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Stacey Hollands is the CEO and Founder of Australia’s Leading Clean Beauty Brand, Lust Minerals. From its inception, Stacey’s vision has always been to merge clean beauty with performance and affordability. Since the humble beginning, with an initial $10,000 investment, the brand has cultivated a loyal community, achieving $1 million in revenue within the first 18 months and experiencing an amazing 610% growth in the last 2 years.
Lust Minerals has experienced significant overall growth with 21% growth in the last year, a profitability increase of 10%, and an average customer retention rate of 68%. Several strategies have contributed to these successes. Firstly, Stacey has created an online model that mirrors an in-person experience, addressing common barriers customers face when purchasing products online. Their highly experienced team is virtually available, ensuring prompt responses within minutes on live chat and hours via emails. With the trend to move towards automation, Stacey has consistently prioritised maintaining a personal touch. The brand's recent website upgrades including the new, virtual shade try on feature has been significant in overcoming customer hesitation with purchasing beauty products online. This enhancement streamlines the shopping experience and also provides their customers with confidence, leading to increased conversions and satisfaction.
Through recent product elevations and launches driven by Stacey, the brand has introduced potent, patented ingredients backed by clinical studies, reinforcing the message to customers that achieving real results doesn’t need to come at the expense of one’s well-being. Two notable successes include their Rejuvenation Eye Cream, spotlighted by Kidspot, resulting in a surge in sales of one unit per minute following its feature (https://www.kidspot.com.au/lifestyle/beauty-and-style/tired-mum-undereye-bags-women-swear-by-cult-antiageing-eye-cream/news-story/5f1071b632e93ce4e606f94a8134901b) and the Probitoic Moisturiser which has gained traction for its ability to combat adult acne within weeks (https://www.kidspot.com.au/lifestyle/beauty-and-style/works-within-weeks-the-52-moisturiser-that-banishes-adult-acne/news-story/065c20f7ad49108312f910ef2676898e).
Additionally, they strategically leveraged PR to amplify the brand’s presence and achievements. This includes securing features for the brand, and Stacey herself, in esteemed publications such as Vogue, Daily Mail, Mamma Mia, Woman’s Day, WHO Magazine, 7 News, Professional Beauty, Business News Australia and Gritty Pretty.
February 2024 saw Stacey launch the groundbreaking Lust Beauty School Program, an educational platform offering a comprehensive six-week journey encompassing clean living, skincare expertise, deeper product insights, holistic health, nutrition, makeup techniques and mental well-being. Priced affordably at $59.00 and fully redeemable in Lust Minerals products, this initiative aligns with the brands mission to educate, empower and inspire individuals about the power of clean beauty and the interconnectedness between body, mind and skin, as this platform showcases the importance of reviewing the skin through a holistic lens. Boasting key expert mentors, including a Naturopath, Skin Therapist (Stacey), Makeup Artist and Breathwork Coach, the program offers incredible value, with a purpose to prioritise positive change over profit.
Evidently, the brand's impact extends beyond making changes in the beauty industry, as they are deeply committed to contributing positively to their community and the world. Stacey believes it’s her responsibility to raise awareness and support causes aligned with hers and the brand's values. Through active involvement with charities, she strives to make a difference in people’s lives. In 2023, they demonstrated their ongoing support by participating in World Menstrual Hygiene Day and National Pyjama Day, aligning with their identity as a female-focussed business. Additionally, during festive occasions like Christmas, they partnered with RizeUp to donate Christmas gifts to those in need, and affected by domestic violence. Stacey priortises building long-term relationships with these charities while remaining open to new partnerships to expand their impact.
Stacey also leads a diverse team of women, investing heavily in their well-being, offering mentoring sessions, team-building activities, and professional development opportunities. By creating a supporting environment, she aims to remove the stigma associated with being a boss and foster an atmosphere where women can thrive personally and professionally. The Team has expanded from less than 10 employees to surpassing 20.
Nomination Title: Stacey Hollands
