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The Essential Business Guide for Salons and Spas<br />

Year 14 Issue 1<br />



Dermapen Treatments TM :<br />

A Synergy of Solutions<br />

Achieve best<br />

microneedling results<br />

Holistic solution for<br />

different skin concerns<br />

Over 3 million treatments<br />

performed worldwide

ABIA<br />


Open for Entry!<br />

Entry Deadline 10th May 2021<br />

Finalists Announced 28th June 2021<br />

Winners Announced at the Gala Awards<br />

29th August 2021 The Star, Sydney<br />

The Awards period for all entries is October 2019 – April 2021 – 18 months. This is longer than usual to incorporate pre,<br />

during and post Covid times to give all entrants an opportunity of demonstrating their business success in the financial<br />

quarter pre-Covid, how they dealt with Covid during restrictions/closures and post Covid coming in to the new year.<br />




Best Industry Educator Individual<br />

Best Industry Educator Organisation<br />


<strong>Beauty</strong> Therapist of the Year<br />

Salon/Spa Director/Owner of the Year<br />

Best Cosmetic Tattooist<br />


Best Marketing Award<br />

Best Customer Care Award<br />

Salon Team of the Year<br />

Best Salon Training Award<br />

Best Business Performance of the Year<br />

(non-salon)<br />


Tanning Salon of the Year<br />

Best Eco Salon/Spa of the Year<br />

Best Salon Design<br />


NSW/ACT <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

NSW/ACT <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

VIC /TAS/SA <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

VIC /TAS/SA <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

WA/NT <strong>Beauty</strong> Salon/Spa of the Yea<br />

(4 Treatment rooms or Less)<br />

WA/NT <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

QLD <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

QLD <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />


Hall of Fame<br />

Mocha Angels Humanitarian Award<br />


State and National Wholesaler<br />

of the Year<br />


NEW! Best Newcomer Salon of the Year<br />

NEW! Sole Operator of the Year<br />

(ABN Registered)<br />

NEW! Best Educator of the Year<br />

(Product/Equipment Company)<br />


Bridal/Formal MUA of the Year<br />

High Fashion/Editorial MUA of the Year<br />

Fantasy MUA of the Year<br />

AMIA Make Up Artist of the Year<br />


- Beautiful Trophy presented on the ABIA night - Use of the Title of winning category for 12 months<br />

- Coveted PR in leading trade magazine <strong>Beauty</strong> <strong>Biz</strong>, PR campaign for EVERY winner<br />

- Virtual meeting and personalised press releases with Branding and Communication<br />

experts Lily Blue Communications<br />




by<br />


• Visibly reduce wrinkles<br />

• Treat acne scarring<br />

• Reduce the depth of scars<br />

• Normalise skin structure<br />


• Reducing pore size<br />

• Improving skin texture<br />

• Stimulating growth factors to activate collagen synthesis<br />


• Medical device certification (CE0123) according<br />

to MDD and DIN EN ISO 13485 standard<br />

• ARTG: 315425<br />


• Equipped with a tilting needle plate that adapts to<br />

the surface of the skin to ensure perpendicular<br />

needle penetration & minimal epidermal trauma<br />

• Small cartridge head, containing 6 x 32 gauge<br />

needles, allows the aesthetician/practitioner to<br />

carefully treat all contours of the treatment area<br />

• Adjustable speed & needle depth - allows precise<br />

control of up to 900 microchannels per second<br />

depending on skin density & condition<br />

• Patented safety membrane in the disposable<br />

cartridge prevents contamination of the handpiece<br />

• Engineered and manufactured in Germany<br />

1300 420 223<br />

Proudly distributed by<br />


•<br />

•<br />

Global leaders in<br />

education, chemistry<br />

and skin solutions<br />

Corneotherapy…<br />

a bespoke skincare regime<br />

that begins with dermaviduals<br />

Skincare should do exactly that, care for the skin, which is why dermaviduals is formulated<br />

with physiological ingredients and without surfactants, fragrances, preservatives, parabens,<br />

common emulsifiers, perfumes, mineral oils, silicones, amines or colours.<br />

1300 420 223<br />

enquiries@skincorrection.com.au<br />

dermaviduals is proudly cruelty free<br />

dermaviduals is proudly cruelty free

www.DermapenWorld.com<br />



24 A New Approach to Micrneedling For<br />

Ultimate Results - Dermapenworld<br />


08 Editors Letter<br />

20-23 Industry News<br />

52 <strong>Beauty</strong> Shop<br />

54 Dateline City<br />


10 10 Minutes with Rebecca Miller<br />

12 The Heart & Soul of <strong>Beauty</strong> Therapy<br />

14 An Inspirational Young Gun – Madison<br />

Taubman By Clare Lamberth<br />

16 10 Minutes with April Jones By Clare<br />

Lamberth<br />

EVENTS<br />

18 ABIA – We’re Back!<br />


26 A Lifelong Passion to be Simply Elegant<br />

28 Moving On, Up & Out!<br />

30 A Cut Above The Rest<br />

DERMAL<br />

32 The Importance of Gut Microbiota In<br />

Health & Disease By Chiza Westcarr<br />

34 Choosing the Right Equipment for your<br />

Salon By Nancy Abdou<br />

38 Necrotic Tissue – What Is It? What<br />

Causes It? How Can We Help It? By Gay<br />

Wardle<br />


42 Cosmetic Tattooing By Georgie Westley<br />

BEAUTY<br />

44 Incorporating Brow Services Into Lash<br />

Services By Joy Crossingham<br />

46 Busting Lash Myths By Otto Mitter<br />

48 Embracing the ‘Isolation Brow’ with<br />

RefectoCil<br />

50 Offering Profitable Nail Services In Your<br />

Salon By Lauren Burton<br />

BLOGS<br />

56 Therapist, or Therapist By Will Fennell<br />

58 2021: The Year Of Making Business<br />

Easier By Elle Wilson<br />

60 Happy New Year By Julie Cross<br />

62 Can Money Buy You Happiness By Lisa<br />

Conway<br />

64 You Can’t Fake It Till You Make It By Paul<br />

Frasca<br />


66 Leveraging Socials For Growth By<br />

Rachel Medlock<br />

68 Make Your Brand Boom By Sarah Garner<br />

69 No Staff No Worries By Kayla McDiamid<br />

70 How To Go From Therapist To CEO By<br />

Jessica Kidner<br />

72 Steps To A Successful Business Strategy<br />

In 2021 By Tamara Reid<br />

74 Imagine A Place Where People Thing<br />

TGIM Instead of TGIF! By Gry Tomte

<strong>Beauty</strong> <strong>Biz</strong><br />


Linda Woodhead<br />

linda@mochapublishing.com.au<br />

EDITOR<br />

Clare Lamberth<br />

clare@mochapublishing.com.au<br />


Nina Barbara<br />

nina@mochapublishing.com.au<br />


Kellie Woodhead<br />

kellie@mochapublishing.com.au<br />


Jess Richmond<br />

jess@mochapublishing.com.au<br />


Clare Lamberth<br />

Chiza Westcarr<br />

Nancy Abdou<br />

Gay Wardle<br />

Georgie Westley<br />

Joy Crossingham<br />

Otto Mitter<br />

Lauren Burton<br />

Will Fennell<br />

Elle Wilson<br />

Julie Cross<br />

Lisa Conway<br />

Paul Frasca<br />

Rachel Medlock<br />

Sarah Garner<br />

Kayla McDiamid<br />

Jessica Kidner<br />

Tamara Reid<br />

Gry Tomte<br />

OFFICE<br />

PO BOX 252 Helensvale Plaza Qld 4212<br />

P: 07 5580 5155<br />

mail@mochapublishing.com.au<br />

www.mochapublishing.com.au<br />


Australia Post - Print Post 100005498<br />


Printcraft<br />


mocha publishing<br />


HAIR BIZ, <strong>Beauty</strong> <strong>Biz</strong> & Barber Shop<br />

<strong>Beauty</strong> <strong>Biz</strong> is published six times a year by mocha publishing<br />

ABN 65 091 846 189<br />

No Part of the publication may be reproduced in any manner<br />

or form without written permission. <strong>Beauty</strong> <strong>Biz</strong> does not accept<br />

responsibility for unsolicited manuscripts, transparencies,<br />

original artwork or other material. The views expressed in<br />

<strong>Beauty</strong> <strong>Biz</strong> are not necessarily those of the publisher.<br />

No responsibility will be accepted if the publication is delayed<br />

or prevented by factors beyong the control of the publisher. No<br />

responsibility will be accepted for errors in copy, or for any loss<br />

arising from the failure of an advertisement or any part thereof<br />

to appear.<br />

Editor’s<br />

Editor’s Note<br />

Congratulations!! You made it<br />

through 2020!<br />

I hope that whereever you are in your<br />

business at this time, that you have taken<br />

a moment over the first weeks of 2021 to<br />

stop, relax, breath and reflect on all of the<br />

amazing things you have accomplished<br />

throughout the last year. Especially<br />

because you’re standing here right now.<br />

I love the freshness of a new year. The<br />

bustling to get the kids ready for school,<br />

summer holidays by the beach, slower<br />

days and the anticipation of what’s to come<br />

in the year ahead.<br />

What I most love though, and this is my inner<br />

Virgo talking now, is the PLANNING! Now<br />

whilst I always plan ahead I do like to take<br />

a fresh look at the plan as the new year has<br />

launched to see if all the ideas, strategies<br />

and implementations still align.<br />

Don’t worry if it’s February and you still<br />

haven’t planned out your year. Be kind to yourself.<br />

Planning doesn’t have to be a HUGE undertaking.<br />

It can be as easy as adding 10% or 15% to your<br />

monthly figures from last year and BAM! you<br />

have your entire year’s worth of targets set.<br />

It can even be as easy as looking at the key<br />

holidays and retail celebrations for the first half<br />

of the year Valentine’s Day, Mother’s Day, EOFY<br />

and starting to jot down ideas on what offers<br />

you’ll have. Or one of my favourite events to plan<br />

every year (apart from Christmas) is our clinic’s<br />

Birthday! I mean who doesn’t love cupcakes,<br />

facials AND champagne?!<br />

From these key milestones you can start to<br />

flesh out and shape they direction you’d like to<br />

take your business this year. Want to add a new<br />

device or product range. Book it in your diary.<br />

Even if it’s still a dream and in the planning stages.<br />

Writing it down is the first step to actualising<br />

your manifestations of success. Want to take a<br />

decent holiday this year? Book it in your diary. Be<br />

the one that gets in first ahead of your team for<br />

once! Haha!<br />

Strategising a whole year at once is enough to<br />

make any salon owner curl up in a ball. But taking<br />

these small steps to break your calendar down.<br />

Starting with what you DO know will help to bring<br />

shape and often make clearer the unknown and<br />

create space for the extra things you can add<br />

in later on.<br />

Remember: You can’t eat an elephant in one<br />

bite. I use this analogy with my own team when<br />

talking about goal setting, for clinic owners<br />

and therapists who ask “how the hell do I write<br />

all that content for my ABIA submission?!”, for<br />

client’s prescriptions and of course PLANNING<br />

the year! They only way you can eat an elephant<br />

is one bite at a time. One single positive step<br />

forward every day and you’ll be amazed at the<br />

things you can accomplish. A whole elephant by<br />

Christmas in fact!<br />

I’ve curated some amazing content and<br />

contributors for you this issue to help you start<br />

2021 with a BANG! I hope you get as much out<br />

of it as I did reading the incredible insight each of<br />

our contributors has to share with you.<br />

Lastly, but certainly not least, ABIA entries are<br />

now OPEN and we cannot wait to celebrate,<br />

hopefully in person, this year’s night of nights and<br />

finally introduce you to our incredible team of<br />

rising <strong>Beauty</strong> Squad stars.<br />

I’d love to know what your “first bite” for<br />

2021 is? Connect with me on socials at @<br />

beautybizmagazine and @thefacialsita and<br />

let me know what small steps you took after<br />

reading this to help positively plan and shape<br />

your awesome 2021.<br />

Clare xo<br />

Clare Lamberth, Editor<br />

clare@mochapublishing.com.au<br />

© 2020 mocha publishing<br />

All rights reserved.

Synergy of Solutions<br />

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Dermapen Treatments TM offer a holistic skincare system – a powerful combination of deeper<br />

clinical microneedling procedures, weekly top-ups with Dermapen HOME, Dp Dermaceuticals<br />

L.E.D. TM and twice-daily application of your tailored Dp Dermaceuticals skincare routine.<br />

Discover how to achieve the best microneedling results with these simple (but vital) stages<br />

you need to do to boost the changes in your patients’ skin.<br />

Clinical<br />

procedure<br />

Maintain and<br />

accelerate results<br />

at home<br />

For more information about Dermapen Treatments, contact your<br />

Authorised DermapenWorld Distributor or visit www.DermapenWorld.com.



Rebecca<br />

Miller<br />

Rebecca Miller is a multi-award winning clinic owner,<br />

skin whisperer, podcast queen and now powerhouse<br />

business mentor with Zing Coaching. We get to know the<br />

woman behind the brand and find out how her journey<br />

brought her to where she is today.<br />





“I founded La Bella Medispa in 2009<br />

in my home town of Parkes with a<br />

mission: to provide women in my<br />

local regional area with the type<br />

of treatments and products they<br />

could only experience in the city,”<br />

says Rebecca. “I wanted to help the<br />

women in my community area feel<br />

truly confident to have somewhere<br />

to go to escape the real world and<br />

be nurtured but also have access to<br />

the most advanced technology and<br />

experienced therapists.”<br />

With this as her driving force, Rebecca<br />

along with her team have grown La Bella<br />

from a one-woman show to a business<br />

that spans multiple locations and having<br />

the opportunity to grow and develop<br />

over 25 amazing talented therapists<br />

and continue to grow from strength to<br />

strength. “We’ve experienced our share<br />

of challenges in recent years; from<br />

droughts to Covid-19, it hasn’t been an<br />

easy journey, but I can say, hand on<br />

heart, that it has been one of the most<br />

rewarding journeys of my life the more I<br />

grow and expand as a leader so do my<br />

businesses and team.”<br />

In addition to her salons, Rebecca has<br />

an online brand (The Skin Whisperer);<br />

a 12-week online skin transformation<br />

program (SkinFit 90); a podcast (Living<br />

Your Best Life); a coaching program<br />

(through The Zing Project), a speaking<br />

partnership with Kerwin Rae’s K2 Elite<br />

program, and a charity (The Ripple of<br />

Kindness Project).<br />

“I didn’t set out to be juggling so many<br />

hats,” she says, “I just ran with the<br />

opportunities to create real change and<br />

have a lasting life-changing impact on<br />

those I have the privilege of working<br />

with.” The result has been a fulfilling<br />

and rewarding career spanning over 27<br />

years.<br />

In recent years, Rebecca has found a<br />

way to share her knowledge and partner<br />

with the powerhouse team at the Zing<br />

Project.<br />

“A couple of years ago, I saw Lisa<br />

Conway speak at a conference,”<br />

Rebecca explains. “I went up to her<br />

after the event and said to her… ‘one<br />

day I’m going to do what you do!’ And<br />

in 2020, I’m proud to say that I signed<br />

on with The Zing Project as a Senior<br />

ZING Coach. My journey with ZING is<br />

just beginning, but I’m so grateful to be<br />

aligned with such a powerhouse team,<br />

making a real difference to the industry<br />

that I love. They say you should surround<br />

yourself with people who inspire you to<br />

lift your game, and for me, the support<br />

and encouragement I’ve received from<br />

the team at ZING have inspired me to<br />

10 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

make even bigger and bolder moves in 2021. I<br />

love ZING because it is a community of amazing<br />

coaches whose purpose is to really help the<br />

salon owner create their life and salon by design.<br />

Still having clinics really gives me the edge<br />

because I understand where the salon owners<br />

are really at.”<br />

As a busy Mum with three kids, two salons, two<br />

online businesses, a podcast, and a coaching<br />

brand, it has been vitally important for Rebecca<br />

to build a solid team around her and to create<br />

systems that work.<br />

“I have created that with my business partners<br />

Jess Galvin and Carla Poole and our teams at La<br />

Bella Medispa”<br />

“The beauty industry has given so much to me in<br />

my 27 years of working with clients and my teams<br />

and now it’s my turn to give back. Through ZING,<br />

I coach spa, salon, and clinic owners; passing on<br />

everything I’ve learned about leadership, building<br />

high-performing teams, systems and strategies,<br />

marketing planning, and the mindset required to<br />

take things to the next level. The transformations<br />

of the salon owner are the very thing that lights<br />

me up.”<br />





And so, what is the she secret to her success?<br />

“Knowing my Why, What, and How, ,y purpose,<br />

mission, and values and creating goals and<br />

systems around myself. I have taken the time<br />

to really inspire my team because with my list<br />

of goals, I definitely knew I couldn’t do it on my<br />

own.”<br />

“I believe that you should be able to step away<br />

from your business for a day, a month, or even a<br />

year and have things run like clockwork without<br />

you. This I see as the biggest issue for most salon<br />

owners who are slaves to the treatment room.<br />

And to achieve that, you need a clear vision and<br />

a pathway to get there. To evolve continuously<br />

as a leader and never stop learning.”<br />

“The very things that enable a leader to get their<br />

business off the ground are often the things that<br />

can stifle the growth of that business further<br />

down the line. I’m talking long hours, 100% of<br />

the customer management, doing your own<br />

marketing and all those things that are ‘just<br />

quicker if I do them myself’. It can be hard to<br />

delegate at first – but if you don’t learn how to<br />

delegate, you will be stuck on that hamster wheel<br />

forever. Delegation is a key element to building<br />

a high performing sustainable business but<br />

really inspires the team to be working towards<br />

something bigger than themselves.<br />

So, how can you set goals for 2021 that will help<br />

you take a step back from the day-to-day of your<br />

business, empower your team, and create real<br />

business growth but also joy and fulfilment?<br />

“Laying the foundations in your business starts<br />

with the big three: purpose mission and your core<br />

business value,” says Rebecca. “Knowing your<br />

break-even and then taking the time to create a<br />

kick-arse plan. Think BIG, as we are capable of<br />

so much more!”<br />

“In my clinics, we set clear yearly, quarterly,<br />

monthly, weekly, and daily goals in our daily<br />

huddles. It can seem like a lot, but once you<br />

have the systems in place, you’ll find it’s not<br />

only easy but incredibly effective and creates<br />

high levels of accountability and autonomous<br />

behaviour in your teams. We take a full day away<br />

from the salon, we look at our achievement, our<br />

lessons learned, strengths weaknesses, and<br />

trends of our in the marketplace that could affect<br />

our business. We work out our strategic issues<br />

that if we solved them, what would the business<br />

look like? working on the things that will have<br />

the greatest impact on our business right now.<br />

How will you know where you’re going if you<br />

don’t set your GPS in the right direction? Having<br />

clear intentions and a strategic plan really help<br />

create a can-do culture. Being outcome focuses<br />

has such a positive impact on the business and<br />

team as a whole.”<br />

Make sure your goals are SMART goals says<br />

Rebecca, so that they are measurable, specific,<br />

achievable, relevant, and time-bound, as Tony<br />

Robbins says, “What gets measured, gets<br />

managed”.<br />

“Those measurable details are what will guide<br />

you moving forward and allow you to see at a<br />

glance if you’re on the right track. Regular checkins<br />

with your team in your one on one meeting<br />

and team meeting to see if they need support<br />

or additional resources to achieve what they<br />

set out to achieve at the start of the quarter. We<br />

encourage our team to take ownership of the<br />

goals they set both personally and professionally<br />

then they have true ownership of their success<br />

This planning process is a game-changer if you<br />

want to take your business to the next level.”<br />

Rebecca is a big believer in having mentors<br />

and coaches to help accelerate your business<br />

growth and development and says, “It is always<br />

something I have adopted and now feel so<br />

grateful I can help salon owners create their<br />

business and life by design, not by default.<br />

Having someone that truly believes in you and<br />

sometimes sees the things you do not see, keeps<br />

you on track and accountable. If you do not have<br />

a coach to support your salon journey I would<br />

recommend any business owner get one.<br />

You can contact Rebecca via The Zing<br />

Project at www.thezingproject.com.au/team/<br />

rebecca-miller/<br />

or at www.skinwhisperer.com.au<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 11



& SOUL OF<br />

<strong>Beauty</strong><br />

Therapy!<br />

Julie Botskor is the 2020 ABIA <strong>Beauty</strong> Therapist<br />

of the Year. With almost 4 decades in the<br />

industry, Julie followed her intuition to what was<br />

initially a self-improvement course hosted at her<br />

local <strong>Beauty</strong> Therapy School, to what turned<br />

out to be a lifelong passion and her dream<br />

career. For the last 7 years Julie has resided<br />

at Bliss Day Spa in Sydney’s Caringbah, under<br />

Spa Owner Daniela Boerma, a clinic she calls<br />

her “forever home”.<br />

Find out how Julie’s pursuit of self-improvement has lead her to take<br />

home our industry’s top gong and the secrets to her successes.<br />




It was such an honour to receive my award for The <strong>Beauty</strong> Therapist<br />

of The Year. To be completely honest when I heard my name I was<br />

in shock! I did not think I would be announced the winner. There are<br />

some incredibly talented Therapists, and to think I am one of them<br />

makes me feel very humbled and just a little bit chuffed!<br />





I am immensely proud to share that I have been a <strong>Beauty</strong> therapist<br />

for 38 years now. It is a long time I know, but I can honestly say I<br />

love my career; always have, always will. It is an easy career to love<br />

though. It began not long after leaving school. I was disillusioned<br />

with the career I had originally chosen, and I happened to see<br />

12 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

an ad in the local paper for a 12-week self-improvement course at Diana<br />

Nolan School of <strong>Beauty</strong> Therapy. I loved it! As it was part of the full <strong>Beauty</strong><br />

Therapy Course, I was able to hear what was involved in the full course.<br />

Something happened and my heart told me this was it and I had to do this<br />

course. I desperately wanted to be a <strong>Beauty</strong> Therapist. The course was very<br />

thorough, and I loved every minute of it. Her school taught the craft extremely<br />

well. I was fortunate enough to work for Diana for 2 years after completing<br />

my course at her Kareela and Bexley salons. It was an invaluable time for<br />

me. I gained great experience in those years. It wasn’t until working in the<br />

salon that I realised what the drive was for me in this wonderful career I had<br />

chosen. Without question, for me, it’s my clients. I just love to see my clients<br />

walking out the door feeling better about themselves. It can even be after an<br />

Eyebrow Wax! It really is quite a special thing we get to do.<br />



About three years ago I was on holidays in Fiji. I fainted and broke my ankle.<br />

That holiday was cut short and two weeks later I slipped in the shower and<br />

fractured my back. Fun times! Honestly, looking back it was such a horrible<br />

time for me. I was quite depressed and wasn’t interested in anything much.<br />

The thing I worried most about was work. <strong>Beauty</strong> Therapy is part of who<br />

I am and if for some reason I couldn’t do what I’ve always done… well I<br />

couldn’t even think about that. I was at Bliss then and my beautiful friend (and<br />

boss) Daniela was very understanding. I was able to take my time and ease<br />

back in. Eventually I got back to doing all my treatments. I was so incredibly<br />

grateful.<br />




There are so many! Where do I start? Diana Nolan taught me so much more<br />

than <strong>Beauty</strong> Therapy. She was a very hard taskmaster but that’s why I had<br />

such a great start in my career. She taught me well. I still find myself thinking<br />

of things that she said to me all those years ago that have shaped who I am<br />

as a therapist. I am continually in awe of so many people in our business<br />

now who are so knowledgeable and driven. The educators who I encounter<br />

are so full of knowledge and their enthusiasm is contagious! One person<br />

who comes to mind is Will Fennell. He is our Biodroga trainer and I am<br />

amazed at both his knowledge and passion of the product, and his love for<br />

his profession. He is also one of the most compassionate people I know. I<br />

just adore him.<br />



There are many treatments I enjoy doing, but the Omnilux LED treatment<br />

would have to be one of my favourites. It treats so many skin concerns and<br />

if administered properly with the right protocol, the results are nothing short<br />

of outstanding. It is also a treatment that has no downtime so is suitable for<br />

almost every skin. I also have to mention Electrolysis. It is still the only form of<br />

permanent hair removal and to be able to help clients who have sometimes<br />

battled with this problem for years is a privilege.<br />




THEM?<br />

Daniela and I have been friends for many years. I worked for her when she<br />

had her first salon in Cronulla. Throughout our friendship over the years we<br />

both swore we would work together again. She bought Bliss Day Spa in<br />

2013 and we finally both got our wish. I was there the day we opened and<br />

there I shall remain until I’m unable to get up the stairs to the treatment<br />

rooms! Working for Daniela is easy. She inspires me each and every day.<br />

She is everything a therapist should be. She is driven and knowledgeable.<br />

She leads by example and for that reason we at Bliss are constantly learning<br />

and keeping up to date with products and treatments. At Bliss we are never<br />

idle. We support each other and I am so blessed to work with such beautiful<br />

girls. I love them all dearly. I guess I know I’ve always been good at what I<br />

do (I’m uncomfortable actually saying that) but at Bliss we are given every<br />

opportunity to perfect our craft. Which is pretty special.<br />



ENTER?<br />

Do not hesitate. Just do it. Do not doubt yourself in any way. If you are<br />

contemplating this, it means you are passionate, and you are good at what<br />

you do. Simple. I think we as Therapists naturally have a giving nature and<br />

we’re not keen on talking about ourselves. I remember thinking that I’m<br />

not good enough to win, I’m too old, not knowledgeable enough. I thought<br />

of every excuse not to do it, but Daniela and the girls encouraged me, and<br />

as I was writing my application, I realised something. I am good enough;<br />

I’ve had a vast amount of experience and it will make you realise that<br />

you’re good enough too.<br />




It was a funny year last year wasn’t it? It of course would have been<br />

wonderful to have our big night, however it wasn’t meant to be. Under the<br />

circumstances I think Mocha publishing did a wonderful job. We still got<br />

together to enjoy the night and celebrate, and we all had a ball! I think<br />

the process of entering is very well done. It’s an involved process but<br />

I thoroughly enjoyed it. By entering it encourages you to keep moving<br />

forward in your career and enjoy every day of it.<br />



BE AND WHY?<br />

This one is easy. I would love to go to Baden Baden. I have worked with<br />

Biodroga products for most of my career. I have always loved the product<br />

and the company and to actually see where the product is made would be<br />

wonderful, but to work in a Biodroga salon in Germany would be a dream!<br />

WHAT’S NEXT FOR YOU IN 2021?<br />

If there is one thing for certain in this business, you cannot rest on<br />

your laurels. But that’s also the wonderful part of this business. It is<br />

ever changing, ever evolving. There is always something to learn but<br />

we can also keep perfecting what we already know. It’s just the most<br />

interesting, fulfilling and fun career to be in. That’s my plan for this year,<br />

to keep learning and to keep getting the best results I possibly can for my<br />

beautiful clients! After all at the end of the day that’s who this is all about.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 13




