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As the skin industry delves deeper into the science of longevity and cellular health, one term is cropping up more frequently in anti-ageing conversations: zombie cells . But what exactly are they, and why are they gaining attention from skincare professionals, researchers, and ingredient formulators alike? Scientifically known as senescent cells , zombie cells are cells that have stopped dividing but refuse to die. Unlike functioning cells, they linger in the body (including the skin) releasing inflammatory signals that can damage nearby cells, accelerate ageing, and contribute to various skin conditions. These cells are essentially in a state of suspended animation. They’re not functioning, but they’re not desquamating off either. Hence the nickname - zombie cells. As we age, the body’s ability to remove senescent cells diminishes. In the skin, this results in: Dullness and uneven tone Slower wound healing Reduced collagen and elastin production Increased inflammation Loss of firmness and elasticity Zombie cells emit what's known as the senescence-associated secretory phenotype  (SASP), a toxic mix of inflammatory molecules that accelerate skin ageing and disrupt the skin's natural renewal cycle. This pro-inflammatory environment doesn’t just affect skin appearance — it also compromises skin function, making it more vulnerable to environmental damage and irritation, effectively sensitising. Where Do They Come From? Zombie cells can accumulate due to: Natural ageing UV damage Pollution exposure Chronic inflammation Oxidative stress They’re a natural part of the body’s response to stress or damage, but in healthy skin, these cells are typically cleared out by the immune system. The problem arises when the body becomes less efficient at this clean-up process. Credit: The Scientist How Can We Address Zombie Cells using Skincare? This is where things get exciting. Researchers are investigating senolytics  (compounds that help selectively clear zombie cells) and senomorphics (which suppress their harmful effects). While most of this research is still emerging, we’re beginning to see skincare that claims to support the skin’s ability to manage cellular senescence. Some promising approaches include: Retinoids : Known to stimulate cell turnover and may support removal of senescent cells Antioxidants : Vitamin C, E, niacinamide and polyphenols help combat oxidative stress that leads to zombie cell formation Peptides and growth factors : Encourage communication between healthy cells and support repair Plant-based extracts : Ingredients like fisetin and quercetin are being explored for their potential senolytic properties As longevity science advances, the future of skincare may shift away from simply treating the signs  of ageing to addressing its root causes  — and zombie cells are a key part of that puzzle. Brands with a focus on skin health, inflammation reduction, and cellular optimisation will likely be the ones to watch as this trend evolves, Roccoco Botanicals is a great example. For professionals and clients alike, understanding the role of senescent cells can help shape more informed skincare routine choices. Rather than chasing 'glass skin', we may be entering an era that prioritises cellular resilience, long-term health, and skin that not only looks healthy — but functions healthily too.

The worlds of luxury skincare and high-performance motorsport have collided in an industry first move, as ELEMIS  becomes the first pure-play skincare brand to secure a Formula 1 partnership. This multi-year global alliance with the Aston Martin Aramco Formula One™ Team  is more than a brand sponsorship - it’s a statement of innovation, inclusivity, and strategic market expansion. While LVMH has long played in the Formula 1 space through its fragrance segment, no luxury skincare brand has ever stepped onto the grid in such a significant way. ELEMIS is breaking new ground by positioning skincare as a vital component of the wellness routines of elite athletes, proving that high-performance self-care extends beyond the track. As Sean Harrington, ELEMIS Co-Founder, states: “Formula 1 drivers are athletes. They’re continually optimising their fitness and recovery through wellness, so it makes sense they’re conscious of their skincare too.” - Sean Harrington This move comes at a time when F1 is seeing a 41% female audience , making ELEMIS’ entry into the sport a strategic play. It’s a clever alignment that capitalises on an expanding demographic while reinforcing the brand’s authority in the luxury performance skincare space. So, Why Aston Martin? Aston Martin and ELEMIS share a deep-rooted British heritage, making the alignment feel almost inevitable. Aston Martin embodies timeless luxury, engineering excellence, and innovation - qualities mirrored in ELEMIS’ scientifically advanced formulations and spa heritage. By leveraging the global presence of Aston Martin’s F1 team, ELEMIS is not just securing brand visibility but embedding itself in a space where high-performance beauty meets high-performance sport. From 2025 onwards , ELEMIS will activate its brand presence at every F1 race globally, beginning with its first stop in Melbourne, Australia over the weekend. The Australian Grand Prix offered a taster of what’s to come, hinting at a series of immersive experiences designed to redefine skincare in motorsport hospitality. These activations include: Exclusive ELEMIS