The Beginning: A Bag That Didn't Exist
It all started when my daughter turned to me on Mothers Day and said:
"Mum, this was the nicest one I could find but it’s still not great. I'm sorry I couldnt find a better one."
She was talking about a makeup bag. As an interior designer with a passion for aesthetics and quality, I looked at what she had bought… and couldn’t help but agree. It was plastic, cheaper quality and not great for the environment. That moment sparked the idea:
“What if we designed a makeup case that felt like a home for your skincare?”
Building Something Beautiful Together
From that spark came ESTETIKA an Australian-designed beauty brand created by three generations of women:
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Myself (Wanda), a mother and creative with a design background
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My daughter Nina, the muse and the moment-maker
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And my mum, who at nearly 80 years old, travelled with us to our first U.S. trade show
What started at the kitchen table has grown into a purpose-driven brand, grounded in quality, boldness, and sustainability.
What We Stand For
At ESTETIKA, we don’t just make beauty bags. We design pieces that:
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Elevate your everyday rituals
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Inspire confidence (because beauty routines should feel joyful, not chaotic)
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Reflect your values — with vegan, sustainable, and cruelty-free materials
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Bring style and function together in a way that’s anything but boring
Our Mission: A New Standard in Beauty Travel
In a world full of plastic, beige pouches and copycat designs, Estetika offers something different: A modern, functional beauty bag that opens flat, wipes clean, and always bounces back into shape — perfect for the jet-setting woman who carries confidence, not chaos.
We’ve been called the “Chanel dupe” and the “viral makeup bag Australia can’t stop talking about” — but what we really love is hearing customers say:
“I feel put-together, confident and organised every time I use this.”
Our Legacy is Just Beginning
From Sydney to Sephora hopefuls, and from family chats to feature articles, Estetika is the product of women backing each other, dreaming bigger, and designing better.
We’re so glad you’re here for the journey.
Wanda Szychowska
Founder
Article published Dynamic Business - Read Here