Beauty Industry Leaders
Welcome to the no-BS podcast for beauty entrepreneurs who are here to lead.This is for the ones raising the standards - not just in their own business, but for the entire industry.Not for hobbyists or side hustlers. This is for those who are all in.Each episode brings together raw, unfiltered conversations with beauty business owners - from service providers and product creators to educators and consultants, plus guest experts who are leading in their field. You’ll hear the real stories behind their success, the mistakes they’ve made, and the lessons that helped them evolve.Hosted by S...
He's Raised $60 Million and Says Most Beauty Businesses Are Marketing Wrong — Here's Why
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He's raised over $60 million in capital, built an agency from scratch over 20 years, and his brand strategy breakdowns have been seen by hundreds of thousands of people online.
But when Sammy asked Es Chandra what advice he'd give his younger self, his answer wasn't about funnels or ad spend. 👉 It was, "Just chill the fuck out."
In this episode, Sammy sits down with Es Chandra, founder of Glide Agency and one of Perth's most respected marketing strategists, for a conversation that goes way beyond social media tips.
Es...
A $50K Loan, a Surprise Pregnancy & the Fitout From Hell — How Isla Grace Built Her Empire Anyway
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Her first employee was ready to leave the day after she went on maternity leave.
She was 38 weeks pregnant.
The stress was so severe her doctor induced her early.
And that was just the beginning.
In this episode, Sammy sits down with Isla Grace MacPherson — beauty salon owner, mum of two, and the woman behind one of Perth's fastest-growing brow and lash studios.
But this isn't a story of overnight success.
Isla started in her childhood bedroom with a dining chair pu...
The Story I Tried to Hide Built the Life I Have Today
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I don't talk about this much. And honestly, I'm embarrassed by most of it.
But when I was interviewed for a book about my family, I was asked about my high school years — and I realized just how much I've been avoiding.
The rebellion. The self-destruction. The complete breakdown of my relationship with my parents. The shame I carried when I moved from Albany to Perth, trying to rebuild my life from scratch.
For years, I thought if I just didn't talk about it, I co...
No Room for Failure: Maria Enna-Cocciolone’s Rise to Building 3x Multi-Million Dollar Brands
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She put $600,000 of her family's savings into a skincare brand at 42 years old. Her husband said the budget wouldn't stretch to 13 products. Her response? "Then the budget is wrong. Fix it."
Three weeks after winning the ABIA Hall of Fame — the highest honour in the Australian beauty industry — Maria Enna-Cocciolone lost her mum. She still hasn't celebrated that win.
This is one of the most raw, unfiltered conversations we've ever had on this podcast.
Maria is the founder of O Cosmedics, GINGER&ME, and INSKIN.CO — three brands...
How To Develop An Offer That People Will Buy
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Most beauty professionals don’t have an offer problem… they have a clarity problem.
In this episode, I’m breaking down one of the biggest mistakes I see when service providers step into education, coaching, or courses, trying to teach everything instead of selling a clear, specific result.
If your offer feels hard to explain, difficult to sell, or overwhelming to deliver, this will likely show you why.
I introduce my CLEAR Offer Framework, a simple but structured way to build offers that actually convert, by focusing on who...
The Craziest 72 Hours of My Life (And the Business Lessons I Took From It)
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The past 72 hours were some of the craziest I’ve had in both life and business.
What started with speaking on an International Women’s Day panel in Perth quickly turned into a last-minute trip to Sydney for BitchCon… all sparked by a coaching call, a very specific “green frog” sign, and a decision to just back myself.
From there, it was chaos, losing my house keys, calling a locksmith, then finding out they’d been handed in at Crown valet, all before rushing to make my flight.
But within...
The Power of Personal Brand with Brooke Vulinovich
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Brooke Vulinovich joined me back in the Beauty Industry Leaders Podcast studio and this conversation felt extra special. Brooke has been a mentor and supporter through some of the most challenging seasons in my business, including a time when I was navigating near-bankruptcy, so it was incredible to sit down and reflect on how far things have come.
We kicked things off with a rapid-fire Q&A where Brooke shared some personal insights, from her favourite travel destinations to her biggest social media pet peeves and the reality behind...
The Hidden Tax of Self-Doubt in Business
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After returning from our Beauty Industry Leaders retreat in Vietnam, I found myself reflecting on something I know so many women in business quietly carry: self-doubt.