experiences throughout race weekends - Guests of Aston Martin’s Paddock Club Suite enjoyed luxury ‘pitstop’ wellness treatments, including hand and arm massages from trained ELEMIS therapists. Supporting female talent in motorsport —ELEMIS is backing Aston Martin’s F1 Academy team, with Jessica Hawkins, the Head of F1 Academy and Driver Ambassador, championing diversity and inspiring the next generation of women in motorsport. There are three tiers of sponsorship  in global motorsport— F1 as an organisation, individual team sponsorships, and driver-brand partnerships . While brands like DHL and Pirelli fuel the logistical side of the sport and Mercedes, Ferrari, and Aston Martin align with corporate partners, individual drivers also serve as brand ambassadors. In fact, beauty sponsorships at the driver level are beginning to take shape, with Lando Norris as the face of Ralph Lauren Fragrances, and Lewis Hamilton’s collaboration with Lululemon. But no beauty brand (especially one in the B2B space) has ever made the leap to an official team partnership - until now. Global Brand Advocacy & Long-Term ROI For ELEMIS, the return on investment goes beyond mere visibility on the car livery. It’s a long-term global brand advocacy play, leveraging the prestige of Aston Martin to reach a wider audience and solidify ELEMIS as a leader in luxury skincare. Meanwhile, LVMH’s recent 10-year global partnership with Formula 1 (featuring Louis Vuitton, Moët Hennessy, and TAG Heuer) signals the potential for further luxury beauty activations. While LVMH has yet to push its beauty arm into sponsorships, ELEMIS is leading the charge, reshaping the way beauty and wellness brands approach motorsport partnerships. This multi-year collaboration underscores a shared commitment to performance, innovation, and excellence, bringing together two iconic British brands in a venture that is as strategic as it is groundbreaking. With F1’s global stage, ELEMIS is not only redefining the intersection of beauty and sport but also setting a new precedent for luxury skincare in high-performance environments. As the partnership evolves, one thing is clear: ELEMIS is not just sponsoring a team - it’s rewriting the playbook for beauty brands in sport as a whole.

The Australian Grand Prix is synonymous with speed, precision, and high-octane glamour - and this year, beauty brands made their mark with activations that brought efficiency and luxury to the paddock. From express styling sessions to VIP skincare indulgences, here’s how beauty took pole position at Melbourne over the weekend. Shark Beauty’s SpeedStyle Salon Shark Beauty’s SpeedStyle Salon embodied the thrill of the race with its high-efficiency, salon-style services designed for maximum impact in minimal time. The activation leveraged ambassador advocacy to create buzz, with key personalities including Rozalia Russian, Maria Thattil, Snezana Wood, Izzy Armitage, and renowned hairstylist Chris Hunter leading the charge. Partnership content played a pivotal role in engagement, with influencers producing dynamic reels such as ‘Come With Me To’ experiences and ‘Style My Hair’ collaborations. These bite-sized, engaging videos captured the energy of the weekend while showcasing Shark Beauty’s ability to deliver professional results at speed—much like the motorsport world itself. MeccaMax’s Beauty Pit Stop Beauty met the fast lane at MeccaMax’s ‘Beauty Pit Stop’, a go-to destination for race-goers needing quick makeup touch-ups. In keeping with the ambassador advocacy approach, MeccaMax partnered with beauty influencers such as Gemma Dimond and Claire Bridgett, alongside high-profile sportswomen including world champion cliff diver Rhiannan Iffland and pro footballer Emily Gielnik. This activation tapped into the synergy between sport and beauty, catering to attendees who wanted to stay fresh and camera-ready throughout the event. The presence of elite athletes reinforced MeccaMax’s commitment to celebrating powerful, high-performing women - a sentiment echoed across the Grand Prix weekend. Elemis x Aston Martin: Luxury in the Paddock For those seeking an indulgent escape amidst the race-day chaos, Elemis Luxury Skincare curated an exclusive experience within the Aston Martin Aramco Paddock Suite. Guests were treated to hand and arm massages, allowing them to experience the luxury of two iconic British brands in one setting. This activation not only highlighted Elemis’ reputation for high-performance skincare but also championed change within the motorsport space, bringing a touch of wellness and relaxation to an environment typically dominated by adrenaline and intensity. The partnership reinforced the alignment between Aston Martin’s elegance and Elemis’ commitment to premium self-care, creating an oasis of tranquillity in the heart of the Grand Prix action. These activations signal a new industry landscape where beauty meets live sporting events. Brands are no longer just offering products; they are curating moments that align with high-energy lifestyles, influencer-led advocacy, and the demand for efficiency without compromise. As beauty continues to integrate into unexpected spaces, the Melbourne F1 weekend proved that glamour and grit can go hand in hand on and off the track. With more brands tapping into exclusive partnerships, VIP services, and digital storytelling, expect to see beauty activations shift gears and take on even bigger roles in global sporting events in the future.

