After building my client base in Melbourne, I relocated interstate to work in one of the country's most sought-after lash salons. The salon's client list included Tammy Hembrow, Ellie Gonsalves and Skye Wheatley.
That environment doesn't accept low standards. Neither do I.
Proformula is the official sponsor of the Lash Artist of the Year award at the 2026 International Lash Masters Conference.
I spent 2 years looking for a retail serum I could recommend without hesitation. I tested obsessively. One worked almost instantly — until the side effects started. An undeniable pink ring around the eyes. I looked awful. I went deep on what was causing it and I couldn't introduce that risk to clients who trusted me — or continue using it myself.
I also had clients come to me specifically because they couldn't go anywhere else. Sensitivities. Allergies. Whatever I recommended had to be something I'd stake that trust on.
Nothing existed that met that bar.
One question drove everything: what if every product we bring to market, a professional can recommend hand on heart — no hesitation, no disclaimers?
That's what Proformula is.
And it's why I built this brand.
One product. The leader in its category. Worth the investment.