PHOEBE SIMMONDS

MONICA TARCA

Perhaps offering quick, inner-city blow-dries for the busy, smart, modern woman isn't a new concept. But perhaps if you infuse women's empowerment in every single brush stroke and back comb and confidence and collaboration into every spritz of hair spray - you can offer something more unique. And perhaps if you can surprise and delight your customers with every single elements of your service, from your people to your products to your brand’s personality, you can start a movement. A hair cult, if you will.

At what point do you realise you've somehow outsmarted your detractors (it won't work, it won't make money, there are enough hair salons in Australia) and outperformed your competitors (they are currently over 66 thousand hairdressers in Australia.)? Is it when Australia's ex-Prime Minister comes in for a blow dry? Or when your Blow Dry bar is visited by the country's most influential models and beauty editors? Or perhaps you know you're onto a good thing when SEPHORA Australia offers you the incredibly prestigious and never- before- offered opportunity to install your blow dry bar business INSIDE their SEPHORA stores to bring your BLOW service, your products and your people, to the masses. 

Phoebe Simmonds is so much more than a good blow dry. While this fairy tale journey for her 18 month old brand might look like an incredible opportunity that fell into her lap, after abit of hard work and abit of luck, this is far from the truth. The beauty Marketer and Entrepreneur had positioned this strategic Sephora partnership as a fundamental part of her business strategy from the get-go and it was firmly in her sight from day 1. Not a bad business proposition at all…So of course, I couldn’t wait to quiz The Blow Australia’s brilliant leading lady on all things beauty, business, blow dries and beyond.

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BECK WADWORTH

MONICA TARCA
In late 2013 New Zealand based Beck launched An Organised Life, a blog and accessories brand designed to elegantly bring structure and organisation into busy lives of women across New Zealand, Australia and beyond. Through her beautifully crafted blog and perfectly practical stationary, An Organised Life gives women the tools and content to live their best life. Function & style is Beck’s ethos and so we couldn’t wait to hear her tips and tricks on how to live a more elegant and organised life. Join us as we take a look into the bag and Business, of the beautiful Beck Wadworth.
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ULTRA VIOLETTE

MONICA TARCA
When a new brand launches and sells out of its entire line in 24 hours, regardless of the product category, you take notice. When a new brand gets stocked by online beauty giant Adore Beauty within a few months of launch and becomes their number one selling sunscreen brand within a matter of days (outselling multi-national beauty brands) you really start to take notice. And when this new brand announces their launch into beauty behemoth SEPHORA Australia at the tender age of just 1 year old, it's clear this brand means business.
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ANNA VIDOVIC

MONICA TARCA

Peek inside the Bag, Business and beautiful Brain of Anna Vidovic (nee. Lavdaras). Anna left her role at Harper’s Bazaar and the world of publishing in early 2018 to launch PHILÉ, Australia's most chic cashmere brand, so she's clearly not just a pretty face. Read on to find our her favourite VESTIRSI bag and her bevy of business and beauty tips.

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LISA PATULNY

MONICA TARCA

For this VESTIRSI In Her Bag interview we spoke to the philanthropic powerhouse behind Call Time on Melanoma, a not-for-profit initiative for (sun) smart women Lisa Patulny. Lisa aims to blow the whistle on melanoma mythology, with the ultimate mission being to eradicate melanoma—a mostly preventable disease that claims the lives of more young people in this country than any other cancer.

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