For decades, electrolysis was the gold standard in permanent hair removal, offering a solution that targeted each individual hair follicle with precision. However, as light-based hair removal technologies such as IPL (Intense Pulsed Light) and laser gained popularity in the early 2000s, electrolysis was largely overshadowed. The industry pivoted towards faster, high-tech solutions, with the promise of ‘permanent hair reduction’ capturing the attention of both professionals and consumers alike. Yet, as we move into 2025, electrolysis is making a strong comeback. Why? Because we now have a clearer understanding of the limitations of light-based hair removal – particularly its inability to treat all hair types and its failure to deliver true permanence in many cases. For those with white, grey, red, and stubborn hairs that remain untreated by laser and IPL, electrolysis is stepping back into the limelight as the definitive solution. The Rise and Fall of Electrolysis in the Hair Removal Industry Electrolysis dates back to the late 19th century when it was developed as a method to treat ingrown eyelashes. By the mid-20th century, it had become widely recognised as the only method for permanent hair removal, using a fine probe to deliver an electrical current directly into each follicle, effectively destroying its ability to regrow hair. However, the early 2000s saw a significant shift. The rise of laser and IPL technology promised a faster, less labour-intensive alternative, and electrolysis was left behind. Salons and clinics adopted light-based devices en masse, drawn in by the appeal of treating large areas quickly and generating higher revenue with minimal manual labour. Clients, too, embraced the convenience of laser and IPL treatments, often lured by marketing that suggested ‘permanent hair removal.’ However, this claim was misleading. While these treatments do significantly reduce hair growth, they do not eliminate it entirely. Many individuals have experienced regrowth years later, and others have found that their light-coloured or finer hairs were never effectively treated in the first place. Why Electrolysis is Reclaiming Its Position in 2025 The industry is now more informed about the nuances of hair removal. While laser and IPL remain valuable tools for reducing hair growth on larger areas, they come with notable limitations: They do not treat all hair colours  – White, grey, and red hairs lack the melanin needed for light-based treatments to be effective. Stubborn hairs persist  – Many people find that, despite multiple sessions, certain hairs simply refuse to respond to laser or IPL treatments. Regrowth is common  – Even on successfully treated areas, new hairs can emerge over time due to hormonal changes, genetics, or incomplete follicle destruction. This is where electrolysis re-enters the picture. As the only FDA-approved method for true permanent hair removal, electrolysis is experiencing a resurgence, particularly in the professional beauty and aesthetics industry. Clinics are increasingly integrating it into their service menus, offering it as a complementary treatment to laser and IPL for the hairs that those technologies cannot address. With a growing number of consumers seeking complete and lasting hair removal solutions, electrolysis is no longer an outdated or forgotten practice. Instead, it is being repositioned as the essential finishing touch – a necessary final step for those who have undergone laser or IPL and are left with residual hair growth. For professionals, this presents an opportunity to reintroduce a tried-and-true service into their offering. Training in electrolysis is becoming more sought after, and modern advancements in equipment are making treatments more comfortable and efficient than ever before. Karen Geiszler of KG Beauty & Modality says that 'electrolysis was a core part of Beauty Therapy Training and when IPL and Laser hair removal hit the market, but therapist opted to learn IPL and Laser instead. Many training colleges stopped offering Electrolysis as an elective unit, as the demand was not there.' On the resurgence of electrolysis, Karen says now 'moving into 2025, we have a skill shortage of Electrologists. With clients looking for clinics that offer permanent hair removal solutions, skilled therapist that offered this are in high demand.' On training requests, Karen's seen the boom first hand; "In 2024 and 2025 I have had a significant increase in inquiries for therapist looking for Electrolysis’ training, along with qualified therapists that would like to refresh their skills they learnt 15 years ago.". For those looking to up skill and add electrolysis to their professional toolkit, Sydney Electrolysis  ( sydneyelectrolysis.com.au ) and KG Beauty & Modality Training  ( kgbeautyandmodalitytraining.com.au ) are two tried-and-tested training providers offering comprehensive courses in this specialised field. In 2025, electrolysis is no longer playing seconds to light-based hair removal. Instead, it is reclaiming its rightful place as a vital, in-demand service.

