Australia’s skincare industry is small compared to other markets like South Korea or the US but our companies are very entrepreneurial so it is an incredibly vibrant space.
I feel very fortunate to have been able to settle here after working at Chanel in London to then Clinique in Australia in the 1990s. During these years I saw the gap in the market for anti-ageing skincare products. Plastic surgery, lasers, and facelifts were really high on the consumer’s agenda but no products went alongside these treatments.
I saw how professional treatments and high-grade cosmeceutical products went hand in hand to create results so I established Advanced Skin Technology (AST). This enhanced results so it was a no-brainer for the professional skincare industry to adopt this new way of thinking.
How I arrived at a global business
I learnt to never say never. I thought, “I have to bring something extra to this space and most skincare businesses are focused on product innovation and marketing, which is very important but what if I can bring science and new technology, too?”
It’s an industry that requires a lot of innovation as well as creativity to keep up with the latest trends in the market. There are many businesses in Australia that are growing every year because they’re the ones creating the demand for quality and innovative skincare products and cosmetics.
If you want to join their ranks, then it’s important to understand the basic principles that have made the business boom. Success doesn’t happen overnight; it takes time, patience and perseverance.
I saw that the greatest success comes from risk-taking, and I went out and did that over and over again.
How to succeed in skincare
As important as innovation is, so too is the ability to realise when you need to change. When we invested in a top-notch educational aspect to ACT in 2008 we really saw everything take off. The connection between education of products, ingredients and industry trends proved to be a magical combination for both us as a business but also our clients.
The biggest lesson I would impart is you have to know your industry inside and out. The more educated you are in your chosen field, the better you do. Plus when you believe in what you do and why you do it, everyone else will, too.
How have you engaged with the local market?
The whole mindset and approach have changed. I don’t want my stockists competing against each other and it’s important that the products they sell contribute to their point of difference as a business.
There was a perception that Aussies weren’t a high-income market, but this isn’t the case today. One reason for this has been a decade of investment in research and development and now we are leaders in the skincare industry.
Consumers have more information available to them than ever before and they are savvy, never underestimate your customers. I take an honest approach to my brand’s products, and only provide people with what they need. This has built trust in my personal brand as a CEO which is easily transferable from one brand to the new one. Being intentional in everything we do is what drives me and the business.
It’s important to keep things fresh. Customers are always looking for what’s next and to be ahead of the curve and lead the way has been instrumental in our success.
