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There comes a time in every brand’s life where chasing “more” stops making sense. More stockists. More booths. More leads. It’s not that growth is over — it’s that the game changes. We’re starting to see it with some of the biggest players in our industry. Legacy brands who’ve spent decades in the trenches of acquisition (banners at expos, handing out samples) are now quietly shifting gears. From acquisition into advocacy. Let’s talk about what that looks like, and more importantly, how to know when it’s your turn to call it. Dermalogica pulled the pin on their expo stand this year. Instead? They poured into their people — hosting an education and awards night the Friday before Beauty Expo Australia even kicked off. 200 stockists, in a room, celebrating and learning together. Circadia did something similar. A full day of education, followed by awards night. 180 people in the room, connected to the brand and each other. In 2024 Timely (a tech brand, not a skincare house) shifted from booth to bond. Their Beauty, Besties & Bubbles  event? Two look and learn education sessions with Lia Trebilcock and Bee Czarnota, value centred and community focused. That’s advocacy in action. So, When Do You Call It? The truth is, this shift doesn’t happen because a brand is tired. It happens because the strategy has matured. Here are the signals to watch for: 1. You’ve hit the tipping point of total addressable market share When you’ve captured 70%+ of your total addressable stockist base, chasing the remainder often becomes diminishing returns. That last slice of the pie is usually made up of businesses who are deeply loyal to a competitor, have budget or positioning constraints, or simply aren’t aligned with your brand values. At this point, the smarter play is to double down on the ones who already said yes. 2. Brand awareness has hit saturation If your brand name comes up in every stockist conversation, expo isn’t where you’ll move the needle anymore. Everyone already knows who  you are. The work shifts to showing them why  you still matter, and deepening that relevance. At this stage, things like thought leadership, education-led events, or community initiatives carry more weight than another billboard moment. 3. Retention takes priority over reach New stockists are exciting, but churn is expensive. Once you’re a household name in the industry, the game isn’t “more, more, more.” It’s keeping your best salons, clinics, and educators excited to stay. That means reward structures, education pipelines, recognition events, and giving stockists real reasons to advocate for you beyond the shelf. Shifting from acquisition to advocacy is not about going quiet. It’s about going deeper. Instead of “How many new stockists did we pick up at expo?”, the metric becomes “How many of our people walked away feeling proud, connected, and educated?” So if you’re a founder or marketing lead sitting there wondering whether another $60-$100k expo booth is really worth it — maybe it’s time to ask: Is it time we stopped shouting, and started serving?

Every few months in our industry, an old favourite gets dragged back into the spotlight for a bit of public debate. Recently, it was microdermabrasion’s turn. A post in the Beauty Therapists Australia – Industry Professionals group asked: “Those who have microdermabrasion — are you finding this is still a requested treatment? Are people drifting away from standard micro and swinging back towards peels or preferring Hydrafacial results?” The responses? Let’s just say… they were divided. Camp One: ‘Micro Is Outdated’ Some therapists were blunt — they believe microdermabrasion is not just outdated, but potentially harmful. “Micro is 💩 for the skin and it irks me it’s still taught in the diploma. Absolutely nobody needs this kind of exfoliation on their skin — period. If we want to do better for our clients, it starts with us getting educated ourselves, educating them, and offering alternatives.” – Mimi Nguyen (18 likes) This camp is advocating for redirecting investment into peel ranges or tech that tackles deeper, more specific skin concerns — rather than sticking with what they feel is a one-dimensional, mechanical exfoliation. Camp Two: ‘My Clients Still Love It’ On the flip side, some therapists aren’t ready to retire their machines just yet. “I love my micro machine, I do a micro add-on pretty much with every facial. I’ve tried other add-ons, but people really love the feel and exfoliation the micro does.” – Tina Jovanski (4 likes) “I’m doing at least 2–3 micros a week. Either on their own or upgraded into a facial. I have a diamond machine — the heads are cheap to replace, and unless it’s a returning client, I keep it for them.” – Katrina Gereieg (3 likes) Here, micro isn’t the hero treatment, but it’s a steady earner — often packaged as an add-on or upgrade to enhance a client’s facial experience. Camp Three: ‘It’s There, But I Redirect’ Then there’s the middle ground — therapists who keep it on the menu for familiarity, but pivot clients into something more advanced once they’re in the door. “I have it on my menu as everyone knows what it is. New clients can book it, but then I suggest another treatment when they arrive and explain why it’s better. I’ve literally done one micro in four years.” – Joanne Skinner (3 likes) This approach uses the familiarity of microdermabrasion to capture bookings — but uses the consultation process to upsell or educate toward other treatments. So… Is Microdermabrasion Dead? The answer isn’t black and white. Micro is clearly still alive in some treatment rooms — particularly for loyal clients who enjoy the tactile feel of a physical exfoliation. But industry-wide, there’s a definite trend towards chemical peels, combination treatments, and multi-step facials like Hydrafacial that promise more targeted results. The bigger question might be: Is microdermabrasion evolving into a “gateway” treatment rather than a go-to skin solution? For some salons, it’s a relic. For others, it’s an easy add-on. And for a few, it’s a marketing hook that gets clients in the door — even if they leave having had something completely different. What’s certain is that treatments don’t really “die” in this industry. They shift, they niche down, and they find their audience. Micro’s future might not be on the hero in the treatment room… but it’s far from gone altogether.