The professional hair and beauty industry has traditionally acquired new stockists in two ways: a) Cold calling  – literally knocking on the doors of prospective stockists and building relationships face-to-face. b) Exhibiting at trade shows  – where brands can showcase their products, meet potential stockists, and create connections in real-time. These two approaches have long been the strongest sales tactics. There’s something undeniably powerful about being able to touch, feel, and experience a brand in person. But in 2024, something new started to emerge – Meta paid advertising  as a tool for stockist acquisition. It's me, hi! The first time I saw an ad like this (mid-doom scroll, mind you), I was shocked. Then intrigued. Wait, what? A professional brand promoting their opening orders via paid ads?  Could this actually work? What kind of traction would a tactic like this even get? Fast forward to last week – I attended a Meta ads workshop, and it really got me thinking, particularly for my corporate clients. The reality is, cold calling requires a serious investment: feet on the ground, a huge amount of time, and skilled salespeople who can navigate the delicate art of pitching and relationship-building. But what if Meta ads could tap into the mass market, allowing brands to test the waters  without the heavy resource burden? From my thoughts, here’s where I’ve landed: The Pros of Using Meta Ads for Stockist Acquisition Increases brand awareness  – There’s no doubt that everyone  (including your ideal stockists) is on at least one of the social platforms Meta owns (Instagram, Threads, WhatsApp and Facebook). Running ads means your brand stays top of mind. If set up correctly, it’s great for lead generation  – Start simple: go broad, offer value, and capture lead data along the way. A well-built funnel can turn passive scrollers into potential stockists. Perfect for retargeting  – If your audience segmentation is set up correctly, Meta ads can target visitors who’ve landed on your website and  others who share similar traits. Lower cost per acquisition compared to traditional sales methods  – Running ads can be more cost-effective than employing a full-time BDM to cold call. The Cons of Using Meta Ads for Stockist Acquisition You might accidentally target consumers  – If your Facebook page is mainly B2C, your ads could end up reaching the wrong audience, making your spend ineffective. It could target your existing stockists  – If not set up properly, your ads could follow current stockists around the internet, essentially wasting budget on people who are already on board. It requires a decent budget to test and learn  – You’re looking at around $3,000 per month for at least three months  to gather enough data and optimise performance. Meta ads need time (and money) to learn. You need efficient backend processes  – If leads start coming in, you’ll need a system in place to capture, qualify, and delegate them to the right BDMs for follow-up. Without this, you risk losing them in the abyss. All in all, I’m not against it. In fact, I might just layer it into some of our Inside Industry clients’ budgets under the test and learn  category and see what happens. It is  2025 after all – and if the past few years have taught us anything, it’s that we can’t keep doing what we’ve always done  and expect new results. So, any takers for a little Meta ads experiment? Let’s test it, track it, and see if it’s worth the hype. Reach out if you’re keen!

If you’ve spent any time in the online business world, you’ve probably heard the saying “make money while you sleep!”  The boss babes and shEOs of Instagram will tell you that passive income is the golden ticket to financial freedom - just launch a course, a membership, or an eBook, and watch the cash roll in while you sip cocktails on a beach. But here’s the truth: passive income isn’t passive at all. In fact, it’s one of the most aggressive business models out there. To actually  make money while you sleep, you have to market the absolute shit out of whatever you’re selling while you’re awake. That means: Planning, building, writing, and designing content. Automating lead generation and sales funnels. Filming content (yes, that includes getting glam). Editing, publishing, and consistently marketing your offer - again and again. And that’s just to make a sale. Let’s take a monthly membership subscription as an example. The reality? You’re required to show up to plan content, film face-to-camera classes, and engage with your community. You’re not just selling access to information; you’re selling your presence , which means you now have a full-time job maintaining the experience your subscribers expect. Once you set a bar for how much value you provide, you’re locked into delivering that level of content, engagement, and support. Anything less? People cancel. The churn is real, and you’ll constantly need to replace members with new ones - aka, more marketing, more selling, more effort. If there were a shortcut to making money, we’d all be taking it. But the truth is, sustainable  income (whether through a course, an eBook, a membership, or a program) requires work . That doesn’t mean it’s not worth doing. It just means you need to be strategic. Instead of chasing the “easiest” way to monetise your offer, ask yourself: What business model aligns with my skills, energy, and availability? How much time can I realistically  commit to marketing my offer? Can I maintain consistency over months or years? Ready to Build a Business That Lasts? If you’re serious about launching an online course, membership, subscription, or program (one that actually works  and doesn’t burn you out) Inside Industry has helped leaders like Lia Trebilcock, Robyn McAlpine, Dr Martina Lavery, and Chiza Westcarr  successfully launch and stabilise their digital products. We’re taking on new projects from April 2025 . If you want to create something sustainable (not just hype), let’s chat. Get in touch today.

