let you
near their brows ever again.
Start by offering them a brow tint and tidy when
they are already laying down, relaxing while you
work your lash magic. Compliment their brows,
or gush about your own handiwork.
“I’m loving this set today, Jessica. You know
what would take it to the next level? We could
just pop a brow tint on while I’m fanning off your
lashes, and it would really make them pop.
Would you like to give it a try? It’s only an extra
$x.”
Already relaxed and hopefully vibing her lashes
before she’s even seen them, Jessica will likely
say yes. All you need to do is mix up some tint
when you’ve finished applying your extensions,
44 Beauty Biz Year 14 Issue 1
and then pop it on the brows, and
leave it on while you fan off and
remove the eyepads and tapes.
That will be plenty of time for the tint
to process.
This is a double win: you get extra
dollars in your hour, and your after
photos are going to look so much
better! This is the best upgrade
option when you’re booked back to
back, as it takes only an extra minute
or two to mix, apply and remove the
tint.
Solve Their Problem
A tried-and-true sales tactic you may
already know is problem solving.
You need to find out what your
client’s problem is, and solve it.
These days, most of us lead busy
lives, and it can be hard for us to
get to multiple different locations to
attend our beauty appointments.
You can easily use this to your
advantage.
I can’t count the amount of times
I’ve pulled out my phone to take my
before photos, and my client has
said embarrassedly, “Oh, don’t look
at my brows; I’m due to get them
done.”
This is a cue. Don’t just reply with a little
compliment or tell them not to worry about it.
The best way to respond is, “I can fix that for you
while you’re here, Jessica. I can pop the henna
on now, and then wax and tidy once I’m finished
your lashes. It will only take an extra ten minutes
or so.” You could also tell Jessica your price, but
that’s irrelevant by this stage: Jessica has just
made and attended a brow appointment without
even getting off the lash bed!
Mix up the henna first, and then while you are
waiting for it to be ready to apply, put on your
eyepads and tape and prep the lashes and
brows. Then you can apply the henna. You
can leave it on for the whole duration of the refill
appointment for a dramatic stain, or remove it
halfway through. Once you’re done lashing, you
can wax and tweeze if needed.
While this is probably best utilised when you
have a small gap between clients, it’s a great
and easy way to upgrade your client to a multiple
service booking. When you’re rebooking your
client for her next refill in three weeks’ time, it’s
even easier to say, “And will I add brows on too?”
Utilise Every Spare Moment
One of my favourite services to upgrade is a lash
lift. Lash lifts are fun and easy to do, but there
is definitely a bit of sitting around and waiting for
solutions to process, especially with the slower,
keratin-based lift solutions.
The good news is, many keratin-based lash
lift products are also safe to use on brows, for
lamination. You’ll likely get multiple applications
out of a sachet (at least enough for a lift and a
lamination!), so why not offer it to your client as
an upgrade?
The best time to do this is when you’re applying
the lashes to the shield.
“Hey Jessica, have you ever had your brows
laminated? I think your brows would be really
perfect for it.”
“No? What’s that?”
“It’s like a lash lift, but for your brows. We can set
the hairs into the position that you want them, so
it’s much less maintenance when you get ready
in the morning.” (This bit is important, because
as we know, lash lift clients are all about the low
maintenance.) “I’ll have enough solution left
over from your lash lift if you’d like to give it a try
today? It will only take an extra few minutes.”
It’s very easy to time the brow lamination
processing times with the lash processing times:
brows generally have shorter times, so you can
apply the solution to the lashes first, then the
brows, and process them at the same time.
I challenge you to give it a try! Just like addon
selling retail items, or upgrading classics to
hybrid, your clients are often waiting for you to
offer, and rely on your expertise to guide them.
Not confident in brows?
Pop on over to www.lashjoyacademy.com
to check out our new 4-Day Ultimate Brow
Mastery Course, and keep an eye on our
socials for updates and special offers.

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BEAUTY
BUSTING LASH LIFT MYTHS
THE UNDERWHELMING LIFT
By Otto Mitter
One of the most common myths that I see all the time
in Facebook groups and from speaking to people at
events, exhibitions and in training is “The product
doesn’t work”.
Technicians experience having a problem
and underwhelming results with a lash lift
and the first port of call is generally that the
product does not work.
The technician will say “I did a lash lift and the
results just weren’t there. It must be the batch,
because I have not changed anything in the way
that I’m applying”.
This topic is something that has always
intrigued me, I have been doing research on this
phenomenon and collecting screenshots, data
and evidence for many years and I literally have
hundreds upon hundreds of people saying that
the lash lift did not work on their clients which is
happening with multiple brands in the industry. I
could literally name 10 brands off the top of my
head that I see this happening with.
Why would this be the case?
This happens with a lot of various products in
the beauty industry, nail industry, hair industry.
I have seen people struggling to have consistent
results on a variety of their clients with nail
products, adhesives, skin care and hair products.
On the flip side, I have evidence of hundreds
of people in forums saying that they have
never had an issue with the same product that
the technician is having an issue with. Could it
really be the case that so many brands have
inconsistent production in making such a simple
formula?
Permanent wave lotions are not a complex
formula to produce. In all honesty when you are
making a big batch of product the measurements
should be exactly the same every time when
producing the batch. If the quantities are not the
same when putting together the formula it will of
course not perform or emulsify correctly or be
stable. These brands invest millions of dollars
into their companies and brands, why would
they jeopardise their product by not mixing the
batch correctly each time? Brands also have to
survive, and customer satisfaction is always the
top priority. When you buy a bottle of coke or
lemonade from certain brands, they are always
the same right? When you buy shampoo from a
certain brand it is usually the same correct? Why
would permanent wave lotions be any different?
Well, the reality is it’s highly unlikely that the
formulas will change, but the variable is the
individual. The human body changes throughout
our life time and often more than you think. Our
hair texture can change a few times a year due
46 Beauty Biz Year 14 Issue 1
to lifestyle and hormonal changes and due to our
diet and supplementary intake.
It is important to note that many companies have
a very strict policy and production process when
they are making products. Stability testing also
takes place after a batch is produced to ensure
that it works. Literally 50 to 100 applications need
to be performed on clients with the microbial
stability reports required to come back with an
all-clear result, before that batch is released for
sale to the market. The chances of a bad batch
are extremely low.
You also have to look at the brand and the history
of the brand, have they been in business for a
long time? If so, then obviously their products
work right? Otherwise they wouldn’t be able to
maintain customers and have repeat business.
No brand can survive if they do not have repeat
business.
If YOUR lift is not working, then you need to look
at these factors:
1. Has the client’s hair texture changed at all?
Have they changed their diet at all? Are they
on any particular nutrients or supplements? Are
they going through any hormonal changes? Are
they using growth serums?
These factors can play a huge role in how the
texture changes with eyelashes, it can mean
the difference between having to leave a lotion
on to process for another minute or two or even
reducing the lotion time by a minute or two if their
hair texture has become thinner.
2. Was the lotion placement consistent enough?
Was it placed from the base of the lashes to high
enough on the lashes? Was it left on long enough
for that hair texture? Was the environment warm
or cool?
If the lift has been a little underwhelming but
there has been some lift, it usually means that
they just need to leave the lotion to process for
a little longer. Adjust the lotion placement and
apply it from the base of the lash to higher up the
lash and ensure that the lotion placement is thick
and consistent all the way across the lashes.
Most brands say it is safe to re-lift the lashes on
the same appointment time if required, however
you will need to check your brand guidelines if
you ever need to make any adjustments for your
clients.
Interestingly, COVID has seen an increase in
clients using various home-care products and
lash growth serums and mascaras. This is
something to also consider as it may change
the texture of your client’s lashes, when they
come back to have a treatment they may be
more resistant than usual. Resistant lashes are
not always thick lashes either, I have worked on
plenty of clients over the years that look like they
have thin hair texture, but the lashes are resistant
to permanent wave lotions. It really is a case of
readjusting the application and nine times out of
ten this is going to resolve the issue.
Otto Mitter is a qualified Cosmetic Chemist,
Make Up Artist, and multi award winning
educator and assessor in the Beauty Industry
and multi certified eyelash extensions
educator, competition judge, Lash Masters
Alumni and Managing Director of Ex-Import
Pty Ltd.