Madison<br />

Taubman<br />

By Clare Lamberth<br />

Gold Coast based Madison Taubman is a formidable<br />

young woman, mother, business owner and therapist<br />

who’s been through a lot, but knew exactly what she<br />

wanted straight out of high school.<br />

Stuck between a rock and hard place, having<br />

freshly graduating Dermal Therapies with a<br />

new baby, Madison found herself unable<br />

to find work, even though she was an<br />

experienced Therapist of 8 years. True to<br />

form though Madison turned this set back<br />

into an opportunity and dived into launching<br />

her own business, House of Skin & <strong>Beauty</strong>.<br />

Madison shares with us her story and how she’s<br />

become a pro at overcoming hurdles<br />



I’ve always loved interacting with others. I<br />

thought I may want to be a Teacher or Nurse as<br />

a career choice. I’d always loved anything to do<br />

with beauty, so I decided to study my Diploma<br />

of <strong>Beauty</strong> Therapy while at school in Year 10 to<br />

Year 12. I knew that with a qualification under my<br />

belt straight out of school, if I wanted to go on to<br />

study at uni after school, then I’d have a good<br />

paying job to support me while at uni.<br />

I graduated Year 12 as a fully qualified <strong>Beauty</strong><br />

Therapist and began working in the <strong>Beauty</strong><br />

Industry just 2 months later. I wanted to give<br />

myself a break from study and not rush straight<br />

into Uni after school. I wanted to focus on getting<br />

experience in the industry first, but my true<br />

passion took over and now 10 years on I couldn’t<br />

imagine doing anything else. I did go back to<br />

study further, 2 years ago in Dermal Therapies, to<br />

keep up with the constant changes in the industry<br />

and to keep up with current treatment trends.<br />



Believe it or not, it was a Brazilian. I had practiced<br />

these plenty of times with friends, but that never<br />

prepares you for your very first time you have<br />

to do it on an actual paying client. It was such<br />

a confronting treatment for a young 17-year-old<br />

(me) to do!<br />



Not exactly. I knew I wanted to work with people,<br />

and I’ve always had a nurturing side that really<br />

loved helping others. I just wasn’t sure how that<br />

would manifest as a career pathway. After I<br />

started working in the industry though, it became<br />

clear this is what I loved and wanted to do.<br />


YOUR WORK?<br />

I love interacting with my clients. I get to meet<br />

people from all walks of life. I love learning from<br />

them. Learning to really “listen” has been one of<br />

the most valuable lessons my clients have taught<br />

me. It’s been a valuable tool to have in my work<br />

as well.<br />







For some time, I have been running my business<br />

working within a hair salon, focusing on Advanced<br />

Skin Treatments, but I do offer other services as<br />

well. Following a rather abrupt decision from the<br />

hair salon owner to change direction, I found<br />

myself having to look at my next adventure and<br />

am excited to say that I am currently in middle of<br />

moving locations to my very own salon. A leap<br />

of faith and one I am so ready for! Early on in<br />

my career, and for 3 years, I used to commute<br />

to Brisbane from the Gold Coast and worked in<br />

a place that did mostly waxing. I wanted to focus<br />

more on ‘skin’ and advance treatments so I could<br />

help my clients achieve better results. It was then<br />

that I began studying Dermal Therapy. I was<br />

pregnant with our first child whilst studying, a<br />

baby son with my partner certainly came sooner<br />

than expected but I graduated and had our little<br />

bundle of joy two months later.<br />

I didn’t want to be out of the industry for too long<br />

as it’s always changing, and I wanted a chance<br />

to use my new skill set. I tried for <strong>Beauty</strong> Therapy<br />

jobs on the Gold Coast as a new mum, to be<br />

closer to home and get more experience in the<br />

advance side of beauty, but no one wanted to<br />

hire a Mum, as Mums, they said, weren’t as<br />

flexible as people without kids.<br />

That’s when I decided to open up my sole<br />

operated business as it had always been a dream<br />

of mine and I could get the flexibility I needed for<br />

my son also.<br />



Anything to do with skin! Having dedicated so<br />

much of my career to learn as much as I can.<br />

I really love sharing this with my clients. I love<br />

Skin Needling, Peels, Micros, Facials, LED the<br />

most. The results I can help a client achieve<br />

with these is so rewarding! Although I specialise<br />

in advanced skin treatments, I do offer waxing,<br />

tanning and tinting also but I find working with<br />

skin is my favourite as it’s so rewarding. I believe<br />

as a business owner, I need to have a point of<br />

difference which is absolutely by passion and<br />

care factor. Money doesn’t drive me. For me<br />

it’s helping my clients and<br />

making them feel the very<br />

best versions of themselves.<br />

I also like to get to know every single client in<br />

every aspect to work together with them to give<br />

them that service they deserve.<br />



OWNER?<br />

Stressful but rewarding. People said I was crazy<br />

to just had given birth to my son and start a<br />

new business. I copped a lot of flack from other<br />

mothers about going back to work sooner than<br />

they thought I should’ve (6.5 months). I really<br />

struggled for a while with letting what others<br />

thought get me down. I did get over that with<br />

help from my incredibly supportive partner and<br />

family, and pushed forward because why can’t<br />

we women have it all?!<br />

I’m young, I have the time and energy. Why not<br />

give it a go?! Worst that can happen is that it<br />

doesn’t work out. My business is still in its early<br />

stages but I’m as passionate as ever. I love being<br />

a Mum, but I also love being a Dermal / <strong>Beauty</strong><br />

Therapist too. Sometimes in order to be happy<br />

we have to put ourselves first. That’s what I did<br />

and I’m a better partner, mother, therapist and<br />

person for it.<br />





Back yourself. If you don’t believe in yourself<br />

then who will?! With bigger risk comes greater<br />

reward. Push yourself out of your comfort zone<br />

to go for your dreams.<br />

Surround yourself with positive people who<br />

believe in you and have your back no matter<br />

what.<br />




1. Social media is everything for a new and<br />

emerging business. It’s a great platform to<br />





get your name out there and attract new<br />

business.<br />

2. Consistency is key with everything.<br />

Clients, marketing, treatments, skincare,<br />


3. Be patient.. (Rome wasn’t built in a day)<br />




You’re more capable then you know.... you can<br />

do anything you set your mind too don’t forget<br />

that.<br />



My goal is to build a greater name and brand for<br />

myself. Eventually I see myself having team of<br />

passionate people working for me that love skin<br />

and love helping people just as much as I do.<br />


Bigger and better things. Lots of change and<br />

getting myself out of my comfort zone.<br />

2020 start with a bump, as my landlord gave me<br />

2 days’ notice to vacate my sublet space. It was<br />

a a big shock and not how I had planned to start<br />

the New Year with my business still in its infancy.<br />

Luckily, I’ve now secured a beautiful new space<br />

of my very own, with room to expand in Surfers<br />

Paradise and have so much to look forward to.<br />

It was probably a blessing in disguise, and I<br />

can’t wait to continue along my chosen path of<br />

passion.<br />

House of Skin & <strong>Beauty</strong><br />

46 Watson Esplanade. Surfers Paradise. Qld.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 15



April Jones<br />

By Clare Lamberth<br />

As soon as she left school, April completed a 2-year course to become<br />

a therapist and it all began from there. With an incredible history as<br />

a beauty therapist that saw her travel the world, finally settling in<br />

Australia, from her birthplace of the UK, running successful salons as<br />

well as a marketing and web management business, extensive product<br />

knowledge through various industry roles and not to mention the editor<br />

of <strong>Beauty</strong> <strong>Biz</strong> magazine prior to myself, she is currently the General<br />

Manager of Medical for Australian Skin Clinics.<br />

Using all of her experience to date, April<br />

looks after the cosmetic injectable business<br />

across the network of clinics in Australia<br />

and NZ which includes all aspects relating<br />

to cosmetic injecting from educational<br />

aspects through to business strategy and<br />

marketing. We spoke to this power house<br />

of a woman to get an insight on what makes<br />

her tick!<br />


YOUR ROLE?<br />

I love the immediate impact of cosmetic<br />

injectables and that was the initial driver when<br />

I first began to diversify from the beauty industry<br />

into injectables. Also, the variance of the day to<br />

day role is great and there is no time to get bored<br />

or unmotivated.<br />



There are many greats who I respect and admire<br />

in our industry and I am lucky to have been<br />

practicing beauty for over 30 years. But I am<br />

also constantly in awe and inspired by the young<br />

girls who are jumping in, taking the risks and<br />

building great businesses with only passion and<br />

persistence to fall back on. Business education is<br />

great but you can’t beat passion for really making<br />

a successful beauty or injectable business.<br />





I am loving Glass Skin at the moment. The<br />

Glass Skin Treatment harnesses two powerful<br />

injectable techniques: Platelet-rich plasma (PRP)<br />

and botulinium toxin (muscle relaxant)<br />

Platelet-rich plasma (PRP) is a preparation of<br />

platelets in concentrated blood plasma with<br />

regenerative growth factors used to stimulate<br />

16 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

skin healing, collagen production and other<br />

important proteins that support the skin. In<br />

the Glass Skin treatment the effects of PRP<br />

are further enhanced when combined with an<br />

intradermal botulinium toxin. The superficially<br />

injected toxin targets the muscles which control<br />

the pore size: (erector pili muscle).<br />




ROLE?<br />

The beauty of this role is that a lot of it is still<br />

strategic so I spend a lot of time in our head<br />

office which is on the Gold Coast and a 15 minute<br />

drive away from home. I travel to Sydney and<br />

Melbourne often but of course that has changed<br />

in the last year. I am lucky to work for an amazing<br />

company that supports the work life balance<br />

which allows me to be there for my family while<br />

still enjoying a busy career.<br />




Travel has of course been limited so that has its<br />

pros and cons but the biggest impact has been<br />

working through clinic closures and re openings<br />

and supporting our business owners both<br />

financially and emotionally through that. I think<br />

we have all realised the power of online meetings<br />

and in a short space of time its really made a<br />

difference how we communicate, educate and<br />

run our business as a brand.<br />



A very understanding employer certainly helps! I<br />

have the flexibility to start earlier to fit my work in,<br />

work from home when the occasion needs and<br />

create my own schedule. This role is very much<br />

24/7 as I deal with aspects such as adverse<br />

events in the network and nurse triage calls, but<br />

I make sure I balance that out with plenty of time<br />

with my ever growing boys. They love to come to<br />

my office and print and laminate things lol!<br />

The aesthetics industry has gone through some<br />

pretty big changes over the last few years. It’s<br />

not just muscle relaxant and filler any more is it?<br />

The cosmetic industry is very much the tip of the<br />

iceberg where we are at at the moment and the<br />

industry is multiplying and diversifying at warp<br />

speed. The training and education is racing<br />

along and suppliers are increasing to meet this<br />

demand. In Australia we have 3 brands of muscle<br />

relaxant and a handful of dermal filler countries,<br />

yet the rest of the world has 20-30 times more.<br />

Our TGA is one of the strictest in the world but we<br />

will see much more regulation and introduction<br />

into our industry over the coming years.<br />






Firstly, to inject, an individual must have a nursing<br />

qualification as we are utilising a scheduled drug.<br />

It is important then that a nurse trains in and<br />

completes a cosmetic injectables course, but the<br />

learning does not stop there: within Australian<br />

skin clinics all of our nurses follow a medical<br />

educational pathway which demands constant<br />

training and updates to their skill set both in<br />

treatments and best practice areas. Cosmetic<br />

nursing is an area you never stop learning and<br />

training in.<br />





As we are medically based and regulated by<br />

bodies such as AHPRA, Medications Australia<br />

and the TGA we have some very strict regulations<br />

and protocols in place which are on level with<br />

hospitals and medical practices. We are one of<br />

the most regulated cosmetic industries in the<br />

world which I am very proud of. I would like to see<br />

constant nurse education be part of all cosmetic<br />

injecting businesses and attention to adverse<br />

events and client care which is something that is<br />

of tantamount importance in this industry.<br />





A nurse cannot inject a client in Australia without<br />

the direct consent of a doctor and this has to<br />

be done either in person or via skype. This<br />

constitutes consent and allows a medical script<br />

to be produced. If this is not completed it is an<br />

illegal injection and a nurse can and will lose their<br />

registration because of this. The industry has<br />

tightened this dramatically over the last couple<br />

of years. A nurse cannot purchase injectable<br />

products from a supplier also without a doctors<br />

consent.<br />




A trip would be nice, but I don’t think that’s going to<br />

be happening anytime soon! We have a number<br />

of new clinics opening and an ever-expanding<br />

injectable team which is always exciting. This<br />

role also allows for trials and experimentation,<br />

so its always great to work on projects that are<br />

industry firsts and we have a few of those to intro<br />

this year..stay tuned!<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 17

ABIA<br />


We’re Back!<br />

After an interesting 2020, which<br />

culminated in the first ever online<br />

version of the well-established<br />

Australian <strong>Beauty</strong> Industry Awards,<br />

we are proud to announce that the<br />

2021 Awards are Back and we are<br />

certain they will be bigger and better<br />

than ever!<br />

The ABIA (Australian <strong>Beauty</strong> Industry<br />

Awards) which also incorporates the AMIA<br />

(Australian Make Up Industry Awards)<br />

were launched in 2011 to provide the<br />

Australian <strong>Beauty</strong> and Make Up Industry<br />

a much needed and often requested<br />

benchmark of excellence in business and<br />

creative ability on a state by state basis.<br />

With 32 categories including the ABIA<br />

Australian Salon Business of the Year<br />

large and small and the AMIA Make Up<br />

Artist of the Year, these awards culminate<br />

in an annual gala event in August following<br />

the Sydney <strong>Beauty</strong> Expo. The awards were<br />

launched due to industry demand and are<br />

judged by an independent panel of judges,<br />

media, PR and business specialists.<br />


Each entry will require specific information<br />

to be written and uploaded directly into<br />

the awards site. Please keep a separate<br />

copy of the information uploaded for<br />

your records, however you will be able to<br />

download all or part of your entry at any<br />

time. You are welcome to Start an Entry<br />

which gives you access to the actual<br />

information required and should you<br />

decide not to continue with this entry, you<br />

can delete it. You may edit your entry after<br />

submitting, up until the entry deadline.<br />


The Awards period for all entries is<br />

October 2019 – April 2021 – 18 months.<br />

This is longer than usual to incorporate<br />

pre, during and post Covid times to give all<br />

entrants an opportunity of demonstrating<br />

their business success in the financial<br />

quarter pre-Covid, how they dealt with<br />

Covid during restrictions/closures and<br />

post Covid coming in to the new year.<br />

Reporting on periods where salons may<br />

have been closed should be seen as a<br />

way of showing judges how you pivoted<br />

during this challenging time and have<br />

incorporated new activity, dealt with<br />

staff, tried new retail options, continued<br />

education and more.<br />


- Entry deadline: 10th May, 2021 at<br />

11PM EST<br />

- Finalists announced: 28th June 2021<br />

- Awards gala dinner: 29th August 2021<br />


• An Entry fee of $175 per entry will<br />

apply to ABIA<br />

• Entry fees are not required until you<br />

have completed your entry.<br />

• A full list of judges will be published<br />

in BEAUTY BIZ magazine and on the<br />

ABIA and BEAUTY BIZ Facebook<br />

Pages.<br />

• The independent panel of 35+ judges<br />

is made up of business coaches,<br />

trade and consumer media, key<br />

independent figures within the<br />

industry, educators, architect, Make<br />

Up Artists, and non-industry business<br />

experts.<br />

• The judges will look at all entries in full<br />

and give an overall rating score taking<br />

into consideration criteria content and<br />

attachments.<br />

• Rating scores will be added by an<br />

independent auditor and from that the<br />

highest rated entrants will be named<br />

as finalists in each category.<br />

• The winner of each category is<br />

determined based on the highest<br />

score and in the event of a draw a<br />

secondary round of judging of finalists<br />

will be carried out.<br />


If you have any questions on the entry<br />

process, please contact the organisers by<br />

email to mail@mochapublishing.com.au<br />

or call 07 5580 5155<br />


Visit www.australianbeautyindustryawards.com.au to download all of the<br />

information you require and to be directed to the awards entry site.<br />



Best Industry Educator Individual<br />

Best Industry Educator Organisation<br />


<strong>Beauty</strong> Therapist of the Year<br />

Salon/Spa Director/Owner of the Year<br />

Best Cosmetic Tattooist<br />

NEW! Sole Operator of the Year (ABN Registered)<br />


Best Marketing Award<br />

Best Customer Care Award<br />

Salon Team of the Year<br />

Best Salon Training Award<br />

Best Business Performance of the Year (non-salon)<br />


Tanning Salon of the Year<br />

Best Eco Salon/Spa of the Year<br />

Best Salon Design<br />

NEW! Best Newcomer Salon of the Year<br />


NSW/ACT <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

NSW/ACT <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

VIC /TAS/SA <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

VIC /TAS/SA <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

WA/NT <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

WA/NT <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />

QLD <strong>Beauty</strong> Salon/Spa of the Year<br />

(4 Treatment rooms or Less)<br />

QLD <strong>Beauty</strong> Salon/Spa of the Year<br />

(5 Treatments rooms or more)<br />


Hall of Fame<br />

Mocha Angels Humanitarian Award<br />


State and National Wholesaler of the Year<br />


Bridal/Formal Make Up Artist of the Year<br />

High Fashion/Editorial Make Up Artist of the Year<br />

Fantasy Make Up Artist of the Year<br />

AMIA Make Up Artist of the Year



We aspire to have as minimal<br />

impact on the environment as<br />

possible. We are proud to have<br />

Forest Stewardship Council (FSC)<br />

accreditation for our boxes and<br />

labels, this means they come from<br />

a sustainable and fair trade source.<br />

Ink used in printing our packaging<br />

is plant based, containing no<br />

chemical toxins or poisons.<br />

All packaging and bottles are<br />

100% recyclable and consist of<br />

aluminum, glass and<br />

recyclable plastic.<br />



All of our formulations are created with<br />

both the skin and environment in mind,<br />

all ingredients are eco-friendly and do not<br />

have a negative impact on the microbiome<br />

of the skin or the environment.<br />

Prologic prides itself on ethical processes,<br />

a 100% vegan skin care product that stands<br />

behind absolutely no animal testing.<br />

We work with suppliers that also believe<br />

in being ethical companies. Doing the<br />

best by their brand, business, staff<br />

and customers.<br />

Image by Monique Forbes<br />

@stylist_monique @aboutfacenz<br />

Get results the natural way!<br />

www.prologicskincare.com.au | @prologicskincare_aus




Ultraceuticals Skincare is proud<br />

to announce the launch of its<br />

award-winning, cosmeceutical,<br />

high-performance and not tested<br />

on animals skincare brand in<br />

the United States. Founded in<br />

1998 by cosmetic physician Dr.<br />

Geoffrey Heber, Ultraceuticals<br />

was created out of a passion for<br />

innovation in the cosmeceutical<br />

arena and the desire to produce<br />

effective skincare for consumers<br />

while simultaneously supporting<br />

estheticians to deliver the highest<br />

level of care.<br />

Dr. Heber leads a team of<br />

Australian chemists, charged with<br />

the goal of formulating potent and<br />

effective cosmeceutical skincare<br />

that is panel tested and shown to<br />

deliver efficacious results. Using<br />

a combination of sophisticated,<br />

patented delivery systems and potent anti-aging superstars like Vitamin A,<br />

Vitamin C and Alpha Hydroxy Acids AHAs, each product is developed for<br />

optimal efficacy.<br />

“Our mission is to empower everyone we touch around the world with real<br />

skincare and life-changing results all formulated in our Australian labs,” says<br />

Dr. Heber, Founder. “We have been looking forward to launching in the U.S.<br />

market for some time now and are excited to finally introduce Ultraceuticals to<br />

the U.S. consumer seeking high performance skincare that delivers real visible<br />

results.”<br />

Under the leadership of Karen Wilkin-Donachie, CEO and beauty industry<br />

veteran in the U.S, Ultraceuticals has assembled a team of U.S. distributors<br />

nationwide that will carry and distribute the product range in the medi-spa and<br />

salon/spa channel of distribution. Ultraceuticals products will also be available<br />

direct to consumer via the Ultraceuticals website.<br />

“We operate an omnichannel business model which means our relationships<br />

are the most important aspect of our business,” says Wilkin-Donachie. “True<br />

partnership is the cornerstone of our mission - including our relationship with<br />

the consumer, esthetician, and distributors. This truly came to light during<br />

Covid-19 when we united to pivot our strategy to address the pandemic.<br />



Australian serum specialists,<br />

BOOST LAB, has today<br />

launched its eCommerce and<br />

distribution partnership with<br />

online beauty destination: Adore<br />

<strong>Beauty</strong>.<br />

<strong>Beauty</strong> lovers can now selfselect<br />

and purchase BOOST<br />

LAB’s targeted range of single<br />

focus treatment serums based<br />

on their skin concerns, directly<br />

from one of Australia’s fastest<br />

growing online beauty retailers.<br />

Adore <strong>Beauty</strong>, which recently<br />

listed on the ASX as ABY,<br />

welcomes the acquisition with<br />

Danielle Chee, Senior Category<br />

Manager - Skincare & Wellness<br />

commenting:<br />

“We are pleased to have<br />

BOOST LAB join our esteemed<br />

family of brands to service our growing database of discerning beauty<br />

customers. In recent years, a spotlight has been shone on Australian beauty<br />

brands for the unique way in which they uphold quality formulations, function<br />

and performance, wrapped up in fun, approachable and attainable ways” says<br />

Chee.<br />

“BOOST LAB maintains this calibre and speaks very much to our core<br />

skincare customer that is more ingredients-focused and active skincare-led.<br />

We are proud to partner with fellow Australian businesses such as BOOST<br />

LAB, supporting us in our journey to reinforce that beauty is attainable for all,<br />

judgement-free and entirely individualistic, and most importantly: that everyone<br />

has the right to great skin!” she adds.<br />

The announcement comes less than six months on market for BOOST LAB,<br />

with the brand rapidly powering forward.<br />


A NEW LOOK.<br />

Launched by Gabrielle<br />

Requena in 2014 when<br />

she saw a gap in the<br />

market for a non-invasive<br />

solution to chest wrinkles<br />

and discovered the<br />

efficacy of 100% Medical<br />

Grade Silicone, Wrinkles<br />

Schminkles has been a<br />

quiet achiever with a steady<br />

upward trajectory. 100%<br />

Aussie-owned and selffunded<br />

by Requena, the<br />

brand is on track to increase<br />

growth over 100% for the<br />

fourth year running, appearing on TV shopping networks in North America, the<br />

UK, Russia in addition to securing a coveted regular spot on TV Shopping in<br />

Australia, and now has warehouses and/or distribution in Sydney, NZ, Texas,<br />

Canada and London to service the brands expanding global markets which<br />

currently includes 40 countries.<br />

“We’ve experienced exponential growth here in Australia as well as overseas,<br />

but being an Aussie brand, domestic retail continues to be an important focus<br />

for us. We had such strong belief in the efficacy of our Silicone Patches, we<br />

initially led with the product itself and let the ensuing consumer response<br />

drive the business. Given our growth and in response to our retail partners’<br />

feedback, we now recognise the need to refresh the brands positioning with a<br />

more contemporary look and feel, while also clearly expressing the credibility<br />

and product benefits to the in-store shopper”.<br />

The new contemporary clear resealable pouch enables the customer to see<br />

the product, better understand the concept and ‘experience the actual product<br />

on shelf in addition to a new “storage” card with instructions for optimal use<br />

and longevity.<br />


mesoestetic, a world leader of the medical cosmetics and cosmetic medicine<br />

industry, continues to grow as a brand and as a company.<br />

mesoestetic was born 35 years ago with the concept of creating effective and<br />

innovative solutions for professionals in the medical-cosmetic industry. Today,<br />

it has developed products and treatments that have become icons of the<br />

20 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1


industry worldwide.<br />

Once again, mesoestetic looks to the future and is established as a benchmark<br />

trusted by the most exacting professionals and consumers all over the world.<br />

The pharmaceutical company continues to build its brand and has introduced<br />

the evolution of its visual identity worldwide, associated with a new tagline that<br />

covers its core values and positions the company as scientists servicing the<br />

world of beauty: ‘the element for skincare experts’.<br />

mesoestetic is committed to innovation, building on its strengths. This visual<br />

evolution marks the starting point for the company’s new direction, continuing<br />

to be a benchmark in the aesthetic industry. “Even in the current socialeconomic<br />

context, we continue to grow and are committed to such an exciting<br />

project in which we have been working on since June 2019”, Joan Carles Font,<br />

founder and executive director of mesoestetic, assures.<br />

With the new tagline ‘the element for skincare experts’, mesoestetic is<br />

positioned as the essential element for skin care, adding value to the research<br />

and medical expertise as the future of beauty. “We exist to provide scientific<br />

rigour to the professional cosmetics and cosmetic medicine industry, and to<br />

meet the needs of the most exacting professionals and consumers. Therefore,<br />

today we redefine our global image, through which we can show the world all<br />

that we are”, Fernando González, Marketing Director of mesoestetic, explains.<br />

The visual identity of mesoestetic has evolved to connect with its customers<br />

and consumers across five continents. This new image will also involve<br />

restructuring the portfolio, with the purpose of organising products based<br />

on their use and indication. Changes in product packaging will take effect<br />

throughout this year starting with new launches and then updating the existing<br />

portfolio.<br />

As well as introducing the packaging changes, mesoestetic will continue to<br />

support medical and aesthetic clinics, by providing new and updated materials<br />

to assist in promoting their products and treatments.<br />

Practices certificate to cosmetic manufact¬urers. Since January 12, 2021, the<br />

ANSM has created a platform to download the documents necessary to receive<br />

this certificate, which reportedly allows all French cosmetic manufacturers to<br />

export products to China without being animal tested upon arrival.<br />

Most multinational corporations have factories set up in China but the animal<br />

testing requirements for other foreign beauty players have kept companies<br />

from exporting directly to the country; until now. Often, cruelty-free companies<br />

have opted to sell products to Chinese consumers via e-commerce websites.<br />

Reportedly, this is because pre- and post-marketing testing requirements in<br />

China have not applied to beauty products ordered by consumers through a<br />

e-commerce websites if the site itself and fulfilment locations were outside of<br />

mainland China, and if the products were sent directly to a consumer in China.<br />