In the past two weeks, some of the world’s biggest beauty conglomerates (Estée Lauder Companies, Shiseido, and Coty) have reported a decline in fourth-quarter sales. Even industry leader L’Oréal, which managed a slight 2.5% increase, fell short of analysts’ expectations. In response, many brands are now reassessing their strategies and returning to what made them successful in the first place. For Estée Lauder Companies, this means doubling down on legacy brands like Clinique and MAC Cosmetics, ensuring they remain relevant and appealing. Shiseido and L’Oréal, on the other hand, are actively working to win back their core customers, who have drifted towards the latest viral beauty brands. If these powerhouse companies are experiencing a downturn, it’s a reminder that fluctuations in sales aren’t necessarily a reflection of your business doing something wrong. Economic shifts, changing consumer behaviours, and market saturation can all impact revenue. The key to resilience? Going back to what works and stabilising your core offering. Rather than chasing the next big thing, now is the time to refine your strategy and lean into proven successes. Here’s how: 1. Drill Down on Consistent Performers Identify the products or services that have consistently delivered strong sales and brand loyalty. These are your reliable revenue drivers—the ones that stockists and customers return to time and time again. Prioritise these over experimental or niche offerings. 2. Go All In on What Drives the Most Revenue Instead of spreading resources thin across multiple initiatives, focus on amplifying the areas of your business that bring in the highest return. Whether it’s hero products, signature treatments, or best-selling services, dedicate your marketing, sales, and operational efforts to reinforcing these strengths. 3. Avoid ‘Shiny Object Syndrome’ It’s tempting to jump into new product development (NPD) or introduce another distribution channel in hopes of increasing sales. However, launching new products or venturing into untested markets during a downturn can be risky. Instead, optimise and strengthen what’s already working before introducing additional complexity. 4. Increase Touchpoints with Loyal Stockists Your stockists and existing partners are already invested in your brand. Strengthen those relationships through increased communication, targeted promotions, and additional education or training. A proactive approach can help drive more sell-through at the retail level and reinforce your value to their business. Sales downturns are an inevitable part of business, but they don’t have to spell disaster. By refocusing on your core offerings, reinforcing your strongest revenue streams, and resisting the urge to chase trends, you can navigate uncertain times with stability and confidence. When in doubt, remember - success leaves clues. If a product, service, or strategy has worked for your brand in the past, it’s likely the key to future resilience as well.

Every brand wants a B2B ambassador program, but few build them out successfully - or follow through with the execution after the initial announcement. The reality? Ambassador programs require strategic planning, clear expectations, and ongoing management to be effective. Without these elements, they fail faster than they start. Before launching your own, here’s what you need to consider: 1. Define Your Objective Why are you building this program? Is it to increase brand awareness, strengthen stockist relationships, drive sales, or position ambassadors as thought leaders? Your program’s purpose will determine everything from recruitment to execution. If you can’t articulate a clear goal, you’re not ready to launch. 2. Choose Natural Advocates, Not Just Anyone Who Asks Your best ambassadors are already talking about your brand. They believe in your products, actively use them, and influence others in the industry to become a stockist. Don’t just grant the title to those who request it - choose stockists or professionals whose values align with your brand and who genuinely drive impact. 3. Set Clear ‘Gives and Gets’ A successful ambassador program isn’t just a title - it’s an exchange. What are you offering ambassadors?  (Early access to products, marketing support, networking opportunities, exclusivity?) What do you expect in return?  (Social media posts, in-clinic activations, participation in events, content creation?) When should these deliverables be completed?  (Include dates and timelines in a written agreement to hold both sides accountable.) 4. Have a Dedicated Talent/Partnership Manager Managing ambassadors requires more than just a welcome email. You need someone actively coordinating social media lives, requesting collaboration posts, updating bios, and keeping communication streamlined. This is an admin-heavy role, and without a dedicated person or team, your program will struggle to stay organised and deliver results. 5. What’s the Extra Commitment Beyond Their Stockist Perks? If your ambassadors are already stockists, what do you expect them to do beyond purchasing and selling products? Consider how they can become more than just buyers - think content creation, event participation, or exclusive brand advocacy. 6. Compensation: What’s the Value Exchange? Not all ambassador program come with financial incentives, but there needs to be a clear value exchange. Will they receive: Free or discounted product? A formal title that elevates their status? Budget allocation for marketing efforts? Exclusive perks like media exposure or training opportunities? Be upfront about what they’ll receive and what they’ll be expected to give in return. 7. Track, Measure, and Optimise Like any business strategy, an ambassador program needs to deliver measurable results. What does success look like?  Are you tracking increased sales, brand engagement, content reach, or new stockist sign-ups? How will you measure impact?  Use trackable links, unique discount codes, content engagement rates, and qualitative feedback from your ambassadors. Regular check-ins matter.  A program shouldn’t be ‘set and forget’. Review performance quarterly, assess what’s working, and optimise the structure as needed. Announcing an ambassador programme is easy. Sustaining one is where brands fall short. The success of your program depends on well-structured execution and ongoing engagement. Without a strong framework and a committed team, your ambassador initiative will fizzle out before it gains traction. Tamara Reid has built global ambassador programmes that work.   Book a connection call today to start the conversation.

