Tell us a bit about the story behind Sienna Byron Bay:

Sienna started in 2014 in my loungeroom in the Byron hinterland. I wanted to make a clean nail polish, so I started mixing the ingredients from home, myself. It was messy and fun, but I needed to scale very quickly! I enlisted the help of a local manufacturer and went from there.

What were your inspiration and your brand mission?

The Byron Bay community is an excellent sounding board. The location ‘Protestors falls’ is about an hour inland and was the first ever section of rain forest that was saved by protest. The community is very vocal about what they do and don’t want for their environment and health, so I set out to create something for them. Something clean and as environmentally friendly as possible! Turns out the whole world is wanting this now.

What sets your brand apart from others in the industry?

a.        We are certified B-corp, Cruelty Free International (Leaping Bunny), Vegan and Halal.

b.        We are plant based meaning the majority of the raw materials used are from plants like corn, cotton and cassava (a root vegetable).

c.        We have been established for nearly 10 years – we have been around long enough to know exactly what we’re doing and what our customer wants. how to support our customers.

What is your favourite product and why?

Our Nail Strengthener. The most common issue for people that paint their own nails is weakness of the nail bed. Our nail strengthener gives both a solid base for any manicure and a treatment to support your nails in their long-term health. Its an incredible clear coat with a lot of worth!

What were the first steps you took to launch? And what would you say was the scariest part/your biggest fear?

Finding the right suppliers that believed in my mission. I remember emailing one of the biggest cosmetics glass suppliers in the world from my personal Hotmail account, asking for 100 bottles to trial filling and selling Sienna. Their response was very kind, but they needed at least 5000 for the first order. And that was way below their minimums! They took a leap with me and we’re now one of their larger clients only 10 years later.

What do your customers love about your products?

That they can be confident they are purchasing clean, quality products from the Sienna brand.

What path led you to Life Instyle and what about the show makes it a great fit for you?

The quality of the retailers that are coming to LIS fit our target demographic well. They know what they want and they know quality when they see it. They are reputable retailers.

How do you differentiate your products from competitors in the market?

The use of timber in our packaging reflects what we have inside the product.

We have certifications that are very hard to get, we walk our talk.

 We have a clean, plant-based formula that is strong and durable, manufactured by the global leaders in the Nail category.

We have chic, timeless colours that don’t go out of style. They are also suitable for a broad range of skin tones and personalities.

 What is your target market and how do you reach out to them?

Predominately forward-thinking women that are looking for a product that upholds their strong values for inclusion and acceptance. We reach out through specific targeting via ad campaigns and with a strong social media strategy. We also work with bloggers and influencers that have reputable followings in our target market.

 What advice would you give to aspiring entrepreneurs in the retail industry?

If you have the acumen and skill set then it’s worth giving it a try! If you don’t, find someone who does and look after them.

Quick Fire Questions

Where do you see Sienna Byron Bay in 5 years’ time?

  Expanding on our already excellent Nail products

Tell us a fact about yourself that will surprise our readers!

  My favourite nail look is a good nude, clear coat!

Your Favourite meal

 Acai bowls from any of the incredible cafes here in Byron

Can you share your proudest moments in business so far?

Hitting a certain level of turnover and having to pinch myself that we’re here already.

What is the best piece of business advice you have been given?

 Don’t try to reinvent the wheel. Improve it.

Who are some of the other brands in the industry that you love/admire?

 Companies that are doing better – Boody period wear, Nala clothing, Eye of Horus cosmetics, there is a huge list of brands with incredible women at the helm.