“We are delighted with this progress, which rewards several years of efforts<br />

made with the Chinese authorities,” said Patrick O’Quin, president the<br />

Fédération des Entreprises de la Beauté (FEBEA), France has become first<br />

country in the, in a statement from the report. “The cosmetic industry is the only<br />

one in Europe to have completely banned animal testing and we are happy to<br />

continue changing regulations in other parts of the world. This agreement will<br />

also allow French cosmetic companies to export more fluidly and quickly to<br />

China. This country is now our second-largest trading partner.”<br />


TRENDS.<br />



France has become the first country to sign a trade deal with Chine to begin<br />

exporting of “ordinary costics’ including shower gels, shampoo and body lotion,<br />

without its normal mandatory animal testing. The Fédération des Entreprises<br />

de la Beauté (FEBEA) in France said that “in order to bypass this criterion,<br />

companies worldwide must present a certificate to approved authorities in<br />

China that states the company is conforming to Good Manufacturing Practices,<br />

in addition to product safety assessments.” Companies that fulfil this criteria for<br />

importing “ordinary” cosmetics no longer require animal testing for eye and skin<br />

irritation in Chinese laboratories. According to reports, “ordinary” cosmetics<br />

make up the majority of personal care products imported into China, versus<br />

special cosmetics such as hair and skin coloring products, permanent wave<br />

products, sun protection, anti-hair loss and children’s products.<br />

Global cosmetic companies and health authorities have attempted to introduce<br />

alternatives to animal testing to Chinese authorities, as animal testing has been<br />

banned in the EU since 2009.<br />

Since June 2014, certain cosmetic products such as shampoos, shower gels<br />

and makeup manufactured and marketed in China no longer required animal<br />

testing, although domestic special-use products and all imported cosmetic<br />

products still mandated it.<br />

In France, the Agence Nationale de Sécurité du Médicament, or National<br />

Agency for Medicines Safety (ANSM), can issue the Good Manufacturing<br />

The origins of skincare and cosmetics can be traced back thousands of years<br />

to Ancient Egypt, and throughout the centuries that have since passed, beauty<br />

trends have continued to evolve.<br />

From winged eyeliner and beehive hairdos to ultra-thin eyebrows and brown<br />

lipstick, some have yo-yoed in and out of the beauty scene over the years,<br />

while others remain firmly on the agenda – in fact, false lashes have been<br />

en vogue since 1899. The Body Shop analysed online search data from 64<br />

countries and identified the Top Global <strong>Beauty</strong> Trends.<br />

Over half of the biggest global beauty trends focused on hair with search terms<br />

‘short hair styles’, ‘boycut hairstyles’ and ‘microblading’ topping the global list.<br />

Other top beauty terms searched included ‘Botox’, ‘eyelash extensions’ &<br />

‘eyebrow threading’.<br />

In Australia, the top 10 list also reflected global trends towards shorter haircuts,<br />

with the inclusion of ‘eyebrow tinting’, ‘spray tans’ and ‘how to treat cellulite’ for<br />

the <strong>Beauty</strong> & Aesthetics industry.<br />

In cosmetics, search term ‘natural makeup’ sees 57k global Google searches<br />

per month. Rosy cheeks are bang on trend as well with ‘pink blush’ seeing 95k<br />

monthly searches around the world. Meanwhile, ‘bronzer’ is close behind with<br />

93k monthly Google searches worldwide.<br />

Eyebrow grooming continues to dominate top searched trend lists worldwide.<br />

In fact, ‘eyebrow threading’ receives 312k monthly searches, and eyebrow<br />

related beauty searches make up a third of the Top 10 Most-Googled <strong>Beauty</strong><br />

Trends in the US.<br />


<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 21




Face Halo, the award-winning reusable make-up remover made from HaloTech<br />

fibres, have secured a full store roll out into 1246 ULTA stores across the USA<br />

as well as placement in the ‘impulse section’ in all stores.<br />

The pioneering, sustainable beauty brand launched back in 2017 from Perthbased<br />

founder Lizzy Pike. From humble beginnings, to a now successful,<br />

global business used by celebrities worldwide (such as Naomi Watts, Chloe<br />

Morello and Jess Glynne). Using only water, Face Halo traps and removes<br />

makeup for a deep clean and gentle exfoliation. Face Halo’s makeup remover<br />

is dual-sided and reusable for up to 200 machine washes, replacing up to 500<br />

traditional makeup wipes.<br />

The US expansion is expected to grow global Face Halo sales by over 20<br />

per cent and as ULTA will be ranging the full product range, this makes it the<br />

largest deal that Face Halo has achieved to date since the brand launched just<br />

over 3 years ago. The head-to-toe Face Halo Sustainable System will now be<br />

available in over 10,000 stores globally with the brand having also secured<br />

further iconic international retail partners in the past 6 months including<br />

Douglas Germany, Zalando in the EU, Rite Aid, Kohl’s, The Hut Group - USA,<br />

Superdrug, John Lewis Partnership, Cult <strong>Beauty</strong> - UK and Indigo, Holt Renfrew<br />

in Canada.<br />

“Whilst Face Halo has achieved international success in the UK and Australia,<br />

launching into 1200+ ULTA stores is an extremely exciting prospect. Unlike<br />

their British and Australian counterparts, US consumers are only at the start of<br />

their sustainability journey, so we are looking forward to changing the American<br />

beauty landscape and positioning Face Halo as the frontrunner and champion<br />

of the Conscious <strong>Beauty</strong> movement”. said Co-Founder of Face Halo, Lizzy<br />

Pike<br />


of regulation, with Queensland’s being the strictest, our two most populated<br />

cities, Sydney and Melbourne, have no regulation at all. However, as CPCA<br />

President, Dr Michael Molton points out, even in the states where regulation<br />

exists, the actual enforcement of those regulations is often lacking.<br />

In Australia, there are a wide range of practitioners performing cosmetic<br />

medicine procedures, with different degrees of training and experience,<br />

education and understanding and unfortunately, this means there is a wide<br />

discrepancy in skill levels and the undertaking of responsibility.<br />

Registered healthcare professionals are tightly bound by the Australian<br />

Health Practitioner Regulation Agency (AHPRA) and the Therapeutic Goods<br />

Administration (TGA) that enforce strict standards of advertising and procedure.<br />

Those that are not governed by the same regulations, such as the type of<br />

non- medical personnel highlighted in last night’s program, have the freedom to<br />

advertise and effectively lure members of the public in a more enticing manner,<br />

without having to disclose their level of training and expertise.<br />

As with all technology, performing laser treatments in a manner that ensures<br />

patient safety involves a steep learning curve. However, at this time, all that’s<br />

required is adequate money to purchase the laser device and set-up shop. The<br />

CPCA believes this is incubating an environment where untrained operators<br />

are in fact, experimenting on unsuspecting members of the public, while they<br />

hone their skills.<br />

“The patient visits a practitioner in good faith, and they have every right to<br />

believe they are being treated by an experienced professional,” said Dr Molton.<br />

Moving forward, the CPCA aims to work together with industry bodies in a<br />

collaborative manner to lobby for the Australian Radiation Protection and<br />

Nuclear Safety Agency (ARPANSA) to act quickly on this matter, as national<br />

regulation and enforcement of these regulations is well overdue.<br />




After a whirlwind of a year<br />

in 2020, we are delighted<br />

to announce the Reed<br />

Exhibitions are back this<br />

year with two beauty events.<br />

<strong>Beauty</strong> Expo Online on<br />

the 22-24 March and the<br />

physical event <strong>Beauty</strong><br />

Expo Australia on the 28-29<br />

August. With <strong>Beauty</strong> Expo<br />

helping to shape the future<br />

of Australian beauty trends,<br />

innovations and product<br />

offerings for almost two decades, Reed Exhibitions are excited to bring you<br />

even more over the course of this year.<br />

With exceptional artists and leaders speaking at one or both of these events,<br />

product launches, competitions and more, Stay tuned for more information as<br />

it is released.<br />

www.beautyexpoaustralia.com.au<br />

The Cosmetic Physicians College of Australasia (CPCA) has long been an<br />

avid advocate for patient safety, especially with regards to unregulated laser<br />

use in Australia. For many years, the CPCA has been lobbying industry bodies<br />

about this very subject with the aim that uniform, national laser regulation be<br />

introduced.<br />

Currently the regulations governing the use of lasers among states and<br />

territories vary significantly, ranging from minimal state regulations to none<br />

at all. While, Queensland, Tasmania and Western Australia have some form<br />



The new Aesthetic <strong>Beauty</strong> Industry<br />

Council is working hard behind the<br />

scenes with a plethora of experienced<br />

board members and a plan to exist for<br />

the purpose of providing an authentic,<br />

ethical, accessible and supportive<br />

organisation for the betterment of<br />

the professional standards, working<br />

practices and unity of the salon, clinic<br />

and spa industry.<br />

The Aesthetic & <strong>Beauty</strong> Industry Council has been established based on a set<br />

of values which reflect the relevance and internal behaviours of an industry<br />

association, which are:-<br />

● Listen to members<br />

● Respond to industry needs<br />

● Represent small business with a large voice<br />

22 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1


● Show fairness, respect & honesty in all that they do.<br />

For the last 9 months, the Board has met weekly to understand the needs<br />

of the Australian industry and together, build the ABIC as a Not For Profily<br />

Association.<br />

<strong>Beauty</strong> <strong>Biz</strong> will be nringing you an in depth look at the New ABIC in our next<br />

issue, but for now, to register interest for more info please visit<br />

https://theabic.org.au/<br />





Australian cosmeceutical skincare<br />

line Dermaenergy has revealed<br />

a sleek new look that reflects a<br />

growing level of sophistication in<br />

their youth-oriented White Label<br />

range. Since launching in 2017 to<br />

cater to the millennial market, White<br />

Label has become synonymous with<br />

price-competitive, serious skincare<br />

delivered with a light-hearted, tonguein-cheek<br />

touch. However, the original<br />

formulas – while popular – were not<br />

perfect. And this just wasn’t part of<br />

the plan for Dermaenergy founder,<br />

Sean Abel.<br />

Putting his money where his mouth<br />

is, Abel went back to skincare school<br />

to obtain his cosmetic chemist qualifications, and he is now involved in the<br />

formulation of each product – from inception to delivery. Not satisfied with<br />

‘good enough’, he’s gone back to the drawing board to ensure each of the<br />

original Dermaenergy White Label products now deliver the very best results<br />

possible at the same wallet-friendly price point.<br />

To better reflect the sophistication of the new, improved formulas, Abel also<br />

went back to the drawing board on design. The result, released this week, is<br />

a more refined, pared-back appearance for Dermaenergy White Label. While<br />

some things have changed, the bold colours and sense of fun remain – with the<br />

popular product names (Solution From Pollution, Filthy Rich, Shed The Dead<br />

et al) here for the long haul.<br />

Also new in Dermaenergy White Label world in February is the arrival of<br />

the new Cream Clean Cleanse. Formulated with mild, non-ionic surfactants<br />

that won’t strip or irritate a fragile complexion, this creamy, dreamy cleanser<br />

delivers a gentle yet effective clean for normal-to-dry sensitive skin. Ideal for<br />

use on clients post peel, laser or dermabrasion, the luxurious Cream Clean<br />

Cleanse soothes with licorice and ginger, while ATP energises and a trio of<br />

nourishing oils and mango seed butter hydrate skin and boost natural radiance.<br />

Rich in essential fatty acids, with antioxidant and anti-inflammatory properties,<br />

sweet almond, argan and avocado oils restore moisture and reduce<br />

irritation for smooth, soft, supple results. Suited<br />

for morning and/or evening use, the Cream<br />

Clean Cleanse can be used with or without water to remove makeup, dirt and<br />

grime. It’s also the ideal second step in a double cleansing routine for heavy<br />

makeup wearers with dry or sensitive skin.<br />

Thanks to a fresh look, improved formulas and a new product in the mix, the<br />

time is right to introduce, or reintroduce, Dermaenergy White Label to your 18-<br />

40s clients. Or, for more mature clients with more complex skin conditions and<br />

a taste for luxury, look to the premium, highly active Black Label line.<br />

www.dermaenergy.com.au<br />



» Natural ingredients<br />

» 13 different formulas<br />

» Exclusive powerful bronzers<br />

» Cool Ash, Caramel and Violet bases<br />

» Free from sulphates and parabens<br />

» Organic, 100% Natural DHA and Erythrulose<br />

» Aloe Vera, Kakadu Plum and Skin Firming Centella<br />

» Cruelty Free & Vegan Friendly<br />

» Australian Made<br />

new!<br />

ULTRA<br />

DARK<br />


LOTION<br />


NATURAL <strong>Beauty</strong> <strong>Biz</strong> LOOK Year 14 Issue AUSTRALIA<br />

1 23





Want to achieve the best microneedling results for your patients? Needling the skin<br />

with the original and trusted Dermapen is only one piece of the puzzle.<br />

While it may be beneficial on its own, you<br />

won’t see the same dramatic rejuvenation<br />

possible when supporting the skin with a<br />

synergistic approach.<br />

You need to do a few vital things to get the kind<br />

of results patients rave about. (Money can’t buy<br />

that kind of word-of-mouth marketing for your<br />

clinic.)<br />

We’re revealing the secrets behind the success<br />

of Dermapen Treatments so you can enhance<br />

your microneedling procedures and grow your<br />

business.<br />

Dermapen Treatments: A Synergy of<br />

Solutions<br />

Synergy, noun: the interaction of elements that,<br />

when combined, produce a total effect that is<br />

greater than the sum of the individual elements.<br />

Dermapen Treatments are a holistic solution<br />

that encompasses every aspect of the skin’s<br />

microneedling journey, backed by rigorous<br />

testing and outstanding microneedling results.<br />

We’re so proud to be launching our synergy of<br />

solutions to the market, representing a new era<br />

in microneedling.<br />

What You Can Achieve<br />

A Dermapen Treatment is the answer to your<br />

patients’ multiple skin concerns.<br />

Want to minimise melasma, target a breakout,<br />

and erase crow’s feet? No problem. Perhaps<br />

your patient has started to notice some fine lines<br />

and unwelcome age spots. Now you can banish<br />

them simultaneously for a long-lasting, agedefying<br />

radiance.<br />

Dermapen Treatments can effectively reduce<br />

the appearance of:<br />

• Fine lines & wrinkles<br />

• Ageing/sun-damaged skin<br />

• Acne<br />

• Scarring<br />

• Stretch marks<br />

• Rosacea<br />

• Hair loss<br />

• Pigmentation<br />

• Enlarged pores<br />

• Unwanted tattoos<br />

What’s more, it’s suitable for all skin types on<br />

the Fitzpatrick scale. Even darker tones, which<br />

can be at risk of hypopigmentation with other<br />

procedures such as laser, can be microneedled<br />

effectively.<br />

Open your business up to a bigger market<br />

segment by helping more people achieve a<br />

flawless complexion.<br />

How Dermapen Treatments Work<br />

For years DermapenWorld has been endorsed<br />

by leading aestheticians and doctors around the<br />

world for our superior products and devices. We<br />

know skin miracles occur when the right products<br />

are used together, in the right order, at the right<br />

time.<br />

Dermapen Treatments take the guesswork out of<br />

microneedling. Today we’re giving you a sneak<br />

peek at the 4-step journey to sensational skin,<br />

without confusion, pain, or risks.<br />

Step 1: Clinical Consultation<br />

Most people choose microneedling because they<br />

want to rewrite their skin’s history and achieve<br />

a flawless complexion. The last thing you want<br />

is to inflict scars, trauma and inflammation.<br />

Using cheap solutions could end up costing your<br />

practice dearly.<br />

As a DermapenWorld Authorised Treatment<br />

Provider (affectionately known as our ATP) you’ll<br />

be trained and fully supported with our soughtafter<br />

gold-standard Protocols.<br />

Your patients—and your practice—deserves<br />

the very best. And thanks to DermapenWorld<br />

Protocols, you’ll be able to perform procedures<br />

and talk about the technology with full confidence.<br />

Set Your Skin Goals Together<br />

There’s nothing more frustrating than having your<br />

hard work undone by patients that don’t comply<br />

with your advice. The consultation is the perfect<br />

moment to get clear with your patients about<br />

the roles both of you play in their Dermapen<br />

Treatment.<br />

What your patients expect from you:<br />

• Fully qualified and highly trained.<br />

• Provides the very best procedures using an<br />

original Dermapen.<br />

• Uses the NON-NEGOTIABLES when<br />

microneedling—Dp Dermaceuticals.<br />

• Provides a sterile environment.<br />

• Provides a personalised prescription of Dp<br />

Dermaceuticals for home care.<br />

What to expect from your patients:<br />

• Follows prescribed microneedling pre- and<br />

post-care vigilantly.<br />

• Boosts results with synergistic home<br />

procedures, such as Dp Dermaceuticals<br />

L.E.D. Light Therapy Masks, 3D<br />

Sculptured Sheet Masks and at-home<br />

microneedling top-ups using the Dermapen<br />

HOME.<br />

24 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

Step 2: Prepare the Skin<br />

Send your patients home with a prescription<br />

of the right products to prepare their skin. The<br />

way skin is treated before, during, and after<br />

microneedling is critical to effectiveness and<br />

comfort of a procedure.<br />

The Dp Dermaceuticals range has every<br />

product necessary for you to design custom<br />

routines for individual skin concerns.<br />

Cleanse & Exfoliate: Our cleansers remove<br />

surface impurities such as makeup or<br />

environmental residue while the exfoliator gets<br />

deeper into the pores, without being harsh or<br />

abrasive.<br />

Serums: Often gel-like in consistency, serums<br />

can reach the deeper layers of skin to promote<br />

regeneration.<br />

Correct: Is your client battling acne scars,<br />

pigmentation or wrinkles? Help erase their<br />

personal skin indications with a corrector.<br />

Moisturise: Keep hydration levels topped up<br />

while also shielding the skin from environmental<br />

impurities.<br />

Protect: Offer your patients the most effective<br />

level of sun protection for the skin, while<br />

camouflaging any blemishes or redness. Our<br />

revolutionary product COVER RECOVER also<br />

contains actives for a comforting and cooling<br />

sensation.<br />

Masks: Drench skin in intensive and luxurious<br />

Hyaluronic Acid or proven brightening actives<br />

immediately after a procedure and once a week.<br />

Each product contains carefully selected actives<br />

at a strength proven to be most effective. Our<br />

revolutionary HylaFuse Complex encapsulates<br />

the actives and delivers them to targeted skin<br />

layers—for up to 8 hours after application.<br />

Step 3: Clinical Procedure<br />

Dermapen 4<br />

Our Authorised Treatment Providers are the<br />

only people authorised to use our world-class<br />

professional Dermapens. The Dermapen 4<br />

is the latest device to hit the market, and it’s<br />

unmatched in terms of both microneedling<br />

results and comfort.<br />

If patients are reluctant about any pain they might<br />

experience, we highly recommend the Dermapen<br />

4. Patients have compared the sensation to that<br />

of a light abrasion gliding over the skin. It’s so<br />

comfortable that we don’t recommend using any<br />

numbing cream.<br />

This comfort level is extraordinary, considering<br />

that the device can create up to 1,920<br />

rejuvenating microchannels per second in the<br />

skin. That’s 104% faster than other devices on<br />

the market.<br />

Add to that a dedicated scar setting, fully<br />

automated technology, inbuilt anticontamination<br />

management functionality (it stops any backflow<br />

of fluid into the device); it’s a clear market leader.<br />

Meso-Glide Serums<br />

Whatever you put on your patient’s skin<br />

immediately before or after a microneedling<br />

procedure will go in. Needling in the wrong<br />

products can irrevocably damage their skin—and<br />

with it, your reputation.<br />

That’s why we support our ATPs with the<br />

knowledge and tools necessary to conduct safe<br />

procedures.<br />

Hyaluronic Acid and microneedling go handin-hand.<br />

But not all HA is created equal; the<br />

molecules have to be small enough to penetrate<br />

deep into the skin.<br />

Our signature HA formulation is called HylaFuse,<br />

and it contains 3 different sized molecules to target<br />

3 levels of the skin. The very smallest molecules<br />

travel deep to release potent active ingredients.<br />

We have several different Meso-Glide serums<br />

which must be used while microneedling at home<br />

or in a clinic setting.<br />

- MG-Collection, a professionals-only range<br />

with 2 products that contain a potent strength<br />

of 35 mg/ml of pure HylaFuse Hyaluronic Acid.<br />

- HYLA ACTIVE, our signature HA serum that<br />

provides intense hydration and comfort to the<br />

skin.<br />

- A combination of these formulations with other<br />

serums such as BRITE LITE or even P.R.P.<br />

and Botulinum Toxin.<br />

- Any of our other targeted serums that contain<br />

HylaFuse.<br />

Microneedling Aftercare<br />

Immediately following a Dermapen microneedling<br />

procedure, the skin should be instantly cooled,<br />

calmed and nourished with one of our Dp<br />

Dermaceuticals 3D Sculptured Face Masks.<br />

The skin is securely wrapped in moisture while<br />

absorbing potent actives through the newly<br />

created microchannels. (Patients often tell us this<br />

is their favourite part of a Dermapen Treatment.)<br />

Next comes the miracle product COVER<br />

RECOVER that both covers up any signs of<br />

redness and soothes and calms feelings of heat<br />

and even protects the skin from the sun’s harmful<br />

rays.<br />

When you follow our Protocols precisely,<br />

Dermapen Treatments are considered a<br />

“lunchtime” procedure as there’s minimal<br />

microneedling downtime. Your patients are free to<br />

get on with the rest of their day.<br />

Step 4: The Home Prescription<br />

Your patients will get better results if they<br />

support their skin’s journey at home. Be the<br />

one to provide them with everything they need<br />

so they don’t resort to scouring the Internet for<br />

(sometimes misleading) advice.<br />

Our Starter Kits contain the microneedling<br />

aftercare essentials. As the skin undergoes the<br />

proliferation phase dryness can occur, so your<br />

patients need to understand how to support their<br />

skin during this phase to achieve the ultimate<br />

transformation.<br />

Microneedling at Home<br />

The Dermapen HOME is not a replacement<br />

for a professional procedure, as it targets the<br />

skin’s superficial layer. Instead, it’s a fantastic<br />

device for the microneedling enthusiast looking<br />

to complement clinical procedures for a nextlevel<br />

glow. (Once they see those incredible<br />

microneedling results, they’ll never look back!)<br />

Dermapen HOME has been proven to visibly<br />

support professional procedures in reducing<br />

the appearance of wrinkles, pigmentation,<br />

problematic skin including acne, open pores,<br />

uneven skin texture, and rosacea.<br />

Microneedling with Dp Dermceuticals serums at<br />

home makes sure those transformational actives<br />

are getting to the ideal skin depths for a smooth,<br />

radiant complexion.<br />

Are You Ready to Make a Change?<br />

It’s no good having a top of the range device if<br />

you’re needling in products that are unsterile or<br />

unsuitable for infusion. Likewise, using superior<br />

creams and serums can only take you so far and<br />

won’t protect you from blunt needles, dangerous<br />

depths, or an unsterile procedural environment.<br />

By adhering to DermapenWorld’s Synergy of<br />

Solutions, you can feel confident in achieving<br />

ultimate results for your patients and practice.<br />

With over 3 million Dermapen Treatments<br />

performed worldwide and counting, it’s safe to<br />

say more and more people are embracing the<br />

DermapenWorld difference.<br />

We’re always on the lookout for forwardthinking<br />

clinics and aestheticians to join us.<br />

Would you like to become a DermapenWorld<br />

Authorised Treatment Provider?<br />

Visit www.DermapenWorld.com<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 25



Simply Elegant<br />

With an impressive 34 awards to her name (including ABIA awards), Cherie Tippett of Simply<br />

Elegant on Brisbane’s north side, is one inspiring clinic owner. With the business celebrating<br />

its 31st birthday, and being under Cherie’s ownership for 18 years, she has turned a lifelong<br />

passion for our industry and her entrepreneurial spirit into a multi-award winning Medi Spa<br />

boasting over 7 treatments rooms and the latest in anti-aging technologies.<br />