If you’re stepping into the B2B side of the hair and beauty industry (whether you’re launching your services for salon owners or halfway through your journey and thinking about a rebrand) one of the biggest decisions you’ll make isn’t your logo or your colour palette. It’s your title. Right now, there’s a misalignment happening where people are leaning into the wrong  title as a badge of status. The problem? If your title doesn’t match what you actually do, you make it harder for the right people to find you, understand you, and buy from you. When you choose accuracy over ego, you’ll have sharper positioning, stronger searchability, and a much easier time attracting your ideal clients. Here’s what each of the most common industry titles actually means — and how to know which one is yours. Coach Definition:  Guides you to your own answers through questioning, reflection, and goal setting — doesn’t hand over the plan, helps you uncover it. Typical focus:  Growth areas like profit, revenue, retention, or mindset around business ownership. Examples of work: Helping a salon owner identify profit opportunities and create their own strategies to close them Guiding leadership teams to set their own KPIs and hold themselves accountable Currently in this space:  Gry Tomte, Larissa Macleman (Salon Owners Collective) Mentor Definition:  Shares their personal experience to help you fast-track results and avoid mistakes they’ve made. Typical focus:  Career pathway, leadership style, building a particular business model they’ve mastered. Examples of work: A salon founder mentoring another owner on expanding to multi-site operations A retired educator mentoring someone to step into the training space Currently in this space:   Kim Krey, Robyn McAlpine , Tess and Nikki (The Conscious Salon) Educator Definition:  Teaches structured theory or knowledge through workshops, classes, or courses. Typical focus:  Industry-specific knowledge, compliance, or deep technical understanding. Examples of work: Delivering a masterclass on skin physiology Teaching salon teams about inclusive service protocols Currently in this space:   Gay Wardle , Kristina and Clare (Dermal Collective) , Sheridan Rose Shaw Trainer Definition:  Delivers hands-on, practical skills you can use straight away. Typical focus:  Technical service delivery or retail skills. Examples of work: In-salon practical demonstrations of new techniques Step-by-step service training that can be replicated immediately Currently in this space:   Nicole Healey (Melbourne Hair Blogger) , Angela Dickson Beauty Business Co Consultant Definition:  Audits a business, identifies problems, and creates tailored strategies or solutions. Typical focus:  Market positioning, stockist acquisition, brand strategy, or operational efficiencies. Examples of work: Reviewing a brand’s stockist acquisition process and creating a step-by-step plan Mapping an education strategy for a product launch Currently in this space:   Tamara Reid (Inside Industry) , Naomi Gregory (Spa Sessions), Sonja Sorich (Spa Wellness Consulting) Why This Matters for Your Brand Positioning When your title matches your actual service, three things happen: You get found easier  — Search terms matter. If you’re calling yourself a “coach” but people are Googling “retail sales trainer,” you’ll miss out. The right people buy from you  — A salon looking for hands-on skills won’t be looking to hire a consultant. Your credibility strengthens  — Your positioning becomes consistent across your socials, website, and referrals. Your title isn’t a status symbol — it’s a positioning tool. The title should describe whats in the tin. Pick the one that matches what you actually  do, and watch how much easier it becomes to attract and convert the right clients.

There are conversations happening behind closed doors right now (between tech founders, skincare brands, software developers and consultants like me) that would blow your mind  if you’re a skin therapist or salon owner. At a high-level (without breaking NDA contracts), we’re talking: AI-powered consultation tools being embedded directly  into salon websites Tech platforms using ChatGPT to diagnose skin conditions and recommend treatment plans Skin analysis brands exploring ways to triage client concerns before  they even walk through your door It’s not sci-fi. It’s not five years from now. It’s happening. Right now. And yet, most of the professional beauty industry is none the wiser, and honestly, probably not ready to hear it. These aren’t whispers - they’re full-blown whiteboard sessions with some of the biggest software and skin tech brands in the world. And they all revolve around one central question: “How do we integrate AI into the skin consultation experience, without losing the soul of it?” Because on one hand, AI can: Speed up data collection Offer product or treatment suggestions based on skin type, goals, and environmental factors Support less experienced or newly graduated therapists in refining their diagnostic skills But on the other hand: Does it risk oversimplifying the art of the consultation? Does it remove the critical thinking and creativity that a trained skin therapist brings? Will it accidentally create a client-led  consultation model if the tech is doing all the talking? There are no easy answers. But these are the questions we need  to be asking. Here’s a reality check that might sting a little: Clients are already uploading photos of their skin into ChatGPT and asking for advice. They're looking for product recommendations. DIY diagnosis. Home-care plans. They’re doing it without our industry being involved . So the real question becomes - would we rather they get that advice from generic online info, or from tools built by and for our industry? Whether you’re a brand founder, a solo skin therapist or an educator, this is the moment to tune in. This isn’t about replacing the skin therapist. It’s about supporting them. It’s not about making consultations robotic. It’s about making them smarter. But it’s also a moment of choice. If we sit this tech wave out entirely, we risk: Losing trust to DIY digital tools Falling behind on client expectations Becoming reactive instead of proactive But if we lean in strategically , we open doors to: Smarter diagnostics Scalable consultation models And tools that empower therapists - not replace them This article isn’t a warning - it’s a heads up. I’m not saying you need to integrate AI tomorrow. But I am  saying this: The future of skin consultations is being built as we speak. And the more we shape it with our voices, values and expertise - the better the outcome for everyone.