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BEAUTY
EMBRACING THE
‘ISOLATION’ BROW
With RefectoCil
If there’s one thing we learnt in 2020, it’s
to always remain adaptable in the most
unusual of circumstances. The beauty
community has learnt to be more resilient
as the effects of COVID 19 continue to affect
the industry at large. We’ve had to change
everything from check-ins systems and
cleaning protocols to treatment times and
offerings.
We’ve also seen clients’ beauty priorities change
to fit with the ‘new normal’. The increasingly
normalised ‘Zoom’ digital communication lifestyle
as well as the introduction of mandatory masks
and has resulted in women reassessing their
beauty needs and focusing on facial treatments
more than ever. It’s no surprise that lash and
brow styling including tinting, lash lifting and
lamination are among the most talked about
treatments this year and for good reason. These
treatments are cost effective for salons and
provide the client with long lasting, on-trend lash
and brow looks with no downtime and minimal
maintenance.
The highly defined ‘hollywood’ brow that was
once famous has now been forgotten about as
we are now embracing our fuller ‘isolation’ brows.
During lockdowns most therapists encouraged
their clients not to DIY their brows at home for
obvious reasons. As a result, women have
starting to embrace the extra brow hair growth
and gone for a ‘grown out’ more natural look than
before. We’re asking our brow artists for more
volume and texture and are gravitating towards
treatments that maintain unruly hairs.
Previously therapists would shape and style
brows using different forms of hair removal.
Now the most effective and profitable way for
salons to achieve the current fuller brow look
for their clients is with tint and lamination. The
RefectoCil Natural Brown no.3 still stands as
the number one best selling tint worldwide and
is often described as “the perfect brown”. Whilst
this universal tone suits most complexions, it can
be easily blended with three other RefectoCil
shades to customise the colour for each
individual. Laminating the brows (straightening
the brow hair using a chemical solution) will
further enhance the fullness of the brow to
create a fluffy, brushed up look and lasts up to 6
weeks. Brow lamination can be achieved safely
by following the instructions in the RefectoCil
Lash Lift kit (check first for the RefectoCil Brow
lamination sticker).
It’s important to remember there’s a fine line
between full, natural brows and unruly brows!
After a significant uptake in aftercare products
last year, we’re seeing that customers are willing
to invest more in maintenance products if it
helps to prolong the results. Another benefit of
using such products is reducing damage to the
hair caused by regular perming or colouring.
RefectoCil offers three aftercare solutions;
Styling Gel to protect and style lashes and brows
daily, Care Balm to intensively condition hairs
overnight and Lash & Brow Booster to promote
hair growth by up to 56% in 10 weeks. Thanks
to the colour locking ingredient D-Panthenol, tint
longevity is prolonged and hair is conditioned
overtime by using Styling Gel & Care Balm
regularly.
In conjunction with aftercare, brow artists will
tell you that the secret to a long-lasting brow
is in the preparation. RefectoCil offers a full
range of ancillary products to compliment the
8 tint shades. Key products include RefectoCil
Micellar Eye Makeup Remover to rid the eye
area of makeup and oils and Skin Protection
Cream nourish and protect the eye area from
unwanted skin staining. The synergies between
preparation products and tint are crucial in
ensuring longevity in lash and brow styling and
in turn, customer retention. The RefectoCil Basic
Starter Kit incorporates 6 core tint shades and
all accessories necessary for professional quality
tinting including the hands free Browista Palette
and Tool Kit with two precise brushes.
To discuss product and tailored training
programmes, please call RefectoCil Australia
directly.
+61 2 7200 8452 | sales@refectocil-australia.
com.au | www.refectocil-australia.com.au
48 Beauty Biz Year 14 Issue 1

get the
Voluminous ‘brushed up’ brows are
trending. Style tinted brow hairs by
combing upwards with RefectoCil
Styling Gel. This product has a
unique colour lock formula, so
tint colour will appear
fresher for longer!
RefectoCil look
Frame eyes flawlessly using the RefectoCil Basic Starter Kit.
Whether you’re a beginner or seasoned lash and brow artist, this complete kit
includes all products and tools needed to master classic and on-trend styles.
The RefectoCil Basic Starter Kit features 6 best-selling RefectoCil colours, tint
accessories and Style Book to guide your creative mixing and blending.
For product and training enquiries, contact RefectoCil Australia directly.
+61 2 7200 8452
sales@refectocil-australia.com.au
www.refectocil-australia.com.au

BEAUTY
OFFERING PROFITABLE
NAIL SERVICES IN
YOUR SALON By Lauren Burton
With so many nail salons in
Australia, some of which are
offering nails at such a low price,
how do you compete? The answer,
you don’t!
When you get a job, it’s to earn a
living, right? If you start a business, the
intention is to again, make a living, and
a comfortable profit, right? But if your
focus is on undercutting other salons
in your area, you are not only hurting
yourself financially and mentally with
not charging your worth. But this also
leads to cheapening of the industry
as a whole, harming us all in the long
run. Which has happened to a degree,
with the rise of “cheaper” shopping
centre nail bars, we refer to the vast
majority of these types of salons as
non-standard salons (NSS), as they
do not practice correct salon policies
and practices which can include not
using products that are adequately
designed for the nails due to them
being inexpensive and even in some
cases the “technicians” not being
qualified in nails at all. This is not
race-related, as there are plenty of
NSS around that are not in shopping
centres. A lot of people will use these salons for
convenience of being able to walk in (but can end
up waiting an hour) or for the price, thinking they
are getting a better deal, when in fact, the added
the little extras, i.e. shape, length, gel colour,
gel top coat, works out not that much cheaper. I
am yet to meet a client who has had a good and
consistent experience at these places.
It is essential, to look at what salons in your
area are charging as a guideline because
depending on your demographic prices will
differ. But don’t try to compete with them, your
circumstances and theirs will be different. If you
focus on undercutting and competing with other
salons, I can guarantee that this will cause you
unnecessary stress, if not immediately, definitely
over time and lead to a loss of passion for your
work, as you are continually working to not make
much by charging $60 or less for a set of nails
but then taking 2 hours or more to do them. A nail
bar down the road might be charging anything
between $10-$30 cheaper than you, and seem
really busy, but bear in mind that the salon must
work twice as hard to earn the same figures as
someone who is charging the going rate. As the
old saying goes, work smarter, not harder.
50 Beauty Biz Year 14 Issue 1
When setting your pricing, you must keep several
things in mind, including your business running
costs, rent, insurances, utility bills (electricity,
water, phone, website, marketing). Then you
have stock upkeep, cleaning products, general
expenses. You also have to ensure you are
paying yourself at least the minimum an hourly
rate, and your staff too if you have them.
You also have to ensure you have money
aside to bringing in new products, continue
with upskilling, education, and training, It is vital
that you keep yourself and staff up to date with
training, it keeps you and your business, more
proficient and keeps your salon standing out as
the must-go-to place. If you wish to expand the
business and grow, you need to have the money
to aid you in growing your business. These are all
things to factor in when creating your treatment
pricing.
Next step is to figure out treatment costs for
the salon/technician; we need to figure out how
many applications can be expected from each
product we use; any reputable brand should be
able to provide you with a cost and application
breakdown of their products, this is how you find
out how much it costs you per treatment. As an
example, a 15ml bottle of gel polish costs $25.00
per bottle we can get anything between 25-30
applications, we take the $25.00 and divide that
by 25, giving us $1.00 peruse. Every time we use
a layer of that gel polish colour we know it costs
us $1.00. We then do this sum with every product
we use in a treatment process. It can take a little
time, but it is something worth knowing when it
comes to your business.
Nails can be a profitable service if priced correctly
with Australian beauty standards. The minimum
hourly rate for a nail technician in Australia,
as per Fair Work is $21.92 per hour, going up
to $34.62 per hour or more, depending upon
experience. Factor in how long treatments take
for the technician to complete if you are doing
nail art charge more, it is more time, and it is a
bespoke service. In an ideal world, a nail salon or
nail technician should be charging a minimum $1
a minute for their time alone, then adding other
costs into those prices.
Lauren is the Gelish Master Educator & Head
of Education at Hand and Nail Harmony
Australia, distributors of Gelish Gel Polish.
Visit www.gelish.com.au to learn more.

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Beauty SHOP
GINGER & ME SKIN CHILL GLOBES
Ginger & Me Skin Chill Globes elevate holistic skin and mind health by transforming
your skin routine from chore to chill! Allow yourself the time to indulge fully in the
cool sensation of genuinely caring for you with a relaxing facial massage that
encourages skin and mind healing. Easy at-home lymphatic drainage massage
therapy for a brighter, more refined, and revitalised complexion.
www.gingerandme.com
HYDROMERSE
Hydromerse skin recovery system is a revolutionary new way to hydrate, cool, refresh & soothe even the
most sensitive skin types.
Its powerful hydrating formulation penetrates deeply into the skin, and with ingredients which instantly
repair, restore, cool, soothe and hydrate the skin. Hydromerse calms the appearance of redness, evensout
skin tone and reduces the appearance of fine lines and wrinkles making it especially ideal for use after
aesthetic and cosmetic treatments, or when you simply want an instant hydration boost for your skin.
Hydromerse Skin Recovery System contains no nasties. It’s colour-free, fragrance free, ethoxylate/
parabens & sulphate free.
www.hydromerse.com
NEW SUMMER KISS ULTRA DARK
BRONZING LOTION BY NATURAL
LOOK.
A body self-tanner formulated to deliver
an instant bronzing effect, hydrating
and nourishing the skin with Certified
Organic DHA and Centella, Shea
Butter and Vitamin E.
• 2 hr Rapid Tan
• Streak-Free
• Centella + DHA + Vitamin E
www.naturallook.com.au
EGCG LIPOSOMES BY DERMAVIDUALS
EGCG Liposomes has potent antiinflammatory
& anti-ageing properties, as
well as being a free radical blocker. Derived
from the soothing properties of camellia
sinensis, it’s extremely effective in treating
irritated, reddened, and cracked skin. By
modulating the protein kinase inhibitor p57,
EGCG Liposomes is able to control and
promote keratin and filaggrin formation in
your skin.
www.dermaviduals.com.au
NEW BRAND! FLORABIOME BY CHIZA WESTCARR
Calm is the first product offering from Florabiome by Chiza Westcarr - a biofermented
elixir packed full of antioxidant-rich goji and acai berries and stressmodulating
ashwagandha, rhodiola, passionflower and lemon balm.
It can be enjoyed by everyone. Swapping your favourite tipple for a delicious
glass of Calm may restore wellbeing, replacing ‘fight or flight’ with a calming
‘rest and digest’ response. Calm contains prebiotics, probiotics and postbiotics.
Your gut will thank you.
www.flora-biome.com
GOODBYE WRINKLES
Goodbye Wrinkles is the world’s largest range of anti-wrinkle silicone sleep masks,
which are re-usable up to 30 times.
The extensive range includes mouth, eyes, forehead, cheeks, frown masks as well as
masks to help reduce scarring, and stretch marks. Goodbye Wrinkles have also recently
added the unique Mummy Tummy Lift Mask to their range, which is proving to be extra
popular with not only mums but mums-to-be wanting to help prevent stretch marks.
Since the launch of private labelling in April 2020, the Goodbye Wrinkles silicone masks
are now private labelled by over 100 salons and clinics around Australia. Private
labelling allows the business owner to create their own brand of anti-wrinkle masks, and
also gives them the opportunity to maximise profit by naming their own price.
www.goodbywrinkles.com.au