Cherie shares her journey in business, the<br />

secret to her success and the changes she’s<br />

had to make over her 18 years in business<br />

to thrive in an ever-changing industry<br />

landscape.<br />




I always had a keen interest in <strong>Beauty</strong> Therapy<br />

and after completing year 12, I went on to study.<br />

I always wanted to have my own business and<br />

I realised early on in my career that building a<br />

business based on my passion would be the<br />

key motivator to not only launching my business<br />

but would also make it easier to push through<br />

tough challenges to long-term success. I never<br />

altered my career path; it was always going to be<br />

working towards my passion of owning my own<br />

salon. It took many years of hard work, study,<br />

developing my beauty therapy skills, attending<br />

small business management courses, till finally I<br />

was ready to take the leap into salon ownership<br />

Simply Elegant. By surrounding myself with<br />

others who share my vision the business has<br />

flourished<br />

26 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />



The feeling of being able to nurture my blients<br />

and my staff, so that they can achieve their goals.<br />

At Simply Elegant it is passion, shared, purpose,<br />

and values that hold us true to the course, and<br />

creates the group dynamics to maximise the<br />

energy and commitment of our team These<br />

ideals that are reflected in our “Clients Excellence<br />

Policy” to achieve and exceed our client’s<br />

expectations in the care, quality, and results of<br />

their Simply Elegant experience.<br />





We have had lots of challenges over the years.<br />

The most recent was the lockdown in 2020.<br />

During this time, it was all the unknown. We took<br />

this time to reassess our processes and systems<br />

so when we were able to reopen, we could put<br />

the new processes in place.<br />



When we purchased Simply Elegant, it only<br />

had just 3 treatment rooms. My vision was<br />

bigger and we have now grown the salon to 7<br />

treatment rooms, a spray tan room, a manicure<br />

room, a makeup room, a locker room along with<br />

changing rooms and a pedicure lounge. Simply<br />

Elegant consists of 2 areas Simply Elegant and<br />

Simply Elegant Gold Class. Simply Elegant Gold<br />

Class is for Clients that are wanting a luxury<br />

beauty experience.<br />





Our Team of 5 care for our Clients. To ensure<br />

our Clients of the absolute best we have a very<br />

rigorous recruiting process to evaluate, assess<br />

and hire the best therapists available. From<br />

their first interview they are made familiar to Our<br />

Vision and Passion for the business and our<br />

industry. By refining this process over the years,<br />

we have been able to develop a team of long-

term, reliable, and expert team of professionals.<br />

We value not only their skills but also their<br />

willingness to work as a supportive cohesive<br />

team<br />






We stock Germaine De Cappuccino, Pevonia<br />

and Dermalogica Skincare. A lot of research<br />

goes into choosing Skincare for our business.<br />

Our clientele puts a lot of trust in us and the<br />

skincare must deliver results. The 3 different<br />

skincare brands give our clients choice. When<br />

choosing our brands there are 3 important<br />

things we consider, must deliver results, must be<br />

100%+ markup and ongoing up to date training<br />

for our team.<br />





We require more commitment now from our<br />

Team. We look for experience, knowledge,<br />

commitment and passion.<br />





It is no longer just pampering. Our Clients<br />

want results and we need to ensure we deliver.<br />

When we first began it was all about 2 hours of<br />

pampering and now our Clients are with us for a<br />

30-minute results skin treatment. Majority of our<br />

Clients invest in skin treatment programs and are<br />

very diligent with their prescribed home care.<br />



Technology has completely transformed our<br />

business with the high performance results<br />

provided to our Clients and the massive increase<br />

to our revenue. We were very fortunate to align<br />

ourselves with The Global <strong>Beauty</strong> Group. They<br />

continually keep us up to date on the consumer<br />

trends and cutting-edge technology.<br />






We are very happy with the one location. It is a<br />

central and professional location. We can put all<br />

of energy into making Simply Elegant the best it<br />

can be.<br />

HOW WAS 2020 FOR YOU, YOUR<br />





2020 ended up a great year for us on many levels<br />

including financially. Although It was a very<br />

unknown year, it allowed us to stretch and grow.<br />

Our planned marketing strategies had to be<br />

rejigged and recalibrated to be able to deliver the<br />

results we optimum results wanted regardless of<br />

the circumstances. One thing we really noted<br />

once the support we received from our partners/<br />

suppliers but most importantly the loyalty we<br />

received from our valued Clients.<br />




We were very honoured and excited to receive<br />

the accolade ABIA Salon of the Year QLD (5<br />

treatment rooms or more) and Best <strong>Beauty</strong><br />

Salon - GLOBALLY from The World Luxury<br />

Spa Awards. These awards honour the best of<br />

the best, created to recognise, and commend<br />

the most outstanding <strong>Beauty</strong> Salon for their<br />

outstanding efforts The winner presents the<br />

highest-quality standards and professionalism<br />

setting a benchmark for the industry. These<br />

accolades were an amazing achievement for the<br />

entire Simply Elegant team. It also confirmed to<br />

our existing Clients that they have chosen the<br />

right Salon and welcomed a lot of new Clients.<br />

It created a different feel and buzz in the Salon.<br />

The Simply Elegant Team and Clients are still<br />

excited and honoured by these accolades.<br />


IN 2021?<br />

I work very close with our amazing business<br />

coach, Caroline Nelson which I have done for<br />

many years. Caroline is the best in the business,<br />

and we are extremely lucky to have her as part of<br />

our Team. Caroline sees things that I don’t see,<br />

so I am very sure there will be lots more installed<br />

for Simply Elegant. Caroline pushing me beyond<br />

my limits.<br />

We are in the process of introducing a unique<br />

Australian made range. We felt stocking at least<br />

one Australian Made skin care range would be a<br />

good move, it would save the energy that is used<br />

to transport products via planes, trucks, and ships<br />

that contributes to global warming and unhealthy<br />

air quality. In addition, buying Australian-made<br />

means the money stays within and generates<br />

more income for the national economy.<br />

Visit www.simplyelegant.com.au to learn<br />

more about Cherie and her team.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 27


MOVING ON,<br />

UP & OUT!<br />

James Vivian and his skin-obsessed team took the grand leap of<br />

faith in the midst of the pandemic to up root the business from it’<br />

current digs to a new home in swanky Melbourne suburb, Toorak.<br />

If anyone knows the power of good skincare, it’s<br />

James Vivian. In 2004, a facial literally changed his<br />

life, inspiring him to swap a career in music for one in<br />

Dermal Therapies.<br />

Determined to share the feel-good effects of amazing skincare,<br />

James launched award-winning mobile dermal therapies<br />

clinic, The Travelling Peelsman, in 2010. Arriving at homes<br />

and offices in a Mini and armed with his bag of tricks, James<br />

quickly earned a loyal following with his holistic approach to<br />

skincare, intuitive expertise and genuine commitment to his<br />

clients.<br />

Word spread and as client numbers grew, The Travelling<br />

Peelsman stopped travelling and set up a clinic in<br />

Melbourne’s eastern suburbs, joined by a carefully<br />

selected team of experienced therapists.<br />

Dubbed a skincare luminary, James’s dedication, care<br />

and innate understanding of the links between skin,<br />

mind, body and environment flow through his clinics,<br />

making each visit an experience that goes far beyond<br />

skincare.<br />

A defining driver to the success of James and his team<br />

of degree-qualified Therapists is their ability to take<br />

time to understand their clients, and their skin, before<br />

creating personalised treatment and homecare plans<br />

that work with their lifestyle, resources and goals.<br />

The James Vivian approach is holistic, proven and<br />

commitment to unwavering excellence in customer<br />

care, which saw the team take out both the State (Vic,<br />

SA, Tas) and National ABIA 2020 Winners of Salon Spa<br />

of the Year 4 treatment rooms or less.<br />

28 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

Sustainability is also vital part of daily life, and proudly<br />

the team took out the 2019 ABIA for Best Eco Salon of<br />

the Year.<br />

Now, after more than a decade of delivering tailor-made<br />

dermal therapy solutions, James Vivan is on the move.<br />

The space, nestled in a cosy corner just off Toorak Village,<br />

perfectly fuses James’ passion for serious skincare with<br />

his love for interiors, art and entertaining.<br />

With eclectic accents of lighting, art and considered<br />

touches to remind all of home, we are thrilled to introduce<br />

you to the new place great skin now lives.<br />

Each of the four treatment rooms have been designed to<br />

be overly comforting, generous in size and engulfed in<br />

tones intended to calm.<br />

For those joining JV for a Dermal Therapy treatment,<br />

which may induce some heat or stimulation, soft elements<br />

by the likes of Jardan, as well as moody light, will help<br />

dismantle any unease.<br />

“The lighting throughout is dark and moody, just like me!”<br />

Vivian explains. “I had been searching for a new space<br />

for over 2 years when the opportunity to take over this<br />

particular business was presented.”<br />

Formerly known as Code M Skincare and headed up by<br />

none other than James’ skin mentor Maria Vovos, the<br />

choice was a resounding “Yes!” when approached with<br />

the handover.<br />

“I had admired and visited what is our new home for nearly<br />

10 years. I willnever forget when I first entered the space<br />

and thought I would love to create something like this one<br />

day. It was such a simple design and layout; however,<br />

every fixture and all materials were selected carefully and<br />

are of the highest quality” explained Vivian.<br />

“Fast forward 10-years and I am still pinching myself that<br />

this is the new home of James Vivian. Though our own<br />

furniture, artwork and style we’ve completely changed the<br />

mood and aesthetic and put our ‘James Vivian’ stamp on<br />

it. There is a smoking lounge, (that is obviously fake!),<br />

and clients love to take a photos of themselves having<br />

a faux-fag.”<br />

“Our clients have really enjoyed getting to know the space<br />

also. They comment that whilst our previous space was<br />

lovely, this is ’next level’. And to them I say, ‘Only the best<br />

for our clients’.”<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 29


A CUT<br />

ABOVE<br />

THE REST<br />

Adilla Barbers isn’t your normal hair salon<br />

for men. Oh no! Colm and Frankie Flanagan,<br />

and their team are bridging the gap between<br />

hair and skin with an extensive full-service<br />

grooming menu and we asked Colm to walk us<br />

through Adilla and how they’re helping meet<br />

all their clients’ needs, under one roof.<br />



The inspiration came as I found myself jumping<br />

from barber to barber looking for something<br />

beyond a great haircut. The opportunities for<br />

self-care for men were scarce and a luxury<br />

barbershop seemed like a good place to start.<br />

Increased stress from an accelerating career in<br />

growth marketing coupled with a decrease in<br />

my want to have a “night out” left me with few<br />

options for an experience I enjoyed. I wasn’t<br />

totally comfortable in salons although I had tried<br />

a few. Something in between was what I was<br />

looking for.<br />

And so, an idea was born. What if we could<br />

combine the look, feel and quality of a classic<br />

barbershop with the beauty services and<br />

experience of a salon to ultimately create a<br />

space where men can feel confident enough to<br />

truly relax.<br />

30 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />





When we opened 3 years ago, we knew we<br />

were ahead of the curve in creating a destination<br />

for men, so we spent a lot of time educating<br />

the market around us. The goal here was to<br />

incorporate facials, treatments, skin care and<br />

products into our services whilst taking the time<br />

to explain the benefits.<br />

Although visiting a more traditional salon is<br />

fine, men and women do have different skin<br />

problems, different needs and require a different<br />

frequency of appointments. Salons with colour<br />

and extension services have thousands of<br />

dollars’ worth of products in-store, so a men’s cut<br />

is deemed a dead service in a hair salon because<br />

the upsell opportunity and average spend is low.<br />

Learning this made me realise why I would feel<br />

less welcomed in a ‘salon’ environment.<br />

Other barber shops on the market, at the time, all<br />

had a sailor jerry’s feel. We didn’t want a novelty<br />

shop, so our designer’s brief was to come up with<br />

something that is modern, relaxing and inviting.<br />

All of this was considered when creating the<br />

aesthetic, theme and well researched menu at<br />

Adilla Barbers.<br />




The change has been quite significant, we have<br />

completely shifted our business in the last 12<br />

months. For a number of reasons; COVID related<br />

and non-COVID related.<br />

Non-COVID related; the market has begun to<br />

catch up in men’s grooming and ‘self-care’. We<br />

have gone from pitching our deluxe services to<br />

clients requesting them regularly. This forced us

to push our services even further and to ensure<br />

we always offered something different to our<br />

clients. Just ask for The Adilla Escape.<br />

COVID related; we have seen our traditional<br />

‘busy periods’ dissipate. There is no longer the<br />

unmatched desire for a Saturday appointment,<br />

it is very much spread across the week quite<br />

evenly, for example, revenue difference between<br />

a Tuesday and a Saturday dropped by 40% in<br />

2020 vs 2019. Meaning we now have more staff<br />

on a Monday -Thursday than we previously ever<br />

have.<br />

COVID also gave us a unique opportunity to<br />

slow down and look at our business and what<br />

was working and what wasn’t. We could really go<br />

through our services, products, team and figure<br />

out where our weaknesses were. We obviously<br />

had to minimise the number of people in the<br />

shop for most of 2020, which affected our total<br />

revenue, but we had time to get creative with our<br />

numbers and the results were mind-blowing.<br />

We have learned that COVID or not, we are<br />

taking a break from the daily grind to comb<br />

through our business to this level every quarter<br />

and annually to a larger extent. Keeping a close<br />

eye on our growth, team happiness, productivity,<br />

client feedback loops and spending.<br />

Due to our square meterage, we haven’t been<br />

able to have our full team capacity since March,<br />

optimising our rostering and clients has been<br />

important.<br />

We have had our biggest month ever post<br />

COVID, so I think despite all the closures and<br />

restrictions, the demand for our service has<br />

actually increased.<br />

- Total Revenue dropped by 30% YoY<br />

- Gross profit dropped by 30% YoY<br />

- Operating costs dropped by 82%<br />

- Net profit increased by 2,563% YoY<br />



LAST 5 YEARS?<br />

It’s evolved from men accepting the use of 2-in-<br />

1 products to having multiple products for hair,<br />

skin and body. The current social landscape<br />

and gender fluidity movement has also made it<br />

hugely and widely acceptable for men to have<br />

their nails done, be pampered, massaged, attend<br />

skin treatments and more.<br />

It’s all about finding that time for yourself. In fact,<br />

there are now just over one million Millennial men<br />

(34% of Millennial men) who both use skincare<br />

products and also buy some type of skincare<br />

product in an average six months.<br />

The main reason, according to Harvey Research,<br />

is that with the metro return to men’s barbers<br />

and facial hair grooming trending, there is<br />

a noticeable shift towards manscaping and<br />

grooming. The data suggests guys don’t want a<br />

suite of products to adopt. We have compiled the<br />

high impact services into our menu to ensure its<br />

relaxing, memorable and not overwhelming.<br />



A lot of aspects that are team focused, and a lot<br />

that are client facing.<br />

We take pride in our culture and our approach to<br />

internal education. We shut our shops every 6-8<br />

weeks and have a complete team day. The goal<br />

here is to share knowledge, feedback and to help<br />

each other improve in every aspect of our client<br />

service. It’s easy to lose focus or get complacent!<br />

As founders, we work for our team, our job is<br />

to listen and ensure they are happy, learning,<br />

improving and in a position to give our clients a<br />

memorable experience every time they visit us.<br />

On the client side we have led the market in<br />

terms of service. This hasn’t been easy, but it has<br />

been worth it. We named our hero service “The<br />

ADILLA Deluxe’ and since then so many barber<br />

shops around us have a ‘Deluxe’ service. A form<br />

of flattery!<br />

We have since upgraded to The ADILLA Escape<br />

and have added extra elements that no-one else<br />

has, bridging the gap between beauty and barber.<br />

Lots of research, testing and investigation goes<br />

into our service upgrades.<br />

Our team is incredible and very driven. They<br />

are always eager to learn and iterate on what<br />

we offer our clients. They spend a lot of time<br />

perfecting their knowledge in product so they can<br />

always customise their client recommendation.<br />





No major travel, home-schooling, working from<br />

home, these are just some of the things pushing<br />

people to feeling “trapped”. During COVID<br />

we ramped up our knowledge on skin care<br />

and created the ADILLA escape. A combined<br />

professional hair and skin service giving our<br />

clients an opportunity to escape, if even for just<br />

an hour. The feedback has been so positive it<br />

helped us drive and keep focused during the<br />

rough spots in 2020.<br />

Our retail sales have increased by 20% YOY, as<br />

they want to recreate this feeling at home. We<br />

have always had skin care products in the shop,<br />

however offering these more ‘beauty focused’<br />

services and with many clients now upgrading to<br />

our deluxe and escape packages, our skincare<br />

retail has increased noticeably.<br />





For skincare, the most effective things you can<br />

do is exfoliate, cleanse, tone and moisturise.<br />

We have a signature men’s facial, also<br />

incorporated into our escape package. Using<br />

a professional steamer, we complete all steps<br />

which comes with additional benefits:<br />

• Strengthening of the immune system<br />

• Stimulating of white blood cells<br />

• Prevent infections<br />

• Destroy fungi, bacteria and viruses<br />

The steamer allows us to deep cleanse the<br />

skin, teamed with an exfoliator is also removes<br />

dead skin cells, excess sebum, dirt, bacteria and<br />

has the benefits list above. We also do a facial<br />

massage with oil and finish with a cold towel to<br />

close the pores and remove excess product. We<br />

also add V76 SPF moisturiser. SPF is one of the<br />

most effective anti-aging products you can use,<br />

and most people, specifically men, don’t use one<br />

daily and in Australia, we need it.<br />





At the moment we incorporate them into our<br />

services at the chair. We aren’t sure the market<br />

is quite ready for separate treatment rooms, but<br />

it is absolutely something that we are looking<br />

forward to seeing in the future. We don’t think it’s<br />

too far away.<br />



YEARS?<br />

Equality! On the whole men have thicker skin,<br />

larger pores and are more prone to oil and<br />

blackheads. There is absolutely an equal need<br />

for skin care and skin care services for men as<br />

there is for women.<br />

It is becoming more socially acceptable every<br />

single day for men to have beauty treatments,<br />

and the younger generations coming through are<br />

bragging about it all over social media.<br />

We believe this will continue to grow and<br />

normalise over time giving men an opportunity to<br />

escape for more than just “a haircut”.<br />

www.adillabarbers.com<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 31

DERMAL<br />




DISEASE By Chiza Westcarr<br />

In the past decade or so, there has been an explosion of literature published about the gut<br />

microbiota and its connection to both health and disease. As more research has become<br />

available, it is very apparent just how important the trillions of microbes that live inside of us are.<br />


Made up of bacteria predominantly, as well as<br />

fungi, viruses, and archaea, the gut microbiota<br />

is found scattered along the entire length of the<br />

gastrointestinal tract. These microbes are pH<br />

dependent, with the largest colonies, mainly<br />

bacteria, found in the large colon. The microbiota<br />

is largely responsible for the critical functions of<br />

the body’s digestive system. It also educates<br />

our immune system, up to 80% of which resides<br />

in the gut lining, making it a huge influence<br />

on the body’s immune health. The microbiota<br />

aids digestion and the absorption of nutrients,<br />

hormone regulation, protection from pathogenic<br />

microbes, the synthesis of vitamins, and the<br />

elimination of toxic compounds. It is responsible<br />

for our mental wellbeing, communicating as<br />

it does with the brain, through the production<br />

of neurotransmitters such as dopamine,<br />

acetylcholine, serotonin and GABA (gamma<br />

aminobutyric acid), which are important for<br />

concentration, mood and motivation. It also<br />

controls bowel function, and influences weight<br />

gain and weight loss. Importantly to Skin<br />

Therapists, the microbiota is linked to skin<br />

health. This relationship is referred to as the gutskin<br />

axis.<br />

It is hardly news anymore that the link between<br />

gut and skin health is a strong one. We see time<br />

and again the impact of poor gut health on skin<br />

health.<br />

The frustration that many skin therapists have<br />

experienced over the years, attempting to<br />

address skin concerns with topical skincare and<br />

in-clinic treatments only, has led to a growing<br />

interest in an inside-out or holistic approach. The<br />

recognition that diet, good or bad is reflected<br />

in skin health, has led many Skin Therapists<br />

to begin working alongside a naturopath or<br />

nutritionist, or to hit the books once more,<br />

enrolling to study nutrition, nutritional medicine or<br />

naturopathy themselves. Where skin therapists<br />

have furthered their study and gained an insight<br />

into the gut-skin link, it is not unusual for their skin<br />

consultation forms to include in-depth questions<br />

about diet and lifestyle. This allows them to gain<br />

a greater understanding of their client and the<br />

possible drivers linked to the presenting concern.<br />

DIET<br />

There is irrefutable evidence that a highly<br />

processed, Western-style diet, devoid of fibre<br />

and high in sodium, inflammatory fats and sugar,<br />

adversely impacts the gut microbiota, depleting<br />

microbial numbers and diversity. Potentially<br />

disease-causing microbes become dominant,<br />

and responsible for gut permeability, causing<br />

enterocytes, the cells that line the gut, to pull<br />

apart, allowing inflammatory molecules to pass<br />

into the blood stream, travelling around the body.<br />

Poor gut health is reflected in the skin, and is<br />

associated with inflammatory skin conditions<br />

such as acne, eczema, psoriasis, rosacea and<br />

reactive skin.<br />

STRESS<br />

Apart from poor dietary choices, ongoing stress<br />

impacts numerous body systems including the<br />

digestive system and skin health. In a healthy<br />

gut, tight junctions found between enterocytes<br />

provide a barrier, protecting the body from<br />

harmful food-related bacteria. Stress can weaken<br />

these tight junctions, making the intestinal<br />

barrier permeable, and allowing gut bacteria and<br />

inflammatory molecules to enter the body via the<br />

bloodstream.<br />

We live in a perpetual state of stress. No matter<br />

the cause, the impact of stress on the body is<br />

the same. Bi-directional communication occurs<br />

between the gut and the brain, or the enteric and<br />

central nervous systems. This is referred to as<br />

the gut-brain axis, and links both the emotional<br />

and cognitive centres of the brain with peripheral<br />

intestinal functions. The gut microbiota plays an<br />

32 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1






important role in this interaction. It communicates<br />

via endocrine and immune pathways, via<br />

microbial metabolites such as short chain<br />

fatty acids, but more directly via vagus nerve<br />

signalling. The vagus nerve is the 10th<br />

cranial nerve originating in the brain stem and<br />

innervating the gut. It communicates information<br />

from the gut to the brain using neurotransmitters<br />

such as serotonin and GABA, which play a key<br />

role in stress regulation.<br />

Stress although considered a mental state,<br />

physically affects the gut and its residents. A<br />

study found that high levels of stress affect gut<br />

microbial diversity. Beneficial bacteria deplete,<br />

and potentially pathogenic bacteria increase<br />

in number. Anxiety and mood disorders are<br />

associated with changes in gut microbial<br />

diversity.<br />

Stress affects digestion by slowing down the<br />

absorption of nutrients. It is also linked to<br />

inflammatory skin condition such as acne,<br />

eczema, psoriasis, rosacea and reactive skin.<br />

In order to improve inflammatory skin conditions,<br />

try removing or cut back significantly on proinflammatory<br />

foods such as cake, sugary<br />

biscuits, bread, rice, pasta, dairy, chocolate, ice<br />

cream, junk food, soft drinks, and alcohol.<br />

Introduce a wide variety of fruit and vegetables<br />

that are fibre-rich. Referred to as prebiotics,<br />

they are insoluble and after digestion occurs,<br />

they make their way through the digestive tract<br />

to the large colon, where they are broken down<br />

and fermented. Fibre provides energy for the<br />

enterocytes, and also have an anti-inflammatory<br />

systemic action.<br />

Strengthen the gut wall with collagen-rich broths<br />

and foods rich in zinc and l-glutamine.<br />

Look at introducing supplements. These days,<br />

supplementation has become increasingly<br />

popular mainly because many people in the<br />

population tend not to have a varied enough diet.<br />

This means that they are most likely not receiving<br />

adequate nutrition.<br />

In an increasing number of skin clinics,<br />

supplements, mainly food grade, sit alongside<br />

home care products on well-stocked shelves.<br />

Some common supplements include l-glutamine,<br />

an amino acid known to restore the mucous lining<br />

and the tight junctions between enterocytes.<br />

Zinc, a mineral with numerous benefits, that may<br />

restore the gut lining.<br />

Collagen in the form of powders, drinks and even<br />

cookies that may restore the gut lining.<br />

Herbal teas are also stocked, that may help with<br />

digestion, and calm the nervous system.<br />

Fermented beverages are also popular.<br />

Containing strains of beneficial bacteria that<br />

may support good gut function.<br />

In my line of work as a Nutritional Medicine<br />

Practitioner and Dermal Clinician, I see a lot<br />

of women between the ages of 28-65 who use<br />

alcohol as their coping mechanism. Many of<br />

these ladies drink every single day. Many of<br />

them suffer from high stress levels, anxiety,<br />

depression, insomnia, inflamed skin, and gut<br />

issues. Instead of alcohol, I encourage my clients<br />

to add a fermented elixir to sparkling water,<br />

served in a champagne flute or wine glass. This<br />

makes it possible for them to swap out alcohol<br />

during the week, limiting their drinking to the<br />

weekend.<br />


Effective strategies for reducing stress responses<br />

include engaging in regular exercise such as<br />

walking, maintaining a social support network,<br />

meditation, and incorporating breath work which<br />

stimulates the healthy function of the vagus<br />

nerve. The vagus nerve plays an important role<br />

in the autonomic nervous system, ‘our rest and<br />

digest’ system. It acts to counterbalance the<br />

sympathetic nervous system, and the fight or<br />

flight response, creating instead a relaxation<br />

response.<br />

Healthy, glowing skin reflects a calm mind and<br />

healthy gut, with a thriving, diverse population<br />

of beneficial microbes cohabiting within us. Diet<br />

and lifestyle both play equally important roles in<br />

gut health, and in skin health too.<br />

You can contact Chiza at<br />

www.glowskinandnutrition.com<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 33

