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.
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.