Even after receiving incredible feedback and seeing the impact the retreat had, I caught myself questioning whether I deserved to be in the room. That experience reminded me that imposter syndrome doesn’t disappear as you grow, in many cases, it actually gets louder the higher you level up.
In this episode, I unpack what imposter syndrome really is, why it’s actually a co...
Grief, Grit and Growing a Global Brand with AMPERNA®
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I’m recording the very first episode inside our new Beauty Industry Leaders Podcast studio, and I’m joined by husband-and-wife founders Kiri and Wesley of AMPERNA® - the topical postbiotic, microbiome-friendly skincare brand created for sensitive and reactive skin.
Kiri shares the deeply personal journey that led to building the brand, from pustular acne and rosacea to topical steroid withdrawal and the grief of losing her father. Wesley explains how his background in operational systems became the backbone of turning a personal solution into a globally recognised business. Together, we unpac...
The Three Traits Every Sustainable Business Has
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I’m breaking down what actually makes a business sustainable long term and why popularity or fast growth isn’t enough.
Drawing from my experience across multiple family ventures, from bowling alleys and arcades to festivals and Wild West Bowling - alongside my own journey in the beauty industry, I share the three important traits I believe every sustainable business must have.
In this episode:
✨ Why repeat customers matter more than reach
✨ The difference between revenue and profit
✨ How to build scalable income streams
✨ Why trends w...
The Rooms You Sit In Shape the Life You Build
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In today’s episode, I’m sharing a personal reflection on how the rooms you sit in shape the life and business you build.
At 19, during Miss Universe, I was navigating a cancelled university degree, a scoliosis diagnosis, and the physical strain of running a lash business that was hurting my body. Through a pageant sponsor, I stepped into a contractor role applying protective film to luxury watches, which allowed me to earn more, work fewer hours, and ultimately get into rooms with high-net-worth individuals and elite collectors. From handling watches wort...
The One Mistake Most Business Owners Make When They Want to Scale
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In today’s episode, I’m sharing a behind-the-scenes look at a hectic week while preparing for our upcoming Beauty Industry Leaders retreat, and using it to highlight the biggest mistake most business owners make when they want to scale.
I talk through everything from last-minute travel prep and investing in new videography equipment, to onboarding calls, creative marketing inspired by Love Island, and designing a seamless attendee experience. I also open up about an unexpected health scare after inhaling toxic plastic fumes, and the lessons it taught me about capacity, reco...
Things I’d Tell You If We Were Having This Conversation Over Coffee
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Today I’m sharing some honest reflections - the kind of things I’d tell you if we were sitting down together over a coffee.
I start with a personal update on what’s been happening behind the scenes lately, from juggling projects and staying consistent with updates, to the progress of building out a new podcast studio. I also share where things are at with preparations for the upcoming Beauty Industry Leaders retreat in Vietnam and what’s been going into making that experience meaningful and aligned.
From there, w...
How to Start Investing Without Having Lots of Money
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Today I’m talking about how to start investing, even if you don’t have lots of money.
I’m sharing a few reflections from my stay at the 1 Hotel in Melbourne, and what stood out to me about their customer experience and sustainable approach. I also give you an update on the Beauty Industry Leaders Business Retreat in Vietnam, including some of the incredible attendees and guest speakers who’ll be joining us.
Then I take you through my own investment journey and what I’ve learned ab...
Marketing Series Part 6: How to Structure Any Piece of Content for Impact and Conversion
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Today we’re wrapping up the Marketing Series with Part 6 - and this episode brings everything together. I’m breaking down how to structure any piece of content so it not only lands with your audience, but actually drives action and conversion.
I also reflect on the lingering challenges coming out of 2025, the delayed setup of my podcast studio, and the wider sense of uncertainty I’ve been hearing in conversations across the beauty industry. Using the transition from the Year of the Snake to the Year of the Horse as a back...
Marketing Series Part 5: Why One Post Will Never Convert (And How to Use Content Formats That Do)
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Today we dive into Part 5 of the Marketing Series - and this is an important one. I’m breaking down why relying on a single post will never convert your audience, no matter how good it is, and how using multiple content formats strategically is what actually drives results. Different formats exist for different reasons, and understanding how they work together is key to moving your audience from awareness to action.