DERMAL<br />




By Nancy Abdou<br />

“If you were going to open<br />

up a clinic, what devices<br />

would you buy?” That’s<br />

the question that I am<br />

constantly being asked.<br />

Having owned 15 highly successful<br />

locations across Melbourne, training for<br />

several key manufacturers and being<br />

in the industry for nearly 20 years, has<br />

allowed me to have insight as to what<br />

devices a business must consider in<br />

order to be successful and stand out from<br />

their competitors.<br />

However before divulging into those devices,<br />

you need to ask your self “what is my business<br />

trying to achieve? Is the focus hair removal or<br />

skin”? Skin rejuvenation is what will make you<br />

stand out from most of the competitors and<br />

large franchise chains, since their focus is on<br />

hair removal, which is a saturated market. To<br />

give you the edge, high client retention rates<br />

and satisfaction as well as loyalty, the focus<br />

needs to be on skin: scar, stretchmark and<br />

wrinkle reduction, pigmentation and vascular<br />

treatment, melasma, acne and rosacea<br />

management and maintaining your clients<br />

youth and skin laxity via collagen induction.<br />

So if you are wanting to extend your treatment<br />

menu, offer more results driven services whilst<br />

keeping both your clients and team happy then<br />

here are the must have devices and why:<br />


IPL is an amazing technology since it delivers a<br />

broad-band of light, this means you can choose<br />

various wavelengths, depending on your clients<br />

needs and skin condition.<br />

All manufacturers will have a wavelength from<br />

510nm to 560nm to treat epidermal pigmentation<br />

such as sun spots, freckles or solar lentigos,<br />

these can be eradicated within 2-4 treatments,<br />

giving your clients a clear complexion, very<br />

quickly. Down time can be anywhere from 7 to 28<br />

days, depending on where you are treating in the<br />

body. There are some limitations on what type of<br />

pigment you can treat, dermal pigmentation such<br />

as melasma and PIH should not be treated with<br />

IPL, since this may stimulate the melanocyte and<br />

cause a rebound effect. Additionally you cannot<br />

treat Fitzpatrick skin types 5 and 6.<br />

Utilising the same wavelength, 510nm to 560nm,<br />

various vascular conditions can be treated<br />

such telangiectasia, spider nevi, angiomas, as<br />

well as rosacea management. When utilising<br />

the correct technique and fluences, vascular<br />

treatment with IPL is highly successful, taking<br />

only about 4 treatments, with rosacea requiring<br />

more treatments and long-term maintenance.<br />

Again darker Fitzpatrick are not suitable for<br />

this treatment, due to the absorption by the<br />

competing melanin in the skin.<br />

The 580/590nm wavelength is one of the most<br />

underutilised wavelengths, yet the results are<br />

extraordinary – especially when combined<br />

with epiblading, micro-needling and RF in the<br />

same treatment. Reaching approximately<br />

2mm to 3mm deep, depending on the pulse<br />

duration selected, this wavelength is brilliant at<br />

stimulating fibroblasts, which in turn synthesise<br />

collagen, elastin and glycosaminoglycans<br />

(GAGs). Treatment with 580/590nm will help<br />

with scar revision, fine lines and wrinkles, stretch<br />

marks, open pores and an overall skin plumping<br />

and rejuvenating effect.<br />


Micro-needling is a fantastic way to either<br />

induce collagen or help with inflammatory<br />

skin conditions such as melasma or rosacea.<br />

When using micro-needling to induce collagen,<br />

we create tiny micro-wounds to pierce the<br />

blood vessels and cause pin-point bleeding to<br />

stimulate fibroblasts, as well as growth factors, in<br />

particular transformative growth factors (collagen<br />

and elastin production), interleukin 10 (pigment<br />

inhibiting) and cytokines (cellular signalling).<br />

These brilliant effects will hep with any skin type<br />

or condition that needs remodelling, restoring,<br />

regeneration or rejuvenating, on any Fitzpatrick<br />

skin type.<br />

34 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

On the other hand when performed in a less<br />

intense manner, by not causing pin-point bleeding<br />

and only just achieving minor erythema, microneedling<br />

instigates angiogenesis, which will help<br />

with rosacea or dermal pigmentation, as shallow<br />

needling inhibits the formation of pigmentation,<br />

as well as regulating the functionality of the<br />

melanocyte. When clients prepare their skin with<br />

active serums, such as Retinaldehyde, Vitamin C<br />

and Niacinamide, the effects of shallow needling,<br />

intensify immensely.<br />


LED has been around for over 40 years, where<br />

NASA used LED’s to grow plants in space (be<br />

sure to put your plant under an LED to actually<br />

see the effect it has!). Different wavelengths<br />

have different effects on individualised cells<br />

and tissues and stimulate metabolic function via<br />

the light frequencies. All Fitzpatrick skin types<br />

tolerate LED well, with no side effects since it<br />

is a non-thermal treatment. There are various<br />

wavelengths, but the most popular colours are<br />

red and blue:<br />

Blue LED at 415-425nm is scientifically and<br />

clinically proven to kill the P. acnes bacteria that<br />

causes mild-to-moderate acne. Porphyrin is<br />

produced in acne, when treated with blue LED<br />

it produces singlet oxygen, which interferes<br />

with the chemical metabolic reaction of acne<br />

and eventually kills P. acnes. All Fitzpatirck skin<br />

types tolerate blue LED, with varying doses and<br />

exposure.<br />

Red LED, 633nm, is responsible for stimulating<br />

ATP (adenosine triphosphate), which is cellular<br />

energy in the mitochondria. By the time we<br />

have reached age 60, ATP levels have reduced<br />

to 50% - which means slower wound healing,<br />

reduced levels of collagen and elastin synthesis,<br />

thus results are mediocre. By recharging the skin<br />

cells energy levels (ATP), results are enhanced<br />

and wound healing is much quicker. Prepping<br />

the skin for 2 weeks prior, 3 treatments a week<br />

with LED, ensures the skin is in top condition and<br />

results are the best they can be.<br />


Plasma Fibroblast treatments are becoming<br />

much more popular these days and have an<br />

excellent return on investment, with unbelievable<br />

results seen in 2-3 treatments for skin tightening,<br />

scar revision, stretch mark reduction to name a<br />

few, on the face and the body. Depending on<br />

the pen, most pens are multifunctional and can<br />

also treat other skin conditions such as skin<br />

tags, sebaceous hyperplasia, milia, pigmented<br />

and vascular lesions as well as dot-less plasma<br />

treatments and permeating tips used to enhance<br />

product absorption.<br />

Plasma Fibroblast works by causing a superficial,<br />

fractionated wound that causes collagen fibres<br />

to shrink (like saggy jeans in a hot dryer) whilst<br />

the transference of heat within the skin, causes<br />

fibroblasts to be stimulated – so it’s a two pronged<br />

approach. The precision in which the energy<br />

is delivered, means it can be used on delicate<br />

areas such as the eye lids without inter-ocular<br />

eye shields, unlike IPL or laser. Since Plasma<br />

Fibroblast is a soft tissue ablator, it can only be<br />

used on Fitzpatrick skin types 1-4. Down time<br />

can be anywhere from 5-30 days, depending<br />

where in the face or body is being treated.<br />


RF is also becoming a very popular treatment<br />

for rejuvenation, collage induction, skin laxity<br />

and body contouring. RF heats up the dermis<br />

between 39-41 degrees to denature collagen,<br />

whilst shrinking the collagen fibres and also<br />

stimulating fibroblasts. At 42-46 degrees, it<br />

causes lipolysis, which is great for contouring<br />

areas on the body, whilst reducing skin sag. The<br />

results are incredible, with high client satisfaction,<br />

especially since there is no down time and can be<br />

performed on all skin types, including Fitzpatrick<br />

skin type 6.<br />

We used in conjunction with epiblading and<br />

needling – the results are amplified: epiblading<br />

ensures the skin is exfoliated and hydrated for<br />

better RF penetration, whilst performing RF prior<br />

to needling causes vasodilation, to achieve better<br />

clinical end point and further fibroblast synthesis,<br />

along with more growth factors and cytokines.<br />


Also called epidermal levelling or dermaplaning,<br />

epiblading is just more than<br />

‘shaving the face” – yes it does superficially get<br />

rid of vellus hair and gently exfoliates the skin, but<br />

can and should be used with other treatments,<br />

serums and enzymes for superior outcomes and<br />

results and can be used on all Fitzpatrick skin<br />

types.<br />

For those with problematic hair, epiblading can<br />

be used with IPL or laser hair reduction in the<br />

one treatment to permanently reduce dark hairs,<br />

otherwise it can be used with a hair retardant<br />

such as the Skindividual HairHalt serum.<br />

Epiblading increases the depth of penetration of<br />

RF, by hydrating the skin, whilst combining with<br />

the 580/590nm IPL wavelength also ensures<br />

all of the light is being penetrated to the dermis<br />

without obstruction of debris on the epidermal<br />

layer. Epiblading can also be used with needling<br />

to also cause vasodilation for better pinpoint<br />

bleeding, in addition to keeping needles super<br />

sharp which means and less bruising.<br />

Even if you were to purchase one of these<br />

devices at a time, you are on the right path to<br />

a successful business, that is renowned for<br />

performing results driven skin treatments. On a<br />

final note, when purchasing a device, ensure you<br />

are buying from a reputable company that has<br />

been around for at least 5 years and provides<br />

excellent training and technical support. Also<br />

check that the device has an ARTG number and<br />

listed on the TGA to ensure your insurer covers<br />

you.<br />

For more advice, book in a one hour<br />

consultation with Nancy to ensure you are<br />

making the right purchase for your business<br />

or a personalised coaching session for you<br />

and your team, to get the most out of your<br />

existing devices or to learn how to effectively<br />

and safely combine modalities.<br />

Mention <strong>Beauty</strong> <strong>Biz</strong> for a 20% reduction on<br />

your session.<br />

Contact Nina on 0476 880 311 to make your<br />

booking.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 35


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WHAT IS IT?<br />

By Gay Wardle<br />

Skin tissue that has died is known as necrotic tissue or necrosis of the tissue. Necrotic tissue<br />

can be anything from acute to chronic depending on the surrounding tissue, skin health and<br />

overall wellness of the individual. The circulatory systems also have impact as well as internal<br />

and topical nutrition.<br />

Necrotic tissue varies and is affected by the<br />

consistency of the wound and the adherence<br />

wound bed. As tissue dies, the wound changes<br />

in colour. This happens as necrosis increases<br />

with severity. Initially the tissue colour will be<br />

a whitish/grey and as the consistency increases<br />

the colour will change to light brown or yellow<br />

with a final change to dark brown / black. The<br />

colour becomes darker, the longer the necrosis<br />

continues and increases in severity. In the<br />

early stages the tissue may have a high-water<br />

content and become mucoid, as it becomes<br />

more consistent and progresses it becomes<br />

dry and has a stringy, clumpy appearance. As it<br />

advances, it becomes very dry and hard with a<br />

leathery appearance and feel.<br />

The consistency is related to the wound retaining<br />

moisture in the wound bed. As the wound is<br />

exposed to air, the necrotic debris dehydrates,<br />

hence it becomes leathery, dry and hard. The<br />

level of tissue death can occur in both epidermal<br />

and dermal tissue as well as advancing to<br />

subcutaneous and muscle tissue.<br />

When there is necrosis to subcutaneous, the fat<br />

tissue dies and there is a stringy, yellow slough<br />

formed, whereas necrosis to muscle causes<br />

muscle degeneration and the tissue becomes<br />

thicker and tenacious.<br />

Fat and dermal necrosis and the formation of<br />

slough may be compounded by infection from<br />

previous contamination of normal skin bacteria.<br />

What is slough? The colour is yellow to very<br />

light brown, it is a thin mucous consistency and<br />

at times may appear stringy.<br />

Where there is full thickness destruction to<br />

tissue, eschar is formed. Eschar may be soft or<br />

hard and is a dark brown to black colour and is<br />

more adherent than slough.<br />

When debris such as eschar is embedded in<br />

the wound it is referred to as adherence. As<br />

moisture in a wound decreases and the level<br />

of damage increases, necrotic tissue becomes<br />

more adherent to the wound bed. A wound<br />

will take a long time to heal if there is necrotic<br />

tissue as it becomes a medium for bacterial<br />

growth as well add to this, the barrier function<br />

is severely impaired. With necrosis you have<br />

prolonged inflammation, therefore, you will not<br />

have granulation over the wound site therefore<br />

the wound does not heal.<br />


Depending on the severity of the wound and<br />

amount of necrotic tissue will give way to the<br />

treatment protocols. Most of the time eschar<br />

needs to be removed daily where possible, this<br />

is done by debriding and removing the eschar.<br />

There are a number of debridement techniques,<br />

and they will depend on the severity and the<br />

amount of necrotic tissue. Debridement requires<br />

a high level of skill so to not create further<br />

damage to the wound.<br />

Mechanical debridement involves the use of<br />

force to remove the eschar. The most common<br />

types of mechanical debridement would be a wet<br />

to dry gauze dressing, whirlpool action to remove<br />

the tissue and wound irrigation.<br />

Wet and dry gauze are the most common of the<br />

three.<br />

Wound irrigation would be using a syringe filled<br />

with a solution to flush the necrotic tissue, this<br />

is also a good way to remove bacteria from the<br />

wound site.<br />

It is the same with the whirlpool action only this<br />

tends to soften the eschar more so.<br />

In conjunction with the above techniques they<br />

also use enzymes or chemicals which degrade<br />

the eschar. Enzymes will not work on dry,<br />

hardened eschar hence they work well with the<br />

irrigation technique. They seem to take a little<br />

longer to get the results.<br />

The third option is to use a sharp instrument<br />

to cut and remove the necrotic tissue from the<br />

wound site. This technique seems to work faster<br />

with wound healing.<br />

All of these techniques must be performed in a<br />

very clean environment so as to not allow further<br />

bacteria growth in the wound.<br />

The reason for removing necrotic tissue is so<br />

that the wound will eventually heal with hopefully<br />

less scar tissue. It is important that we stay in<br />

scope of practice and all removal techniques are<br />

conducted by a person that is trained and skilled<br />

to do so.<br />

One important factor to remember is the as soon<br />

as the wound bed is clean, the faster the healing<br />

process will happen.<br />

www.gaywardle.com<br />

38 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

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By Georgie Westley<br />

When I was asked to write a topic on<br />

cosmetic tattoo so many thoughts<br />

ran through my head on what I can<br />

write about. But what kept alarming<br />

in my head was the need to talk about<br />

the amount of people presenting<br />

in my clinic Distinctive Features in<br />

Melbourne with very unsatisfactory<br />

brow work the technicians coming in<br />

to be ‘retrained’ after being sucked<br />

into an expensive course with no<br />

career outcome they were promised.<br />

One of the main comments I hear from the client is “I<br />

didn’t want to wait that long to see you, I wanted it now”<br />

and of course, the client ends up in my clinic a few days<br />

later beside themselves with anxiety and in need of<br />

emergency removal.<br />

In some cases, their brows are not even bad, they are just<br />

not educated enough on what to expect during the process.<br />

This is the main issue that arises, simply lack of consultation<br />

from the technician themselves. So of course, we end<br />

up just filling the gaps of consultation with them and send<br />

them on their way with full understanding of what’s going<br />

on at the stage of healing they are at. I think with my 20<br />

years of experience, and when I say experience, I mean I’ve<br />

experienced EVERY type of client there is. So I’ve learnt a<br />

way of telling everything, no sugar coating, no softly speaking<br />

in a ‘non-confident’ way, I tell them the absolute worst that<br />

can happen, I tell them everything to expect from darkening,<br />

crusting, pain, scabs, fading, itching and pre care, after care.<br />

Basically, they get everything in writing upon making the<br />

booking, then verbally in the consultation then they get it in<br />

writing again when they leave. My moto ‘Get them prepared<br />

for the worst, and anything else better than that is amazing!’<br />

I guess I’ve learnt this from the years of doing clients and<br />

realising the gaps in my own consultation that lead me<br />

to sleepless nights and constant phone calls, texting and<br />

emails from clients not understanding the process. Clients<br />

messaging me saying their brows are falling off or freaking<br />

out that there’s a gap in one brow and why cant they get it<br />

fixed straight away? I began to realise that every skin is so<br />

different and that my consultation needed to change to reflect<br />

this.<br />

42 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

Georgie Westley -<br />

2020 ABIA COsmetic<br />

Tattooist of the Year<br />

The most important things to tell cover with<br />

your clients during a consultation or if you<br />

are thinking of having it done is this…<br />

· Your brows are measured to your natural<br />

bone structure, if your face is small your<br />

brows should be small and in balance with the<br />

natural structure. We don’t do anything thicker,<br />

lower or longer than the measurement, but we<br />

can go smaller as I know we can add to it later<br />

and this will help you adjust to your new brow<br />

shape.<br />

· Fashion brows will go out of fashion, always<br />

stick with balance even if its slightly smaller<br />

than you expect.<br />

· Large false lashes give the illusion of a bigger<br />

eye, if you elongate and thicken the tattoo<br />

according to the illusion, when the lashes are<br />

removed the brow length and thickness will<br />

age your appearance.<br />

· Brow tattoo changes over time. Some go<br />

grey and some go orange, this is normal and<br />

means you are ready for a touch up.<br />

· To explain that there’s no guarantees on<br />

time span as every skin metabolises pigment<br />

differently. You can’t tell everyone their brows<br />

will last 2 years as some will last 10 months<br />

some 18 months and some 3 years.. but they<br />

start to change from the day they are done so<br />

one client’s perception of ‘brows fading’ can<br />

be totally different to another.<br />

· Skin type and conditions, genetics and<br />

tattoo technique all play a huge part in one’s<br />

end result (research this before<br />

choosing your technique).<br />

· Microblading is a stepping stone<br />

treatment and can only be done<br />

a few times before it blurs, blends<br />

and becomes more blocky.. In fact, it actually<br />

becomes less natural than ombre brows in the<br />

long run and can’t be done successfully on an<br />

oily and/or sun damaged skin.<br />

· If you have a strong brow muscle on one<br />

side, you will never get even balance. Your<br />

brows are attached to skin which is attached<br />

to muscle. Your muscle movement is out of<br />

our control. Injectables are the only way to fix<br />

a ‘rogue’ brow.<br />

· Treat your brows like an open wound for<br />

the first week, ANYTHING that can have<br />

bacteria must not touch the brows this can<br />

lead to infection. E.g Fingers, nails, Makeup,<br />

pillowcase, fringe, hair, sweat..<br />

· Your brows will create a rollercoaster of<br />

emotions during the process, from crazy dark<br />

and thick brows on day 1 to peeling, shrinking<br />

and disappearing on day 5 to the colour coming<br />

back around day 10-14 then the refresh to fix<br />

any shape and colour inconsistencies around<br />

the 6 week mark and then that needs to heal<br />

also. It’s a long process that is not complete<br />

until a month after the touch up appointment.<br />

· My two favourite sayings I tell my clients are..<br />


SISTERS NOT TWINS!... Distant cousins are<br />

a problem though (insert a giggle here)<br />

In the more unfortunate case that the<br />

clients brows have actually been as they<br />

say ‘botched’ , depending on the stage of<br />

healing they are at we can do emergency<br />

removal which in many cases will remove<br />

at least half the colour of not more. But<br />

this is only up to the 48-hour mark. After<br />

that the skin has closed and the colour<br />

has started to set in. So now we must<br />

wait 6 weeks to start the removal and/<br />

or correction process. We can’t enter or<br />

open the skin during the immune response<br />

healing time or we risk of hypertrophic or<br />

even A-Trophic scarring.<br />

Depending on the extent of the brow job,<br />

some brows can take up to 2 years to fix<br />

(you can only imagine how much time<br />

and money this will cost). Removals are usually<br />

6 weeks apart and depending on the type of<br />

pigment or ink that was used either saline or laser<br />

removal options will be done and sometimes<br />

even a mixture at both at different intervals is<br />

required. This process is painful, time consuming<br />

and expensive. And never ends with a perfect<br />

result but more an improved quality of life. It is<br />

unlikely you can just ‘go over’ a bad brow tattoo<br />

with a new tattoo to improve it, the only way to<br />

cover something is to make it darker and more<br />

concentrated than what’s there. In most cases<br />

this will only make matters worse.<br />

One of the issues we are facing at the moment<br />

is the lack of regulation in the PMU industry.<br />

There is no minimum legal standard to become<br />

a tattooist or even a trainer in cosmetic tattoo<br />

so any man and his dog can learn this from<br />

an online course, be given a kit and certificate<br />

and away they go! Never having tattooed a real<br />

face with a trainer there to help and guide them.<br />

Now I’m not saying online courses are a total<br />

no go, I even have written my own one for this<br />

topic of corrections and removals myself. But<br />

I highly recommend if you are looking to enter<br />

the industry of cosmetic tattoo, leave the online<br />

courses until you have done a proper hand on<br />

course first. And if you have no prior experience<br />

in brow design and makeup or beauty then this<br />

needs to be covered initially so you have prior<br />

knowledge and understanding of face shapes,<br />

skin, brow design and colour.<br />

In conclusion, it only makes sense to choose<br />

your artist wisely and if you are wanting to learn,<br />

chose your trainer wisely, research them, find<br />

out their experience and qualifications, check<br />

out their work and lastly ALWAYS learn how to<br />

remove and correct even your own work.<br />

Georgie Westley is Director and Educator<br />

at Distinctive Features Cosmetic Tattoo &<br />

<strong>Beauty</strong>. Visit www.distinctivefeatures.com.au<br />

to learn more about Georgie, her courses and<br />

her work.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 43

BEAUTY<br />



By Joy Crossingham<br />

It’s no industry secret that lash and<br />

brow services go hand in hand. Nothing<br />

complements a fresh set of handmade<br />

volume lashes like the perfect pair of<br />

bespoke brows. And when you’re scrolling<br />

through Instagram, looking at lash photos<br />

for inspiration, how often do you flick past a<br />

beautifully-blended cat eye closeup simply<br />

because the brow wasn’t even brushed into<br />

position?<br />

Brows frame the face, but more importantly for<br />

lash stylists, they complete the look. Even a<br />

tweeze and subtle brow tint can give your lash<br />

photos that extra wow factor, which is exactly<br />

what you need to stand out on your socials.<br />

We all know that more impactful photos lead to<br />

more engagement, which in turn, can lead to<br />

more conversions.<br />

Adding brow services to your lash bookings also<br />

gives you the added bonus of a higher hourly<br />

income, plus the prospect of converting your lash<br />

clients to repeat brow clients, too!<br />

But the question is, how do we get our lash clients<br />

to start trusting us with their beloved brows?<br />

Brows are personal, and they’re important:<br />

most clients know that it’s not worth the risk of<br />

messing them up, and so they’ll be reluctant to<br />

trust someone new with them. If their brows are<br />

messed up, they have to wear them on their face<br />

for at least 2-4 weeks!<br />

Ok, that’s great Joy, you might say, but I’m<br />

booked all day. I can’t go adding in services here<br />

and there; I don’t have time!<br />

Many lash and brow services can be performed<br />

in the same booking slot, or, if you time it right,<br />

only add about ten minutes onto the service time.<br />

Here are some of the ways I make it work for me<br />

in salon – speed lashing not required!<br />

Go Gently<br />

Your client may not usually have their brows<br />

done, or they may think that their brows look<br />

completely fine as they are. It’s important to<br />

start slowly with these clients, because if you<br />

go straight in with a dark brown henna, it might<br />

scare them off and then they’re unlikely to let you<br />

near their brows ever again.<br />

Start by offering them a brow tint and tidy when<br />

they are already laying down, relaxing while you<br />

work your lash magic. Compliment their brows,<br />

or gush about your own handiwork.<br />

“I’m loving this set today, Jessica. You know<br />

what would take it to the next level? We could<br />

just pop a brow tint on while I’m fanning off your<br />

lashes, and it would really make them pop.<br />

Would you like to give it a try? It’s only an extra<br />

$x.”<br />

Already relaxed and hopefully vibing her lashes<br />

before she’s even seen them, Jessica will likely<br />

say yes. All you need to do is mix up some tint<br />

when you’ve finished applying your extensions,<br />

44 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

and then pop it on the brows, and<br />

leave it on while you fan off and<br />

remove the eyepads and tapes.<br />

That will be plenty of time for the tint<br />

to process.<br />

This is a double win: you get extra<br />

dollars in your hour, and your after<br />

photos are going to look so much<br />

better! This is the best upgrade<br />

option when you’re booked back to<br />

back, as it takes only an extra minute<br />

or two to mix, apply and remove the<br />

tint.<br />

Solve Their Problem<br />

A tried-and-true sales tactic you may<br />

already know is problem solving.<br />

You need to find out what your<br />

client’s problem is, and solve it.<br />

These days, most of us lead busy<br />

lives, and it can be hard for us to<br />

get to multiple different locations to<br />

attend our beauty appointments.<br />

You can easily use this to your<br />

advantage.<br />

I can’t count the amount of times<br />

I’ve pulled out my phone to take my<br />

before photos, and my client has<br />

said embarrassedly, “Oh, don’t look<br />

at my brows; I’m due to get them<br />

done.”<br />

This is a cue. Don’t just reply with a little<br />

compliment or tell them not to worry about it.<br />

The best way to respond is, “I can fix that for you<br />

while you’re here, Jessica. I can pop the henna<br />

on now, and then wax and tidy once I’m finished<br />

your lashes. It will only take an extra ten minutes<br />

or so.” You could also tell Jessica your price, but<br />

that’s irrelevant by this stage: Jessica has just<br />

made and attended a brow appointment without<br />

even getting off the lash bed!<br />

Mix up the henna first, and then while you are<br />

waiting for it to be ready to apply, put on your<br />

eyepads and tape and prep the lashes and<br />

brows. Then you can apply the henna. You<br />

can leave it on for the whole duration of the refill<br />

appointment for a dramatic stain, or remove it<br />

halfway through. Once you’re done lashing, you<br />

can wax and tweeze if needed.<br />

While this is probably best utilised when you<br />

have a small gap between clients, it’s a great<br />

and easy way to upgrade your client to a multiple<br />

service booking. When you’re rebooking your<br />

client for her next refill in three weeks’ time, it’s<br />

even easier to say, “And will I add brows on too?”<br />

Utilise Every Spare Moment<br />

One of my favourite services to upgrade is a lash<br />

lift. Lash lifts are fun and easy to do, but there<br />

is definitely a bit of sitting around and waiting for<br />

solutions to process, especially with the slower,<br />

keratin-based lift solutions.<br />

The good news is, many keratin-based lash<br />

lift products are also safe to use on brows, for<br />

lamination. You’ll likely get multiple applications<br />

out of a sachet (at least enough for a lift and a<br />

lamination!), so why not offer it to your client as<br />

an upgrade?<br />

The best time to do this is when you’re applying<br />

the lashes to the shield.<br />

“Hey Jessica, have you ever had your brows<br />

laminated? I think your brows would be really<br />

perfect for it.”<br />

“No? What’s that?”<br />

“It’s like a lash lift, but for your brows. We can set<br />

the hairs into the position that you want them, so<br />

it’s much less maintenance when you get ready<br />

in the morning.” (This bit is important, because<br />

as we know, lash lift clients are all about the low<br />

maintenance.) “I’ll have enough solution left<br />

over from your lash lift if you’d like to give it a try<br />

today? It will only take an extra few minutes.”<br />

It’s very easy to time the brow lamination<br />

processing times with the lash processing times:<br />

brows generally have shorter times, so you can<br />

apply the solution to the lashes first, then the<br />

brows, and process them at the same time.<br />

I challenge you to give it a try! Just like addon<br />

selling retail items, or upgrading classics to<br />

hybrid, your clients are often waiting for you to<br />

offer, and rely on your expertise to guide them.<br />

Not confident in brows?<br />

Pop on over to www.lashjoyacademy.com<br />

to check out our new 4-Day Ultimate Brow<br />

Mastery Course, and keep an eye on our<br />

socials for updates and special offers.