The world doesn’t need another vanilla brand. If you’re launching a start-up in 2025, playing it safe is the fastest way to become invisible. With thousands of brands launching daily, getting noticed requires more than just a great product - it demands a bold stance, a sharp voice, and the confidence to shake things up. Controversy isn’t about being reckless or offensive. It’s about standing for something, cutting through the noise, and building an audience that genuinely cares. Here’s why your start-up should consider being a little (or a lot) controversial. 1. Brand Cut-Through in a Busy Market Every market is oversaturated. No matter your niche, there are established players with bigger budgets and more resources. But controversy (when done right) can give you an advantage. Standing for something divisive forces people to notice you. Whether they love you or hate you, they see  you. And that’s the first step to building brand recognition. Think about brands like Glossier, which disrupted the beauty industry by rejecting heavy makeup, or Conserving Beauty, which turned selling waterless products into a TikTok loves to see it movement. They didn’t play it safe - they owned their difference and built cult-like followings because of it. 2. Awareness, Reach & Visibility Through Virality Controversial brands get shared. They ignite discussions. They polarise audiences. And in a world where organic reach is harder to achieve, anything that sparks conversation is gold. By choosing a stance that challenges the norm, your brand has the potential to go viral. Whether it’s a disruptive campaign, a provocative tagline, or a shocking visual identity, controversy generates free marketing . Just look at brands like INSKIN Co., which took on the beauty industry with a punch to traditional product pricing with a $55 per product price tag, or Lush, which has consistently leveraged activism to stay relevant. Their strong opinions drive media coverage, social shares, and brand loyalty. 3. Because You Can: Test & Learn Who Your Audience Really Is The early days of a start-up are all about discovery. You don’t just need customer - you need the right customers . And controversy is one of the fastest ways to filter your audience. A bold brand identity will naturally attract and repel. The people who align with your values will become your biggest advocates, while those who don’t? They were never your customers (or stockists) to begin with. By leaning into controversy early, you can refine your messaging, find your most engaged audience, and build a brand with long-term staying power. How to Be Controversial (Without Being a Jerk) Embracing controversy isn’t about being offensive for the sake of it. It’s about strategic disruption. Here’s how you can inject controversy into your brand identity: 1. Copy & Tone of Voice Be blunt, be provocative, be unapologetic. Challenge industry norms or outdated thinking. Use unexpected or confrontational language in your messaging. Example: Frank Body; cheeky, male tone of voice in a typically female buyers market. 2. Colour Palette & Visual Identity Break category norms (e.g., a wellness brand using neon brights instead of pastels). Use disruptive design choices that demand attention. Leverage contrast - if your competitors are sleek and minimal, be loud and maximalist. Example: Kevin Murphy with their unique shaped bottle and side lids - now synonymous with the brands reputation. 3. Brand Activations & Campaigns Create experiences that shock, delight, or challenge expectations. Engage in public stunts that generate conversation. Align with cultural moments and take a stance on divisive topics. Example: SKIMS fairy butt mother campaign which promotes their padded bras and underwear. Start-ups don’t have the luxury of time. If you’re not making people feel  something (excitement, rage, curiosity) you’re just another brand fighting for scraps. Dare to be different. Be controversial. Make people talk. Because in 2025, the riskiest move is playing it safe.

