Abbie Chatfield's Raw Reaction to Our Makeup Bag Was Everything We Hop

As a founder, there are moments you never forget.

Not because they were planned.

But because they're completely genuine.

This weekend, while on tour around Australia, Abbie Chatfield was gifted our Blush Pink HOMEE Estetika beauty cases by her incredible hair and makeup team.

She picked it up for the very first time and said:

"The quality is so good. It's structured, yet padded... so it's not going to get f%ucked."

I laughed.

Because in one sentence, she described exactly what I'd spent years trying to create.

The Design Brief

When I designed the Estetika beauty case, I didn't want another soft makeup bag that collapsed into itself, or a hard vanity case that felt bulky and impractical.

I wanted something in between.

A beauty case that felt soft and luxurious to hold, yet structured enough to protect everything inside.

Beautiful enough to leave on your bathroom vanity.

Durable enough to travel the world with you.

That balance took countless prototypes, refinements and design decisions to get right.

The Best Feedback Is Never Scripted

As founders, we spend so much time trying to explain what makes our products different.

We write product descriptions.

Film videos.

Run advertising campaigns.

But every now and then, someone experiences your product for the first time and instinctively understands it.

No script.

No coaching.

Just an honest reaction.

Those are the moments that stay with you.

Why It Matters

At Estetika, we believe beautiful design should work just as hard as it looks.

That's why every beauty case is designed to:

Hold its shape while travelling.
Protect your beauty essentials.
Open wide so everything is easy to find.
Feel beautiful enough to use every single day.

Because getting ready should feel calm, organised and enjoyable, whether you're at home or halfway around the world.

A Founder Pinch-Me Moment

Watching someone I admire pick up our beauty case and immediately understand what we'd created was one of those surreal founder moments.

To Abbie, thank you for your completely unfiltered review.

And to the talented hair and makeup team who introduced Estetika backstage, thank you for thinking of us.

As a small Australian business, moments like these mean more than you know.

Sometimes the most powerful product review isn't written.

It's the very first thing someone says when they pick it up.

See Reaction here

My Story

Why I created ESTETIKA

Hi I'm Wanda and I've spent my career creating beautiful experiences.

From starting as a travel agent at 17, to working in luxury hotels, the airline industry, interior design and now Estetika, I've always believed that thoughtful design can transform how we feel.

That belief began with my mother.

Growing up, I watched her raise six children, yet before leaving the house she would always take the rollers out of her hair, apply her signature coral red lipstick, and step out with quiet confidence and elegance. She is now 82 and still does.

She taught me that beauty isn't about perfection. It's about feeling confident, prepared and ready for whatever the day brings.

When my youngest daughter, Nina, struggled to find a beautifully designed beauty case for Mother's Day, I realised women deserved something better.

That's why I created Estetika.

Every piece is thoughtfully designed to bring calm, organisation and beauty to your daily routine using premium, more sustainable materials that are made to last.

Today, Estetika is proudly built by three generations of women, and every collection is designed with the same care and attention to detail I'd expect for myself.

Thank you for trusting us to be part of your journey.

Wanda x

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