The Eyelash &<br />

Eyebrow Tint Experts<br />

Define and enhance eyes with Hairwell.<br />

Richly intense, creamier and longer-lasting<br />

eyelash and eyebrow tints made in Germany.<br />

Non-drip formulas deliver superior, precise<br />

results which last 4-6 weeks.<br />

Cost-efficient and salon-proven.<br />

5 shades for every skin and hair tone.<br />

For stockists call Dateline Imports P/L on (02) 9666 3611 or visit datelinecity.com<br />

/DatelineImportsAustralia @datelineimports

BEAUTY<br />



By Otto Mitter<br />

One of the most common myths that I see all the time<br />

in Facebook groups and from speaking to people at<br />

events, exhibitions and in training is “The product<br />

doesn’t work”.<br />

Technicians experience having a problem<br />

and underwhelming results with a lash lift<br />

and the first port of call is generally that the<br />

product does not work.<br />

The technician will say “I did a lash lift and the<br />

results just weren’t there. It must be the batch,<br />

because I have not changed anything in the way<br />

that I’m applying”.<br />

This topic is something that has always<br />

intrigued me, I have been doing research on this<br />

phenomenon and collecting screenshots, data<br />

and evidence for many years and I literally have<br />

hundreds upon hundreds of people saying that<br />

the lash lift did not work on their clients which is<br />

happening with multiple brands in the industry. I<br />

could literally name 10 brands off the top of my<br />

head that I see this happening with.<br />

Why would this be the case?<br />

This happens with a lot of various products in<br />

the beauty industry, nail industry, hair industry.<br />

I have seen people struggling to have consistent<br />

results on a variety of their clients with nail<br />

products, adhesives, skin care and hair products.<br />

On the flip side, I have evidence of hundreds<br />

of people in forums saying that they have<br />

never had an issue with the same product that<br />

the technician is having an issue with. Could it<br />

really be the case that so many brands have<br />

inconsistent production in making such a simple<br />

formula?<br />

Permanent wave lotions are not a complex<br />

formula to produce. In all honesty when you are<br />

making a big batch of product the measurements<br />

should be exactly the same every time when<br />

producing the batch. If the quantities are not the<br />

same when putting together the formula it will of<br />

course not perform or emulsify correctly or be<br />

stable. These brands invest millions of dollars<br />

into their companies and brands, why would<br />

they jeopardise their product by not mixing the<br />

batch correctly each time? Brands also have to<br />

survive, and customer satisfaction is always the<br />

top priority. When you buy a bottle of coke or<br />

lemonade from certain brands, they are always<br />

the same right? When you buy shampoo from a<br />

certain brand it is usually the same correct? Why<br />

would permanent wave lotions be any different?<br />

Well, the reality is it’s highly unlikely that the<br />

formulas will change, but the variable is the<br />

individual. The human body changes throughout<br />

our life time and often more than you think. Our<br />

hair texture can change a few times a year due<br />

46 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

to lifestyle and hormonal changes and due to our<br />

diet and supplementary intake.<br />

It is important to note that many companies have<br />

a very strict policy and production process when<br />

they are making products. Stability testing also<br />

takes place after a batch is produced to ensure<br />

that it works. Literally 50 to 100 applications need<br />

to be performed on clients with the microbial<br />

stability reports required to come back with an<br />

all-clear result, before that batch is released for<br />

sale to the market. The chances of a bad batch<br />

are extremely low.<br />

You also have to look at the brand and the history<br />

of the brand, have they been in business for a<br />

long time? If so, then obviously their products<br />

work right? Otherwise they wouldn’t be able to<br />

maintain customers and have repeat business.<br />

No brand can survive if they do not have repeat<br />

business.<br />

If YOUR lift is not working, then you need to look<br />

at these factors:<br />

1. Has the client’s hair texture changed at all?<br />

Have they changed their diet at all? Are they<br />

on any particular nutrients or supplements? Are<br />

they going through any hormonal changes? Are<br />

they using growth serums?<br />

These factors can play a huge role in how the<br />

texture changes with eyelashes, it can mean<br />

the difference between having to leave a lotion<br />

on to process for another minute or two or even<br />

reducing the lotion time by a minute or two if their<br />

hair texture has become thinner.<br />

2. Was the lotion placement consistent enough?<br />

Was it placed from the base of the lashes to high<br />

enough on the lashes? Was it left on long enough<br />

for that hair texture? Was the environment warm<br />

or cool?<br />

If the lift has been a little underwhelming but<br />

there has been some lift, it usually means that<br />

they just need to leave the lotion to process for<br />

a little longer. Adjust the lotion placement and<br />

apply it from the base of the lash to higher up the<br />

lash and ensure that the lotion placement is thick<br />

and consistent all the way across the lashes.<br />

Most brands say it is safe to re-lift the lashes on<br />

the same appointment time if required, however<br />

you will need to check your brand guidelines if<br />

you ever need to make any adjustments for your<br />

clients.<br />

Interestingly, COVID has seen an increase in<br />

clients using various home-care products and<br />

lash growth serums and mascaras. This is<br />

something to also consider as it may change<br />

the texture of your client’s lashes, when they<br />

come back to have a treatment they may be<br />

more resistant than usual. Resistant lashes are<br />

not always thick lashes either, I have worked on<br />

plenty of clients over the years that look like they<br />

have thin hair texture, but the lashes are resistant<br />

to permanent wave lotions. It really is a case of<br />

readjusting the application and nine times out of<br />

ten this is going to resolve the issue.<br />

Otto Mitter is a qualified Cosmetic Chemist,<br />

Make Up Artist, and multi award winning<br />

educator and assessor in the <strong>Beauty</strong> Industry<br />

and multi certified eyelash extensions<br />

educator, competition judge, Lash Masters<br />

Alumni and Managing Director of Ex-Import<br />

Pty Ltd.

I N T R O D U C I N G<br />

B Y E L L E E B A N A<br />

















info@elleebana.com www.elleebana.com @elleebana

BEAUTY<br />



With RefectoCil<br />

If there’s one thing we learnt in 2020, it’s<br />

to always remain adaptable in the most<br />

unusual of circumstances. The beauty<br />

community has learnt to be more resilient<br />

as the effects of COVID 19 continue to affect<br />

the industry at large. We’ve had to change<br />

everything from check-ins systems and<br />

cleaning protocols to treatment times and<br />

offerings.<br />

We’ve also seen clients’ beauty priorities change<br />

to fit with the ‘new normal’. The increasingly<br />

normalised ‘Zoom’ digital communication lifestyle<br />

as well as the introduction of mandatory masks<br />

and has resulted in women reassessing their<br />

beauty needs and focusing on facial treatments<br />

more than ever. It’s no surprise that lash and<br />

brow styling including tinting, lash lifting and<br />

lamination are among the most talked about<br />

treatments this year and for good reason. These<br />

treatments are cost effective for salons and<br />

provide the client with long lasting, on-trend lash<br />

and brow looks with no downtime and minimal<br />

maintenance.<br />

The highly defined ‘hollywood’ brow that was<br />

once famous has now been forgotten about as<br />

we are now embracing our fuller ‘isolation’ brows.<br />

During lockdowns most therapists encouraged<br />

their clients not to DIY their brows at home for<br />

obvious reasons. As a result, women have<br />

starting to embrace the extra brow hair growth<br />

and gone for a ‘grown out’ more natural look than<br />

before. We’re asking our brow artists for more<br />

volume and texture and are gravitating towards<br />

treatments that maintain unruly hairs.<br />

Previously therapists would shape and style<br />

brows using different forms of hair removal.<br />

Now the most effective and profitable way for<br />

salons to achieve the current fuller brow look<br />

for their clients is with tint and lamination. The<br />

RefectoCil Natural Brown no.3 still stands as<br />

the number one best selling tint worldwide and<br />

is often described as “the perfect brown”. Whilst<br />

this universal tone suits most complexions, it can<br />

be easily blended with three other RefectoCil<br />

shades to customise the colour for each<br />

individual. Laminating the brows (straightening<br />

the brow hair using a chemical solution) will<br />

further enhance the fullness of the brow to<br />

create a fluffy, brushed up look and lasts up to 6<br />

weeks. Brow lamination can be achieved safely<br />

by following the instructions in the RefectoCil<br />

Lash Lift kit (check first for the RefectoCil Brow<br />

lamination sticker).<br />

It’s important to remember there’s a fine line<br />

between full, natural brows and unruly brows!<br />

After a significant uptake in aftercare products<br />

last year, we’re seeing that customers are willing<br />

to invest more in maintenance products if it<br />

helps to prolong the results. Another benefit of<br />

using such products is reducing damage to the<br />

hair caused by regular perming or colouring.<br />

RefectoCil offers three aftercare solutions;<br />

Styling Gel to protect and style lashes and brows<br />

daily, Care Balm to intensively condition hairs<br />

overnight and Lash & Brow Booster to promote<br />

hair growth by up to 56% in 10 weeks. Thanks<br />

to the colour locking ingredient D-Panthenol, tint<br />

longevity is prolonged and hair is conditioned<br />

overtime by using Styling Gel & Care Balm<br />

regularly.<br />

In conjunction with aftercare, brow artists will<br />

tell you that the secret to a long-lasting brow<br />

is in the preparation. RefectoCil offers a full<br />

range of ancillary products to compliment the<br />

8 tint shades. Key products include RefectoCil<br />

Micellar Eye Makeup Remover to rid the eye<br />

area of makeup and oils and Skin Protection<br />

Cream nourish and protect the eye area from<br />

unwanted skin staining. The synergies between<br />

preparation products and tint are crucial in<br />

ensuring longevity in lash and brow styling and<br />

in turn, customer retention. The RefectoCil Basic<br />

Starter Kit incorporates 6 core tint shades and<br />

all accessories necessary for professional quality<br />

tinting including the hands free Browista Palette<br />

and Tool Kit with two precise brushes.<br />

To discuss product and tailored training<br />

programmes, please call RefectoCil Australia<br />

directly.<br />

+61 2 7200 8452 | sales@refectocil-australia.<br />

com.au | www.refectocil-australia.com.au<br />

48 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

get the<br />

Voluminous ‘brushed up’ brows are<br />

trending. Style tinted brow hairs by<br />

combing upwards with RefectoCil<br />

Styling Gel. This product has a<br />

unique colour lock formula, so<br />

tint colour will appear<br />

fresher for longer!<br />

RefectoCil look<br />

Frame eyes flawlessly using the RefectoCil Basic Starter Kit.<br />

Whether you’re a beginner or seasoned lash and brow artist, this complete kit<br />

includes all products and tools needed to master classic and on-trend styles.<br />

The RefectoCil Basic Starter Kit features 6 best-selling RefectoCil colours, tint<br />

accessories and Style Book to guide your creative mixing and blending.<br />

For product and training enquiries, contact RefectoCil Australia directly.<br />

+61 2 7200 8452<br />

sales@refectocil-australia.com.au<br />


BEAUTY<br />



YOUR SALON By Lauren Burton<br />

With so many nail salons in<br />

Australia, some of which are<br />

offering nails at such a low price,<br />

how do you compete? The answer,<br />

you don’t!<br />

When you get a job, it’s to earn a<br />

living, right? If you start a business, the<br />

intention is to again, make a living, and<br />

a comfortable profit, right? But if your<br />

focus is on undercutting other salons<br />

in your area, you are not only hurting<br />

yourself financially and mentally with<br />

not charging your worth. But this also<br />

leads to cheapening of the industry<br />

as a whole, harming us all in the long<br />

run. Which has happened to a degree,<br />

with the rise of “cheaper” shopping<br />

centre nail bars, we refer to the vast<br />

majority of these types of salons as<br />

non-standard salons (NSS), as they<br />

do not practice correct salon policies<br />

and practices which can include not<br />

using products that are adequately<br />

designed for the nails due to them<br />

being inexpensive and even in some<br />

cases the “technicians” not being<br />

qualified in nails at all. This is not<br />

race-related, as there are plenty of<br />

NSS around that are not in shopping<br />

centres. A lot of people will use these salons for<br />

convenience of being able to walk in (but can end<br />

up waiting an hour) or for the price, thinking they<br />

are getting a better deal, when in fact, the added<br />

the little extras, i.e. shape, length, gel colour,<br />

gel top coat, works out not that much cheaper. I<br />

am yet to meet a client who has had a good and<br />

consistent experience at these places.<br />

It is essential, to look at what salons in your<br />

area are charging as a guideline because<br />

depending on your demographic prices will<br />

differ. But don’t try to compete with them, your<br />

circumstances and theirs will be different. If you<br />

focus on undercutting and competing with other<br />

salons, I can guarantee that this will cause you<br />

unnecessary stress, if not immediately, definitely<br />

over time and lead to a loss of passion for your<br />

work, as you are continually working to not make<br />

much by charging $60 or less for a set of nails<br />

but then taking 2 hours or more to do them. A nail<br />

bar down the road might be charging anything<br />

between $10-$30 cheaper than you, and seem<br />

really busy, but bear in mind that the salon must<br />

work twice as hard to earn the same figures as<br />

someone who is charging the going rate. As the<br />

old saying goes, work smarter, not harder.<br />

50 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

When setting your pricing, you must keep several<br />

things in mind, including your business running<br />

costs, rent, insurances, utility bills (electricity,<br />

water, phone, website, marketing). Then you<br />

have stock upkeep, cleaning products, general<br />

expenses. You also have to ensure you are<br />

paying yourself at least the minimum an hourly<br />

rate, and your staff too if you have them.<br />

You also have to ensure you have money<br />

aside to bringing in new products, continue<br />

with upskilling, education, and training, It is vital<br />

that you keep yourself and staff up to date with<br />

training, it keeps you and your business, more<br />

proficient and keeps your salon standing out as<br />

the must-go-to place. If you wish to expand the<br />

business and grow, you need to have the money<br />

to aid you in growing your business. These are all<br />

things to factor in when creating your treatment<br />

pricing.<br />

Next step is to figure out treatment costs for<br />

the salon/technician; we need to figure out how<br />

many applications can be expected from each<br />

product we use; any reputable brand should be<br />

able to provide you with a cost and application<br />

breakdown of their products, this is how you find<br />

out how much it costs you per treatment. As an<br />

example, a 15ml bottle of gel polish costs $25.00<br />

per bottle we can get anything between 25-30<br />

applications, we take the $25.00 and divide that<br />

by 25, giving us $1.00 peruse. Every time we use<br />

a layer of that gel polish colour we know it costs<br />

us $1.00. We then do this sum with every product<br />

we use in a treatment process. It can take a little<br />

time, but it is something worth knowing when it<br />

comes to your business.<br />

Nails can be a profitable service if priced correctly<br />

with Australian beauty standards. The minimum<br />

hourly rate for a nail technician in Australia,<br />

as per Fair Work is $21.92 per hour, going up<br />

to $34.62 per hour or more, depending upon<br />

experience. Factor in how long treatments take<br />

for the technician to complete if you are doing<br />

nail art charge more, it is more time, and it is a<br />

bespoke service. In an ideal world, a nail salon or<br />

nail technician should be charging a minimum $1<br />

a minute for their time alone, then adding other<br />

costs into those prices.<br />

Lauren is the Gelish Master Educator & Head<br />

of Education at Hand and Nail Harmony<br />

Australia, distributors of Gelish Gel Polish.<br />

Visit www.gelish.com.au to learn more.

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<strong>Beauty</strong> SHOP<br />


Ginger & Me Skin Chill Globes elevate holistic skin and mind health by transforming<br />

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cool sensation of genuinely caring for you with a relaxing facial massage that<br />

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Hydromerse skin recovery system is a revolutionary new way to hydrate, cool, refresh & soothe even the<br />

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Its powerful hydrating formulation penetrates deeply into the skin, and with ingredients which instantly<br />

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LOOK.<br />

A body self-tanner formulated to deliver<br />

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• Centella + DHA + Vitamin E<br />

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EGCG Liposomes has potent antiinflammatory<br />

& anti-ageing properties, as<br />

well as being a free radical blocker. Derived<br />

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irritated, reddened, and cracked skin. By<br />

modulating the protein kinase inhibitor p57,<br />

EGCG Liposomes is able to control and<br />

promote keratin and filaggrin formation in<br />

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Calm is the first product offering from Florabiome by Chiza Westcarr - a biofermented<br />

elixir packed full of antioxidant-rich goji and acai berries and stressmodulating<br />

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It can be enjoyed by everyone. Swapping your favourite tipple for a delicious<br />

glass of Calm may restore wellbeing, replacing ‘fight or flight’ with a calming<br />

‘rest and digest’ response. Calm contains prebiotics, probiotics and postbiotics.<br />

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Goodbye Wrinkles is the world’s largest range of anti-wrinkle silicone sleep masks,<br />

which are re-usable up to 30 times.<br />

The extensive range includes mouth, eyes, forehead, cheeks, frown masks as well as<br />

masks to help reduce scarring, and stretch marks. Goodbye Wrinkles have also recently<br />

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popular with not only mums but mums-to-be wanting to help prevent stretch marks.<br />

Since the launch of private labelling in April 2020, the Goodbye Wrinkles silicone masks<br />

are now private labelled by over 100 salons and clinics around Australia. Private<br />

labelling allows the business owner to create their own brand of anti-wrinkle masks, and<br />

also gives them the opportunity to maximise profit by naming their own price.<br />



Pioneers in the clean beauty space, Youngblood Mineral Cosmetics is<br />

now focusing on the first step in beautiful skin – high performing, clean<br />

Luxury Skincare. This collection of effective and luxurious skincare<br />

products is designed to complement their beloved mineral cosmetics<br />

range with 6 standout formulas.<br />

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• Eye Impact Revitalizing Eye Treatment – same formula, new packaging<br />

• Micellar Water with Colloidal Silver – same formula, new packaging<br />

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Ultraderm’s philosophy is to provide specialist skincare<br />

with great value. Ultraderm believe that effective<br />

cleansing and exfoliating are the first steps in achieving<br />

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best-selling Cleansers + Exfoliant together with an<br />

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start to 2021.<br />

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A tattoo chair is more than a piece of<br />

furniture that sits in your salon, it’s an<br />

investment into your business and over all<br />

craft so it makes sense to choose one that will stand the<br />

test of time. This tattoo chair is packed with features that will<br />

bring ease into your life and comfort to your customers.<br />

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This exfoliating treatment provides physical, enzymatic and acid exfoliation in a unique gel form.<br />

Formulated with bamboo powder and rose quartz micro-crystals to provide the ultimate physical exfoliation.<br />

Fruit extracts with enzymatic activity and natural AHAs exfoliate the skin to feel soft and smooth<br />

and a menthol derivative provides a clean cooling sensation. Naturally-derived Alpha (AHA) and<br />

Poly Hydroxy Acids (PHA) amplify client exfoliation, prepping the skin for the next step in their<br />

professional treatment.<br />

• Accelerates removal of dead skin with physical, enzymatic and chemical exfoliation<br />

• Retexturizes, helps improve the appearance of sun damage and diminishes the look of lines<br />

• Leaves skin soft, smooth and radiant.<br />

www.imageskincare.com.au<br />


mesoestetic ultimate micropeel is a micro-exfoliating treatment that provides a<br />

smooth renewing action on the skin surface, helping remove dead skin for a more<br />

refined texture. It helps smooth out imperfections, instantly enhancing skin radiance<br />

and luminosity. The combination of AHAs with an enzyme exfoliant provides a<br />

weekly exfoliating, renewing action on the skin surface to reveal a smoother, more<br />

supple and brighter complexion.<br />






Which tweezers have their own cult? Rubis Tweezers,<br />

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Kill 99% of germs and bacteria. You’re in safe hands<br />

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Tweezerman Tweezers are world renown for perfectly<br />

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Optimise bench space with <strong>Beauty</strong>PRO 450cc Wax<br />

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BLOG spot<br />



By Will Fennell<br />

Ok, I am going to be totally honest with you here and not<br />

pretend that I love every blessed moment of my chosen<br />

career...... So, I will come clean.... Yes, there are some<br />

days I wish to stab my clients with (sterilised) tweezers.<br />

Not actually kill them as such. No, no, no! I’d never pull<br />

off an orange jumpsuit in prison, just perhaps hurt them<br />

enough, so they’d at least stop talking.<br />

Does this make me a bad person, or even worse, a bad skin<br />

therapist?<br />

Don’t get me wrong, I am so blessed to have clients I call<br />

family and I love nearly every single moment with them, it’s just<br />

sometimes in the mornings I hardly have the energy to apply<br />

deodorant under both arms, without then having to spend the<br />

day listening to the unique “personal” challenges, that each of our<br />

clients are facing in their day to days shenanigans.<br />

I love being challenged with skin conditions such as acne,<br />

rosacea, lines, wrinkles, sensitivities. These tests of my<br />

professional expertise are why I went to <strong>Beauty</strong> School and not<br />

