Indulge Beauty Co: A Chat with Shanara

Shanara Nettlefold knows a thing or two about the beauty industry. After starting local Mornington Peninsula business Indulge Beauty Co., we decided to chat to her about building a brand and how she supports women in business.


What is Indulge Beauty Co?
For me, Indulge is a way for women to experiment with how they look and help them put their best face forward – but the face that represents them, not the face they think they should be. I’m very passionate about it. Indulge is a full-service beauty salon, we do all sorts of beauty treatments. We love our clients, we have long term regular clients, and we are no quick service salon. We really do value and care about our clients. I’m very aware of the fact that the beauty industry contributes to this whole mentality of look a certain way, act a certain way, do a certain thing and it’s all about how you look, etc. I think it doesn’t have to be that way. And I’m really excited about bringing beauty treatments to women who use them to be authentic to themselves.

Why did you start Indulge?
There are some women who want to express themselves and they want to use beauty to do it. So that’s why I started.

How did you start?
Where my salon was, it used to be Ella Bache. I was working for her, and running the salon, and I had a business and marketing background as well as beauty, so I basically came in and was helping her run the salon. She decided to leave the industry and I decided to buy the salon. Ella Bache wasn’t something fitted my personal belief, so I decided to rebrand.


Have you found much support for women in business?
I think it’s getting there. I think it can be a lot better, but I don’t think it will happen overnight. Really helping my staff meet their dreams and goals through their professional lives is important. We do share what works for us, we share our wins and celebrate each other and there isn’t this worry that ‘oh my god do I sound up myself’ which is amazing. So I think it’s getting there, but it needs to be less intimidating. It’s getting to be more and more but it could improve.

Do you have a 5 year plan for Indulge?
I do, it’s a very very big one. I’d love to bring beauty into a space where it’s helping women, more so than making them feel they have to be a certain way. That’s probably my biggest goal is to making sure that women is getting great information, the best of the best. I think our industry needs to earn the trust back.
We need to do that by being really professional, and giving the best advice we can and working in our clients best interest. We need to move forward as any industry and supporting each other.

Do you have any role models?
In my industry, Elle Wilson. She runs a company called True Brow, she’s a professional mentor of mine. She’s not afraid to disrupt the industry a bit. She’s got so much passion and really wants to help women. My other role model is definitely my dad, he has his own business as well, and he always does everything with integrity, and he stays true to himself and is very authentic in the way he runs his business. That’s really what I inspire to be, and that’s what I aspire to give to all our customers.


How do you find time to cut off from your business?
I set really clear boundaries. I have work time and I have home time. I try not to blend the two. Also, having a team of people around me, helps me really able to delegate if I need to.

What’s the best part about running your own business?
The best part for me is seeing my goals and my visions come to life, and also those of my team. Being able to know that the jobs I’ve created for them have helped them with their goals is really cool. And also with my clients as well, being able to affect people’s life, in a really positive way, is my favourite thing.

Do you have any advice for women in business?
Learn from as many people as you can, you are never too high up on the chain to keep learning. See everything as lessons, learn everything you can, and if you’re learning something, put it into action.


You can find out more about Indulge Beauty Co here.

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