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Meet our female brand founders at Liberty

Meet the Female Brand Founders Changing the Game

There has never been a better time to spotlight some of our inspiring female brand founders who are changing the fashion and beauty industry
By: Maddi John

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Meet the Female Brand Founders Changing the Game

Meet the Female Brand Founders Changing the Game

This International Women's Day we're shining a light on some of our inspiring female brand founders who are transforming the fashion and beauty industry

By: Maddi John

In celebration of International Women's Day, we’re shining a light on the female brand founders shaping today’s fashion and beauty scenes. From ALÉMAIS founder and Australian designer, Lesleigh Jermanus, much loved for her consciously-crafted, boundless styles, to Vyrao founder and tastemaker Yasmin Sewell, who creates mood-boosting fragrances that fuse energetic healing with master perfumery, we asked our inspiring female founders what being a woman in business means to them, from the challenges they face in the industry to advice they want to offer any aspiring businesswoman.

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Yasmin Sewell

CEO and Founder of Vyrao

Vyrao
Yasmin Sewell

In 2021, Yasmin Sewell pushed the boundaries of the beauty industry, launching the world’s first wellbeing brand to fuse energetic healing with master perfumery. Vyrao offers a collection of seven unisex fragrances, incense and scented candles that are catalysts for holistic wellbeing, infused with curated ingredients that can boost your mood and encourage different emotions, based on the science of scent. Formulated from the finest organic, ethically sourced plant and flower extracts, drawing on neuroscientific principles, energetic practices and perfume lore, Yasmin Sewell and her brand champion fragrance as a tool for healing, promoting that positive emotions contribute to better physical health.

“Unfortunately, a woman’s journey in business is trickier and there is much to navigate, I hate to say it but it’s real. So truly, we need to support each other as women and give each other boosts of confidence and guidance whenever we can.”

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Estée Lalonde

Content Creator, Founder and Creative Director of Mirror Water

Estée Lalonde
Mirror Water

Inspired by the therapeutic ritual of self-reflection, Estée Lalonde's bodycare brand Mirror Water cultivates rituals of relaxation with nourishing self-care essentials to help encourage conversation and connection with our minds and bodies.

“Being a female founder is simultaneously the most challenging and most empowering thing I’ve ever done. Every day brings new challenges and hurdles that feel insurmountable until you conquer them! I have been embraced by the women in my field and have become a lot more comfortable asking for help. It has been incredible to feel supported and championed by other women and I always try to pay it forward when possible.”

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Lesleigh Jermanus

Co-founder and Creative Director of ALÉMAIS

ALEMAIS
Lesleigh Jermanus

Australian designer, Lesleigh Jermanus draws on her Lebanese heritage to celebrate sustainable and ethical practices by using natural fibres and traditional artistical craftsmanship with her one-of-a-kind fashion brand, ALÉMAIS.

“I feel fortunate that I was brave enough to follow my heart and start my business. As we enter our fourth year, I can reflect and realise that the relationship between inspiration, discomfort, challenge and growth are intrinsically linked. One of the most challenging aspects of building a brand is juggling the many hats I have to wear each day – designer, creative, leader, business owner, partner and mother. It is a paradox that this is also the most rewarding experience of my career. I think a lot about the quote ‘the whole is greater than the sum of its parts’ and I know that to be true at ALÉMAIS. Walking into the office every day and being surrounded by inspiring women is an empowering force.”

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Charlotte Mensah

Award-Winning Hairstylist and Founder of Charlotte Mensah

Charlotte Mensah
Charlotte Mensah

As the woman who revolutionised natural haircare with bespoke products for afro and curly hair, Charlotte Mensah is no stranger in the beauty industry. With an award-winning brand and famed hair salon – Hair Lounge – under her belt, Mensah is renowned for her transformative Charlotte Mensah Manketti Oil, which hydrates, nourishes and restores Afro, mixed and curly hair.

“Don't fear failure; instead, prepare for it. Business involves making mistakes. If you're not making any, you're not taking enough risks. Embrace challenges and stay humble by remembering your own journey as a beginner who made mistakes.”

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Susanne Kaufmann

Founder of Susanne Kaufmann

Susanne Kaufmann
Susanne Kaufmann

Susanne Kaufmann is an expert in natural skin care. Working from her spa in the the Bregenzer Forest, Kaufmann is dedicated to developing skin-specific treatments and organic blends that target health and skin issues from the inside and out.

"I was raised by two formidable women: my grandmother and mother, both entrepreneurs who ran our family's hotel. They served as the inspiration for launching my own skincare business. In my three decades as an entrepreneur, I've come to understand the importance of self-confidence and resilience: setbacks and rejections are inevitable on the journey. My advice? Never let those 'no's' deter you; keep on pursuing your dreams. Even in moments where I contemplated giving up, I realised the significance of perseverance, especially for the sake of my team. No matter the obstacle, keep forging ahead, moving forward, and pushing through. "

Ruth Aymer

Jewellery Designer and Founder of Aymer Maria

Aymer Maria
Aymer Maria

Ruth Aymer launched her brand, Aymer Maria, in 2021. Her exquisite designs take cues from the world around us – breathing new life into centuries old architectural wonders through the intricate process of jewellery making. Aymer’s distinguished aesthetic is strongly influenced by notable structures found in ancient Greco-Roman architecture, lending her pieces a unique design that celebrates art and history.

"As a woman navigating the realm of the built world, I've discovered a beautiful space within jewellery design. The invaluable guidance and mentorship of esteemed jeweller Jacqueline Raburn empowered me to reach a point where I could confidently pursue my creative vision. I will always be grateful to her. If I were to share advice, it would be to stay true to your design aesthetic. Resist external influences that might divert you from your intended course, as authenticity is key to maintaining momentum. Always tell your own story and be prepared to put in the hard work. Seeking mentorship, even outside your field, was a game-changer for me. Surrounding yourself with fellow creatives is essential in a world where community often takes a backseat to individual pursuits. Cultivate a supportive network of friends who will encourage you on this sometimes challenging but ultimately rewarding journey. The path may be bumpy but relish in the joy of the journey."

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