A note from our Founder and Creative Director Jamee Parker 💋
The OG Alpha-H founding family | Creative Director @ a-beauty | Global Brand Manager | CMO | Freelancing to select brands - hit me up ✨
Starting a business means having a vision, and backing that vision with the belief that there is a community of people who will find it valuable. My vision was to create a premium online destination that would celebrate the Australian beauty industry. Why? Because I believed that the best beauty could be found in our own backyard. Four years ago, I decided to take that vision and see it through, which is when abeauty.co began. It's been four years of being a boot-strapped start-up, competing with national and global retail giants, looking to gain a slice of the Australian market share. Today, however, after much consideration, I am saddened to inform our community that we have made the difficult decision to close our beloved Australian business in the coming weeks. This decision was not made lightly and for personal reasons, which I will keep brief, I have decided to concentrate my attention and focus on my health and well-being as well as being present with my young children and family. The wins are something the team and I will hold onto and I'd love the chance to share some of them here. In four years, A-Beauty launched over 50 knockout homegrown brands, from emerging to global with 98% of all of our brands proudly female-founded. Over the four years, we have maintained a 5-star Google rating and have built a community of thousands of Aussie beauty lovers. We have achieved phenomenal growth in this time with a +57% increase in AOV, a +432% increase in online sessions, a +73% increase in conversion rate and a +1182% increase in sales. We have been celebrated in publications such as Vogue Australia, Elle, Body&Soul, Refinery29, Marie Claire and StyleMag. We have also collaborated with well-known Australian beauty editors to educate and inspire our community via 200+ articles on our editorial platform, The Edit. A-Beauty is a success story I am so grateful for and even more grateful to our tiny hybrid team of seven that has helped make this possible. Thank you to seven incredible women who have joined me on this journey Shanthi Murugan Chelsea Tromans Bree Sly Julie Situ Tess Maguire #meaganshort #meghanarmstrong Thank you to my family and friends who have been my support system through it all. And thank you to every wonderful Aussie beauty brand who took a chance on our vision. Lastly, to our A-Beauty community, thank you for being part of our story. I have cherished getting to know you. We set out to celebrate the Australian beauty industry, providing a platform for local brands to shine bright and I am pleased to say that we reached our vision. What a bloody brilliant adventure! #abeauty