“I remember her apologising, saying, ‘I’m sorry Mum, this was the nicest one there.’ Nina looked at me and asked, ‘Mum, as an interior designer, is this something you could design? Maybe it’s like a home for your skincare and makeup?
Meet Wanda Szychowska, the Australian mum who turned a simple request into Estetika – the viral makeup bag that’s changing how women travel and do beauty
Sometimes the best business ideas come from the most unexpected moments. For Wanda Szychowska, founder and CEO of Estetika, it was a Mother’s Day conversation with her youngest daughter Nina that would eventually lead to international retail partnerships and global recognition.
The spark that started everything
It seemed like a simple ask – a functional makeup bag that was high-quality, vegan and looked beautiful on the bathroom vanity. But Wanda woke up on Mother’s Day to a very disappointed teenage daughter.
“She went looking for a beautiful cosmetic bag for me. She looked everywhere and came back and apologised and said she couldn’t find anything that she liked,” Wanda recalls. “Then she said ‘you’re an interior designer and I know you could design something way prettier. Maybe we could do it together!'”
That moment of quiet frustration became the foundation of something much bigger. “I remember her apologising, saying, ‘I’m sorry Mum, this was the nicest one there,'” Wanda reflects on Nina’s disappointment with the plain black bag with rose gold zips she’d found.
While initially thinking the idea was a bit left of field, when Wanda imagined it as a ‘house’ for makeup and skincare, she realised perhaps it was more like interior design than she thought. “Nina looked at me and asked, ‘Mum, as an interior designer, is this something you could design? Maybe its like a home for your skincare and makeup?’ That question lit something up in me.”
From interior design to beauty innovation
I wanted to create colourful, elevated designs that made women feel confident and stylish.
Drawing on her background in hospitality, travel, and interior design, Wanda saw an opportunity that others had missed. “As someone with a background in hospitality and travel, I’ve always been drawn to how we can elevate a space with beautiful function and form, and now I saw a new space that needed help. The beauty world had evolved, but the bags meant to carry it hadn’t.”
Working with her daughter and her own mother (an avid traveller), the three generations of women created Estetika – launched in September 2023. The brand features a range of stunning, quilted, luxury cosmetic bags that can be squashed down, but bounce back to shape, wiped clean and are made with plant-based leather.
“We wanted it to be a luxury product to inject more joy into the skincare and makeup routine,” Wanda explains. “These bags are designed to last for years with quality hardware and materials. And it was important that the product was ‘runway ready’ so whether you’re on the go, travelling or at home, you’re always ready and your bag will always look good.”
The philosophy behind Estetika was clear from the start: “I wanted to create colourful, elevated designs that made women feel confident and stylish. Bags that were never meant to be hidden away in drawers but used proudly every day and taken on every trip.”
The three frameworks that built a global brand
Coming from an interior design background rather than eCommerce, Wanda leaned into what she knew best. “I didn’t come from an eCommerce background, so I leaned into what I knew: my experience as an interior designer, and my years in the hotel and travel industries. I understood how people move through space, how design can support ease and luxury, and how small details can shape a complete experience.”
Her approach was built on three core frameworks:
1. Design with Intent: “Every product we create solves a specific problem. Our best-selling HOMEE bag opens flat with a structured base. It doesn’t tip. It doesn’t collapse. It gives women instant visual access to everything inside. It’s a better experience and good design should always improve the experience.”
2. Product-Market Fit First: “Before we spent a cent on paid media, I spent time talking to customers, friends and family with what they hated about current makeup bags, what they wished existed, how they packed, travelled, and stored their beauty. That research directly shaped our first & second range of products.”
3. Multi-Channel Momentum: “We launched on Shopify DTC, but I knew early on I didn’t want to rely on a single channel. We expanded into Amazon US, landed a wholesale partnership with Alrossa in New York, and have recently been pre-approved to launch with Nordstrom.com.”
Recognition and rapid growth
Just 18 months after launching, Estetika is attracting attention all over the globe. The brand was awarded Editor’s Choice at the 2025 Beauty Shortlist Awards in the UK, Australia and the US, and won Silver in the 2024 Clean and Conscious Awards.
