Estetika Turns Three: What I’ve Learned Building a Beauty Brand
Today, Estetika turns three.
Birthdays make us reflect on where we’ve been and where we’re going. Business birthdays are similar, except the reflection can feel far more analytical and judgemental when you’ve poured your heart, soul and money into building something.
I started Estetika at 50 with no experience in manufacturing, ecommerce or building a product brand.
I simply had an idea for a better makeup bag and a daughter who said, “Why don’t you design one? You design homes?”
Three years later, 600 new Estetika bags have just arrived, and we’re launching the Burgundy MINEE Large, and I’m thinking carefully about what comes next.
Every Customer Matters
I still call every new customer to personally say thank you.
Every order genuinely matters to me. Behind each one is someone who discovered Estetika, trusted our brand and chose to bring one of our products into her life.
I never want to become so focused on growing the business that I forget the person behind the order.
Listening to Our Customers
One of the biggest lessons I’ve learned is that building a brand begins with listening.
I don’t want to create products based on assumptions. I want to understand what women genuinely need at home, while travelling and throughout their everyday routines.
That’s why I’ve been asking our customers and Instagram community what Estetika should design next.
So far, the most requested ideas are a beautifully organised handbag, a travel tote and a portable makeup mirror.
Your feedback has shaped Estetika from the beginning, and it will continue to shape what we create next.
Introducing the New Burgundy MINEE Large
Today, we’re celebrating our birthday by launching the newest addition to the Estetika collection.
The Burgundy MINEE Large is a soft, quilted makeup and travel pouch designed to hold makeup, skincare, hair products and wellness essentials.
It keeps its shape beautifully and features our new stain-proof lining, making it easy to wipe clean after everyday use or travel.
It also completes the Burgundy MINEE Trio, with three sizes to organise everything from your daily essentials to your complete travel beauty routine.
Our Third Birthday Giveaway
A birthday wouldn’t feel complete without sharing something with the community that helped us reach it.
We’re giving away three new Burgundy MINEE Large makeup bags to three members of our community.
To enter:
• Like our giveaway Reel and follow @estetika_au
• Tag your bestie and the beauty brand you would fill your MINEE with
• Share the Reel to your stories for five additional entries
Entries are open worldwide, and the winners will be drawn on Monday, 14 September.
What Comes Next?
I want to continue creating beautiful products that make life feel more organised, while building a community for women who are beginning new chapters later in life.
Building Estetika has been exciting, humbling and much harder than I ever imagined.
But it has also given me the opportunity, at this stage of my life, to create something meaningful and connect with women who remind me that we are never too old to begin something new.
Thank you to every customer, mentor, founder, retailer and friend who has helped Estetika reach three.
I’m incredibly grateful and very excited about what comes next.
Wanda x