At a recent panel discussion featuring Sam Wood, Founder of 28 by Sam Wood , he shared an insight that stuck with me - out of a $100,000 monthly marketing budget, his team allocates 80% to what they know works and 20% to ‘test and learn’ initiatives. It got me thinking: whatever happened to the old ‘test and learn’ approach in brand marketing? Once upon a time, marketing teams had the freedom (and budget) to throw spaghetti at the wall and see what stuck. Creativity thrived. Innovation was welcomed. Testing new ideas, launching unexpected campaigns, and experimenting with channels were part of the norm. But somewhere along the way, did we get too risk-averse? Have marketing teams lost the autonomy to push creative boundaries? Are brands so reliant on paid ads that the ‘test and learn’ portion has been swallowed up in digital performance metrics, leaving no room for trial and error? Many brands now approach marketing with a laser focus on ROI. Every dollar spent must be accounted for, and if an initiative doesn’t immediately generate measurable results, it’s dismissed. The problem? This mindset dampens market experimentation and long-term brand building. Traditional ‘test and learn’ budgets used to fund: New messaging angles  (instead of repurposing the same paid copy) Experimental content formats  (such as demand gen v lead gen or an educational series) Innovative brand collaborations  (before the influencer boom turned partnerships into purely transactional deals) Creative media placements  (think experiential marketing and guerrilla tactics) Now, with marketing budgets squeezed, we’ve seen this portion diminish - swallowed up by performance marketing that prioritises short-term gains over creative risk-taking. But here’s the irony: without a ‘test and learn’ culture, we’ll never discover the next big marketing breakthrough. Now, I can almost hear you asking 'so, where should hair & beauty brands experiment in 2025? our industry is competitive. Brands that don’t evolve will be left behind. So, if we were to reclaim the ‘test and learn’ budget, where should we allocate it? TikTok-Led Brand Discovery Experiment with TikTok Shop  and live-stream selling. Invest in micro-creators over polished influencers to test organic reach. Create a ‘trend-hacking’ content calendar to capitalise on viral sounds and challenges. Offline-First Strategies Test hyper-local pop-up activations to drive real-world engagement . Explore salon partnerships  where professionals act as micro-influencers. Send PR packages to underground beauty communities , not just the usual influencer lists. AI-Driven Personalisation Trial AI-powered consultation tools that give customers personalised product recommendations. Use AI to test dynamic pricing strategies or hyper-personalised email flows. Subscription Experimentation Offer limited-edition discovery kits  to test customer appetite for new product ranges. Trial tiered loyalty programs  that reward referrals and engagement, not just purchases. New Media Channels Invest in a branded podcast or video series featuring professional beauty educators. Test LinkedIn marketing for B2B beauty brands looking to engage salons and aestheticians. Run UGC-led OOH campaigns where customer testimonials appear in real-world placements. It’s time to shift our mindset. Marketing isn’t just about optimising ads - it’s about creating movements, stories, and experiences. The brands that win in 2025 will be the ones willing to take calculated risks. So, let’s mourn the loss of the old ‘test and learn’ - and then fight to bring it back. Because the next time a brand discovers the campaign that changes everything, it won’t be from something they already knew would work. It will be from a test that, at first, seemed like just another crazy idea.

Alright, let’s be real - if your B2B beauty brand isn’t showing up on social media with video , you’re basically whispering in a room full of people shouting. 2025 is all about standing out the right way , and that means getting comfortable with video content that actually connects - not just looking pretty or having an aesthetic product. But what do you post? How do you make it not  cringe? And how do you show up consistently  without running out of steam? That’s where content pillars come in. Think of these as your brand’s “big buckets” of content - the stuff that makes your brand feel human, engaging, and not  like a corporate robot. Here’s how to show up on social media in 2025 using four key content pillars: 1. Employee-Led Content: Because Your Team is Your Biggest Asset People trust people. Simple as that. Your team isn’t just there to sell - they are  your brand’s biggest influencers, and I'm sure you've heard many times from your accounts how much they love (insert educators name)! Featuring your team makes your content feel more personal, more engaging, and less salesy . Try a few of these and see what sticks: Behind-the-scenes moments:  A “day in the life” of your educators, trainers, or sales team. Think casual, raw, and real. Takeovers:  Let a team member hop on stories or go live to share their expertise. No script - just authentic conversations with the audience who joins. Team reactions:  Try TikTok-style reaction videos to new product launches, industry trends, or viral beauty techniques. Staff tutorials:  If your educators train salons, let’s see  it. Short-form content breaking down techniques in 30-60 seconds will be gold. 2. Founder-Led Content: Because People Buy into People, Not Just Products If you’re the face of the brand ( or the brain behind it ), your audience wants to hear from you . This isn’t about being perfect; it’s about being present . Founder-led content works, so see how these land for you: Your view on industry trends:  Give your unfiltered thoughts on what’s happening in the beauty space. Is a viral skincare trend actually  good? Are salon owners struggling with something specific? Talk about it. Personal stories:  Why did you start your brand? What keeps you up at night? What’s something you wish  people knew about your products? Raw, unpolished check-ins:  A quick “here’s what we’re working on” selfie video filmed in the office? Perfect.  The less polished, the better - it’s about authenticity. Founder Q&A:  Answer common questions you get from stockists, salons, or industry peers. You don’t need fancy production - just honesty. 3. Product-Led Content: Show, Don’t Just Tell Your products should speak for themselves - but only if you show them in action. The days of static flatlay product shots are over; everything  should have movement. Application videos:  If you’re a skincare or haircare brand, how  a product is applied matters. Show it on different hair types, skin types, and use cases. Product ASMR:  The sound of a serum dropper? The lather of a shampoo? Weirdly satisfying, and highly  engaging. Before & afters:  But make them real . No retouching, no exaggerated results - just the actual transformation. Unboxing & first impressions:  Send your products to salon owners, beauty editors, or influencers and reshare their reactions . 4. Value-Led Content: Educate, Entertain, and Give More Than You Take This is where you really  build trust. You want to be the go-to resource for your audience - not just another brand selling stuff. Myth-busting videos:  Call out common misconceptions in your industry and explain what actually  works. Pro tips & hacks:  How can salons or clients use your product in unexpected  ways? Give them creative ideas that add value. Business growth tips:  If your audience includes salon owners, they’re craving  insights on pricing, marketing, and client retention. Be the brand that helps them grow, or partner with someone who does. Trend forecasts:  Predict what’s coming next in hair, skin, and wellness - and help your audience prepare for it. Social media in 2025 isn’t about perfection . It’s about being present, being real , and actually  engaging with your audience. Whether you’re featuring your team, your founder, your products, or pure education, the key is consistency . And remember: video is king - but your voice  and authenticity is what makes people stay.