Now it’s caught the eye of US retail giant, Nordstrom – though the path there wasn’t without its challenges.
“I went to the New York Now trade show with my 16-year-old daughter and my 80-year-old Mum. I really wanted to get into Nordstrom and just as I was about to talk to them, another Founder whisked them away, and I missed out,” Wanda recalls.
While initially disheartened that she didn’t get the networking opportunity she desperately wanted, Wanda did leave that trip with new connections. “We found a US agent who has got us in front of Nordstrom, and Nordstrom has said yes to going ahead with selling Estetika online, which is amazing. We will officially launch with them this year.”
Navigating the challenges
Half of my customers come from the United States, and I haven’t done any advertising over there
The journey hasn’t been without its obstacles. “One of the first big hurdles? Trademarking. We ran into resistance when trying to register Estetika in the US because of similarities to pre-existing brands. That taught me how important IP strategy is especially if you want to scale internationally.”
International expansion brought its own complexities: “Then came the tariffs. As a small brand, sudden international policy changes can be daunting. We had to pause our next shipment, renegotiate terms with our supplier, and make a decision: do we keep growing in the US, or pull back? I chose to grow strategically.”
While it’s been a daunting process taking on the international market, the organic interest from overseas customers has given Wanda the confidence to take the risk. “Half of my customers come from the United States, and I haven’t done any advertising over there, so I am really excited to explore this market more.”
Perhaps the most significant challenge has been personal: “And of course, there’s the emotional challenge. I’m a solo mum and founder. I have three kids and still run my interior design business part-time. There are days where it feels like I’m juggling 12 things, because I am!”
What sets Estetika apart
Wanda’s approach to building Estetika reflects her design background and commitment to authenticity. “Our edge is in our originality and in our restraint. I am not chasing trends or copy other brands. I design every piece as if it’s going into a luxury home because to me, beauty deserves the same design thinking as interiors.”
The bags are made with recycled materials and designed with a flat base so it’s easy to see products inside, maximising space and making organisation a breeze. “We don’t use off-the-shelf shapes. Our silhouettes are unique. We use recycled vegan leathers and eco-certified linings but sustainability isn’t our selling point, it’s our standard.”
The focus remains firmly on the customer experience: “We’re bold, fashion-forward, and most importantly, we focus on how our customer feels when she opens her Estetika bag: confident, calm, in control.”
Hard-won wisdom for fellow founders
Wanda’s advice for aspiring entrepreneurs comes from lived experience: “Don’t wait to be ready. You’ll never be. Launch the version you can today and refine it later.”
“Try to order in small batches to test the market, and avoid air freight at the start, most of the time, you won’t sell out at launch. Learn, adjust, and grow with intention.”
“Fall in love with the problem, not your product. Obsession-worthy brands solve something meaningful.”
“Protect your margin. Especially if you’re in product. Cash flow is queen.”
“Be visible. I used to avoid public speaking, now I’ve done live interviews on national TV. Your story matters more than you think.”
“Surround yourself with other founders. I’ve gained more from casual WhatsApp chats with women in business than any formal mastermind. You need people who get it.”
Perhaps most importantly: “Mindset is EVERYTHING. If you are not cut out for the entrepreneurial world, its OK. The fact that you tried, is worth the lesson.”
Estetika is just getting started. The brand is expanding into new markets, developing new product ranges, and working on exciting collaborations, all while continuing to refine their offering. Strategic partnerships with premium retailers in the US, UK, and UAE are in development.
“But more importantly, I’m committed to building a brand with longevity, something my daughters & son can look at and say, ‘My mum built that.'”
As Wanda puts it: “this isn’t just about selling product it’s about giving women a moment of calm whilst juggling life’s chaos. Because feeling confident, organised, and stylish should never be a luxury. It should be your everyday.”
From a disappointed teenager’s Mother’s Day search to international retail partnerships, Wanda’s journey with Estetika proves that sometimes the best business opportunities are hiding in plain sight – waiting for some
Estetika bags are currently available at www.estetika.com.au, Amazon Australia, Amazon US, and through Alrossa New York, with the Nordstrom.com launch coming soon.one with the vision to see the gap and the courage to fill it.
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