In this episode, I’m covering:
✨ Why having a dedicated studio space can elevate your professionalism and consistency
✨ The real...
How to Review 2025 Year So You Actually Change In 2026
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In the first episode of 2026, I’m breaking down how to review the past year in a way that actually creates momentum for the next one. This isn’t about rewriting goals or setting unrealistic expectations - it’s about understanding what worked, what didn’t, and how to design a year that supports both your business and your life.
In this episode, I’m covering:
✨ Why most annual reviews fail — and how to review your year so it leads to real change
✨ How to properly document wins, milestones, and progress (even...
Marketing Series Part 4: How to Build a Content Campaign That Converts Cold Followers Into Bookings
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If you’re posting consistently but still not seeing bookings, the issue usually isn’t your effort, it’s the lack of a structured campaign.
In Part 4 of our Marketing Series, Elli and I move beyond revenue targets and into execution. This episode breaks down how to build an intentional content campaign that warms cold followers, builds trust, and guides the right people toward booking - without relying on constant posting or short-term tactics.
Rather than chasing visibility, we focus on strategy: how to design content that educates, nurtures, and po...
Marketing Series Part 3: The Marketing Math You MUST DO Before Creating Any Campaign
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If you’re creating marketing campaigns based on hope, intuition, or “what feels right” - you’re likely skipping the most important step: the math.
In Part 3 of the Marketing Series, we shift from messaging and audience clarity into the numbers that actually make marketing work. Because before you design a campaign, choose a platform, or write a single piece of content, you need to know exactly what your marketing is required to produce.
In this episode, we cover:
✨ A personal catch-up as Elli returns to the podcast af...
Marketing Series Pt 2: What Your Clients Actually Want vs What You Think They Want
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If you’ve ever wondered why your marketing sounds good on paper but isn’t converting - there’s a strong chance you’re marketing to who you think your clients are, not who they actually are.
In Part 2 of the Marketing Series, we move beyond surface-level assumptions and into the real drivers behind buying decisions. Because effective marketing isn’t about guessing, trends, or copying what’s working for someone else - it’s about precision, clarity, and deep audience understanding.
In this episode, I’m breaking down:
✨ Personal u...
Marketing Series Part 1: The Foundation Every Successful Brand Starts With
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If you’ve ever felt like your marketing just isn’t landing - or you’re making decisions based on gut feelings rather than real data - this episode is going to completely reshape the way you approach your brand strategy.
Today, I’m kicking off a brand-new Marketing Series by breaking down the foundation every successful beauty brand starts with: market research. This is the step most entrepreneurs skip… and the reason so many marketing plans fall flat.
In this episode, I’m diving into:
✨ A behind-the-s...
The Psychology Behind Brand Imagery and Who You Attract
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If you’ve ever wondered why some brands effortlessly attract high-quality clients — while others struggle to stand out - this episode is going to shift the way you think about visuals forever.
Today, I’m diving into the psychology behind brand imagery: why it matters, what it says about you, and how the smallest visual choices can completely transform who you attract.
I’m sharing:
✨ The wild growth of this podcast - over 16,000 downloads in 814 cities - and why consistency is so rare in this space
✨ How your feedbac...
Don’t Get Left Behind: The Real AI Tools Beauty Business Owners Need to Know About featuring AI Expert Em Gee
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If AI still feels overwhelming, confusing, or “not for you,” this episode is going to completely shift the way you think about technology, creativity, and the future of your beauty business.
Today, I’m sitting down with the brilliant Em Gee - a former teacher turned tech-savvy marketing mentor who has built six businesses in seven years, mentored over a thousand women, and written two best-selling books. Em is known for her no-fluff education style, bold strategy, and her unique ability to make AI simple, human, and genuinely useful for sm...
Why ‘Slow Season’ Is A Myth - And How To Avoid The Jan/Feb Booking Crash featuring Bec Barwick
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If you’ve ever braced yourself for the dreaded “slow season” in Jan/Feb, this episode is going to completely shift the way you think about bookings, client behaviour, and your business strategy.
Today, I’m sitting down with the incredible Bec Barwick - a true veteran of the beauty industry with over 30 years of hands-on experience. Bec has done it all: skin therapist, multi-salon owner, leader of high-performing teams, and now a key educator and industry expert at ZO Skin Health. She even flew from Brisbane to Perth...