YOUNGBLOOD CLEAN LUXURY SKINCARE
Pioneers in the clean beauty space, Youngblood Mineral Cosmetics is
now focusing on the first step in beautiful skin – high performing, clean
Luxury Skincare. This collection of effective and luxurious skincare
products is designed to complement their beloved mineral cosmetics
range with 6 standout formulas.
• Nourishing Cleansing Oil – new
• Daily Enzyme Exfoliant Crème – new
• Advanced Refining Serum with 5% Lactic Acid – new
• Radiance Renewal Treatment Glow Serum – new
• Eye Impact Revitalizing Eye Treatment – same formula, new packaging
• Micellar Water with Colloidal Silver – same formula, new packaging
www.youngbloodmineralcosmetics.com.au
GINGER & ME 7-DAY FOOT PEEL
No more excuses for unsightly, dry, scaly, calloused feet this summer or
ever! GINGER & ME 7-Day Foot Peel is designed to leave you with soft,
smooth, beautiful feet in just 7 days! Fruit Acids help to gently remove
dead skin cells allowing dead skin to peel away and results to be visible in
as little as 3-4 days with the full treatment complete within 7-9 days. Pain
free, safe, and convenient, this incredible treatment allows you to care for
and maintain your feet in the comfort of your own home.
www.gingerandme.com
ULTRADERM CLEANSER & SKIN POLISH DUOS
Ultraderm’s philosophy is to provide specialist skincare
with great value. Ultraderm believe that effective
cleansing and exfoliating are the first steps in achieving
radiant skin. To celebrate the start of the New Year
with happy healthy skin Ultraderm have paired their
best-selling Cleansers + Exfoliant together with an
eco-sustainable facial chamois for the freshest skin
start to 2021.
www.ultraderm.com.au
JOIKEN TATTOO BED
A tattoo chair is more than a piece of
furniture that sits in your salon, it’s an
investment into your business and over all
craft so it makes sense to choose one that will stand the
test of time. This tattoo chair is packed with features that will
bring ease into your life and comfort to your customers.
www.joiken.com.au
IMAGE SKINCARE I PRO MICRODERM EXFOLIATOR
This exfoliating treatment provides physical, enzymatic and acid exfoliation in a unique gel form.
Formulated with bamboo powder and rose quartz micro-crystals to provide the ultimate physical exfoliation.
Fruit extracts with enzymatic activity and natural AHAs exfoliate the skin to feel soft and smooth
and a menthol derivative provides a clean cooling sensation. Naturally-derived Alpha (AHA) and
Poly Hydroxy Acids (PHA) amplify client exfoliation, prepping the skin for the next step in their
professional treatment.
• Accelerates removal of dead skin with physical, enzymatic and chemical exfoliation
• Retexturizes, helps improve the appearance of sun damage and diminishes the look of lines
• Leaves skin soft, smooth and radiant.
www.imageskincare.com.au
MESOESTETIC ULTIMATE MICROPEEL
mesoestetic ultimate micropeel is a micro-exfoliating treatment that provides a
smooth renewing action on the skin surface, helping remove dead skin for a more
refined texture. It helps smooth out imperfections, instantly enhancing skin radiance
and luminosity. The combination of AHAs with an enzyme exfoliant provides a
weekly exfoliating, renewing action on the skin surface to reveal a smoother, more
supple and brighter complexion.
www.advancedcosmeceuticals.com.au/mesoestetic

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BLOG spot
THERAPIST,
OR THERAPIST?
By Will Fennell
Ok, I am going to be totally honest with you here and not
pretend that I love every blessed moment of my chosen
career...... So, I will come clean.... Yes, there are some
days I wish to stab my clients with (sterilised) tweezers.
Not actually kill them as such. No, no, no! I’d never pull
off an orange jumpsuit in prison, just perhaps hurt them
enough, so they’d at least stop talking.
Does this make me a bad person, or even worse, a bad skin
therapist?
Don’t get me wrong, I am so blessed to have clients I call
family and I love nearly every single moment with them, it’s just
sometimes in the mornings I hardly have the energy to apply
deodorant under both arms, without then having to spend the
day listening to the unique “personal” challenges, that each of our
clients are facing in their day to days shenanigans.
I love being challenged with skin conditions such as acne,
rosacea, lines, wrinkles, sensitivities. These tests of my
professional expertise are why I went to Beauty School and not
what I am talking about - these challenges are why I do what I do,
and I wouldn’t change it for the world!
It’s more the other side of our profession when we slip from being
skin therapists into being more “budget” mental therapists. Maybe
they did teach us this particular forte at college? I just must have
been doing pedicure training and missed the class at school on
how to advise your client on whether to keep the lover she is
sleeping with behind her husband’s back?
So, can we be good skin therapists and balance it all. One that
treats skin, is empathetic, but is able to keep their clients at a
healthy distance?
I myself have always had trouble with this one. I once advised
a client to divorce her douchebag husband. Let’s just say it all
ended badly, for all parties. But mostly me. It is surprising just
how far a 100kg muscle man can throw a 65kg twinkie.
Admitting that I am not so good at it myself and to make sure I
don’t ever go to prison for stabbing a client, I asked my business
partner Peta Friend, who without doubt is the best skin therapist I
know, who somehow perfectly balances professionalism with the
warmth of a client/friend relationship, for some advice.
Here are some points she gave me that help her keep a healthy
therapist /client relationship balance in her life.
Peta; “Lead with kindness, ask questions about skin first, but then
if the client wants to open up about their private life, listen, but
don’t pry and never (ever) give advice.
Will; “But what if they won’t shut up”?
Peta; “I am always really firm, I never reply with any questions. I
just listen and then lead the conversation back to their skin.
Will; “What about invitations to weddings and birthdays”?
Peta; “Depends on how good the food and champagne is! This
one I decide client by client. You need to remember for a lot of
my clients I have been a big part of their wedding preparation and
they want me to be a part of their special day. Mostly I am very
proud to be there with them”!
I really love this advice. Remember we are skin therapists, not
psychologists and I think that there needs to be a very firm wall
between therapists and clients when it comes to their personal
lives.
But never discount that what we do is an incredibly personal
service. Our clients often adore us and think of us as family.
Sometimes we just need to use our common sense, listen to
them, show them our appreciation and love, but remember they
are clients, and you are their skin therapist. Set boundaries and
stick to them.
Give them good skin, leave their personalise lives to them and
that will have them coming back for more!
Will Fennell is an international trainer for BIODROGA
biodroga.com.au @biodroga_aus
56 Beauty Biz Year 14 Issue 1

BEAUTY
& SCIENCE
FOR THE INDIVIDUAL
BEAUTY OF YOUR SKIN

BLOG spot
2021: THE YEAR OF
MAKING BUSINESS EASIER
By Elle Wilson
Ready to make 2021 the year running your beauty business becomes
easier? I hear you! So, let me tell you how to begin...
I personally am a little tired of the idea that
business is hard. It isn’t business that’s
hard. We make it hard and ironically, it
can make us feel good. We even believe
that there is some kind of virtue in ‘doing
it hard’. Believe me beautiful, there isn’t.
Our lack of clarity and our lack of ability
to be laser-focused is what makes
everything harder. It ignites our emotional
body, makes our head fuzzy and leaves
us feeling overwhelmed. For some of us,
the shiny objects, lack of leadership skills,
inability to define our one true desire for
our business or take the time to ask
ourselves the most important question (I
will reveal this below) is what causes the
chaos or “hardship”. The chaos that you
will eventually arrive at if you just dive in
and start “doing”.
Is there right and wrong in business?
There is.
It took me years to admit this.
If we want to do it easier, there is a way.
When I wanted it easy, I started to listen,
to be more vigilant about what makes
business easy. My emotional body wasn’t
needed or triggered. My overwhelm
subsided.
Human beings are awesome at making
messes they then have to clean up.
Sometimes it’s possible and other times,
it isn’t. This is why the stats that show how
many businesses fail within 5 years of
opening are extremely high.
Let me share with you a secret…
Successful business doesn’t have the
tiniest element of luck in it. It’s all about
planning, strategy and moving forward
with clarity.
So now think about your business in
2021...
Do you want the same old struggles or to
continue believing that business is hard?
Do you LIKE business to be hard?
Of course not!
In this article, I am offering you ONE
solution that is essential to you streamlining
your business this year; making it easier.
I will then go on and share with you how
my TrueBrow salon owners use this
solution and most importantly, why.
Over the last 36 years in the industry,
I have picked up a few tricks. In the last
20 years alone, I have mentored and
strategised the businesses of thousands
upon thousands of business owners.
The majority of them, I could even go as
far as to say about 99% of them, had no
idea how to answer when I asked them
one of the most essential questions an
entrepreneur must know to ensure clarity.
Clarity for their values, their messaging,
their marketing, their furniture, their email
campaigns, their promotions and so on.
It’s like the laying of the foundation.
The question… “What business model is
your beauty business using?”
Their answer... “I don’t know, Elle?”
And there it is... BINGO! Even just
acknowledging the fact that their
businesses weren’t operating according
to a purposefully chosen business model
was like a lightbulb moment… Finally, they
could clearly see where a foundational
decision HAD to be made to move forward
and that in itself, begins to make business
easier.
I want you to take a look at the definition
of these two precious words: business
model.
A business model is a framework to
understand, design and test your business
idea. It provides a systematic way to
identify how you can profitably generate
revenue while creating value for your
clients.
Now, don’t get me wrong, there are still
challenges, hiccups and this first step isn’t
the cure to all life’s pain, but selecting a
business model will stabilize you, align
you with your deepest business desire and
most importantly, it will give you clarity in
moving forward in 2021.
Remember, the opposite to clarity
is overwhelm, frustration, depletion,
confusion and we don’t want that.
There are many business models a
beauty business can use to grow, such
as a membership program, the influencer
model, the referral model, the nurture
model; these are just a simple few.
But there is one specific business model
we offer and support our TrueBrow
community to implement. And, the most
successful of our students are the ones
that follow through without a moment’s
hesitation.
They operate using the “Expert/Skilled-
Based Model” because it is the one
business model that eliminates so much
extra work and offers the greatest rewards
with the lowest outgoings.
This business model requires absolutely
no paid advertising for the salon owner,
eliminating the need to understand or use
Facebook/Instagram paid marketing, let
alone stay up to date with it. It requires
no discounting or price cuts. It eliminates
the competition and the best part, this
business model can be used for absolutely
ANY beauty service - that’s right! It’s not
brow specific.
So, what is your next step in beginning
to make running your beauty business
easier?
It’s easy! Start with a solid foundation.
Choose a business model that makes
your heart sing and that you know your
strengths are aligned with. You have so
much to continue learning when you take
on the role of entrepreneur, don’t add to
this by choosing a business model that
isn’t aligned with your greatest strengths
and one that makes everything harder.
Your business is a reflection of you.
Decide for clarity and say good-bye to
chaos! If you need support selecting your
business model, I am always available to
bounce ideas around with.
Elle Wilson - Brows and Business Guru
www.truebrow.com
58 Beauty Biz Year 14 Issue 1

