Q&A: Heralding a new era of beauty

Ashleigh Polocki (right) with co-founder Jessica Leonard (left)

This week, we talk to Ashleigh Polocki, co-founder of the beauty product brand Ugly Beauty. A marketing professional, Ashleigh joined Jessica Leonard in establishing the brand as the two of them shared the idea of a new era of beauty wherein people should own and champion their uniqueness. Through its extensive product lineup, Ugly Beauty is founded on this idea by seeking to redefine conventional beauty standards by helping people unlock the innate potential of their skin not only with their products but also through fostering self-love and acceptance.

ISB: What is the inspiration for Ugly Beauty?

AP: In the initial phases, we realised that we wanted to change people’s perception of beauty. We believe that self-criticism is a major issue, especially for older women and teenage girls who may resort to self-harm due to negative comments on their appearance. Our goal is to focus on the message behind our product rather than just the product itself. Our observations began at home when our co-founder Jessica Leonard noticed that her nine-year-old daughter was already struggling with body image issues and feeling the need to conform to certain beauty standards. We want to embrace and celebrate what has historically been disregarded in the beauty industry and break down the barriers that have traditionally been associated with beauty.

ISB: What is this ‘new era’ of beauty and how does Ugly Beauty showcase this new era?

AP: The beauty industry is undergoing a significant transformation, embracing inclusivity and diversity by representing all skin tones, body types, and gender identities in advertising and media. At Ugly Beauty, we aim to create beauty products that help everyone feel confident and beautiful in their skin. We’re committed to building a movement that empowers everyone to be their best selves without feeling pressured to conform to traditional beauty standards. Our team is currently conducting a research project that involves in-depth case studies exploring diverse perspectives on beauty standards. By listening to the voices and experiences of different people, we hope to gain valuable insights into how beauty standards are constructed, perpetuated, and challenged.

ISB: How do you get your products to stand out in such a competitive beauty market?

AP: Our goal is not only to make a splash in the beauty industry but to create a lasting impact. What sets us apart is our marketing approach. We are collaborating with some of the best formulators in the country, but we aim to make skincare and beauty enjoyable rather than a chore. We are more than just a beauty brand; we are a movement that wants to initiate important conversations. We take pride in our unique branding strategy that conveys authenticity and self-expression, from our eye-catching packaging to messages that align with the values of our target audience.

ISB: As mums, how do you and Jessica tackle the challenge of balancing business and motherhood?

AP: Managing our time and prioritising tasks is crucial in both our personal and professional lives. We understand the importance of self-care and constantly strive to be the best version of ourselves. Seeking help from our support system and advice from experienced individuals is something we value greatly.  We also delegate tasks because we know that we cannot do everything on our own. We are always open to trying new approaches, especially when something is not working, we do not believe in doing things a certain way simply because that’s how they’ve always been done.

ISB: How do you envision Ugly Beauty’s future in the next couple of years?

AP: Our primary goal is to encourage a shift in conversations surrounding beauty and its standards. We want to promote messages of self-care and acceptance of all people as we believe that every person is beautiful and unique in their own way. It is important to us to inspire people to embrace their individuality and celebrate their uniqueness. We want to inspire a positive change and spread our message across the world, with the hope that we can support other brands in re-evaluating their approach to messaging and marketing related to ‘beauty’.

ISB: For those aspiring to become a business owner, what to you is the most important lesson that they should take to heart?

AP: In life, never let a “no” be the final word, as many people might try to change your mind. Failing is a crucial part of personal growth and eventual success, so it’s important to learn from setbacks before trying again. Success is different for everyone, so it’s essential to celebrate small achievements during the journey, instead of just focusing on reaching the final destination.