The much-anticipated opening of Adore Beauty’s first physical store marked a massive moment in the brand’s journey. As a digital-first beauty retailer, the transition from e-commerce to bricks-and-mortar carried high expectations. Now that the doors have officially opened, it’s time to break down what worked, what didn’t, and where the opportunity lay for a more immersive and impactful retail experience. What Worked: The E-Commerce Experience Brought to Life One of the most commendable aspects of the store’s execution was how Adore Beauty translated its online shopping experience into a physical space. The incorporation of digital screens provided an interactive element, mirroring the brand’s well-established online presence. This integration allowed shoppers to explore products in a way that felt aligned with their existing digital engagement, reinforcing the omni-channel shopping experience. Another major win was the influencer sneak peek event  ahead of the official opening. By inviting local beauty influencers for an exclusive first look, Adore Beauty generated organic hype and advocacy, before the store even began trading - clever cookies. These influencers created authentic content (a la, unboxing content) that fuelled anticipation and engagement, setting a strong foundation for launch-day excitement. What Didn’t Work: A Missed Opportunity to Define the Brand While the store delivered on expectations (I say this with a scrunched nose!) it did not exceed them. Beyond the presence of the Adore Beauty branding, the space itself lacked a distinct identity. Without the Adore Beauty name attached, the store could have been mistaken for any other premium retail space - whether David Jones, Myer, or a competing beauty retailer. This was a missed opportunity to celebrate Adore Beauty as a unique brand in itself, rather than just a distributor of third-party products. More individuality in the store’s design, storytelling moments, and customer experience would have elevated it beyond a standard retail environment. What Was Lacking: Enhancing the Connection Between Online and Offline A key element missing from the store’s activation was the opportunity for cross-functional collaboration  between Adore Beauty’s core business (e-commerce) and its physical retail space. Given the brand’s digital dominance, live commerce elements could have created a more seamless connection between the online and in-store shopping experience. Imagine a live-streamed store tour for customers who couldn’t visit in person, real-time Q&A sessions with beauty experts, and influencer-led live shopping events broadcast across TikTok, Instagram, and Facebook. These activations would have bridged the gap between Adore Beauty’s digital and physical presence, reinforcing its pioneering role in the beauty retail space. Another area where Adore Beauty could have maximised engagement was anticipation content  in the lead-up to the opening. The journey from decision-making to store launch is a compelling and great community building narrative - one that could have been documented and shared across platforms. Behind-the-scenes content, including footage of the build process, stock arriving, product shelving, and first reactions from early visitors, would have amplified excitement and allowed the audience to feel more involved in the store’s creation. What Was Longed For: Brand Partnerships & In-Store Activations Adore Beauty stocks one of the most impressive portfolio of brands, yet the store opening did not fully capitalise on the potential for brand-led activations . The weekend launch could have been buzzing with interactive experiences, such as: Evo Hair styling station  offering quick hairstyling sessions. The Quick Flick demonstrations  showcasing easy eyeliner application. A dermal therapist like Joanna Fleming  providing professional skin analysis with the Observe machine. Additionally, one of Adore Beauty’s most beloved traditions (the TimTam inclusion in every order ) was referenced in social captions in the lead up to, but could have been amplified in a more experiential way. Instead of a simple bowl of TimTams at the counter, why not a personalised TimTam x Adore Beauty collaboration box , where customers could customise their name on the packaging? This small but effective touch would have created a more engaging, shareable moment. Final Thoughts: The Future of Adore Beauty in Retail Will Adore Beauty be successful in the bricks-and-mortar retail space? Most likely. The brand’s loyal following and strong digital presence provide a solid foundation for in-store expansion. However, the store’s launch demonstrated a clear opportunity to better integrate the online and offline experience, leverage anticipation-driven content, and craft a retail identity that feels unmistakably Adore Beauty. The blueprint is there; now it’s about refining the execution to ensure the next iteration (we hear Water Gardens) is not just expected but truly exceptional.