Should You Hire Staff or Rent Out Rooms? Featuring Clarissa Saco
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If you’ve ever wondered whether it’s smarter to hire a team or rent out rooms in your salon, this episode is going to give you so much clarity and confidence.
Today, I’m sitting down with Clarissa Saco - a cosmetic tattoo artist, mentor, investor, and salon owner who’s built an incredible career in the beauty industry. Clarissa bought her first salon at just 22 years old, and her journey since then has been filled with lessons about growth, resilience, and redefining success on her own terms.
In...
The Truth About Running A Business With ADHD (The Struggles, Strengths + Systems That Save Me)
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If you’ve ever felt like your brain just works differently - and that running a business sometimes feels like juggling chaos with creativity - this episode is for you.
Today I’m pulling back the curtain on what it’s really like to run a business with ADHD - the challenges, the hidden strengths, and the systems that have completely changed the game for me.
I’m sharing:
✨ My ADHD diagnosis journey and what finally made the puzzle pieces click
✨ How ADHD shows up in my daily work h...
New TGA Rules, Industry Tension & Why Collaboration Matters More Than Ever Featuring Katy Hirst
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If you’ve ever felt the growing tension between nurses and skin therapists, or wondered how the new TGA rules are reshaping Australia’s aesthetic landscape, this episode is one you won’t want to miss.
I’m sitting down with Katy Hirst, a registered nurse with 18 years of experience (nine of those in cosmetic nursing) and the founder of The Aesthetic Lounge in Cairns. From working in fast-paced chain clinics to building her own boutique business in regional Queensland, Katy shares what it’s really like to carve y...
This One Strategy Made Me More Sales Than Any Other Tactic
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If you’ve ever wondered what really moves the needle in business - beyond the latest marketing hack or viral trend - this episode is for you.
I’m diving into the one strategy that’s made me more sales than any other tactic I’ve ever tried: storytelling.
In this episode, I’m breaking down how sharing your story (and your clients’ stories) builds connection, trust, and loyalty - the kind that turns followers into real, paying clients.
I also catch you up on some of my r...
How Gloria Hung Built a $400K Beauty Business Before Turning 21
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At just 17, Gloria Hung started doing lashes out of her bedroom. Fast forward a few short years, and she’s the founder of Glow Artistry - a thriving Sydney-based salon, product line, and training academy generating over $400K before her 21st birthday.
Today I sit down with Gloria to uncover how she built her empire from scratch, the power of finding your niche, and the lessons learned from growing fast in a competitive industry.
Gloria shares the real story behind her journey - from undercharging an...
Self-Sabotage and the Subconscious Mind - Why You’re Stuck Even When You’re Doing All the Right Things with Jess Martin
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From high-powered lawyer to subconscious mind mentor, Jess Martin knows what it’s like to tick all the boxes on paper - and still feel stuck.
In this episode, I have a sit down with Jess to explore why success often feels like an uphill battle, even for ambitious, hard-working women. Jess shares how reprogramming the subconscious mind can dissolve self-sabotage patterns, unlock confidence, and create success without burnout.
Together, we unpack how beliefs formed in childhood and reinforced over time can quietly drive our decisions, energy, an...
From Franchisee to Founder: The Business Lessons They Don’t Teach You With Shamara Jarrett
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From working behind the chair to building and selling a multimillion-dollar franchise clinic, Shamara Jarrett’s journey is a testament to resilience, reinvention, and the power of learning from every challenge.
I've sat down with Shamara to unpack her 16+ years in the beauty industry - from salons, spas, and body sugaring, to business development, franchising, and now, tech entrepreneurship.
Shamara opens up about the highs and lows of her career, including the tough lessons that came with bankruptcy, betrayal, and rebuilding. Today, she’s channelling that experience into...
What People Get Wrong About Home-Based Clinics, and How Halima Proved Them All Wrong
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From launching a clinic in her own home to developing innovative products during lockdown, Halima’s journey proves that passion, perseverance, and authenticity can rewrite the rules of the beauty industry.
In this episode, I sit down with Halima, founder of Derma Clear Clinic, to explore how she turned challenges into opportunities and built a loyal following by staying true to her values. With over 22 years of experience as a skin therapist and e-commerce entrepreneur, Halima opens up about navigating stigma, embracing soulful skincare, and fi...