If I had a dollar for every time someone posted in a Facebook group, “I’m searching for an organic, natural, Australian-made skincare brand” — I could fund the next ten years of Inside Industry. I'm sure it could fund your business too. Here’s the thing: our industry is overflowing with B2B Facebook groups — from the ABIC community, to Beauty Therapists Sharing Ideas, to brand-led forums and device results networking groups. And yet, so many brands are sleeping  on them. Instead of relying on others to tag your brand and hoping you land in someone’s shortlist… what if you could engineer  the mention? Here’s how. 1. Ask Your Stockists for a Favour (and Reward It) Word of mouth is powerful. And stockists are your best advocates. It's one thing to promote your own brand, and another entirely when someone else promotes it for you. If you see a post in a group that’s a perfect match for your brand, send it to your existing stockists and say: “Hey, we just saw this post pop up — if you feel called to comment, we’d love that! And as a thank-you, we’ll pop a little something in your next order.” This isn’t a bribe. It’s brand advocacy with a sweetener. And it reminds them that being part of your community means getting looked after, too. 2. Comment Yourself — But Offer Value First Instead of “we’d love to send you a sample” or “DM us for more info!”, try something like: “Hi [Name], we’ve actually got a free tool that might help you sort through all the options popping up in this thread — it’s designed to help salon owners vet ingredient profiles and check brand claims. Happy to send it through!” You’re not just another brand begging for shelf space — you’re a helpful voice  in the room. One who understands how overwhelming this decision-making process can be. 3. Make Facebook Groups Part of Your BDM Strategy If you have Business Development Managers, they should be living  inside these forums. Not to spam threads with links. But to: Offer educational comments Share real-world experience (“Here’s what one of our NSW clinics did to upsell this treatment…”) Add their two-centrs on clinical questions Answer product-related FAQs with insight and authority BDMs who show up consistently in these groups start to get noticed — and not just by potential stockists. They become mini KOLs in their own right. And that glossy effect? It lifts your brand, too. 4. Share Value (Then Share More) If you have written an insightful article about skin barrier recovery post-RF microneedling? Created a checklist to help clinics choose a skincare partner? Put it in the group. This is how you build trust before you pitch. Give away education. Share knowledge. Be a source. Because when you’re the brand helping  clinic owners grow (not just selling to them) you’ll always earn a place on the shelf. Stop hoping your brand gets mentioned. Start strategising the mention. Because in an industry full of noise, the brands that lead with value  are the ones that always get seen.

There are rebrands that polish a logo and call it a day — and then there are the ones that go deeper. The kind that ask, “Does the outside truly reflect what we stand for on the inside?” When Aesthetics Rx hit its ten-year milestone, that was the question the team asked themselves. Not about their formulas (those remain untouched — biotech-based and clinically sound), but about the story their packaging and identity were telling. It wasn’t about changing what  they do — it was about changing how  it shows up in the world. “We wanted the exterior to match the ambition and clinical credibility of what’s inside,” says Nicola Kropach, Brand Director of Aesthetics Rx and General Manager of Product at Wesfarmers Health. “And we wanted packaging that aligns with APCO guidelines.” The result is a rebrand that honours the brand’s scientific foundation while embracing a more sustainable, design-conscious future. Visually elevated, environmentally progressive and deeply considered — it’s the kind of shift that signals to clinics, consumers and the industry at large that Aesthetics Rx isn’t just keeping up. It’s leading with intention. What stands out most in this next chapter is the dual focus on minimalism and sustainability — not as an afterthought, but as a guiding principle from day one. Nicola shares that these values weren’t just about aesthetics, but about meeting the expectations of a new generation of skincare users who want transparency and alignment in every purchase. Nicola Kropach, Brand Director of Aesthetics Rx and General Manager of Product at Wesfarmers Health “Gen Z doesn’t just buy a product — they buy into its purpose,” Nicola explains. “They want aesthetic appeal, but also products that reflect their environmental values.” This shift inspired a full packaging overhaul — one that prioritised recyclability, reduced complexity, and improved the user experience. Gone are the multi-part airless pumps with non-recyclable components. In their place: mono-material formats, kerbside-recyclable glass, and re-engineered vessels that honour both design and functionality. Every product now features Australasian Recycling Labels (ARLs) to help guide responsible disposal — a small but powerful nod to reducing consumer confusion in a very crowded space. And it wasn’t a surface-level fix. Aesthetics Rx applied serious pressure to its upstream suppliers, working tirelessly to rework traditional components like springs and pistons to make sure the entire packaging system could be authentically aligned with the brand’s values. At first glance, the rebrand feels sleek and premium — soft tones, clean typography, glass bottles and jars that feel luxe in the hand and instantly elevate the shelf. But behind the aesthetics is something even more meaningful: integrity. Nicola is clear — this wasn’t about ‘going pretty.’ It was about building an exterior that matched the brand’s internal DNA. Clinics and consumers alike played a key role in that process. Their feedback helped shape the new direction — not just in what it should look like, but how it should feel. Many professionals expressed that the previous packaging, while effective, leaned a little too clinical. Others highlighted a disconnect between the brand’s values and the environmental footprint of its materials. That insight became the backbone of the rebrand — maintaining scientific credibility while softening the experience, and wrapping serious skincare in packaging that feels as thoughtful as the formulations themselves. The result is a brand that still communicates “clinically credible” — but now it also says “considered, current and conscious.” Importantly, nothing has changed about what’s inside. The biotech-based efficacy, the Australian-made status, the cruelty-free promise — all remain untouched. For clinic partners, that consistency is key. They can confidently recommend the range knowing the performance is exactly as it always was. But now, with the refreshed visual identity, it’s even easier to sell-through at retail. It looks aspirational on shelf. It feels aligned with what today’s clients are asking for. And it reflects the values they care about — from transparency to sustainability to design-led skincare that still works. Nicola makes it clear that this is more than just a new look. It’s a repositioning. “We are a brand that is clinically sound, with biotechnology at the core, but now combines aesthetic and sustainable integrity,” she says. “We’re not just a brand for clinic use — we’re presenting luxury cosmeceutical skincare that’s ethical, clinically rigorous, and also absolutely beautiful.” That positioning is increasingly rare — and increasingly valuable. In a market where brands often choose between professional-grade credibility or consumer-focused branding, Aesthetics Rx is proving that you don’t have to compromise. You can speak to both audiences. You can design for the shelf and  the treatment room. You can lead with science and still delight the senses. The response from the industry reflects that. Clinics are not only embracing the rebrand — they’re celebrating it. Nicola notes a surge in social engagement and brand conversation, along with renewed enthusiasm from professional partners who are proud to stock a brand that is both high-performing and forward-thinking. But the rollout doesn’t stop here. Over the next six months, the team will continue updating packaging across 30 retail and 30 back-bar SKUs, all while investing in new product development behind the scenes. One of the most exciting projects in the pipeline is Biofemage®  — a soon-to-launch skincare system designed to support skin as it naturally evolves around the age of 45. With a focus on life-stage hormonal changes, the range uses advanced actives to support smoother, more radiant-looking skin through perimenopause and beyond. “It’s a range that’s been thoughtfully developed in response to a growing conversation in professional beauty,” Nicola shares. “We’re creating products that meet our clients where they are — and support them through every phase of their skin journey.” It’s a fitting next move for a brand that’s consistently chosen purpose over performative trend. Aesthetics Rx has never been about the flashiest campaign or the loudest launch. It’s been about staying quietly excellent — and now, looking the part. This isn’t a rebrand built on buzzwords. It’s a brand realignment. One that fuses form and function, science and style, beauty and belief — without compromise. Or, as Nicola puts it: “Driven through innovation. Beautiful by design. Ethical to the core.” And in an industry that’s overflowing with claims but short on conviction — that’s the kind of brand evolution worth paying attention to.

Let’s be real: a banner and a bowl of mints doesn’t cut it anymore. If you’re investing in a hair or beauty expo stand (whether it’s for brand awareness, stockist acquisition, or straight-up sales) the number one question you need to ask is: Why would someone stop at my stand? And more importantly: what will they remember? Because here’s the reality, just 'being in the room' wont work. You need something to make people pause. Lean in. Walk over. Take a photo. Bring a friend. Tell a colleague. And that something ? It’s not just clever copy or pretty packaging. It’s activation — the kind that tickles the senses and anchors your brand in their memory. You've got to activate the senses We’re human. We’re wired to engage with our environment. We touch. We smell. We taste. We watch. We listen. A great expo activation leverages that — pulling people in through the senses to create a moment they feel , not just see. It sounds 'woo-woo' i know, but stick with me. A sensory activation creates a physical experience that connects with your digital and brand presence. And when done right, it stops a delegate mid-stroll and says: “Hang on — what’s happening here?” So, what actually stops people from walking past? Here are some simple but seriously effective ideas we’ve seen light up expo floors — and yes, they’re all up for adaptation to suit your brand style, product category or budget. Something to Look At A giant 4x4 nature display, like Skin1004 at Beauty Expo 2024, placed smack bang in the centre of their stand with products circled around it — impossible to miss and deeply aligned with their earthy, ingredient-led story Lifesize paper flowers or inflatable ceiling installs to create visual theatre Live art (think mural painting or calligraphy on notebooks) Neon quote wall to tie back into your brand ethos or tagline makes for an instagramabble activation people will want to take a picture with Something to Touch Sensory textures like furry or feathered wall panels — surprisingly irresistible Knock-to-enter doors, like the Haircare Group ’s “Knock & See” activation at Hair Festival 2025, where visitors knocked to claim a free product Interactive claw machines, like Maria Nila  — perfect for fun, low-lift giveaways with high shareability Live treatment or styling demos, like Natalie Anne  who styled hair live on her stand — giving delegates an up-close view of her process and product range in action Something to Smell Vanessa Megan  nailed this at Beauty Expo 2024 by creating a fragrance station where attendees could stop, smell, and explore Popcorn machines, essential oil diffusers, or coffee carts create instant olfactory appeal - even from across the floor, your nose literally guides you to the stand Bonus points if the scent ties directly into your product (e.g. the active botanicals in your skincare) Something to Taste Ice cream carts, wellness shots, or branded lollies make for a sweet sensory stop Bonus if it links back to your ethos — ie. antioxidant smoothie bar for a skincare brand If you're exhibiting without an activation — you're inviting passers-by, not pulling people in. Great brands don’t just show up. They spark curiosity. They create experiences. They make noise in the right way. So as you're designing your expo space, ask yourself: What will people see? What will they do ? What will they remember? What will they share? Because the goal isn’t just to get noticed — it’s to leave a mark. And nothing does that like an expo stand that speaks to the senses.