WaxPro
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BLOG spot
HAPPY NEW YEAR!
By Julie Cross
Here we are well into 2021 already. I woke
up this morning and as I lay there reflecting
on this New Year on our expectations and on
what I wanted to share with you around this,
and, well it got me thinking about ‘waking up’.
Firstly, how grateful I am to be waking up to another day and
another year. Let’s just start there and be grateful for that.
Sometimes we really need to go back to the foundations and
scaffold up from there and a ‘New Year’ is always a good time to
check in on the foundations to make sure they are strong. Now
that may be the foundation of our business, our personal and
professional development, or our mental and emotional health.
So, to start with just being grateful you ‘woke up’ today in 2021,
isn’t that a good feeling!
And then I was reflecting on all of the ‘chatter’ I was hearing about
the year that was and the year that will be, you know what I mean,
you hear things like this, ‘Good riddance to 2020’ or ‘2021 better
be better’ or ‘This had better be MY year’ or ‘I can’t do another
one like that’ etc etc. And of course, much of this is habitual
banter that we throw around at the beginning and the end of years
depending on how we feel about what ‘life delivered’. But I would
suggest we wake up to the power of that chatter and remember
that what we say can influence our day and our year, and 2021
will just be the year it will be, and we will be the ones who decide
the attitude with which we deal with the days we have and each
day is indeed a gift. Let’s wake up to that!
But, in reflection I have also noticed people are ‘awake’ to
the many gifts that they discovered in 2020 in and around the
pandemic and in and around their own personal struggle and
pain... and when we are ‘awake’ we know and accept that some
struggle and pain is always a part of life... and while we should
always acknowledge our painful moments, give them space and
honour them, let us also be ‘awake’ in the knowledge that life is
not out to get us and we are not under personal attack from life,
and let us remember and be ‘awake’ to the knowledge that what
we focus on expands.
So, 2020, thanks for ‘waking us up’ and reminding us that physical
health is where it is all starts, after all if we do not have life itself,
what do we have? Thanks for waking us up and reminding us
that it is not JUST economic health that is important. Thanks for
waking us up and reminding us that we should not be relying on
travel far and wide to make us happy, but instead we can travel
deep within. Thank you for waking us up to the notion that we
should always be saving something for a rainy day, because life
never promised us sunny days every day and we need the rain,
even if to just appreciate the sun and enjoy the rainbows. Thanks
also for reminding us that in the times that are hard, times that are
overcast and dark for us, well there are others that may be having
their sunny days... and they deserve those too, and our sunny
days will come again.
Many people were woken up to what is really important in life
and have been reminded that so often it is the simplest of things
that make us happy... and suddenly the yearning was not for the
overseas holiday to make us happy, but instead it was just to be
able to hug our family... nice to wake up to that.
And as we sneak into 2021, let us stay awake, let us remember
the gifts of 2020, and I for one will not be putting any pressure on
2021 to ‘provide me’ with the year that I think I deserve, instead
I will stay awake to knowing that any day we get to be still here
and able to feel and live life, to make choices about how we deal
with what we are dealt, to be awake to really doing life’s journey
with all of its joy, laughter pain and wonder, to just have life itself...
well let me remember to always stay awake in gratitude for that.
You are also invited to wake up to knowing the difference you
make in the work you do. You are on the front line and we have all
been woken up to the knowledge that it is people like you making
a significant difference in our communities. Going about your
jobs every day, affecting people with your positive and vibrant
energy… lifting peoples spirits when they are down, well that is
also highly contagious and that really makes a difference in this
world, especially the world we have at the moment. But there is
more, in this time of being physically distanced you still have the
power to touch, don’t play small on that, wake up to the power of
that, humans need touch, people will be craving it, the stage is
set, it is your time to shine.
So, 2021, you are welcome. Come on in and do what you do, I
know you will bring some wonderful moments, some challenging
moments, some joyful moments, some moments that may bring
us to our knees and others that will have us punching the air in
delight... and we will do our best to live our best life and honour
you with the gratitude that comes firstly from just having life itself,
and let us always be awake to the fact that we can’t always
control what happens to us but we can choose how we respond!
I want to be ‘awake’ and feel it all, grow some more, give some
more and be some more... I am awake, and I am excited!
How about you?
Sparkle on!
60 Beauty Biz Year 14 Issue 1

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BLOG spot
CAN MONEY BUY
YOU HAPPINESS?
By Lisa Conway
Everyone says that money doesn’t buy
happiness. Lies! I tell ya … lies!!
Let me explain how money does buy happiness, especially if you
own a beauty business and have a couple of kidlets.
The fact is money pays for everything. Your holidays, your home,
your kids’ education just to name a few. These are the things
that give us a platform to enjoy a happiness experience. Now
you can have happiness in a tent, a one-bedroom apartment or
a 60 square home too you don’t have to be high end to enjoy
happiness, happiness is for the most part, a mindset.
The one thing you do need for happiness is to have the freedom
to choose where you spend your time and if Coaching salons has
taught me anything it’s that time is a challenge for every salon
owner I’ve ever met.
It’s the no 1 pain point of salon owners everywhere. Lack of time
is very frustrating and it’s the same for both rural and city both
entry level beauty, a spa or as I say heavy duty beauty they
would all welcome more time.
In the early days of owning a salon we start out doing everything
and that’s usually unavoidable. You are building and we don’t
have the financial resources, so you become a do er that’s where
you do everything. Now for most us there is never a written plan
to swap over to become a who er. That’s when you change from
“I need to get it done “to “who can I get to do it for me?” That’s
when the magic happens, and you will begin to free up your time.
The first step to finding more time is to know what your hourly
earning rate is in the clinic. What can you earn per hour working
on clients? Not knowing that and respecting your skill set is where
most of us go wrong.
I suggest you list all the tasks you do for a week at home and at
work.
For this exercise I’ll use home as the example but at work the
process is exactly the same.
Track yourself and be honest about all the chores you do from
collecting kids and all the other kid activities, cooking meals
and making lunches, walking the dog, changing beds, loads of
washing, mowing the lawn, washing the car, the list goes on. Then
I want you to see where you can outsource ten hours. You see
most career women need a good old-fashioned fifties housewife.
Too often I see women especially mums doing everything, they
often don’t even think about outsourcing or if they do, they get the
guilts about it.
Here’s a fact… your kids don’t see quality time as you are doing
chores and they are on the iPad. Your time with them should be
other things too. Ask them what they think would be quality time,
you might be surprised at the answer.
When my kids where 8 – 10 I started taking them on a Sunday
morning for a latte, we polished up a bit and we went to a wine bar
that served coffee. We all sat and poured over the newspapers
and chatted about the topics we saw, social events, the sport
results, the gossip columns etc. It was a great little tradition we
developed; my hope was for them to be interested in current
affairs. For less than $30 they drank hot chocolate from a fancy
cup and I explained things like politics, law and religious beliefs
amongst other things.
Kids grow up fast and, if you are lucky, they will leave home.
I didn’t want their only memories of me to be doing chores or
working at the salon.
I believe every salon owner deserve a part time wife, it will be the
best investment you ever make, and it will buy you happiness.
It might be a housekeeper that cooks a lasagne and makes a pot
of soup every week while minding the kids. The aim is for you to
find $300 a week somewhere and to re purpose it so you can buy
yourself same happiness.
Maybe you park 8 blocks away for free parking and walk to work
every day? Maybe you bring your lunch from home saving $20 a
day. Maybe you stop buying clothes for a bit or eating out. Maybe
you sell things you no longer want, clothes, pot plants, vases,
gym equipment you never use. Every one of us has hundreds of
dollars’ worth of things we don’t use or don’t need that we could
sell online.
Imagine this … you come home after spending the day in the
salon and the house smells of home cooking the kids are bathed
the readers are read and everyone is in their PJs and excited to
see you. That money definitely bought you happiness. That one
day that you stay late and work servicing your high-end clients
could return you three times what you paid the home maker and
so it makes sense to re consider your choices.
You may not have any kids; you might use your $300 to have your
garden maintained, your ironing done and the window’s cleaned
along with your dog walked. It’s up to you but I do know that your
beauty girls do way too many $30 an hour jobs. You could be
earning between $150 - $200 per hour in the clinic and paying
someone else the $30 an hour.
Food for thought… my belief is you deserve it.
For more salon wisdom, email me at lisa@zingcoach.com.
au, visit my website, find my video tips on YouTube or read
my latest book Your Salon Retail: the no-nonsense, nohype
guide to kick-arse retail in your salon business. www.
thezingproject.com.au
62 Beauty Biz Year 14 Issue 1

