Welcome to Founder Friday, where we get to know the people behind the brands we love. This week, meet Shahna Smith, the founder of Amplified Beauty—Australia’s first Aboriginal-owned beauty brand making waves for all the right reasons.
“I’ve learned to trust my instincts and make decisions that align with my values. If something doesn’t feel right, I won’t move forward with it—no matter how promising it seems.”
Shahna Smith
Shahna Smith is reshaping the beauty industry with Amplified Beauty—Australia’s first Aboriginal-owned beauty brand with a name gifted by her late mother and a mission born from personal loss.
This is not just a cosmetics company; it is a heartfelt movement dedicated to empowering women, honouring cultural heritage, and driving real-world change. Shahna’s journey, fuelled by resilience, love, and an unwavering commitment to her community, is the powerful force behind Amplified Beauty’s growing success.
The beginning
The idea for Amplified Beauty was born from a deeply personal experience. Shahna Smith always knew what she wanted to do, but it wasn’t until her mother fell ill with bowel cancer that the pieces began to come together. In a touching and meaningful gesture, Shahna’s mother named the brand before her passing, sparking a drive that would fuel the business.
Over the course of eight years, Shahna became a qualified make-up artist and built an artistry-based business to gain valuable insights and understand the market. This meticulous preparation laid the groundwork for Amplified Beauty, which officially launched in 2022, and established a brand rooted in authenticity and passion.
In 2025, Amplified Beauty is embarking on an ambitious global expansion. A new campaign shoot in London will feature global talent, showcasing the brand’s cultural richness and innovative products to an international audience. Shahna’s vision includes introducing Amplified Beauty to London, the UAE, and key European markets. “This is a pivotal moment for us,” Shahna shares. “Taking Amplified Beauty to the global stage allows us to share our story with the world while staying deeply rooted in our value”.
The success of Amplified Beauty is not solely attributed to its products but also to the relationships it fosters. According to Shahna, relationships have been the heart of the business. Building, creating, and fostering relationships is at the core of what Amplified Beauty does to connect with peers, customers, and colleagues. This people-first approach has helped the brand cultivate a loyal community that resonates with its values and mission. By prioritising human connections, Amplified Beauty has grown organically, earning trust and loyalty in a competitive market. The brand’s customers aren’t just buying beauty products; they’re supporting a movement that empowers and inspires.
A brand with purpose
Amplified Beauty stands out in the crowded beauty industry for several key reasons. It is the first Aboriginal-owned beauty brand in Australia, celebrating the rich cultural heritage of the country’s First Nations people. This unique perspective brings a fresh and meaningful voice to the industry. By integrating traditional cultural elements into its product lines and brand messaging, Amplified Beauty not only pays homage to Aboriginal heritage but also educates and inspires its audience. This commitment to cultural celebration creates a distinct identity that resonates deeply with customers looking for brands with purpose.
“We are proud to be Australia’s first Aboriginal-owned beauty brand. It’s important to me that our brand represents more than just beauty—it’s about culture, empowerment, and making a positive impact,” says Shahna Smith.
Her dedication to amplifying voices that have historically been underrepresented in the beauty industry remains a driving force behind the brand.
Beyond beauty, the brand is dedicated to empowering women and young people. Shahna Smith actively participates in panels, local schools, and one-on-one coaching sessions to promote resilience and success. These empowerment initiatives are essential in building a brand that goes beyond products and reaches into the community, making a tangible difference in people’s lives. By addressing issues such as self-confidence, personal growth, and career development, Amplified Beauty helps create a more empowered generation of women.
From a visual and creative standpoint, Amplified Beauty sets itself apart with innovative design elements. From packaging to levitation devices used for product displays, every aspect is designed to attract attention and convey the brand’s distinct identity. These unique design elements aren’t just about aesthetics; they reflect the brand’s mission to elevate the beauty experience and redefine industry standards.
“We want our products to make people feel special from the moment they see them. Our packaging and displays are part of the experience—it’s all about creating a connection with our customers,” Shahna explains.
Overcoming challenges
Like any start-up, Amplified Beauty faced its share of challenges. Entering a saturated market posed difficulties, and Shahna had to navigate the complexities of funding and trust. As Shahna recalls, there were many challenges, especially going into a saturated market. From funding to deeper issues such as trusting the wrong people, the journey was not without its hurdles. However, Shahna now approaches business with a strategic eye and is unwavering in her commitment to core values. She will not engage in a business deal that requires her to give up her values or sense of self.
“I’ve learned to trust my instincts and make decisions that align with my values. If something doesn’t feel right, I won’t move forward with it—no matter how promising it seems,” she shares.
Shahna Smith’s entrepreneurial journey offers valuable lessons for aspiring business owners. She emphasises the importance of having a clear sense of purpose and a unique point of difference. Authenticity and leading from the heart are crucial, as is perseverance in the face of challenges. One of the key pieces of advice Shahna offers is to trust yourself wholeheartedly, even when faced with doubt. Confidence in your vision is essential. Additionally, simplifying complexity and breaking down challenges into manageable steps can help entrepreneurs find effective solutions. Shahna also highlights the importance of consistency and discipline—following a plan rather than moods—as well as removing negative influences that can hold you back.
“Follow your plan, not your mood. It’s easy to get discouraged, but sticking to your goals and having faith in your purpose will get you through the toughest days.”
Another critical lesson Shahna shares is the importance of staying true to your values and beliefs, even in difficult situations. In the beauty industry, trends come and go, and the pressure to conform can be intense. However, by staying grounded and true to the brand’s core mission,
Amplified Beauty has been able to carve out a space that feels authentic and meaningful. This approach has earned the trust of its audience, who appreciate the brand’s integrity and purpose.
As Amplified Beauty continues to grow, the brand remains focused on expanding its impact and reach. Shahna’s dedication to empowering women, promoting cultural heritage, and driving innovation will continue to shape the brand’s future. The company’s growth strategy involves not only launching new products but also creating more community initiatives that align with its mission. By actively engaging with customers and communities, Amplified Beauty aims to foster a sense of belonging and shared purpose.
“I want Amplified Beauty to be more than a brand—I want it to be a legacy that continues to empower and inspire future generations,” Shahna says.
Amplified Beauty is more than just a beauty brand—it’s a celebration of culture, a commitment to empowerment, and a beacon of resilience. The brand’s offerings go beyond innovative cosmetics to include empowerment programmes and cultural celebrations that promote self-confidence and resilience in women and young people. By combining purpose, innovation, and empowerment, Amplified Beauty is changing the face of the beauty industry, one meaningful connection at a time. It serves as a reminder that beauty is not just about appearance but about creating a positive impact in the world. Through Amplified Beauty, customers aren’t just enhancing their outer beauty—they’re contributing to a movement that uplifts and inspires.
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