There’s a quiet shift happening in our industry. The phrase cold calling  probably makes most salon owners’ shoulders tense up. And in 2025? It’s no longer just an outdated sales tactic — it’s a complete misfire if you’re not reading the (treatment) room. A recent thread in the ABIC Facebook group posed the question: When a skincare or device brand reaches out to you, what actually grabs your attention? The responses? Candid. Insightful. And honestly, a little confronting for brands still stuck in 2013 sales strategies. Let’s break it down. Cold Calling Has Evolved (Because It Had To) Pre-Covid, it wasn’t uncommon for BDMs to pop in unannounced, drop a stack of flyers at reception, or call the clinic line hoping to catch the owner in a quiet moment. But here’s the reality of 2025: Phone calls are screened.  Salon owners are on the floor , not at their desks. There’s no longer always a receptionist.  Especially post-pandemic, many clinics have streamlined their staffing. Uninvited visits interrupt the flow of paid appointments.  It’s not just rude — it’s bad for business. The social media DM inbox has become noisy.  Too many “introductions” are just disguised ads. So, what does  grab attention? Straight from the Source Let’s take it from the people you’re trying to reach. “A complimentary treatment always gets my interest.” — Megan Louise (This comment received 7 likes — clear agreement here.) Salon owners are looking for value  first — not a hard sell. They want to feel  the product, experience it like a client would, and understand what sets it apart before  being expected to commit. “No drops in and no cold calls 🚫 A professional, well-worded email that clearly outlines what you can do for us.” — Anonymous Member 791 “It’s felt for quite some time that ‘we would be lucky’ to be a stockist as opposed to them being lucky to be stocked in a salon.” Let that last line sink in. The balance of power has shifted — and rightfully so. Salon owners are gatekeepers to the client relationship. They deserve respect, relevance, and a clear understanding of how your brand supports their goals. “Please don’t just leave a pile of flyers — they go straight to the bin. Leave some products. If I like them, I’ll chase it up.”— Kim Blaxland “I cannot stand the following: reps sending product links via DMs when they don’t know us... and a constant barrage of DMs not even saying hello.”— Anonymous Member 131 It’s not just what you’re saying — it’s how  you’re saying it, and whether  you’ve earned the right to say it yet. So, What Should Cold Outreach Look Like in 2025? Here’s the new playbook for contacting a cold prospect in the professional beauty space: 1. Ditch the drop-in. Lead with data. A thoughtful, well-worded email that outlines: Why you’re reaching out What problem you solve Case studies or testimonials from similar  businesses What you’re offering — sample, treatment, trial, etc. What next step you’re suggesting (book a discovery call? access a stockist portal?) 2. Personalise your approach. No generic “Hi hun” DMs. Use their name. Show that you know who they are , not just what they do. 3. Lead with value — not volume. Instead of hammering their inbox or phone, create a value-led sequence. Think: Day 1: Intro email with clear offer Day 4: Send a well-designed sample box with clinical data Day 7: Follow up with a case study of a similar clinic Day 10: Invite them to a short, optional product walk-through or virtual demo 4. Respect the owner’s time. “Book a time with me” links work better than back-and-forth emails. Better yet, offer a time that suits their clinic hours — think early mornings or after hours. 5. Make your presence felt — not forced. Cold calling in 2025 isn’t dead. It’s just redefined . Less about the phone line, more about touch points that feel smart, strategic and (most importantly) considerate. In a world where connection is currency, being relevant is your real competitive edge. So, before you send that next batch of flyers, ask yourself: Would I want to be contacted this way? Because when you flip the mindset from ' you’d be lucky to stock us'  to ' we’d be lucky to work with you' , that’s when the right salons start to lean in.