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BLOG spot
YOU CAN’T FAKE IT
TIL YOU MAKE IT
By Paul Frasca
It’s fair to say that we’re in an industry where it’s easy to get caught up in the
magic - the beauty biz sells the hope of transformation, self-improvement and
inclusivity, and on the most part, it really delivers. But given all that’s happened in
the last 12 months and the growing number of conscious consumers, I’ve started
thinking about how we ‘sell sustainability’ in our businesses… and do we deliver?
Let’s agree that the ‘green-washing’ movement has (finally!)
moved out. When eco was introduced to the mainstream, it was
kind of a trend; a label spruiking ‘natural’, which was enough to
propel your business into the ethical category and satisfy the new
eco-consumer. But there was rarely an actual eco-impact in that
bottle; it was full of empty promises.
We’ve come a long way since then, though. Young Aussies are
living the consequences from past actions and now they actually
care about what’s behind the label - they’re passionate, informed
and armed with the power of a dollar they won’t give up easily.
I’m normally a big fan of ‘fake it til you make it’ (words to live by
when you’re trying to get a start-up taken seriously), but when it
comes to adding sustainability practices or statements into your
business, this MO needs to go in the bin.
And with the help of the recent Junkee Media 2020 Youth
Research report, I’m going to show you why.
FACT: 70% of young people really give a sh*t about Sustainability
and the Environment
Second only to mental health, and coming in above gender
equality. It’s one of the big, profound issues of our time, and we
can no longer pretend it’s just the hippies who care.
FACT: 89% are taking environmental action in their own lives
They’re reducing the amount of fast fashion they buy, actively
avoiding single-use products, increasing their reusables collection
and even reducing their meat consumption - the youth market
is not just aware they now have environmental choices, they’re
making them. You know what else? 51% said their environmental
actions had not changed because of COVID-19. I think Junkee
summed it up best: “It’s a passion so deep that not even a global
pandemic could stop them.”
FACT: 79% are willing to sacrifice chemical-based beauty
treatments to help the environment
You can only work with what you have available to you, I
completely understand. But are you researching your suppliers’
sustainability practices like a young Aussie is researching yours?
It’s true that the beauty industry has a long way to go to provide
more sustainable product options (it’s a single-use wasteland!),
but there are incredible companies out there innovating and
offering solutions - even if they’re small ones for now. Think
biodegradable, compostable, recycled, recyclable, machinewashable,
FSC certified (for paper products), and certified
organic.
FACT: 56% say the most
important quality in a
brand is acting ethically/
with integrity (and 33%
say it’s giving back to the
community)
Now that I’ve put the
hard word on about your
product choices, I’m
sorry to say, but stocking
eco-friendly treatments is
just not enough anymore.
56% need you to prove
you’re acting with
integrity - that’s more
than half. And I should
point out that it was the
third-highest on a list
of 19 options, beaten
only by “has good
quality products” and “is
environmentally-friendly”
(see above facts 1, 2 and
3).
This is where faking it won’t just hurt your client’s feelings, it could
eventually really hurt your bottom line. Offering a trend-based
‘green’ statement, whacking up a social media post claiming your
virtual support for a cause, or introducing a practice you can’t
explain end-to-end is eventually going to catch you out.
Believing what you’re implementing and understanding it start to
finish, creating a staff culture that accepts and advocates this,
and visibly acting upon these practices in full view of your clients
is the only way to satisfy (and grow!) this important segment in
your business. At Sustainable Salons, we’re passionate about
helping our salon members successfully introduce sustainable
practices through an awesome induction, ongoing education and
transparency, fun and meaningful engagement opportunities,
and a super simple recycling and community benefits system that
your clients can actually touch and feel, and see you do.
And nothing is more real than that.
Keen to join the movement? Find out more at
www.sustainablesalons.org!
64 Beauty Biz Year 14 Issue 1

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BUSINESS
LEVERAGING
SOCIALS FOR
GROWTH
By Rachel Medlock
Are you ready to up your digital game in
2021? Of course, you are!
Happy New Year! Like most of us, I’m sure the
start of 2021 is a fresh start (and a big thank you,
next to 2020). Day one of a twelve new chapters,
the beginning of some big changes and the year
you take control of how your business is showing
up online.
If we haven’t met before, hello! I’m Rach, the
Head Honcho behind do you even social?
We’ll get to know each other over the next year
as I join the Beauty Biz squad as your social and
digital expert.
Kicking off our time together, I’m sharing ways
you can up your digital game in 2021 and why
achieving transformative results online doesn’t
need to be an intimidating experience. Ready,
set, let’s get digital!
DON’T FORGET THE BASICS
The start of a new year is the perfect opportunity
to ensure you’ve got all of the basics covered on
social media.
Basics such as ensuring your profile picture fits in
the Instagram circle, updating your bio to remove
any Christmas gift pack promotions and updating
your cover photo to include a showstopping first
impression of your business are often overlooked
updates that take one minute or less to correct.
Whilst you’re ticking off all the basics, don’t forget
to double-check that your contact information is
correct, call to action buttons are working and
that your link in bio sends people exactly where
they need to go.
YOU SHOULD HASHTAG THAT
If you’re not already using hashtags on
Instagram, you’re missing out on a tonne of
opportunities to connect with potential new
followers (and ultimately, new customers). For
66 Beauty Biz Year 14 Issue 1
those already using hashtags, 2021 is your year
to optimise your strategy to welcome more of the
right people to your posts.
Every Instagram post allows thirty hashtags, and
every Instagram story allows ten. This is up to
thirty new opportunities to create connections
online. As a result, it’s important to really consider
the hashtags you’re using on social media and
whether they’re putting your posts in front not just
your ideal customer but people that can actually
engage, visit and spend money in your business.
For example, if you’re still using hashtags
like #skincare #facial and #beauty, you’re
automatically competing with over 60-million
other posts. Truly! These incredibly high-density
hashtags may be popular but because of that,
they’re ultra-competitive. They also lack the
specificity required to put your post in front of
paying customers. This is where location and
demographic-based hashtags come into play.
Next time you’re putting together your post’s
hashtags, consider your location and your ideal
customer. Changing #facial to something more
specific to your location like #melbournefacial or
#toorakfacial, makes it a lot easier for potential
customers to find you. These hashtags take
the density from million to thousands (or even
hundreds) and exude quality over quantity vibes.
When it comes to demographic-based hashtags,
consider what your ideal customer does when
they’re not visiting your business. Are they
career-driven women that would connect with
hashtags like #businesschicks or #ladystartup?
Are they mums dreaming of some me-time
that would respond to #mumsofmelbourne?
Perhaps they’re on the ‘gram looking for a
solution to their new year’s resolution like
#melbournebodycontouring!
In addition to covering your location and
what’s actually going on in the photo (think
#enzymetherapy), don’t forget to consider what
characteristics your ideal customer possesses so
you can become part of their fabulous lifestyle.