what I am talking about - these challenges are why I do what I do,<br />

and I wouldn’t change it for the world!<br />

It’s more the other side of our profession when we slip from being<br />

skin therapists into being more “budget” mental therapists. Maybe<br />

they did teach us this particular forte at college? I just must have<br />

been doing pedicure training and missed the class at school on<br />

how to advise your client on whether to keep the lover she is<br />

sleeping with behind her husband’s back?<br />

So, can we be good skin therapists and balance it all. One that<br />

treats skin, is empathetic, but is able to keep their clients at a<br />

healthy distance?<br />

I myself have always had trouble with this one. I once advised<br />

a client to divorce her douchebag husband. Let’s just say it all<br />

ended badly, for all parties. But mostly me. It is surprising just<br />

how far a 100kg muscle man can throw a 65kg twinkie.<br />

Admitting that I am not so good at it myself and to make sure I<br />

don’t ever go to prison for stabbing a client, I asked my business<br />

partner Peta Friend, who without doubt is the best skin therapist I<br />

know, who somehow perfectly balances professionalism with the<br />

warmth of a client/friend relationship, for some advice.<br />

Here are some points she gave me that help her keep a healthy<br />

therapist /client relationship balance in her life.<br />

Peta; “Lead with kindness, ask questions about skin first, but then<br />

if the client wants to open up about their private life, listen, but<br />

don’t pry and never (ever) give advice.<br />

Will; “But what if they won’t shut up”?<br />

Peta; “I am always really firm, I never reply with any questions. I<br />

just listen and then lead the conversation back to their skin.<br />

Will; “What about invitations to weddings and birthdays”?<br />

Peta; “Depends on how good the food and champagne is! This<br />

one I decide client by client. You need to remember for a lot of<br />

my clients I have been a big part of their wedding preparation and<br />

they want me to be a part of their special day. Mostly I am very<br />

proud to be there with them”!<br />

I really love this advice. Remember we are skin therapists, not<br />

psychologists and I think that there needs to be a very firm wall<br />

between therapists and clients when it comes to their personal<br />

lives.<br />

But never discount that what we do is an incredibly personal<br />

service. Our clients often adore us and think of us as family.<br />

Sometimes we just need to use our common sense, listen to<br />

them, show them our appreciation and love, but remember they<br />

are clients, and you are their skin therapist. Set boundaries and<br />

stick to them.<br />

Give them good skin, leave their personalise lives to them and<br />

that will have them coming back for more!<br />

Will Fennell is an international trainer for BIODROGA<br />

biodroga.com.au @biodroga_aus<br />

56 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

BEAUTY<br />

& SCIENCE<br />



BLOG spot<br />

2021: THE YEAR OF<br />


By Elle Wilson<br />

Ready to make 2021 the year running your beauty business becomes<br />

easier? I hear you! So, let me tell you how to begin...<br />

I personally am a little tired of the idea that<br />

business is hard. It isn’t business that’s<br />

hard. We make it hard and ironically, it<br />

can make us feel good. We even believe<br />

that there is some kind of virtue in ‘doing<br />

it hard’. Believe me beautiful, there isn’t.<br />

Our lack of clarity and our lack of ability<br />

to be laser-focused is what makes<br />

everything harder. It ignites our emotional<br />

body, makes our head fuzzy and leaves<br />

us feeling overwhelmed. For some of us,<br />

the shiny objects, lack of leadership skills,<br />

inability to define our one true desire for<br />

our business or take the time to ask<br />

ourselves the most important question (I<br />

will reveal this below) is what causes the<br />

chaos or “hardship”. The chaos that you<br />

will eventually arrive at if you just dive in<br />

and start “doing”.<br />

Is there right and wrong in business?<br />

There is.<br />

It took me years to admit this.<br />

If we want to do it easier, there is a way.<br />

When I wanted it easy, I started to listen,<br />

to be more vigilant about what makes<br />

business easy. My emotional body wasn’t<br />

needed or triggered. My overwhelm<br />

subsided.<br />

Human beings are awesome at making<br />

messes they then have to clean up.<br />

Sometimes it’s possible and other times,<br />

it isn’t. This is why the stats that show how<br />

many businesses fail within 5 years of<br />

opening are extremely high.<br />

Let me share with you a secret…<br />

Successful business doesn’t have the<br />

tiniest element of luck in it. It’s all about<br />

planning, strategy and moving forward<br />

with clarity.<br />

So now think about your business in<br />

2021...<br />

Do you want the same old struggles or to<br />

continue believing that business is hard?<br />

Do you LIKE business to be hard?<br />

Of course not!<br />

In this article, I am offering you ONE<br />

solution that is essential to you streamlining<br />

your business this year; making it easier.<br />

I will then go on and share with you how<br />

my TrueBrow salon owners use this<br />

solution and most importantly, why.<br />

Over the last 36 years in the industry,<br />

I have picked up a few tricks. In the last<br />

20 years alone, I have mentored and<br />

strategised the businesses of thousands<br />

upon thousands of business owners.<br />

The majority of them, I could even go as<br />

far as to say about 99% of them, had no<br />

idea how to answer when I asked them<br />

one of the most essential questions an<br />

entrepreneur must know to ensure clarity.<br />

Clarity for their values, their messaging,<br />

their marketing, their furniture, their email<br />

campaigns, their promotions and so on.<br />

It’s like the laying of the foundation.<br />

The question… “What business model is<br />

your beauty business using?”<br />

Their answer... “I don’t know, Elle?”<br />

And there it is... BINGO! Even just<br />

acknowledging the fact that their<br />

businesses weren’t operating according<br />

to a purposefully chosen business model<br />

was like a lightbulb moment… Finally, they<br />

could clearly see where a foundational<br />

decision HAD to be made to move forward<br />

and that in itself, begins to make business<br />

easier.<br />

I want you to take a look at the definition<br />

of these two precious words: business<br />

model.<br />

A business model is a framework to<br />

understand, design and test your business<br />

idea. It provides a systematic way to<br />

identify how you can profitably generate<br />

revenue while creating value for your<br />

clients.<br />

Now, don’t get me wrong, there are still<br />

challenges, hiccups and this first step isn’t<br />

the cure to all life’s pain, but selecting a<br />

business model will stabilize you, align<br />

you with your deepest business desire and<br />

most importantly, it will give you clarity in<br />

moving forward in 2021.<br />

Remember, the opposite to clarity<br />

is overwhelm, frustration, depletion,<br />

confusion and we don’t want that.<br />

There are many business models a<br />

beauty business can use to grow, such<br />

as a membership program, the influencer<br />

model, the referral model, the nurture<br />

model; these are just a simple few.<br />

But there is one specific business model<br />

we offer and support our TrueBrow<br />

community to implement. And, the most<br />

successful of our students are the ones<br />

that follow through without a moment’s<br />

hesitation.<br />

They operate using the “Expert/Skilled-<br />

Based Model” because it is the one<br />

business model that eliminates so much<br />

extra work and offers the greatest rewards<br />

with the lowest outgoings.<br />

This business model requires absolutely<br />

no paid advertising for the salon owner,<br />

eliminating the need to understand or use<br />

Facebook/Instagram paid marketing, let<br />

alone stay up to date with it. It requires<br />

no discounting or price cuts. It eliminates<br />

the competition and the best part, this<br />

business model can be used for absolutely<br />

ANY beauty service - that’s right! It’s not<br />

brow specific.<br />

So, what is your next step in beginning<br />

to make running your beauty business<br />

easier?<br />

It’s easy! Start with a solid foundation.<br />

Choose a business model that makes<br />

your heart sing and that you know your<br />

strengths are aligned with. You have so<br />

much to continue learning when you take<br />

on the role of entrepreneur, don’t add to<br />

this by choosing a business model that<br />

isn’t aligned with your greatest strengths<br />

and one that makes everything harder.<br />

Your business is a reflection of you.<br />

Decide for clarity and say good-bye to<br />

chaos! If you need support selecting your<br />

business model, I am always available to<br />

bounce ideas around with.<br />

Elle Wilson - Brows and Business Guru<br />

www.truebrow.com<br />

58 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

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BLOG spot<br />


By Julie Cross<br />

Here we are well into 2021 already. I woke<br />

up this morning and as I lay there reflecting<br />

on this New Year on our expectations and on<br />

what I wanted to share with you around this,<br />

and, well it got me thinking about ‘waking up’.<br />

Firstly, how grateful I am to be waking up to another day and<br />

another year. Let’s just start there and be grateful for that.<br />

Sometimes we really need to go back to the foundations and<br />

scaffold up from there and a ‘New Year’ is always a good time to<br />

check in on the foundations to make sure they are strong. Now<br />

that may be the foundation of our business, our personal and<br />

professional development, or our mental and emotional health.<br />

So, to start with just being grateful you ‘woke up’ today in 2021,<br />

isn’t that a good feeling!<br />

And then I was reflecting on all of the ‘chatter’ I was hearing about<br />

the year that was and the year that will be, you know what I mean,<br />

you hear things like this, ‘Good riddance to 2020’ or ‘2021 better<br />

be better’ or ‘This had better be MY year’ or ‘I can’t do another<br />

one like that’ etc etc. And of course, much of this is habitual<br />

banter that we throw around at the beginning and the end of years<br />

depending on how we feel about what ‘life delivered’. But I would<br />

suggest we wake up to the power of that chatter and remember<br />

that what we say can influence our day and our year, and 2021<br />

will just be the year it will be, and we will be the ones who decide<br />

the attitude with which we deal with the days we have and each<br />

day is indeed a gift. Let’s wake up to that!<br />

But, in reflection I have also noticed people are ‘awake’ to<br />

the many gifts that they discovered in 2020 in and around the<br />

pandemic and in and around their own personal struggle and<br />

pain... and when we are ‘awake’ we know and accept that some<br />

struggle and pain is always a part of life... and while we should<br />

always acknowledge our painful moments, give them space and<br />

honour them, let us also be ‘awake’ in the knowledge that life is<br />

not out to get us and we are not under personal attack from life,<br />

and let us remember and be ‘awake’ to the knowledge that what<br />

we focus on expands.<br />

So, 2020, thanks for ‘waking us up’ and reminding us that physical<br />

health is where it is all starts, after all if we do not have life itself,<br />

what do we have? Thanks for waking us up and reminding us<br />

that it is not JUST economic health that is important. Thanks for<br />

waking us up and reminding us that we should not be relying on<br />

travel far and wide to make us happy, but instead we can travel<br />

deep within. Thank you for waking us up to the notion that we<br />

should always be saving something for a rainy day, because life<br />

never promised us sunny days every day and we need the rain,<br />

even if to just appreciate the sun and enjoy the rainbows. Thanks<br />

also for reminding us that in the times that are hard, times that are<br />

overcast and dark for us, well there are others that may be having<br />

their sunny days... and they deserve those too, and our sunny<br />

days will come again.<br />

Many people were woken up to what is really important in life<br />

and have been reminded that so often it is the simplest of things<br />

that make us happy... and suddenly the yearning was not for the<br />

overseas holiday to make us happy, but instead it was just to be<br />

able to hug our family... nice to wake up to that.<br />

And as we sneak into 2021, let us stay awake, let us remember<br />

the gifts of 2020, and I for one will not be putting any pressure on<br />

2021 to ‘provide me’ with the year that I think I deserve, instead<br />

I will stay awake to knowing that any day we get to be still here<br />

and able to feel and live life, to make choices about how we deal<br />

with what we are dealt, to be awake to really doing life’s journey<br />

with all of its joy, laughter pain and wonder, to just have life itself...<br />

well let me remember to always stay awake in gratitude for that.<br />

You are also invited to wake up to knowing the difference you<br />

make in the work you do. You are on the front line and we have all<br />

been woken up to the knowledge that it is people like you making<br />

a significant difference in our communities. Going about your<br />

jobs every day, affecting people with your positive and vibrant<br />

energy… lifting peoples spirits when they are down, well that is<br />

also highly contagious and that really makes a difference in this<br />

world, especially the world we have at the moment. But there is<br />

more, in this time of being physically distanced you still have the<br />

power to touch, don’t play small on that, wake up to the power of<br />

that, humans need touch, people will be craving it, the stage is<br />

set, it is your time to shine.<br />

So, 2021, you are welcome. Come on in and do what you do, I<br />

know you will bring some wonderful moments, some challenging<br />

moments, some joyful moments, some moments that may bring<br />

us to our knees and others that will have us punching the air in<br />

delight... and we will do our best to live our best life and honour<br />

you with the gratitude that comes firstly from just having life itself,<br />

and let us always be awake to the fact that we can’t always<br />

control what happens to us but we can choose how we respond!<br />

I want to be ‘awake’ and feel it all, grow some more, give some<br />

more and be some more... I am awake, and I am excited!<br />

How about you?<br />

Sparkle on!<br />

60 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1


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By Lisa Conway<br />

Everyone says that money doesn’t buy<br />

happiness. Lies! I tell ya … lies!!<br />

Let me explain how money does buy happiness, especially if you<br />

own a beauty business and have a couple of kidlets.<br />

The fact is money pays for everything. Your holidays, your home,<br />

your kids’ education just to name a few. These are the things<br />

that give us a platform to enjoy a happiness experience. Now<br />

you can have happiness in a tent, a one-bedroom apartment or<br />

a 60 square home too you don’t have to be high end to enjoy<br />

happiness, happiness is for the most part, a mindset.<br />

The one thing you do need for happiness is to have the freedom<br />

to choose where you spend your time and if Coaching salons has<br />

taught me anything it’s that time is a challenge for every salon<br />

owner I’ve ever met.<br />

It’s the no 1 pain point of salon owners everywhere. Lack of time<br />

is very frustrating and it’s the same for both rural and city both<br />

entry level beauty, a spa or as I say heavy duty beauty they<br />

would all welcome more time.<br />

In the early days of owning a salon we start out doing everything<br />

and that’s usually unavoidable. You are building and we don’t<br />

have the financial resources, so you become a do er that’s where<br />

you do everything. Now for most us there is never a written plan<br />

to swap over to become a who er. That’s when you change from<br />

“I need to get it done “to “who can I get to do it for me?” That’s<br />

when the magic happens, and you will begin to free up your time.<br />

The first step to finding more time is to know what your hourly<br />

earning rate is in the clinic. What can you earn per hour working<br />

on clients? Not knowing that and respecting your skill set is where<br />

most of us go wrong.<br />

I suggest you list all the tasks you do for a week at home and at<br />

work.<br />

For this exercise I’ll use home as the example but at work the<br />

process is exactly the same.<br />

Track yourself and be honest about all the chores you do from<br />

collecting kids and all the other kid activities, cooking meals<br />

and making lunches, walking the dog, changing beds, loads of<br />

washing, mowing the lawn, washing the car, the list goes on. Then<br />

I want you to see where you can outsource ten hours. You see<br />

most career women need a good old-fashioned fifties housewife.<br />

Too often I see women especially mums doing everything, they<br />

often don’t even think about outsourcing or if they do, they get the<br />

guilts about it.<br />

Here’s a fact… your kids don’t see quality time as you are doing<br />

chores and they are on the iPad. Your time with them should be<br />

other things too. Ask them what they think would be quality time,<br />

you might be surprised at the answer.<br />

When my kids where 8 – 10 I started taking them on a Sunday<br />

morning for a latte, we polished up a bit and we went to a wine bar<br />

that served coffee. We all sat and poured over the newspapers<br />

and chatted about the topics we saw, social events, the sport<br />

results, the gossip columns etc. It was a great little tradition we<br />

developed; my hope was for them to be interested in current<br />

affairs. For less than $30 they drank hot chocolate from a fancy<br />

cup and I explained things like politics, law and religious beliefs<br />

amongst other things.<br />

Kids grow up fast and, if you are lucky, they will leave home.<br />

I didn’t want their only memories of me to be doing chores or<br />

working at the salon.<br />

I believe every salon owner deserve a part time wife, it will be the<br />

best investment you ever make, and it will buy you happiness.<br />

It might be a housekeeper that cooks a lasagne and makes a pot<br />

of soup every week while minding the kids. The aim is for you to<br />

find $300 a week somewhere and to re purpose it so you can buy<br />

yourself same happiness.<br />

Maybe you park 8 blocks away for free parking and walk to work<br />

every day? Maybe you bring your lunch from home saving $20 a<br />

day. Maybe you stop buying clothes for a bit or eating out. Maybe<br />

you sell things you no longer want, clothes, pot plants, vases,<br />

gym equipment you never use. Every one of us has hundreds of<br />

dollars’ worth of things we don’t use or don’t need that we could<br />

sell online.<br />

Imagine this … you come home after spending the day in the<br />

salon and the house smells of home cooking the kids are bathed<br />

the readers are read and everyone is in their PJs and excited to<br />

see you. That money definitely bought you happiness. That one<br />

day that you stay late and work servicing your high-end clients<br />

could return you three times what you paid the home maker and<br />

so it makes sense to re consider your choices.<br />

You may not have any kids; you might use your $300 to have your<br />

garden maintained, your ironing done and the window’s cleaned<br />

along with your dog walked. It’s up to you but I do know that your<br />

beauty girls do way too many $30 an hour jobs. You could be<br />

earning between $150 - $200 per hour in the clinic and paying<br />

someone else the $30 an hour.<br />

Food for thought… my belief is you deserve it.<br />

For more salon wisdom, email me at lisa@zingcoach.com.<br />

au, visit my website, find my video tips on YouTube or read<br />

my latest book Your Salon Retail: the no-nonsense, nohype<br />

guide to kick-arse retail in your salon business. www.<br />

thezingproject.com.au<br />

62 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

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By Paul Frasca<br />

It’s fair to say that we’re in an industry where it’s easy to get caught up in the<br />

magic - the beauty biz sells the hope of transformation, self-improvement and<br />

inclusivity, and on the most part, it really delivers. But given all that’s happened in<br />

the last 12 months and the growing number of conscious consumers, I’ve started<br />

thinking about how we ‘sell sustainability’ in our businesses… and do we deliver?<br />

Let’s agree that the ‘green-washing’ movement has (finally!)<br />

moved out. When eco was introduced to the mainstream, it was<br />

kind of a trend; a label spruiking ‘natural’, which was enough to<br />

propel your business into the ethical category and satisfy the new<br />

eco-consumer. But there was rarely an actual eco-impact in that<br />

bottle; it was full of empty promises.<br />

We’ve come a long way since then, though. Young Aussies are<br />

living the consequences from past actions and now they actually<br />

care about what’s behind the label - they’re passionate, informed<br />

and armed with the power of a dollar they won’t give up easily.<br />

I’m normally a big fan of ‘fake it til you make it’ (words to live by<br />

when you’re trying to get a start-up taken seriously), but when it<br />

comes to adding sustainability practices or statements into your<br />

business, this MO needs to go in the bin.<br />

And with the help of the recent Junkee Media 2020 Youth<br />

Research report, I’m going to show you why.<br />

FACT: 70% of young people really give a sh*t about Sustainability<br />

and the Environment<br />

Second only to mental health, and coming in above gender<br />

equality. It’s one of the big, profound issues of our time, and we<br />

can no longer pretend it’s just the hippies who care.<br />

FACT: 89% are taking environmental action in their own lives<br />

They’re reducing the amount of fast fashion they buy, actively<br />

avoiding single-use products, increasing their reusables collection<br />

and even reducing their meat consumption - the youth market<br />

is not just aware they now have environmental choices, they’re<br />

making them. You know what else? 51% said their environmental<br />

actions had not changed because of COVID-19. I think Junkee<br />

summed it up best: “It’s a passion so deep that not even a global<br />

pandemic could stop them.”<br />

FACT: 79% are willing to sacrifice chemical-based beauty<br />

treatments to help the environment<br />

You can only work with what you have available to you, I<br />

completely understand. But are you researching your suppliers’<br />

sustainability practices like a young Aussie is researching yours?<br />

It’s true that the beauty industry has a long way to go to provide<br />

more sustainable product options (it’s a single-use wasteland!),<br />

but there are incredible companies out there innovating and<br />

offering solutions - even if they’re small ones for now. Think<br />

biodegradable, compostable, recycled, recyclable, machinewashable,<br />

FSC certified (for paper products), and certified<br />

organic.<br />

FACT: 56% say the most<br />

important quality in a<br />

brand is acting ethically/<br />

with integrity (and 33%<br />

say it’s giving back to the<br />

community)<br />

Now that I’ve put the<br />

hard word on about your<br />

product choices, I’m<br />

sorry to say, but stocking<br />

eco-friendly treatments is<br />

just not enough anymore.<br />

56% need you to prove<br />

you’re acting with<br />

integrity - that’s more<br />

than half. And I should<br />

point out that it was the<br />

third-highest on a list<br />

of 19 options, beaten<br />

only by “has good<br />

quality products” and “is<br />

environmentally-friendly”<br />

(see above facts 1, 2 and<br />

3).<br />

This is where faking it won’t just hurt your client’s feelings, it could<br />

eventually really hurt your bottom line. Offering a trend-based<br />

‘green’ statement, whacking up a social media post claiming your<br />

virtual support for a cause, or introducing a practice you can’t<br />

explain end-to-end is eventually going to catch you out.<br />

Believing what you’re implementing and understanding it start to<br />

finish, creating a staff culture that accepts and advocates this,<br />

and visibly acting upon these practices in full view of your clients<br />

is the only way to satisfy (and grow!) this important segment in<br />

your business. At Sustainable Salons, we’re passionate about<br />

helping our salon members successfully introduce sustainable<br />

practices through an awesome induction, ongoing education and<br />

transparency, fun and meaningful engagement opportunities,<br />

and a super simple recycling and community benefits system that<br />

your clients can actually touch and feel, and see you do.<br />

And nothing is more real than that.<br />

Keen to join the movement? Find out more at<br />

www.sustainablesalons.org!<br />

64 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

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GROWTH<br />

By Rachel Medlock<br />

Are you ready to up your digital game in<br />

2021? Of course, you are!<br />

Happy New Year! Like most of us, I’m sure the<br />

start of 2021 is a fresh start (and a big thank you,<br />

next to 2020). Day one of a twelve new chapters,<br />

the beginning of some big changes and the year<br />

you take control of how your business is showing<br />

up online.<br />

If we haven’t met before, hello! I’m Rach, the<br />

Head Honcho behind do you even social?<br />

We’ll get to know each other over the next year<br />

as I join the <strong>Beauty</strong> <strong>Biz</strong> squad as your social and<br />

digital expert.<br />

Kicking off our time together, I’m sharing ways<br />

you can up your digital game in 2021 and why<br />

achieving transformative results online doesn’t<br />

need to be an intimidating experience. Ready,<br />

set, let’s get digital!<br />


The start of a new year is the perfect opportunity<br />

to ensure you’ve got all of the basics covered on<br />

social media.<br />

Basics such as ensuring your profile picture fits in<br />

the Instagram circle, updating your bio to remove<br />

any Christmas gift pack promotions and updating<br />

your cover photo to include a showstopping first<br />

impression of your business are often overlooked<br />

updates that take one minute or less to correct.<br />

Whilst you’re ticking off all the basics, don’t forget<br />

to double-check that your contact information is<br />

correct, call to action buttons are working and<br />

that your link in bio sends people exactly where<br />

they need to go.<br />


If you’re not already using hashtags on<br />

Instagram, you’re missing out on a tonne of<br />

opportunities to connect with potential new<br />

followers (and ultimately, new customers). For<br />

66 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

those already using hashtags, 2021 is your year<br />

to optimise your strategy to welcome more of the<br />

right people to your posts.<br />

Every Instagram post allows thirty hashtags, and<br />

every Instagram story allows ten. This is up to<br />

thirty new opportunities to create connections<br />

online. As a result, it’s important to really consider<br />

the hashtags you’re using on social media and<br />

whether they’re putting your posts in front not just<br />

your ideal customer but people that can actually<br />

engage, visit and spend money in your business.<br />

For example, if you’re still using hashtags<br />

like #skincare #facial and #beauty, you’re<br />

automatically competing with over 60-million<br />

other posts. Truly! These incredibly high-density<br />

hashtags may be popular but because of that,<br />

they’re ultra-competitive. They also lack the<br />

specificity required to put your post in front of<br />

paying customers. This is where location and<br />

demographic-based hashtags come into play.<br />

Next time you’re putting together your post’s<br />

hashtags, consider your location and your ideal<br />

customer. Changing #facial to something more<br />

specific to your location like #melbournefacial or<br />

#toorakfacial, makes it a lot easier for potential<br />

customers to find you. These hashtags take<br />

the density from million to thousands (or even<br />

hundreds) and exude quality over quantity vibes.<br />

When it comes to demographic-based hashtags,<br />

consider what your ideal customer does when<br />

they’re not visiting your business. Are they<br />

career-driven women that would connect with<br />

hashtags like #businesschicks or #ladystartup?<br />

Are they mums dreaming of some me-time<br />

that would respond to #mumsofmelbourne?<br />

Perhaps they’re on the ‘gram looking for a<br />

solution to their new year’s resolution like<br />

#melbournebodycontouring!<br />

In addition to covering your location and<br />

what’s actually going on in the photo (think<br />

#enzymetherapy), don’t forget to consider what<br />

characteristics your ideal customer possesses so<br />

you can become part of their fabulous lifestyle.


You might roll your eyes at me in a moment but<br />

2021 is the year to put a face behind the name<br />

and reap the engagement benefits. Getting in<br />

front of the camera for Facebook and Instagram<br />

Stories, Reels and IGTV sessions are all ways<br />

that video is celebrated on social media. It goes<br />

without saying that our audience consistently<br />

responds better to content that features ourselves<br />

or members of a team because it humanises the<br />

brand they’re following.<br />

I want you to take a look at the content you’re<br />

scheduling on social media and ask yourself<br />

“could this be a video?”. Content such as<br />

educating about a new skincare product,<br />

describing your latest skin treatment or even<br />

introducing a new team member are all ways<br />

that you could switch a regular post out for a<br />

video and start creating meaningful emotional<br />

connections.<br />

The best part? This content can be recycled!<br />

If you’ve produced a brilliant new in-treatment<br />

IGTV video (shared across to Facebook of<br />

course), make the most of it by including it in<br />

your next e-newsletter or as part of a blog post.<br />

Six months down the track, you can repost that<br />

video to your socials and re-introduce it to the<br />

new followers you have gained along the way.<br />

Video will always be one of the heroes of social<br />

media so now is the time to embrace it.<br />


Jumping off social media for a moment and<br />

moving to your website, a blog is another brilliant<br />

way to be showcasing your expertise online. It’s<br />

time to showcase your incredible knowledge<br />

through informing and engaging blog posts.<br />

Not only are blog posts another value-adding<br />

resource for your clients, but your website’s<br />

going to love them too! Regularly adding quality<br />

content like blogs to our website puts us in the<br />

good books of Google. How? Through SEO.<br />

Search Engine Optimisation (SEO) is the dark<br />

art of getting your website on the front page of<br />

Google. It takes into consideration the quality<br />

of the content you’re producing on your website<br />

and also the keywords you’re using to spread the<br />

word.<br />

When kicking off SEO efforts, consider what<br />

people are searching online to find a business<br />

like yours. Just like the exercise we did for<br />

hashtags, think about your location, services<br />

and the problem you are solving for your clients.<br />

Searches for a business like yours could include<br />

Melbourne Skin Clinic, LED Facials Brisbane or<br />

even Fat Freezing Sydney. Including a keyword<br />

or two in your blog posts helps boost those SEO<br />

juices.<br />

Like everything in the digital marketing world,<br />

SEO is a marathon and not a sprint, but it will pay<br />

off over time! In addition to boosting your page<br />

rankings, blogs can be recycled into e-newsletter<br />

features, social media posts (at least 4 to be<br />

exact!) and as educational resources that you can<br />

refer to during your client’s treatment journeys.<br />


Instagram Guides arrived on the scene towards<br />

the end of 2020 and I know you’re going to<br />

love them as much as I do. Designed to share<br />

our must-know places, products and posts,<br />

Instagram Guides make educating our audiences<br />

seamless and ultra-engaging.<br />

Instagram Guides maximise content that already<br />

exists so there’s no need to panic about needing<br />

to produce more posts each month! A platform<br />

for you to compile must-know info on specific skin<br />

concerns, retail brands, services or even how to<br />

perform at-home treatments, Instagram Guides<br />

house your existing posts and group them into<br />

dedicated themes and topics.<br />

So, why use Instagram Guides? It’s simple!<br />

There’s something for everyone. It’s a space for<br />

new clients to visit when they’re ready to tackle<br />

a skin concern, for the skincare novice that’s<br />

looking for a professional brand and the existing<br />

client that wants to up their self-care Sunday<br />

game. Instagram Guides celebrates the amazing<br />

content you’ve already produced and repurposes<br />

it as an informative, educative and value-adding<br />

hub.<br />


Now, it wouldn’t be social media without a few<br />

spanners in the works! Facebook has kicked off<br />

2021 with the announcement of some significant<br />

changes coming our way.<br />

In true Facebook style, the rollout of their new<br />

additions will be a slow and sporadic process<br />

so get ready for your page to appear differently<br />

overnight. Whilst what we’re sharing on<br />

Facebook won’t necessarily change, how our<br />

audience engages with it will.<br />

Facebook is removing all page likes and instead,<br />

moving to followers. This will require a switch<br />

in your language when asking your clients to<br />

connect with you online.<br />

For us admins, our user permissions are being<br />

altered and we’re gaining some new call-toaction<br />

focussed insights! From a customer point<br />

of view, our bio will be front and centre (so make<br />

sure it’s updated) and they’ll have the ability to<br />

ask us questions in a public forum.<br />

Ready for a year of nailing your digital game? I<br />

know I am! Let’s connect on socials and ride the<br />

wave together.<br />

Rachel Medlock is the Founder & Creative<br />

Director at do you even social?, a creative<br />

digital agency with a twist. Learn more about<br />

Rachel and her digital fairy godmother skills<br />

at www.doyouevensocial.com.<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 67



By Sarah Garner<br />

Your brand is so much more than your logo, it’s the essence of who your business is, what it<br />

