The beauty industry is shifting in many ways right now. How do you see it at the moment, and what role do you hope ROBE plays within it?
One of the shifts I’m happiest to see within the beauty industry is the growing celebration of individuality and natural beauty.
When I first started my career as a young hairdresser, the visual standards within beauty were extremely narrow. In hair advertising especially, the imagery often centred around long, thick, almost supermodel-style hair that most people simply don’t have.
There wasn’t much representation for fine hair, thinning hair, or hair that was evolving with different stages of life.
When I launched ROBE, I wanted to challenge that a little. Our launch campaign featured a model with naturally fine hair — no extensions, minimal makeup — because I wanted people to see that fine hair can be beautiful in its own right.
It’s been incredibly encouraging to see that some of the hero products in the range are the ones designed specifically for finer hair types, which historically have often felt like an afterthought in larger product ranges.
Personally, my approach to hair has also evolved. For many years I relied on extensions to feel more confident about my own hair, particularly during periods where stress caused visible thinning. Learning to embrace my natural texture and work with my hair rather than against it has been an important personal shift.
Through ROBE, my hope is to encourage people to lean into what makes their hair uniquely beautiful — and to show that caring for your hair doesn’t need to involve twenty products or a forty-five minute styling routine.
I’m also proud that Australian beauty culture tends to lean toward a more effortless aesthetic. There’s a real appreciation here for simplicity, multifunctional products, and a “less is more” approach. I love seeing other Australian founders embracing that same philosophy.
Have there been any people or founders who have particularly inspired you along the way?
Zoe Foster Blake has definitely been someone whose journey I’ve admired. She was actually a client of mine many years ago, long before Go-To Skincare existed, so watching her build such a successful and recognisable brand has been incredibly inspiring.
Closer to home, I’m also really inspired by fellow Australian founders like Ava Matthews from Ultra Violette and Hilary Holmes from Holme Beauty. There’s something really special about the way many Australian beauty founders support each other and build thoughtful brands.
Internationally, I’ve also been very inspired by Vicky Tsai from Tatcha. I recently learnt more about her story, and I loved the honesty she shared about the ups and downs of building the brand, and her determination to create products that came directly from her own personal experience.
Those kinds of founder stories — where a product begins with something deeply personal — are always the ones that resonate most with me.
Hair is deeply personal. It reflects our health, our stress, our hormones, our life stages. My hope is that ROBE can help people move away from the pressure of perfect hair and instead feel more connected to the hair they actually have.
What’s next for Robe?
There are a few exciting things coming this year.
One is a silicone-free serum that focuses on shine, smoothness and long-term hair health without relying on heavy synthetic coatings. The other is a growth-supporting styling product that sits somewhere between treatment and styling — which I’m particularly excited about.
In the background, I’m also developing formulas that connect more deeply to the idea of haircare as ritual. That direction has become even more meaningful to me after losing my hair during cancer treatment. During that time, small daily practices — caring for my scalp, gentle massage, herbal treatments — became incredibly grounding.
I’d love for ROBE to continue evolving toward that intersection of hair health and self-care.
Long term, I also have a concept for a digital platform for the ROBE community — something like a “hairdresser on call,” where people could access personalised advice, styling education, and hair health support. It’s still very much a thought bubble, but it’s a fun idea to imagine for the future.