LIGHTS, CAMERA, ACTION!
You might roll your eyes at me in a moment but
2021 is the year to put a face behind the name
and reap the engagement benefits. Getting in
front of the camera for Facebook and Instagram
Stories, Reels and IGTV sessions are all ways
that video is celebrated on social media. It goes
without saying that our audience consistently
responds better to content that features ourselves
or members of a team because it humanises the
brand they’re following.
I want you to take a look at the content you’re
scheduling on social media and ask yourself
“could this be a video?”. Content such as
educating about a new skincare product,
describing your latest skin treatment or even
introducing a new team member are all ways
that you could switch a regular post out for a
video and start creating meaningful emotional
connections.
The best part? This content can be recycled!
If you’ve produced a brilliant new in-treatment
IGTV video (shared across to Facebook of
course), make the most of it by including it in
your next e-newsletter or as part of a blog post.
Six months down the track, you can repost that
video to your socials and re-introduce it to the
new followers you have gained along the way.
Video will always be one of the heroes of social
media so now is the time to embrace it.
YOU’RE A BLOG BOSS
Jumping off social media for a moment and
moving to your website, a blog is another brilliant
way to be showcasing your expertise online. It’s
time to showcase your incredible knowledge
through informing and engaging blog posts.
Not only are blog posts another value-adding
resource for your clients, but your website’s
going to love them too! Regularly adding quality
content like blogs to our website puts us in the
good books of Google. How? Through SEO.
Search Engine Optimisation (SEO) is the dark
art of getting your website on the front page of
Google. It takes into consideration the quality
of the content you’re producing on your website
and also the keywords you’re using to spread the
word.
When kicking off SEO efforts, consider what
people are searching online to find a business
like yours. Just like the exercise we did for
hashtags, think about your location, services
and the problem you are solving for your clients.
Searches for a business like yours could include
Melbourne Skin Clinic, LED Facials Brisbane or
even Fat Freezing Sydney. Including a keyword
or two in your blog posts helps boost those SEO
juices.
Like everything in the digital marketing world,
SEO is a marathon and not a sprint, but it will pay
off over time! In addition to boosting your page
rankings, blogs can be recycled into e-newsletter
features, social media posts (at least 4 to be
exact!) and as educational resources that you can
refer to during your client’s treatment journeys.
A WHOLE NEW WAY TO EDUCATE
Instagram Guides arrived on the scene towards
the end of 2020 and I know you’re going to
love them as much as I do. Designed to share
our must-know places, products and posts,
Instagram Guides make educating our audiences
seamless and ultra-engaging.
Instagram Guides maximise content that already
exists so there’s no need to panic about needing
to produce more posts each month! A platform
for you to compile must-know info on specific skin
concerns, retail brands, services or even how to
perform at-home treatments, Instagram Guides
house your existing posts and group them into
dedicated themes and topics.
So, why use Instagram Guides? It’s simple!
There’s something for everyone. It’s a space for
new clients to visit when they’re ready to tackle
a skin concern, for the skincare novice that’s
looking for a professional brand and the existing
client that wants to up their self-care Sunday
game. Instagram Guides celebrates the amazing
content you’ve already produced and repurposes
it as an informative, educative and value-adding
hub.
BE PREPARED FOR CHANGES
Now, it wouldn’t be social media without a few
spanners in the works! Facebook has kicked off
2021 with the announcement of some significant
changes coming our way.
In true Facebook style, the rollout of their new
additions will be a slow and sporadic process
so get ready for your page to appear differently
overnight. Whilst what we’re sharing on
Facebook won’t necessarily change, how our
audience engages with it will.
Facebook is removing all page likes and instead,
moving to followers. This will require a switch
in your language when asking your clients to
connect with you online.
For us admins, our user permissions are being
altered and we’re gaining some new call-toaction
focussed insights! From a customer point
of view, our bio will be front and centre (so make
sure it’s updated) and they’ll have the ability to
ask us questions in a public forum.
Ready for a year of nailing your digital game? I
know I am! Let’s connect on socials and ride the
wave together.
Rachel Medlock is the Founder & Creative
Director at do you even social?, a creative
digital agency with a twist. Learn more about
Rachel and her digital fairy godmother skills
at www.doyouevensocial.com.
Beauty Biz Year 14 Issue 1 67

BUSINESS
MAKE YOUR BRAND BLOOM
By Sarah Garner
Your brand is so much more than your logo, it’s the essence of who your business is, what it
stands for and what your customers love about you.
If 2020 has taught us anything, it’s that
standing out from the crowd and showing
up for our customers is absolutely crucial.
From the way we present our business
online to the touchpoints throughout our
customer experience, every inch of your
brand journey needs to ooze authenticity.
So, how are you setting yourself apart in 2021?
It needs to begin with your brand. Today, we’re
drawing your attention to 3 key elements of your
visual identity that with a little love, attention
and a strategically placed colours and font [we
couldn’t help ourselves], your brand is set to
bloom its way into the new year and beyond.
KNOW YOUR AUDIENCE (AND LOVE
THEM HARD)
Are you communicating directly with your dream
clientele or just sending messages out into the
universe and hoping for the best? If option B was
your answer, then you need to keep reading.
In 2021, we want you to be so clear on your target
audience that when your dream customers (they
are the ones that leave you feeling incredible)
engage with your touchpoints, it feels like a note
from a long-lost friend.
When working on your branding goals for
the new year, ask yourself the following
questions:
● What am I helping my client achieve?
● What feelings does my current brand evoke
at first glance?
● What story do my current brand colours and
fonts tell?
● Why do my existing clients choose my product
or service over somebody else’s?
● What makes my branding different from the
others in my industry?
Knowing exactly which rocks to look under to find
that dream audience, understanding what lights
them up and also what they love about your
brand is incredibly valuable insight. Use these
details to start deciphering ways that your brand
can attract more of the right people and channel
your valuable energy into touchpoints that deliver
results. This may see you tweaking your tone of
voice, updating your colour and font choice or
reviewing your logo.
Whatever changes you make, ensure you update
your branding style guidelines too.
REVIEW AND REFRESH YOUR
TOUCHPOINTS
This year, we have seen an *explosion* of
consumer interest in shopping local and
supporting small business, not too mention the
bucket loads of online sales. Consumers, more
68 Beauty Biz Year 14 Issue 1
than ever, want to know the story
behind the brand and the unique
points of difference just as much
as the product or service offered.
They want to connect with your
business as thought they were
connecting with a new friend. They
want to experience your brand for
it’s unique point of view, difference
and all that you make them feel.
Now is the perfect time to review and
refresh your branding touchpoints
to ensure that at every stage of your
customer journey, you’re creating
those meaningful connections that
your dream audience craves. Tap
into your brand values and look for
ways that you can be interacting
with your customer more, creating
conversation, showcasing your
brand’s why.
For our hair, beauty and wellness
petals, this could be refreshing
your in-person experience with
client welcome gifts or a glow up
of your printed treatment menu.
Online, it could be injecting more
of your brand’s style into your
social media content or boosting your reviews
and recommendations to provide social proof
that align with your brand values and ooze
authenticity.
For many, this isn’t a case of reinventing the
wheel, rather adding some extra air into them,
helping them move into 2021 at a much smoother
pace.
Clarity, consistency and commitment to your
brand
If defining your audience and touchpoints is
leaving you unclear, the start of 2021 is a brilliant
time to start making those power moves and set
some serious branding goals for your business.
Beginning with clarity, it’s time to get crystal clear
on your brand’s values, mission and who your
touchpoints are intentionally speaking to. Once
you’re clear on what your brand is, you’re able
to start crafting ideas and strategies around
how to share it with the world. If what you’re
visioning doesn’t align with what you’re working
with, it’s time to do a branding audit to see what’s
working, what’s missing and what’s not quite
right. Designed for the blooms who want to know
how to fix the leaky holes in a ship, our branding
audit is the best place to start for your road map
to getting your Brow Brand Game Strong.
Branding in 2021 and beyond is SO much more
than a logo and a colour but these elements are
still some of the most important features of your
visual strategy. If you’re not already working with
a style guide, this is a fantastic starting point
to help you bring more consistency into your
branding.
Know the features that make your brand bloom
and stick to them. Now is the time to stop using
that colour that doesn’t align with your message,
that font that’s hard difficult to read and the tone
of voice that is the total opposite to your beautiful
energy. We know we sound like we’ve got our
bossy pants on but someone’s gotta say it right?!
2021 is the year for every inch of your business
to exude your beautiful brand. By kicking off this
year with a solid review of what you’ve done,
where you’re headed and how to get there, every
corner you turn, every touchpoint you create and
every customer experience you embrace can
see your brand bloom.
Sarah Garner is the Founder and Creative
Director of Digital Bloom, an industry-specific
branding boutique dedicated to making your
growing hair, beauty or wellness business
turn heads for all the right reasons.
Visit Digital Bloom’s website
www.digitalbloom.com.au or contact
Sarah at hello@digitalbloom.com.au

BUSINESS
NO STAFF, NO WORRIES
By Karla McDiarmid
It’s been a roller coaster 12 months for
every business owner all over the world.
One positive to come out of the last year
is our industry has DEFINITELY grown
from strength to strength and the power
of connectivity and the zest of business
owners helping one another has been
tremendous throughout our industry. We
now know we can not only survive during a
pandemic but for many in our industry our
business’s have never been busier!
Our clients and customers cannot travel or spend
their hard-earned dollars overseas let alone
interstate. Guests are spending more with us
than ever before - it’s incredible to see!
With this wonderful success boom in our industry
comes many challenges - some positive & some
negative. One negative we are seeing on a lot
of the online forums is the staff shortage in our
industry.
Many of our therapists have opened home
business’ or left our industry completely pre
covid. With this current industry boom, we
have more guests than ever before but we are
left with a skills shortage with every second
business is currently looking to hire qualified and
experienced staff.
So, what else can you do if you are in this
fabulous position of being ‘fully booked’ & now
turning customers away -
I believe it’s time to start looking at services
that don’t need a therapist, how we can make
revenue on our unused areas in our business
and invest in equipment.
This is exactly what I am looking at in my business
right now. have two successful Medi Spas in
regional NSW. There is no one qualified on the
radar for us to employ and we are 3 hours away
from a major city. Not even our local TAFE will
recommend students which makes it incredibly
tough. With this in mind I believe our answer is to
look for treatments and experiences that require
no therapists as such, but ones where we can
train a professional to assist in the business or
bring in a new apprentice or retail trainee.
SOME TREATMENTS THAT I BELIEVE
WE COULD ALL BE LOOKING AT
IF OUR BUSINESS MODELS PERMIT
ARE:-
Relaxation massage lounges
There is fabulous options for massage chairs
now, they recline, you can perform a facial in
them, they can play music, they can blow oxygen
at you, you can even add a TV but I also see that
it saves our therapists hands and if you want to
keep staff happy, often it’s less massage on a
day to day basis.
An LED light facial lounge
A consultation can be held on the first visit with
a qualified practitioner with a complete LED
recommendation treatment plan for home & in
the clinic, documented with the guest arriving
each follow up visit and looked after by the
trained receptionist .
After the initial consultation your front desk team
will be able to set up the client each visit and
assist with application of SPF / creams. I would
recommend a regular check in / phone call to
ensure your customers are happy during their
program by the qualified professional to ensure
the guests results are on track but your guest is
relaxing in the massage chair under the LED &
you aren’t turning customers away!
Teeth Whitening
Teeth whitening treatment whilst your guests
relax in the massage lounge. Teeth whitening
is still very popular in many clinics but again I
always recommend regular checkups as teeth
sensitivity can happen often & use reputable
brands.
Meditation lounges
Companies like Ginger & Me have mastered
this with wellness & mindfulness a must for our
stressed clientele. It’s a great way to include
this in your clinic as another added bonus.
Again, utilising your massage chair + adding on
mindfulness experiences means you can keep
adding more dollars to your business without a
therapist.
Infrared saunas:
The health benefits of infrared saunas is endless.
These are an excellent wellness option that again
only needs an operator to turn on & off & clean
between. Excellent for clients on detox programs
who may also be using your LED lounge for skin
clearing / healing. Many customers are having
fat cavitation too & thus could be a great way to
cross promote with other nearby clinics to help
each other’s guests.
You can have a whole new ‘massage experience
lounge service menu’ the choices are endless -
add a face mask, add a foot spa treatment... the
choice is yours.
Let your business continue to boom by adding
in treatments that don’t require a qualified expert
but instead let your companies train your front
desk team / trainees in how to operate and
recommend home care recommendations.
We all need to start thinking outside the square
a little to keep innovating our business’ in tough
staffing times.
www.secretstosuccessbykarla.com
Beauty Biz Year 14 Issue 1 69