stands for and what your customers love about you.<br />

If 2020 has taught us anything, it’s that<br />

standing out from the crowd and showing<br />

up for our customers is absolutely crucial.<br />

From the way we present our business<br />

online to the touchpoints throughout our<br />

customer experience, every inch of your<br />

brand journey needs to ooze authenticity.<br />

So, how are you setting yourself apart in 2021?<br />

It needs to begin with your brand. Today, we’re<br />

drawing your attention to 3 key elements of your<br />

visual identity that with a little love, attention<br />

and a strategically placed colours and font [we<br />

couldn’t help ourselves], your brand is set to<br />

bloom its way into the new year and beyond.<br />


THEM HARD)<br />

Are you communicating directly with your dream<br />

clientele or just sending messages out into the<br />

universe and hoping for the best? If option B was<br />

your answer, then you need to keep reading.<br />

In 2021, we want you to be so clear on your target<br />

audience that when your dream customers (they<br />

are the ones that leave you feeling incredible)<br />

engage with your touchpoints, it feels like a note<br />

from a long-lost friend.<br />

When working on your branding goals for<br />

the new year, ask yourself the following<br />

questions:<br />

● What am I helping my client achieve?<br />

● What feelings does my current brand evoke<br />

at first glance?<br />

● What story do my current brand colours and<br />

fonts tell?<br />

● Why do my existing clients choose my product<br />

or service over somebody else’s?<br />

● What makes my branding different from the<br />

others in my industry?<br />

Knowing exactly which rocks to look under to find<br />

that dream audience, understanding what lights<br />

them up and also what they love about your<br />

brand is incredibly valuable insight. Use these<br />

details to start deciphering ways that your brand<br />

can attract more of the right people and channel<br />

your valuable energy into touchpoints that deliver<br />

results. This may see you tweaking your tone of<br />

voice, updating your colour and font choice or<br />

reviewing your logo.<br />

Whatever changes you make, ensure you update<br />

your branding style guidelines too.<br />



This year, we have seen an *explosion* of<br />

consumer interest in shopping local and<br />

supporting small business, not too mention the<br />

bucket loads of online sales. Consumers, more<br />

68 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

than ever, want to know the story<br />

behind the brand and the unique<br />

points of difference just as much<br />

as the product or service offered.<br />

They want to connect with your<br />

business as thought they were<br />

connecting with a new friend. They<br />

want to experience your brand for<br />

it’s unique point of view, difference<br />

and all that you make them feel.<br />

Now is the perfect time to review and<br />

refresh your branding touchpoints<br />

to ensure that at every stage of your<br />

customer journey, you’re creating<br />

those meaningful connections that<br />

your dream audience craves. Tap<br />

into your brand values and look for<br />

ways that you can be interacting<br />

with your customer more, creating<br />

conversation, showcasing your<br />

brand’s why.<br />

For our hair, beauty and wellness<br />

petals, this could be refreshing<br />

your in-person experience with<br />

client welcome gifts or a glow up<br />

of your printed treatment menu.<br />

Online, it could be injecting more<br />

of your brand’s style into your<br />

social media content or boosting your reviews<br />

and recommendations to provide social proof<br />

that align with your brand values and ooze<br />

authenticity.<br />

For many, this isn’t a case of reinventing the<br />

wheel, rather adding some extra air into them,<br />

helping them move into 2021 at a much smoother<br />

pace.<br />

Clarity, consistency and commitment to your<br />

brand<br />

If defining your audience and touchpoints is<br />

leaving you unclear, the start of 2021 is a brilliant<br />

time to start making those power moves and set<br />

some serious branding goals for your business.<br />

Beginning with clarity, it’s time to get crystal clear<br />

on your brand’s values, mission and who your<br />

touchpoints are intentionally speaking to. Once<br />

you’re clear on what your brand is, you’re able<br />

to start crafting ideas and strategies around<br />

how to share it with the world. If what you’re<br />

visioning doesn’t align with what you’re working<br />

with, it’s time to do a branding audit to see what’s<br />

working, what’s missing and what’s not quite<br />

right. Designed for the blooms who want to know<br />

how to fix the leaky holes in a ship, our branding<br />

audit is the best place to start for your road map<br />

to getting your Brow Brand Game Strong.<br />

Branding in 2021 and beyond is SO much more<br />

than a logo and a colour but these elements are<br />

still some of the most important features of your<br />

visual strategy. If you’re not already working with<br />

a style guide, this is a fantastic starting point<br />

to help you bring more consistency into your<br />

branding.<br />

Know the features that make your brand bloom<br />

and stick to them. Now is the time to stop using<br />

that colour that doesn’t align with your message,<br />

that font that’s hard difficult to read and the tone<br />

of voice that is the total opposite to your beautiful<br />

energy. We know we sound like we’ve got our<br />

bossy pants on but someone’s gotta say it right?!<br />

2021 is the year for every inch of your business<br />

to exude your beautiful brand. By kicking off this<br />

year with a solid review of what you’ve done,<br />

where you’re headed and how to get there, every<br />

corner you turn, every touchpoint you create and<br />

every customer experience you embrace can<br />

see your brand bloom.<br />

Sarah Garner is the Founder and Creative<br />

Director of Digital Bloom, an industry-specific<br />

branding boutique dedicated to making your<br />

growing hair, beauty or wellness business<br />

turn heads for all the right reasons.<br />

Visit Digital Bloom’s website<br />

www.digitalbloom.com.au or contact<br />

Sarah at hello@digitalbloom.com.au



By Karla McDiarmid<br />

It’s been a roller coaster 12 months for<br />

every business owner all over the world.<br />

One positive to come out of the last year<br />

is our industry has DEFINITELY grown<br />

from strength to strength and the power<br />

of connectivity and the zest of business<br />

owners helping one another has been<br />

tremendous throughout our industry. We<br />

now know we can not only survive during a<br />

pandemic but for many in our industry our<br />

business’s have never been busier!<br />

Our clients and customers cannot travel or spend<br />

their hard-earned dollars overseas let alone<br />

interstate. Guests are spending more with us<br />

than ever before - it’s incredible to see!<br />

With this wonderful success boom in our industry<br />

comes many challenges - some positive & some<br />

negative. One negative we are seeing on a lot<br />

of the online forums is the staff shortage in our<br />

industry.<br />

Many of our therapists have opened home<br />

business’ or left our industry completely pre<br />

covid. With this current industry boom, we<br />

have more guests than ever before but we are<br />

left with a skills shortage with every second<br />

business is currently looking to hire qualified and<br />

experienced staff.<br />

So, what else can you do if you are in this<br />

fabulous position of being ‘fully booked’ & now<br />

turning customers away -<br />

I believe it’s time to start looking at services<br />

that don’t need a therapist, how we can make<br />

revenue on our unused areas in our business<br />

and invest in equipment.<br />

This is exactly what I am looking at in my business<br />

right now. have two successful Medi Spas in<br />

regional NSW. There is no one qualified on the<br />

radar for us to employ and we are 3 hours away<br />

from a major city. Not even our local TAFE will<br />

recommend students which makes it incredibly<br />

tough. With this in mind I believe our answer is to<br />

look for treatments and experiences that require<br />

no therapists as such, but ones where we can<br />

train a professional to assist in the business or<br />

bring in a new apprentice or retail trainee.<br />




ARE:-<br />

Relaxation massage lounges<br />

There is fabulous options for massage chairs<br />

now, they recline, you can perform a facial in<br />

them, they can play music, they can blow oxygen<br />

at you, you can even add a TV but I also see that<br />

it saves our therapists hands and if you want to<br />

keep staff happy, often it’s less massage on a<br />

day to day basis.<br />

An LED light facial lounge<br />

A consultation can be held on the first visit with<br />

a qualified practitioner with a complete LED<br />

recommendation treatment plan for home & in<br />

the clinic, documented with the guest arriving<br />

each follow up visit and looked after by the<br />

trained receptionist .<br />

After the initial consultation your front desk team<br />

will be able to set up the client each visit and<br />

assist with application of SPF / creams. I would<br />

recommend a regular check in / phone call to<br />

ensure your customers are happy during their<br />

program by the qualified professional to ensure<br />

the guests results are on track but your guest is<br />

relaxing in the massage chair under the LED &<br />

you aren’t turning customers away!<br />

Teeth Whitening<br />

Teeth whitening treatment whilst your guests<br />

relax in the massage lounge. Teeth whitening<br />

is still very popular in many clinics but again I<br />

always recommend regular checkups as teeth<br />

sensitivity can happen often & use reputable<br />

brands.<br />

Meditation lounges<br />

Companies like Ginger & Me have mastered<br />

this with wellness & mindfulness a must for our<br />

stressed clientele. It’s a great way to include<br />

this in your clinic as another added bonus.<br />

Again, utilising your massage chair + adding on<br />

mindfulness experiences means you can keep<br />

adding more dollars to your business without a<br />

therapist.<br />

Infrared saunas:<br />

The health benefits of infrared saunas is endless.<br />

These are an excellent wellness option that again<br />

only needs an operator to turn on & off & clean<br />

between. Excellent for clients on detox programs<br />

who may also be using your LED lounge for skin<br />

clearing / healing. Many customers are having<br />

fat cavitation too & thus could be a great way to<br />

cross promote with other nearby clinics to help<br />

each other’s guests.<br />

You can have a whole new ‘massage experience<br />

lounge service menu’ the choices are endless -<br />

add a face mask, add a foot spa treatment... the<br />

choice is yours.<br />

Let your business continue to boom by adding<br />

in treatments that don’t require a qualified expert<br />

but instead let your companies train your front<br />

desk team / trainees in how to operate and<br />

recommend home care recommendations.<br />

We all need to start thinking outside the square<br />

a little to keep innovating our business’ in tough<br />

staffing times.<br />

www.secretstosuccessbykarla.com<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 69


HOW TO<br />

GO FROM<br />


TO CEO<br />

By Jessica Kidner<br />

70 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1

Without a doubt, the number one question I get in my inbox is “How do I make the jump from<br />

therapist to CEO? ” After a little bit of probing I usually find out what they are really asking is<br />

“How do I reduce my hours so I have more freedom and still earn an income? ”<br />

Many of us go into business for ourselves<br />

because we see the potential to make more<br />

money and the sound of being our own boss<br />

is freeing. However, soon enough we find<br />

ourselves stuck in the rut of being at the<br />

mercy of our clients, working extra hours<br />

just to make them happy and burning out<br />

managing every little task it takes to run a<br />

business.<br />

Let’s not forget all the time we spend on social<br />

media trying to build an online presence to<br />

ensure we have some sort of marketing platform.<br />

Your dream of working for yourself can quickly<br />

turn into a full-time job with no benefits.<br />

There comes a time when you realise your<br />

business has a lot of potential and you start to<br />

dream of ways you can grow it. However, the fear<br />

of stepping into the role of a CEO scares most<br />

people. Trying to figure out where to start or being<br />

afraid of making a wrong move can paralyse<br />

even the most confident business owner.<br />

It would be easy if there was a step-by-step<br />

formula showing you how to grow before you<br />

make any moves, but I think the magic happens<br />

when you start making mindset shifts and find the<br />

courage to make those bold changes inside your<br />

business.<br />

So, how do you start growing a service-based<br />

business which relies on you, to run more like<br />

your dream business. A business where you<br />

become the leader and start building an asset<br />

with a stream of income.<br />

The answer is building a team of staff. With a<br />

service-based business you need someone to<br />

perform a service and if you are doing all the<br />

clients yourself, you only have a fixed amount of<br />

hours that you can give. To increase the amount<br />

of hours available we need more of you.<br />

Employing staff is the only way to still service<br />

your clients and reduce your time away from the<br />

physical part of your business.<br />

This will also allow you time to build the business<br />

from the inside, provide more flexibility in your<br />

day whilst still earning an income.<br />

The idea of passing your clients on to other<br />

people might scare you to your core - after all<br />

you have worked so hard to build those clients.<br />

Handing even one person over to a staff member<br />

seems impossible. To add insult to injury your<br />

clients tell you “I won’t go to someone else” and<br />

we tell ourselves “no one can do it as good as<br />

me”.<br />

These are what I call limiting beliefs, they are<br />

holding you and many other people back from<br />

growing in the beauty business. They hold you<br />

back from growing your income and stop you<br />

from having freedom to do the other things you<br />

want in life.<br />

If you are done with the burn out and being tied<br />

to your business then it’s time to start to move<br />

the needle towards growing your business into<br />

something that works for you not the other way<br />

around.<br />

Any good business expert will tell you systems<br />

and procedures are the keys to freedom and<br />

growing your business but there are also a few<br />

other key areas to focus on before you get to that<br />

point.<br />




You can’t plan for the next stage unless you<br />

know where you want to go and what you want<br />

for your life and your business. Once you know<br />

the destination you can work backwards to plan<br />

out the path. This doesn’t mean you must stick to<br />

this plan; once you start making moves towards<br />

your dream some things may not feel right or fit<br />

with your idea. This is ok, you can adapt and<br />

change along the way! In fact I believe you need<br />

to start moving towards an idea before it really<br />

becomes clear what you actually want. Don’t be<br />

afraid to dream big. Start with how you want to<br />

spend most of your days. Do you want to get up<br />

early and focus on self-care.How many hours a<br />

day do you want to work? What kind of tasks do<br />

you love doing? What do you want to learn? What<br />

kind of income do you want? Are you going to<br />

be traveling or would you prefer to to stay home<br />

with your kids while they get ready for school.<br />

Knowing these things will help you work out how<br />

your business needs to run around you. Then it<br />

opens the path to what your role will be inside the<br />

business going forward. You will start to see what<br />

moves you need to make now and over the next<br />

12 months to move you closer.<br />


Your Mindset is really a continuous journey to<br />

level up ‘you’ at every stage of business and life.<br />

Your mindset can hold your back from greatness.<br />

A growth mindset is one that continually looks for<br />

opportunity to grow and learn from experiences.<br />

You need to understand that you are the only one<br />

that can drive your business forward by making<br />

CEO decisions - even just small ones move<br />

you in the right direction. Working with a coach,<br />

reading books on how to develop self belief<br />

and trust in your decisions will help you on your<br />

journey. I found this one of the keys to success<br />

with managing staff and understanding how I<br />

needed to support the team.<br />


Look at your profit margins and pricing now before<br />

you start hiring. When you grow a business you<br />

will also amplify anything that loses you money<br />

or costs you time. Setting yourself up for success<br />

starts with looking at your numbers. You need to<br />

understand what your expenses are, what staff<br />

will cost and what profit you need left over. Many<br />

times people hire staff and then realise they’re not<br />

charging enough to cover the wages let alone the<br />

costs of actually opening the doors. Sit down with<br />

a spreadsheet and keep track of every expense<br />

you have in your business over the next 3 months<br />

to find what it really costs to keep your doors open<br />

and then start to work out how much per hour you<br />

need to be making to achieve a healthy profit.<br />

MENTOR<br />

Now you have perfected your skill, it’s time to step<br />

into the role of mentoring your staff. I believe any<br />

good beauty business needs to have a mentoring<br />

program for all new staff. Even when you hire the<br />

most experienced therapist or tech you will need<br />

an induction process into YOUR business. Moving<br />

you from business owner to mentor. Your staff will<br />

elevate your brand and your service. This also ties<br />

in with mindset and how you view your role inside<br />

the business. Too many times I see business<br />

owners get frustrated with having to “train staff”<br />

after they hire them. I see this as a fact of business<br />

and an investment into your future. You need staff<br />

to work for you and they need training. Removing<br />

this negative view on hiring will allow for more<br />

freedom and give you peace of mind that your<br />

clients will be looked after just the way you want.<br />


Once you have your services perfected, marketing<br />

your business is going to be your main focus.<br />

This is a task that, once set up, can run pretty<br />

automatically with a few tweaks and adjustments<br />

every month. Being the CEO of your beauty<br />

business means shifting your focus from doing<br />

the service to telling people about your business.<br />

You will set up processes and systems to ensure<br />

your business has a consistent flow of new and<br />

returning customers. I have developed my own<br />

system which I used to grow and maintain my own<br />

multiple 6- figure business which I ran from home.<br />

Understand that growing a business relies on a<br />

few key areas - average client spend, returning<br />

clients and new clients. Setting up a strong<br />

customer journey which starts the moment they<br />

see your business until after they leave is the key<br />

to reducing costs of advertising and growing the<br />

returning rate of your customers on autopilot.<br />

Jessica Kidner is a retired salon owner &<br />

business coach Helping beauty salon owners<br />

make the transition into the CEO. Founder of<br />

jessicakidner.net<br />

Instagram @jessica_kidner_beautyceo<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 71




By Tamara Reid - Founding Director, Beaute Industrie<br />

We saw it. We lived it. We survived it. It’s time to forget about the mess of 2020 and welcome<br />

2021 in total control of your business.<br />

While seeing the word ‘strategy’ might<br />

make your head spin thinking about all<br />

the technical terms that come to mind and<br />

numbers you need to crunch, when it comes<br />

down to it, strategy is simply reflecting on<br />

what you’re currently doing and asking<br />

yourself ‘what is working?’ and ‘what is not<br />

working’ before launching into a plan to<br />

strategically solve the latter.<br />

Across the following steps we have pieced<br />

together the five most important things beauty<br />

business owners need to know and work on, in<br />

order to boost your business in today’s industry<br />

landscape. Whether you’ve been in business for<br />

5 minutes or 5 years, these elements of business<br />

are always essential to put energy into and<br />

72 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

should frequently be the centre of your attention<br />

when sitting down and building the scaffolding to<br />

your strategy.<br />



In the professional beauty industry, (one<br />

which employs 90% female teams) leadership<br />

and management are something business<br />

owners should be prioritising as a personal<br />

skill for development to gain the most trust and<br />

connection with their teams.<br />

Everyone in the industry has experienced<br />

negative qualities of management and positive<br />

experiences with leadership, however when it<br />

comes our turn to try our hand at the two, selfawareness<br />

doesn’t always prevail - even though<br />

we may have the best intentions at the time,<br />

often we are too close to the situation to take a<br />

step back and see the story for what it really is.<br />

Separate to management, Leadership is the art<br />

of getting someone else to do something you<br />

want done, because they genuinely want to do it.<br />

People who lead are generally seen to have<br />

three common attributes:<br />

· They inspire others to share their vision.<br />

· They motivate others to act on that vision.<br />

· They encourage others and help them<br />

overcome obstacles in pursuit of that vision.<br />

Communication, delegation, accountability and<br />

flexibility are traits of a great leader.

Spend 30 minutes developing a self-assessment<br />

sheet in which you can hand out to your team,<br />

with hopes of gathering feedback and critique<br />

on your leadership skills. If you find areas of the<br />

assessment which are sticky for, focus more time<br />

implementing them into your strategy moving<br />

forward.<br />


Getting your head around your business’<br />

financials can often seem daunting and perhaps<br />

even a little overwhelming! Being comfortable<br />

with your business financials and types of figures<br />

you should be tracking throughout the day, week,<br />

month or year will actually have you feeling more<br />

empowered than ever!<br />

Understanding the numbers through the use of<br />

helpful and easy to navigate tools that clearly<br />

show the financial health of your business will<br />

help you better plan, prepare and can even assist<br />

in creating more profit!<br />

We suggest taking a look at the following<br />

financials:<br />

- knowing your break even figure hourly, daily,<br />

weekly and monthly<br />

- knowing how to read a profit and loss<br />

statement<br />

- knowing the difference between your product<br />

margin and mark-up<br />

- understanding a balance sheet<br />

- tracking key performance indicators<br />

- knowing your net cash position<br />

- knowing how to manage your cash flow<br />

When it comes to your figures on the other<br />

hand, keeping an eye on metrics like:<br />

- your average client spend<br />

- your retail vs service percentage<br />

- your labour percentage<br />

- rebooking rate<br />

If numbers aren’t your thing, book 90 minutes<br />

into your strategy session dedicated to your<br />

book keeper or accountant and let them guide<br />

you through this process. Stock up on coffee and<br />

be ready to feel empowered by your numbers,<br />

proving they’re no more than a detailed story<br />

about what is happening in your business.<br />

Remember: this story is yours – you can change<br />

the ending at any time!<br />


With the increased number of services we are<br />

providing, complete with add-ons and upgrades,<br />

combined with the fast employee turnover rates<br />

consistency in the beauty industry is something<br />

that’s hard to come by. A policy is a deliberate<br />

system of principles to guide decisions and<br />

achieve rational outcomes. A policy is a statement<br />

of intent, and is implemented as a procedure or<br />

protocol. Policies should be learnt adopted by the<br />

entire team within an organisation.<br />

Policies business owners should have<br />

available and within close reach include:<br />

- Leave forms<br />

- Incident reports<br />

- Opening/Closing checklists<br />

- Uniform and presentation standards<br />

- Employee code of conduct<br />

- Consultation records<br />

- Service menu<br />

- Treatment protocols<br />

As well as other miscellaneous documentation<br />

on machinery and software.<br />










Procedures on the other hand are detailed<br />

documents which walk through tasks and<br />

treatments step-by-step.<br />

Between induction, onboarding, skills and<br />

professional development training that therapists<br />

have to undertake, directions and details can get<br />

a little hazy - it’s for this reason your procedures<br />

are an essential asset to every business. While it<br />

may seem trivial to have detailed procedures for<br />

every task someone has to repeat again, it allows<br />

business owners freedom away from the business,<br />

and allows therapists autonomy to find out answers<br />

for themselves and allows for consistency.<br />

Procedures may detail:<br />

- Treatments<br />

- Machinery operations<br />

- Troubleshooting<br />

- EFT and cash transactions<br />

- Gift voucher and product sales<br />

- Laundry and Washing methods<br />

- Cleaning and close of business<br />

Use 30 minutes of your allocated Strategy Session<br />

to run through the aforementioned checklist of<br />

documents. Tick off those that you do have and<br />

those that you don’t, set aside or delegate time to<br />

others to help create them. These will free you from<br />

being shackled to your business and will empower<br />

your teams to make decisions on their own.<br />


Beyond just a memorable logo, good branding<br />

increases the value of a company, provides the<br />

team with direction and motivation, and makes<br />

attracting new clients easier. So what exactly is a<br />

brand? The short answer is: everything.<br />

A brand represents the sum of people’s perception<br />

of a business’s customer service, reputation,<br />

advertising and logo. When all of these parts of<br />

the business are working well together, the overall<br />

brand is healthy, recognisable and naturally<br />

clients want to be experience it. One of the major<br />

components of a brand is a logo because, as the<br />

“face” of a business - it’s what people instantly<br />

recognise. A professional logo design is simple<br />

enough to be memorable, but a brand is much<br />

more than just a logo.<br />

Just as people are more likely to purchase from<br />

a business that appears polished and legitimate,<br />

clients need to feel comfortable before committing<br />

to a package of services or routine of products.<br />

To ensure strength in your brand consistency is<br />

key across your website, service menu, interior,<br />

uniforms and social media.<br />

Allocate 60 minutes into your Strategy Session<br />

dedicated to the purpose of reviewing your brand.<br />

Ask yourself questions around the consistency it<br />

shows, the time in which it speaks to your current<br />

clients and the messaging it says to potential<br />

clients. If you find the consistency, tone and<br />

messaging is not quite aligned to your ultimate<br />

branding vision, time to call in the branding gurus<br />

and seek some further help.<br />


Marketing is the study and management of<br />

relationships that take place between client and<br />

business. It is the human process of identifying,<br />

anticipating and satisfying client needs and wants<br />

through carefully considered offers, promotions<br />

and sales.<br />

Contradictory to what many business owners in<br />

the beauty industry think, a successful marketing<br />

campaign does not always require thousands<br />

of dollars of investment. Traditional advertising<br />

methods can be costly and hard to measure and<br />

with the accessibility of social and digital media,<br />

beauty businesses have never had greater access<br />

to cost-effective and trackable marketing tools to<br />

ensure you’re getting the return you’re investing.<br />

Simple ways you may like to market include:<br />

- Contributing and interacting with your local<br />

community<br />

- Networking and attending events<br />

- Asking for client referrals<br />

<strong>Beauty</strong> business owners are often trying to seek<br />

new clients, we call these cold clients. Hot clients<br />

on the other hand are clients who already visit your<br />

space which is why we want to aim our marketing<br />

campaigns at our warm clients. Warm clients may<br />

be friends, family or colleagues of your current<br />

clients. Because your current clients already know,<br />

like and trust you, they’re more likely to tell their<br />

inner circle about your business and services.<br />

Warm marketing could include:<br />

- Bring a friend incentives<br />

- Loyalty cards<br />

- Buy one, Gift one vouchers<br />

and the list goes on!<br />

When used correctly, marketing can generate<br />

the following traction for a business:<br />

- New client generation<br />

- Brand awareness<br />

- Public relations exposure<br />

- Reward and recognition<br />

- Strong team culture<br />

- Attraction of your perfect client<br />

Organise a 12-month calendar for your Strategy<br />

Session and start to map out the hallmark dates,<br />

add in your product brand activations and then see<br />

where the gaps are and create activations around<br />

these gaps. Aim to have approximate either to 10<br />

campaigns per year and ensure your campaigns<br />

match your marketing collateral and further<br />

communicate these campaigns with your team so<br />

that they can communicate them with your clients.<br />

Dedicating an entire day to your Strategy Session<br />

will help give you the time and space to plan,<br />

implement and action your new strategy. For<br />

ultimate success, check in with yourself every<br />

quarter and revisit the strategy to see how you are<br />

tracking along for the year.<br />

For more information on Tamara and Beauté<br />

Industry visit www.beauteindustrie.com<br />

<strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1 73




I mean, having a business where people WANT to rock up to work - rather than looking for<br />

the nearest exit on a Friday night? Sound like utopia?<br />

Well, I believe it doesn’t have to be.<br />

Once upon a time, I had a pretty big bunch of<br />

wilted flowers in my business. To put it nicely.<br />

And it all came to a head when someone stirred<br />

the pot - and boom! I was left with half the team...<br />

All in a matter of a couple of weeks.<br />

It was one of the most terrifying, upsetting - but<br />

ultimately incredibly rewarding, things that ever<br />

happened to me.<br />

You see, for me it was the catalyst I needed<br />

to change my own view on leadership, what I<br />

wanted for my business and for my team - and<br />

just a general shift in how I showed up to work.<br />

Now, this actually hadn’t occurred to me before -<br />

because we were a hugely successful business<br />

and made plenty of money. I really felt we were<br />

on a good roll!<br />

On the flip side though - it was a rotten place to<br />

work. Like, I even really disliked walking into my<br />

own business. No “thank god it’s Monday” there!<br />

So, I thought “this is the time! I only have half the<br />

team left, let’s start making some changes now”.<br />

It still took a good year and a half before we had<br />

completely turned things around. But it was well<br />

worth the wait.<br />

A year or so later I had a 1-1 with one of my<br />

beautiful former therapists (who I still speak<br />

to and is a true asset to another very lucky<br />

business).<br />

I’ll never forget what she said: “I used to sit in my<br />

car not wanting to come in until the last minute.<br />

And now I love coming to work”.<br />

I mean. MY HEART!<br />

I never knew how close I had come to lose this<br />

magnificent star of a therapist. Due to me not<br />

74 <strong>Beauty</strong> <strong>Biz</strong> Year 14 Issue 1<br />

doing a very good job as a leader. After all, it’s our<br />

job to lead these lives that have been entrusted<br />

to us. It’s a privilege and a responsibility. And I<br />

had failed miserably. Because I never put much<br />

thought into things like Values and Purpose. I<br />

mean, they’re just words on a page for big biz<br />

right? Hmmm...maybe not!<br />

Reflecting back, we were well and truly falling<br />

into the TGIF category.<br />

The reason I thought this reflection was apt today<br />

is that now, after COVID has ripped through many<br />

states and left a lot of businesses devastated.<br />

Many, like myself, losing fantastic staff members<br />

simply due to circumstances not in our control.<br />

And on the flip side, many are finding out what<br />

some of their teams are REALLY like when the<br />

shit hits the fan! “Why should I work when I get<br />

job keeper?”<br />

Ring a bell??<br />

Some clinic owners have had team members<br />

refusing to help, not show up for shifts - even<br />

stealing from them!<br />

Well, now is as good a time as any to start fresh!<br />

So, who are you as a business? What do you<br />

stand for? What don’t you stand for? Do you<br />

have your dream team?<br />

Or a team that kills the dream?<br />

Have you been recruiting for “anyone” - or that<br />

“special someone”?<br />

From my own experience I can tell you, you don’t<br />

get many opportunities to make these big shifts.<br />

So, if you have one now - take it!<br />

I spent over 6 months with half a team, and we<br />

still experienced growth, made a good profit, and<br />

turned the culture around a the same time.<br />

Even though it’s tempting to work more hours<br />

on the floor to get people through the doors and<br />

make some quick cash, I highly recommend<br />

stepping back a little.<br />

Taking a few days to breathe. And assess the<br />

situation from afar. Take the space and time to<br />

assess - or re assess - your vision, values and<br />

purpose.<br />

Do you have your dream team? And I mean<br />

warts and all - they’ll never be perfect. None of us<br />

are. But do you have the kind of people who’ve<br />

got your back, who are fully aligned with your<br />

values - and who works because they truly love<br />

what they do - FOR YOU?<br />

If you do, then you’ve got a TGIM business. If<br />

you don’t, this is your time to shine!<br />

And if you’re in the situation like so many I’ve<br />

talked to - you have your dream but post<br />

COVID, not enough of them, and you’re are<br />

working 80 hours on the floor in your business<br />

because you’ve lost a big part of your team. And<br />

“everybody wants to see you - and only you can<br />

do what you do” - then it’s time to step aside and<br />

rethink.<br />

Because how will you ever have any free time<br />

to grow your business, train and nurture your<br />

team and have a life - if all you do is work on<br />

clients? Instead, think about blocking some time<br />

off (I know it sounds scary to say no to clients<br />

- and money!!) and spend some quality time<br />

duplicating yourself. Take the time to nurture and<br />

grow your team so they can step up and shine<br />

brighter than you!<br />

This my friends, is the road to freedom - and<br />

a business where you and your team love<br />


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NAILS<br />


File Name:<br />

12276-GEL-London-TipBox-Label-cg-FNL<br />

Die Line:<br />


Stock:<br />

Permanent Adhesive Film<br />

Line Screen: 150<br />

Proofs Required: Yes<br />

Colors and Finishes: 2/0; PMS Cool Gray 10 C + PMS 2532 C + Overall Gloss UV<br />

Date:<br />

July 10, 2020 2:51 PM<br />

Die Line Does Not Print<br />

PMS Cool Gray 10 C<br />

PMS 2532 C<br />








Item# 1168098<br />

Made in Taiwan • Fabricado en Taiwán • Fabriqué à Taïwan<br />

© Nail Alliance - North America, Inc. • Brea, CA 92821<br />

61-1168098-1 HM-12276-2<br />












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(50 OF 11 PERFECT FIT SIZES)<br />



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