Can we be super honest for a quick minute? Leadership in our industry isn’t just about owning a 'seven-figure' clinic, signing off on budgets, or being on stage at expo. It’s about legacy. It’s about who comes next. And right now, we’ve got a window - one that could shape the future of the professional beauty industry for the better… or close it, if we’re not paying attention. There is an entire generation of future founders, therapists, educators and experts looking up at us right now. Watching how we treat each other. How we show up in rooms. How we respond to pressure. How we cheer (or compete) when someone else wins. And whether we like it or not, they’re building their idea of what “success in this industry” looks like based on what we show them. So I’ll ask you straight: what are we teaching them? We Don’t Need More ‘Girl Bosses’. We Need Leaders. If you’ve been in this game a while (whether you’re a clinic owner, product founder, educator, BDM or podcast host) you’re already in a position of influence. But influence doesn’t always mean impact , and they’re not the same thing. Impact happens when someone you’ve never met feels more confident because of what you shared. It happens when a young therapist feels safe to ask questions because you welcomed them into the conversation instead of brushing them off. It happens when you take 5 extra minutes to explain the why behind a decision, not just the what. I know it’s easier to say “I’m too busy” or “they don’t want to listen anyway.” But that narrative? That’s tired. And it’s not leadership. If we want this industry to feel different (more collaborative, more united, more human) we have to be  different. It starts with us. Now. Gatekeeping Isn’t Leadership. Let’s talk about the quiet competitiveness that sometimes creeps into our space. The “oh, she copied me” energy. The “but, she's come out of no-where!” chat. The DMs that start with “just so you know…” Here’s the truth: no one’s taking your place. Read that again. There is enough room for every  good educator, every brilliant therapist, every ambitious brand owner. Our value doesn’t decrease just because someone else enters the room. In fact, when we hoard knowledge or block opportunities to keep someone else small, we’re not protecting our position - we’re weakening the entire industry. Because if the next generation doesn’t feel seen, safe or supported here? They’ll go elsewhere. Or worse - they’ll show up in this space with that same scarcity mindset we passed on. And then we’ll wonder why nothing’s changing! Leadership Doesn’t Need a Contract or a Course Let’s squash the whole leadership = mentorship thing while we’re here. You don’t need to be someone’s official mentor to show up with generosity. You don’t need to launch a program or a shadowing day or a 12-step journey to be impactful. Sometimes leadership looks like: Forwarding a job ad that would suit them. Commenting on a thread that isn't getting much traction Offering honest (but kind) feedback on a post they’re nervous to share. Letting them practice their pitch, or their consultation, or their class intro. Saying “you can do this” and meaning it . It can be that simple. And it’s never too late to start. What You Normalise, They Adopt. This bit might sting a little - but it’s important. If you’re: Burnt out and glorifying the 5am wake up Running a team but never investing in them Showing off success without sharing context Critiquing other educators behind closed doors …then don’t be surprised when that becomes the blueprint for the next wave. Young therapists and future leaders are always  watching. They pick up on our tone. Our patterns. Our energy. So what we choose to normalise today becomes their benchmark tomorrow. If we want an industry that’s built on care, confidence and community, we need to model it. Loudly. Clearly. Consistently. The Power of Invitation One of the most powerful things you can do for someone up-and-coming? Invite them in. Into the room. The table. The group chat. The partnership. So many clever cookies are standing on the sidelines, not because they’re not talented, but because they don’t feel welcome. Or worthy. Or ready. But when someone they respect says, “Come with me,” something shifts. They borrow your confidence until theirs catches up. They start to believe they have a seat at the table - because you made space for them. Let’s do more of that. What We Build With People Will Outlive What We Build For Ourselves If you’re reading this and thinking, “I do  want to help, I just don’t know how”—you’re not alone. Not every leader had someone guiding them. Many of us figured it out the hard way. But that’s even more reason to create a softer landing for the ones coming up behind us. Maybe it starts with sharing your story more openly. Or hiring someone less experienced and training them up instead of choosing the ‘safe’ candidate. Or passing the mic to a younger educator at your next event. Whatever it is, make it intentional . Because what we build together (across generations, across industry segments, across egos) is what will keep this industry thriving long after we’re gone. And that? That’s legacy. Let’s Keep the Community Over Competition Flame Burning This phrase has been used so often it risks becoming cliché. But it’s still the goal, isn’t it? Community over competition isn’t just an aesthetic for Instagram tiles. It’s a daily choice. A mindset. A commitment to lead with generosity even when it’s inconvenient . And I get it. Not everyone will operate this way, heck there have been times where I havent shown up this way. But we don’t need everyone. We need a few strong voices. A few bold leaders. A few mentors who are willing to go first. If you’ve ever wished this industry felt safer, warmer, more united - you’re the one who can help make it that way. So: how are you showing up? Not just for yourself. Not just for your business. But for the future of this industry? Let’s raise our standards. Let’s widen the path. Let’s be  the blueprint. We’re not just shaping brands here. We’re shaping humans. And that? That’s the most important work of all.