BUSINESS
HOW TO
GO FROM
THERAPIST
TO CEO
By Jessica Kidner
70 Beauty Biz Year 14 Issue 1

Without a doubt, the number one question I get in my inbox is “How do I make the jump from
therapist to CEO? ” After a little bit of probing I usually find out what they are really asking is
“How do I reduce my hours so I have more freedom and still earn an income? ”
Many of us go into business for ourselves
because we see the potential to make more
money and the sound of being our own boss
is freeing. However, soon enough we find
ourselves stuck in the rut of being at the
mercy of our clients, working extra hours
just to make them happy and burning out
managing every little task it takes to run a
business.
Let’s not forget all the time we spend on social
media trying to build an online presence to
ensure we have some sort of marketing platform.
Your dream of working for yourself can quickly
turn into a full-time job with no benefits.
There comes a time when you realise your
business has a lot of potential and you start to
dream of ways you can grow it. However, the fear
of stepping into the role of a CEO scares most
people. Trying to figure out where to start or being
afraid of making a wrong move can paralyse
even the most confident business owner.
It would be easy if there was a step-by-step
formula showing you how to grow before you
make any moves, but I think the magic happens
when you start making mindset shifts and find the
courage to make those bold changes inside your
business.
So, how do you start growing a service-based
business which relies on you, to run more like
your dream business. A business where you
become the leader and start building an asset
with a stream of income.
The answer is building a team of staff. With a
service-based business you need someone to
perform a service and if you are doing all the
clients yourself, you only have a fixed amount of
hours that you can give. To increase the amount
of hours available we need more of you.
Employing staff is the only way to still service
your clients and reduce your time away from the
physical part of your business.
This will also allow you time to build the business
from the inside, provide more flexibility in your
day whilst still earning an income.
The idea of passing your clients on to other
people might scare you to your core - after all
you have worked so hard to build those clients.
Handing even one person over to a staff member
seems impossible. To add insult to injury your
clients tell you “I won’t go to someone else” and
we tell ourselves “no one can do it as good as
me”.
These are what I call limiting beliefs, they are
holding you and many other people back from
growing in the beauty business. They hold you
back from growing your income and stop you
from having freedom to do the other things you
want in life.
If you are done with the burn out and being tied
to your business then it’s time to start to move
the needle towards growing your business into
something that works for you not the other way
around.
Any good business expert will tell you systems
and procedures are the keys to freedom and
growing your business but there are also a few
other key areas to focus on before you get to that
point.
5 KEY AREAS TO FOCUS
ON RIGHT NOW
MAP OUT YOUR PLAN
You can’t plan for the next stage unless you
know where you want to go and what you want
for your life and your business. Once you know
the destination you can work backwards to plan
out the path. This doesn’t mean you must stick to
this plan; once you start making moves towards
your dream some things may not feel right or fit
with your idea. This is ok, you can adapt and
change along the way! In fact I believe you need
to start moving towards an idea before it really
becomes clear what you actually want. Don’t be
afraid to dream big. Start with how you want to
spend most of your days. Do you want to get up
early and focus on self-care.How many hours a
day do you want to work? What kind of tasks do
you love doing? What do you want to learn? What
kind of income do you want? Are you going to
be traveling or would you prefer to to stay home
with your kids while they get ready for school.
Knowing these things will help you work out how
your business needs to run around you. Then it
opens the path to what your role will be inside the
business going forward. You will start to see what
moves you need to make now and over the next
12 months to move you closer.
MINDSET
Your Mindset is really a continuous journey to
level up ‘you’ at every stage of business and life.
Your mindset can hold your back from greatness.
A growth mindset is one that continually looks for
opportunity to grow and learn from experiences.
You need to understand that you are the only one
that can drive your business forward by making
CEO decisions - even just small ones move
you in the right direction. Working with a coach,
reading books on how to develop self belief
and trust in your decisions will help you on your
journey. I found this one of the keys to success
with managing staff and understanding how I
needed to support the team.
MARGINS
Look at your profit margins and pricing now before
you start hiring. When you grow a business you
will also amplify anything that loses you money
or costs you time. Setting yourself up for success
starts with looking at your numbers. You need to
understand what your expenses are, what staff
will cost and what profit you need left over. Many
times people hire staff and then realise they’re not
charging enough to cover the wages let alone the
costs of actually opening the doors. Sit down with
a spreadsheet and keep track of every expense
you have in your business over the next 3 months
to find what it really costs to keep your doors open
and then start to work out how much per hour you
need to be making to achieve a healthy profit.
MENTOR
Now you have perfected your skill, it’s time to step
into the role of mentoring your staff. I believe any
good beauty business needs to have a mentoring
program for all new staff. Even when you hire the
most experienced therapist or tech you will need
an induction process into YOUR business. Moving
you from business owner to mentor. Your staff will
elevate your brand and your service. This also ties
in with mindset and how you view your role inside
the business. Too many times I see business
owners get frustrated with having to “train staff”
after they hire them. I see this as a fact of business
and an investment into your future. You need staff
to work for you and they need training. Removing
this negative view on hiring will allow for more
freedom and give you peace of mind that your
clients will be looked after just the way you want.
MARKETING
Once you have your services perfected, marketing
your business is going to be your main focus.
This is a task that, once set up, can run pretty
automatically with a few tweaks and adjustments
every month. Being the CEO of your beauty
business means shifting your focus from doing
the service to telling people about your business.
You will set up processes and systems to ensure
your business has a consistent flow of new and
returning customers. I have developed my own
system which I used to grow and maintain my own
multiple 6- figure business which I ran from home.
Understand that growing a business relies on a
few key areas - average client spend, returning
clients and new clients. Setting up a strong
customer journey which starts the moment they
see your business until after they leave is the key
to reducing costs of advertising and growing the
returning rate of your customers on autopilot.
Jessica Kidner is a retired salon owner &
business coach Helping beauty salon owners
make the transition into the CEO. Founder of
jessicakidner.net
Instagram @jessica_kidner_beautyceo
Beauty Biz Year 14 Issue 1 71

BUSINESS
STEPS TO A SUCCESSFUL
BUSINESS STRATEGY IN 2021
By Tamara Reid - Founding Director, Beaute Industrie
We saw it. We lived it. We survived it. It’s time to forget about the mess of 2020 and welcome
2021 in total control of your business.
While seeing the word ‘strategy’ might
make your head spin thinking about all
the technical terms that come to mind and
numbers you need to crunch, when it comes
down to it, strategy is simply reflecting on
what you’re currently doing and asking
yourself ‘what is working?’ and ‘what is not
working’ before launching into a plan to
strategically solve the latter.
Across the following steps we have pieced
together the five most important things beauty
business owners need to know and work on, in
order to boost your business in today’s industry
landscape. Whether you’ve been in business for
5 minutes or 5 years, these elements of business
are always essential to put energy into and
72 Beauty Biz Year 14 Issue 1
should frequently be the centre of your attention
when sitting down and building the scaffolding to
your strategy.
STEP 1. LEADERSHIP &
MANAGEMENT
In the professional beauty industry, (one
which employs 90% female teams) leadership
and management are something business
owners should be prioritising as a personal
skill for development to gain the most trust and
connection with their teams.
Everyone in the industry has experienced
negative qualities of management and positive
experiences with leadership, however when it
comes our turn to try our hand at the two, selfawareness
doesn’t always prevail - even though
we may have the best intentions at the time,
often we are too close to the situation to take a
step back and see the story for what it really is.
Separate to management, Leadership is the art
of getting someone else to do something you
want done, because they genuinely want to do it.
People who lead are generally seen to have
three common attributes:
· They inspire others to share their vision.
· They motivate others to act on that vision.
· They encourage others and help them
overcome obstacles in pursuit of that vision.
Communication, delegation, accountability and
flexibility are traits of a great leader.

