Behind the mask of Gold Coast beauty powerhouse James Cosmetics
Made by busy mums for busy mums, James Cosmetics burst onto Australia’s growing beauty market with a cult-favourite range of masks. Finally providing beauty lovers with a luxury product at an affordable price, James Cosmetics leads the charge of Gold Coast’s growing list of disruptor beauty brands.
For more than a decade, social-media sensation Emily Skye has cultivated a loyal community of followers through her fitness app, providing fitness advice, inspiration and motivation to an international audience.
In 2017, Emily decided to channel this passion for self care into a physical product range with the launch of James Cosmetics, co-founded by business partner Sam Mangan. Dedicated to balancing luxury with effectiveness, James Cosmetics offers beauty lovers an array of skincare masks and serums to help you reset and recharge with ease.
“I’ve always been passionate about the importance of self-care and loved all things beauty, I even went to beauty school and got my beautician certification back in 2006!” shares Emily.
“As my career grew in the fitness space, Sam and I travelled a lot for various incredible opportunities, but we found the long days of flying and jam-packed schedules took a toll on our skin…”
The lack of products on the market that could deliver the results they were looking for inspired the duo to bring James Cosmetics to life. The brand was launched from a spare room with the 24k Gold & Collagen Crystal Eye Mask – a luxurious combination of vitamin A and grape seed oil that’s designed to plump and hydrate the under eyes.
“We wanted something that could keep us looking fresh and hydrated (and get rid of under-eye bags!) but that was convenient to use on the go…”
“You want something that will work and work fast!”
Today, James Cosmetics has ventured into sheet masks, liquid masks, serums and a diverse range of under-eye masks, boasting more than 35 products. The international beauty retailer’s team of 15 operates out of Bundall – an area on the Gold Coast that cradles an array of businesses and cultural precincts.
“The Gold Coast is home to me. It’s where I’ve chosen to raise my family and I love being super hands-on with my businesses, so it was a no brainer to have it all here.” explains Emily.
This location has provided a source of inspiration for Emily and the James Cosmetics team: “[We] are extremely lucky to be surrounded by a lot of other local Gold Coast businesses. It’s enormously motivating to talk to our neighbours and hear about their successes!”
“I think it just goes to show you don’t have to be in a major city to run a successful business, you can do it by the beach like me!”
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Since its launch, James Cosmetics won ‘Best Eye Product’ in Mamamia’s You Beauty awards several times and most notably, maintained a ‘5-star review’ status over the years from buyers.
“I’m so proud that we have so many reviews that show how effective the range is,” adds Emily. “It’s the secret to our success, the community tells their friends and family, and they become lifelong customers.”
While the beauty space remains constantly evolving and trend-focused, James Cosmetics remains dedicated to its original mission.
“James is not a brand that creates a product because it is “trendy”, it’s a brand that creates products that work.”
