“The definition of beauty is changing to include the ethos of health, wellness and authenticity. The idea that beauty starts from within is a big change from the idea that beauty starts at the make-up counter,” says Grant, whose softly-softly approach includes bespoke facials with LED therapy rather than injectables or harsh lasers.
“Australian beauty has always been about this ethos, a natural look, and a voice that supports education so people can make up their own minds. We’re now realising that what we thought was uniquely Australian is actually a global and modern ideal of beauty.” Matthews, Carriol and Grant all agree that social media has largely bolstered the A-beauty boom. “The tyranny of distance that’s kept Australian voices quiet in the global world of beauty has been conquered with technology and social media,” says Grant.