Spend 30 minutes developing a self-assessment
sheet in which you can hand out to your team,
with hopes of gathering feedback and critique
on your leadership skills. If you find areas of the
assessment which are sticky for, focus more time
implementing them into your strategy moving
forward.
STEP 2. FIGURES & FINANCIALS
Getting your head around your business’
financials can often seem daunting and perhaps
even a little overwhelming! Being comfortable
with your business financials and types of figures
you should be tracking throughout the day, week,
month or year will actually have you feeling more
empowered than ever!
Understanding the numbers through the use of
helpful and easy to navigate tools that clearly
show the financial health of your business will
help you better plan, prepare and can even assist
in creating more profit!
We suggest taking a look at the following
financials:
- knowing your break even figure hourly, daily,
weekly and monthly
- knowing how to read a profit and loss
statement
- knowing the difference between your product
margin and mark-up
- understanding a balance sheet
- tracking key performance indicators
- knowing your net cash position
- knowing how to manage your cash flow
When it comes to your figures on the other
hand, keeping an eye on metrics like:
- your average client spend
- your retail vs service percentage
- your labour percentage
- rebooking rate
If numbers aren’t your thing, book 90 minutes
into your strategy session dedicated to your
book keeper or accountant and let them guide
you through this process. Stock up on coffee and
be ready to feel empowered by your numbers,
proving they’re no more than a detailed story
about what is happening in your business.
Remember: this story is yours – you can change
the ending at any time!
STEP 3. POLICIES & PROCEDURES
With the increased number of services we are
providing, complete with add-ons and upgrades,
combined with the fast employee turnover rates
consistency in the beauty industry is something
that’s hard to come by. A policy is a deliberate
system of principles to guide decisions and
achieve rational outcomes. A policy is a statement
of intent, and is implemented as a procedure or
protocol. Policies should be learnt adopted by the
entire team within an organisation.
Policies business owners should have
available and within close reach include:
- Leave forms
- Incident reports
- Opening/Closing checklists
- Uniform and presentation standards
- Employee code of conduct
- Consultation records
- Service menu
- Treatment protocols
As well as other miscellaneous documentation
on machinery and software.
“YOUR CURRENT
CLIENTS ALREADY
KNOW, LIKE AND
TRUST YOU, THEY’RE
MORE LIKELY TO
TELL THEIR INNER
CIRCLE ABOUT
YOUR BUSINESS
AND SERVICES.”
Procedures on the other hand are detailed
documents which walk through tasks and
treatments step-by-step.
Between induction, onboarding, skills and
professional development training that therapists
have to undertake, directions and details can get
a little hazy - it’s for this reason your procedures
are an essential asset to every business. While it
may seem trivial to have detailed procedures for
every task someone has to repeat again, it allows
business owners freedom away from the business,
and allows therapists autonomy to find out answers
for themselves and allows for consistency.
Procedures may detail:
- Treatments
- Machinery operations
- Troubleshooting
- EFT and cash transactions
- Gift voucher and product sales
- Laundry and Washing methods
- Cleaning and close of business
Use 30 minutes of your allocated Strategy Session
to run through the aforementioned checklist of
documents. Tick off those that you do have and
those that you don’t, set aside or delegate time to
others to help create them. These will free you from
being shackled to your business and will empower
your teams to make decisions on their own.
STEP 4. BRANDING
Beyond just a memorable logo, good branding
increases the value of a company, provides the
team with direction and motivation, and makes
attracting new clients easier. So what exactly is a
brand? The short answer is: everything.
A brand represents the sum of people’s perception
of a business’s customer service, reputation,
advertising and logo. When all of these parts of
the business are working well together, the overall
brand is healthy, recognisable and naturally
clients want to be experience it. One of the major
components of a brand is a logo because, as the
“face” of a business - it’s what people instantly
recognise. A professional logo design is simple
enough to be memorable, but a brand is much
more than just a logo.
Just as people are more likely to purchase from
a business that appears polished and legitimate,
clients need to feel comfortable before committing
to a package of services or routine of products.
To ensure strength in your brand consistency is
key across your website, service menu, interior,
uniforms and social media.
Allocate 60 minutes into your Strategy Session
dedicated to the purpose of reviewing your brand.
Ask yourself questions around the consistency it
shows, the time in which it speaks to your current
clients and the messaging it says to potential
clients. If you find the consistency, tone and
messaging is not quite aligned to your ultimate
branding vision, time to call in the branding gurus
and seek some further help.
STEP 5. MARKETING & ADVERTISING
Marketing is the study and management of
relationships that take place between client and
business. It is the human process of identifying,
anticipating and satisfying client needs and wants
through carefully considered offers, promotions
and sales.
Contradictory to what many business owners in
the beauty industry think, a successful marketing
campaign does not always require thousands
of dollars of investment. Traditional advertising
methods can be costly and hard to measure and
with the accessibility of social and digital media,
beauty businesses have never had greater access
to cost-effective and trackable marketing tools to
ensure you’re getting the return you’re investing.
Simple ways you may like to market include:
- Contributing and interacting with your local
community
- Networking and attending events
- Asking for client referrals
Beauty business owners are often trying to seek
new clients, we call these cold clients. Hot clients
on the other hand are clients who already visit your
space which is why we want to aim our marketing
campaigns at our warm clients. Warm clients may
be friends, family or colleagues of your current
clients. Because your current clients already know,
like and trust you, they’re more likely to tell their
inner circle about your business and services.
Warm marketing could include:
- Bring a friend incentives
- Loyalty cards
- Buy one, Gift one vouchers
and the list goes on!
When used correctly, marketing can generate
the following traction for a business:
- New client generation
- Brand awareness
- Public relations exposure
- Reward and recognition
- Strong team culture
- Attraction of your perfect client
Organise a 12-month calendar for your Strategy
Session and start to map out the hallmark dates,
add in your product brand activations and then see
where the gaps are and create activations around
these gaps. Aim to have approximate either to 10
campaigns per year and ensure your campaigns
match your marketing collateral and further
communicate these campaigns with your team so
that they can communicate them with your clients.
Dedicating an entire day to your Strategy Session
will help give you the time and space to plan,
implement and action your new strategy. For
ultimate success, check in with yourself every
quarter and revisit the strategy to see how you are
tracking along for the year.
For more information on Tamara and Beauté
Industry visit www.beauteindustrie.com
Beauty Biz Year 14 Issue 1 73

BUSINESS
IMAGINE A PLACE WHERE PEOPLE
THINK TGIM INSTEAD OF TGIF! By Gry Tomte
I mean, having a business where people WANT to rock up to work - rather than looking for
the nearest exit on a Friday night? Sound like utopia?
Well, I believe it doesn’t have to be.
Once upon a time, I had a pretty big bunch of
wilted flowers in my business. To put it nicely.
And it all came to a head when someone stirred
the pot - and boom! I was left with half the team...
All in a matter of a couple of weeks.
It was one of the most terrifying, upsetting - but
ultimately incredibly rewarding, things that ever
happened to me.
You see, for me it was the catalyst I needed
to change my own view on leadership, what I
wanted for my business and for my team - and
just a general shift in how I showed up to work.
Now, this actually hadn’t occurred to me before -
because we were a hugely successful business
and made plenty of money. I really felt we were
on a good roll!
On the flip side though - it was a rotten place to
work. Like, I even really disliked walking into my
own business. No “thank god it’s Monday” there!
So, I thought “this is the time! I only have half the
team left, let’s start making some changes now”.
It still took a good year and a half before we had
completely turned things around. But it was well
worth the wait.
A year or so later I had a 1-1 with one of my
beautiful former therapists (who I still speak
to and is a true asset to another very lucky
business).
I’ll never forget what she said: “I used to sit in my
car not wanting to come in until the last minute.
And now I love coming to work”.
I mean. MY HEART!
I never knew how close I had come to lose this
magnificent star of a therapist. Due to me not
74 Beauty Biz Year 14 Issue 1
doing a very good job as a leader. After all, it’s our
job to lead these lives that have been entrusted
to us. It’s a privilege and a responsibility. And I
had failed miserably. Because I never put much
thought into things like Values and Purpose. I
mean, they’re just words on a page for big biz
right? Hmmm...maybe not!
Reflecting back, we were well and truly falling
into the TGIF category.
The reason I thought this reflection was apt today
is that now, after COVID has ripped through many
states and left a lot of businesses devastated.
Many, like myself, losing fantastic staff members
simply due to circumstances not in our control.
And on the flip side, many are finding out what
some of their teams are REALLY like when the
shit hits the fan! “Why should I work when I get
job keeper?”
Ring a bell??
Some clinic owners have had team members
refusing to help, not show up for shifts - even
stealing from them!
Well, now is as good a time as any to start fresh!
So, who are you as a business? What do you
stand for? What don’t you stand for? Do you
have your dream team?
Or a team that kills the dream?
Have you been recruiting for “anyone” - or that
“special someone”?
From my own experience I can tell you, you don’t
get many opportunities to make these big shifts.
So, if you have one now - take it!
I spent over 6 months with half a team, and we
still experienced growth, made a good profit, and
turned the culture around a the same time.
Even though it’s tempting to work more hours
on the floor to get people through the doors and
make some quick cash, I highly recommend
stepping back a little.
Taking a few days to breathe. And assess the
situation from afar. Take the space and time to
assess - or re assess - your vision, values and
purpose.
Do you have your dream team? And I mean
warts and all - they’ll never be perfect. None of us
are. But do you have the kind of people who’ve
got your back, who are fully aligned with your
values - and who works because they truly love
what they do - FOR YOU?
If you do, then you’ve got a TGIM business. If
you don’t, this is your time to shine!
And if you’re in the situation like so many I’ve
talked to - you have your dream but post
COVID, not enough of them, and you’re are
working 80 hours on the floor in your business
because you’ve lost a big part of your team. And
“everybody wants to see you - and only you can
do what you do” - then it’s time to step aside and
rethink.
Because how will you ever have any free time
to grow your business, train and nurture your
team and have a life - if all you do is work on
clients? Instead, think about blocking some time
off (I know it sounds scary to say no to clients
- and money!!) and spend some quality time
duplicating yourself. Take the time to nurture and
grow your team so they can step up and shine
brighter than you!
This my friends, is the road to freedom - and
a business where you and your team love
Mondays!

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