Can we be super honest for a quick minute? A lot of beauty brands nail their product, but completely miss the mark on their positioning. They spend months perfecting their serum formula or treatment device… and only five minutes thinking about how it’s actually being perceived by the very people they’re trying to sell to. Positioning and messaging aren’t just the “nice to haves” once your logo is done and your website’s live. They’re the foundation. Because if your brand doesn’t clearly tell people who it’s for, what problem it solves, and why it’s different — you’re making it harder for people to say yes. Let’s break it down, nice and simple: Positioning  is the space your brand wants to own in someone’s mind. Messaging  is the language you use to help them understand and trust that. When they’re off, your brand feels confusing.When they’re clear, you create connection, credibility, and conversion — whether it’s a stockist placing their first order or a distributor backing your next range. Where Most B2B Beauty Brands Get It Wrong Here’s what’s usually going wrong underneath the surface: 1. They’re trying to be everything to everyone One week it’s cosmeceutical clinics. The next, it’s day spas. Your brand isn’t ice cream — it doesn’t need to please every palate. If you’re trying to win every salon owner's business, you’ll end up on no one’s top shelf. 2. They lead with features, not feelings Saying “high potency actives” or “doctor-led” is not a hook.Your stockists need to feel understood before they feel impressed.What’s their problem? What’s their pain point? What’s the story you’re stepping into? 3. They don’t sound human If your messaging sounds like it was written by ChatGPT or on the fly during your Shopify build, we’ve got a problem.Professional doesn’t mean robotic or generic. You can be credible and  compelling. You can speak with authority and  sound like a real person behind the brand. So What Does Great Positioning Actually Look Like? Think of it like this: It’s clear : the reader knows straight away who this is for and what it’s promising. It’s differentiated : there’s something in the tone, product, founder story or offer that makes it feel not like everyone else. It’s confident : it doesn’t waffle or wait for permission. It takes up space and invites others to do the same. Who’s Doing This Well? Let’s not just talk theory. Here are a few Australian beauty brands who’ve nailed the assignment — and why their positioning and messaging hit the mark: INSKIN Co. Positioning:  Tween skincare or budget-conscious routines — without compromising on results. Messaging:  “Your skin journey begins here. Simple, not basic.”They’ve captured an often-overlooked market and made it feel aspirational and  accessible. The message is clear: we’re your first step into skincare that works — no fluff, no frills, just results. Candela Positioning:  High-quality medical aesthetic devices from a serious engineering and product development powerhouse. Messaging:  “Innovating medical aesthetic treatment solutions that change lives.”Candela doesn’t try to be ‘cool’ or trendy. Their power is in precision — they speak directly to clinics who are looking for long-term ROI, proven clinical outcomes, and global credibility. Guiya Minerals Positioning:  Australian-made and owned mineral makeup. Messaging:  “From the majestic outback to the vibrant coastal towns, we infuse the essence of Australia into every luxurious product we create.”Guiya makes you feel something. Their messaging leans all the way into heritage and place — it’s not just makeup, it’s identity. That’s emotional resonance done right. Synergie Skin Positioning:  Founder- and formulator-led cosmeceutical skincare. Messaging:  “We formulate with intention, test with rigour, and let results speak louder than claims.”This is proof that science doesn’t need to be sterile. They balance clinical authority with personal touch — and their founder’s voice is felt in every phrase. Want to Start Tightening Your Own? Here are three prompts I give my clients to help cut through the noise: What’s the transformation you’re offering — and for who? Instead of “We offer advanced training,” try:“We help newly graduated dermal therapists feel confident treating advanced skin concerns — without second-guessing their every move.” What’s the belief or insight your brand is built on? Maybe it’s: “Most active skincare overwhelms sensitive skin — we created a new standard.”Or: “You shouldn’t need $30,000 in stock to offer professional-level results.” What’s the sentence your dream stockist should say after landing on your page? We want “Finally — a brand that gets us,” not “Cute packaging… but what do they actually do?” It’s not the most qualified brand that wins. It’s the one that’s clearest, most confident, and most consistent with their message. So before you run another promo, spend another dollar on ads, or start pitching for expos — pause. Ask yourself: Does my brand have something to say? And are we saying it well enough for people to remember it? If the answer’s a bit fuzzy — this is exactly the work we do inside our 6-month brand blueprint. From founder positioning to sales messaging to stockist acquisition, we help B2B beauty brands get clear, get confident, and get growing. Let's have a chat today to see what we can do for your brand.

While many once-professional brands chase shelf space in Mecca, Adore Beauty and Sephora, Maria Enna-Cocciolone has held her ground. The founder of INSKIN Cosmedics speaks candidly about the commercial cost, industry commitment, and why being professionally exclusive is more than just a distribution model — it’s a philosophy. In an industry where even the most respected professional skincare brands are making their way into mass retail, Maria Enna-Cocciolone remains immovable.  The founder of INSKIN Cosmedics and the powerhouse behind brands like O COSMEDICS, NEUROCOSMEDICS, GINGER&ME and DermapenWorld has never taken the bait — not even when doors closed during the pandemic, not even when the retail giants came knocking. “Our Cosmedical brands were created with the skin expert in mind,” Maria says. “Unlike most brands, the skin journey is led by the skin expert. Because of this, we have confidently used functional actives in our ranges to give the consumer a results-driven solution with professional guidance.” That level of guidance, she argues, is exactly what mass platforms like Adore Beauty, Mecca and Sephora can’t offer. “Their staff are not always skin science qualified and cannot maintain the level of expertise cosmedical care demands.” Maria Enna-Cocciolone For Maria, the decision to remain professional-only isn’t just about strategy — it’s a deep, values-based commitment. “I am a beauty therapist by trade and as you can imagine I am super protective of our industry, but also skin science in general,” she says. “INSKIN COSMEDICS was built on the pillars of skin science, INSKIN workouts and combined modalities: the perfect concept for thriving skin clinics.” There’s no sugar-coating it — saying no to retail distribution has a price tag. “The sacrifice is without a doubt mass market branding and product exposure,” Maria explains. “Whilst our brands are incredibly well known, they are also primarily best known to consumers who frequent a clinic with our brand(s) or see us online. This becomes a very niche market compared to us also being in Mecca, Adore, Sephora, department stores, concept pharmacies and online beauty specialists.” Even with that limitation, Maria stayed firm (especially during the height of COVID-19. “In 2020 due to the pandemic, clinic doors closed) first to close, last to reopen. Going to Mecca and Adore for us was just one phone call away, but I couldn't get past the fact that if we did this, we would destroy our loyal partners and any business they had left.” The pressure continues today. “It’s absolutely a discussion that comes up every time one of these players contacts us, private equity wants to acquire our brands, or a new person enters the business and doesn't understand why we would make this huge sacrifice.” So how does she stay