CEO Series Part 5: Trading Micromanagement for Systems That Scale
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If running your beauty business feels like you’re juggling every little detail yourself, this episode is your guide to stepping back, scaling up, and leading with confidence.
In Part 5 of our CEO Series, I’m joined once again by Elli from the Beauty Business Society to unpack why micromanagement is holding your growth hostage - and how building smart systems is the key to sustainable success. You’ll hear real client stories from TLB Laser Skin Lashes Clinic and Glow Artistry, who transformed their businesses by streamlining processes and empowering their...
The Glow-Up No One Saw Coming: Jacob Stella’s Journey from YouTube Teen to Industry Icon
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From teenage YouTuber to award-nominated salon owner, Jacob Stella’s story proves that the beauty industry rewards courage, creativity, and consistency.
In this episode, I sit down with Jacob to unpack how he went from filming makeup tutorials at 15 to running a thriving brow, lash, and makeup studio that’s a finalist for Salon of the Year 2024. Jacob shares the pivots, lessons, and behind-the-scenes realities that shaped his career - and the unexpected glow-up that no one saw coming.
Inside this episode:
✨ How Jacob transitioned from YouTube...
CEO Series Part 4: Master Your Money so Growth Is a Strategy, Not a Guess
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If managing money in your beauty business feels more like guesswork than strategy, this episode is your roadmap to turning financial clarity into sustainable growth.
In Part 4 of our CEO Series, I’m joined once again by Elli from the Beauty Business Society to tackle the financial foundations every salon owner needs for 2026 and beyond. Together, we get real about why most beauty businesses stumble when it comes to money - and how shifting your mindset (and systems) can transform not just your profits, but your confidence as a CEO.
...
Why Your Facebook Ads Aren’t Working (And What to Do Instead) with Stephanie Mitchell
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If you’ve ever poured money into Facebook or Instagram ads only to see little (or no) return, you’re not alone - and you’re definitely not doomed.
In this episode, I sit down with Stephanie Mitchell, founder of Sunny Store Marketing and The Ad Lab, to uncover why so many beauty business owners struggle with ads - and what to do instead. Stephanie shares her own journey from traditional marketing into the beauty industry, proving you don’t need to be a beauty professional to understand what makes clients click.<...
CEO Series Part 3: Maximise Every Minute with a Marketing Funnel That Delivers High-Value Clients & Big Results (Without More Hours Online)
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If you’re feeling like your business growth is chained to the hours you spend online, this episode is your wake-up call to a smarter way of scaling.
In Part 3 of our CEO Series, I sit down with Elli from the Beauty Business Society to break down the power of a strategic marketing funnel - because more hours on social media is not the solution to more clients.
Together, we unpack why so many beauty business owners fall into the trap of chasing likes instead of building a system th...
Raising the Standard of the Facial and Facial Massage Industry with The Skinformé Academy by Isabella Loneragan
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If you’ve ever felt like your formal beauty training left you unprepared for the real world - this episode is your wake-up call to raise the standard in your career and your client results.
Today, I sit down with Isabella Loneragan, internationally recognised dermal therapist, trainer, and Founder of The Dermal Diary, Isabella Loneragan Skin (Sydney and Bowral), Ragan Skin and now the Skinformé Academy. Isabella has spent the last year scaling her business, building an international education platform, and revolutionising how fac...
CEO Series Part 2: Stop Competing on Price & Lead with Value
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If you’re tired of discounting your way to burnout, this episode is your roadmap to building a beauty business that thrives on value - not price wars.
Today, Elli and I dive deep into the strategies top beauty CEOs are using to stay ahead in 2026 by crafting high-value, irresistible offers that elevate their brand and their income. Spoiler alert: it’s not about running more promos - it’s about leading with purpose, clarity, and strategy.
I share my personal evolution from burnout to breakthrough, including how investing in min...
Selling Isn’t Sleazy, You’re Just Doing It Wrong featuring She Sells With Brooke
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If the word sales still gives you the ick, then this episode will change that.
Today I sit down with Brooke Triplet, founder of She Sells and a global leader in heart-centered sales training. From her early days as a school teacher to scaling a multi-seven-figure sales education brand, Brooke brings the real talk around what it actually takes to sell with confidence - without selling out your values.
This is for the beauty pros who are done hiding, second-guessing, or feeling “too much” in their business. Brooke unpacks how...