grounded? “My anchor is my commitment to the professional aesthetic industry, its point of difference and future — and just as importantly the consumer journey.” Maria is honest when asked what’s at risk when professional-only brands go mass: “The risk is more for the professional industry than the brand,” she says. “Once a professional brand enters the mass market it loses its skin expert guidance, the clinic no longer has something next-level or exclusive to offer and as a result they may lose their customer loyalty.” And it doesn’t stop there. “They often compete on price before service and it's a downward spiral to the bottom once the price wars begin.” This fierce protection of the professional channel has cultivated long-term loyalty — and trust. “Most skin experts and professionals recognise the sacrifices we make to stay niche and the opportunity our brands bring them, so they are incredibly grateful and in turn committed to us,” she says. “They take the magic I create and transform it into skin confidence and transformations, ensuring that together we grow exceptional partnerships with continued growth, profitability and leading edge offers.” She points to the growth of O COSMEDICS as proof of concept. “I launched O COSMEDICS in 2010 with the same values and commitment I stand by today… My partners are the first to endorse our efforts publicly. They recognised our sacrifices and efforts during Covid and the fact we didn’t fold and sell openly online or take our brands to Mecca and Adore keeps them forever grateful and loyal.” So, is this a forever strategy? “While I continue to drive INSKIN COSMEDICS and our brands, my focus will always be on in-clinic touchpoints and incentives,” Maria confirms. “My commitment won’t waiver, the how-to will however need to be nimble.” That means new websites to “draw in the crowds and drive them into clinics,” and investing in technology like virtual consults and click-and-collect — but always with the professional clinic at the centre. “Our intention moving forward is to further prioritise this connection, and elevate the ways in which we engage, enrich, and nurture connection as industry-leaders,” she says. “Wherever you meet us, we want you to feel this connection instantly… to enjoy the benefits of a brand that is equal parts true to its heart, and the pursuit of continuous evolution.” And for those considering a professional-only play from the outset? “Here is one thing I know without any uncertainty,” Maria says. “If you are launching a brand in the Professional Aesthetic market then make sure you are committed to this market, are prepared to be exclusive to them and ultimately not compete with them.” Because for Maria, the true opportunity still lies in the professional space — if you respect it. “The moment you step into an open market, open selling, be prepared for discounting and the heartache that comes with that when your partners lose sales and profitability to discounting incentives.”

Collagen supplements have enjoyed a golden era in beauty marketing. They’re lining the shelves of every pharmacy, health food store, and salon retail shelving. They’re promoted by influencers and stocked by professional clinics. But a newly released meta-analysis has thrown a bit of a wrinkle (pun intended) into the conversation. Here’s what the data says—and what it might mean for how we speak to clients and stock products moving forward. Researchers analysed 23 randomised controlled trials (RCTs) involving 1,474 participants. On the surface, the results looked promising: collagen supplements were shown to significantly improve skin hydration, elasticity, and wrinkles. But dig deeper and things start to shift. When the researchers split the data by study quality and funding source, the picture changed. Studies not  funded by pharmaceutical companies found no significant improvements. High-quality studies also showed no clinical effect. The only studies showing consistent benefit were low-quality or industry-funded. The conclusion? There is currently no reliable clinical evidence to support collagen supplements in preventing or treating signs of skin ageing. This isn’t to say collagen doesn’t have any value - it’s more a reminder that we need to separate marketing from methodology. And it raises a few big questions for professionals in the beauty and aesthetics industry: Do we continue to align our services or retail offerings with collagen supplementation? Do we re-evaluate our client advice in skin consultations? And perhaps most importantly, do we change what we believe  based on what we know ? Because here's the thing…Clients are supplementing more than ever. Our Q1 Professional Beauty Industry Report  found that 66% of Australians now take supplements daily, up from just 34% last year. That’s a sharp rise, and it speaks to the growing wellness mindset of today’s client. Whether it’s collagen, magnesium, probiotics, or anything else, clients are investing in internal health—and expecting it to show up externally. Even if the supplement itself isn’t providing the clinical outcomes we once assumed, there may still be indirect benefits at play. Most collagen supplements require the client to mix with water or take as a drink. If someone goes from drinking 1 litre of water a day to 2–3 litres because they’re mixing powders or sipping elixirs, we will  see improved skin hydration. If taking a supplement signals a broader behavioural shift towards health, better skin is likely a downstream effect—regardless of the supplement’s core mechanism. So, is the collagen the hero—or is it the hydration, the habit change, or even the placebo effect? What We Recommend as Industry Professionals Educate with integrity.  Stay honest about what we know (and don’t know). If a client asks whether collagen works, it's okay to say, “Emerging data is showing mixed results. What we do  know is that hydration, diet, and professional treatments all work in synergy.” Focus on holistic skin health.  Collagen might not be the silver bullet, but consistent water intake, a nutrient-dense diet, quality homecare, and targeted skin treatments absolutely  support skin function and appearance. Watch the research evolve.  Science is constantly catching up to marketing. As more independent, high-quality studies come out, we may see clearer consensus either way. Tailor to the client.  If a client feels  better taking collagen, that matters too. In many cases, their skincare journey is as much about psychology as it is about physiology. As professionals, we don’t need to throw collagen under the bus - but we should be prepared to guide our clients with clarity, context, and critical thinking. Just because something is trending doesn’t mean it’s transforming. And maybe that’s the mark of an industry leader: someone who doesn’t chase the hype but questions it, interprets it, and makes decisions with both data and discernment in hand. Want to stay ahead of industry shifts like this? Our Q1 Professional Beauty Industry Report breaks down the biggest behavioural changes, product trends, and what they mean for your business. Download the Repor t