Phoebe has the IT factor. She is effortlessly confident and warm and will make you feel comfortable within seconds of being in her orbit. When she starts talking you’ll be instantly inspired by her savvy. But it’s not just business savvy, which she has in spades, but a life savvy. Phoebe just seems to know what to do next, and when to action it. So many of us sit on ideas, waiting and waiting for some big sign to hit us on the head. Not this effervescent ball of BOSS energy! Phoebe had an idea (a genius idea) to create a Blow Dry bar in Melbourne, Australia and she had turned that dream into reality within a year, opening The BLOW. “I thought, if not me, who else?” Then there is the online retailer of premium baby essentials the memo, which is “a feel good, fast online shopping experience that sells everything you need, and nothing you don’t, to prepare you for a happy home life with your newborn,” explains Phoebe who launched the site with her co-founder within six months.
Inspiring to the max.
But these are just a small pieces of the Phoebe Pie. Wait til you hear about her background and experience in the beauty industry. Not to mention this year’s COVID curveballs and how Phoebe has handled those. Impressive is an understatement.
Read on for plenty of business wisdom, not to mention beauty tricks from this epic entrepreneur. You connect with Phoebe here, with The BLOW here and the memo here.
WORK
What is The BLOW and why did you start the business?
The idea came from my own experience and need. In my twenties, I would travel to the US regularly for work and I noticed that many professional American women get weekly Blow Drys, they see it as a professional need and an event necessity. As someone with really dry, unmanageable hair I came to feel the same way- I had a big job as the Marketing Director of Benefit Cosmetics Australia and wanted to feel my best- but in Australia there was nowhere that met my needs: a consistent service in a convenient location at a competitive price with an aesthetic that smart, stylish women have come to expect. It was at this time that I noticed that other beauty services from the States had caught on in Australia- manicures and brow shaping had evolved into an essential part of many women’s routines- but hair hadn’t yet made it down here in the same way. I knew it would be next and that I was the one to deliver it.
The BLOW serves up fast and effortless blow drys and dry style services to help women conquer their day with confidence. Our flagship boutique in Little Collins St, Melbourne is currently closed for Stage 4 lockdown. We also have The BLOW On-The-Go, an exclusive concept at Sephora Pitt St (soon to expand into more states) which launched in July 2020.
What is your background in study and work?
I’ve always been in beauty, but in hindsight what drew me in, was strong brands that meant something to women. My first job was at The Body Shop while I was still at school, then onto Mecca during uni (Commerce at Melbourne University). I moved to London in 2009 and had the incredible experience of working as the Marketing Manager for Nude Skincare which was part-owned by Bono’s wife Ali before it was acquired by LVMH and came under the tutelage of Parfums Christian Dior. It was here I was educated in the world of brand management, from the power of heritage, to defining a unique DNA and an irreverent tone of voice. I fell in love with Benefit Cosmetics (also part of the LVMH stable), which more than any other brand I had seen was expressing their brand with real passion and purpose. I moved into their team first in Singapore, expanding their brand and retail presence across Sephora in Southeast Asia, before settling back in Sydney as the Marketing Director for Australia.
When did you decide to start The BLOW?
When I was at Benefit Cosmetics. The idea came to me in October 2017 and we opened September 2018. I thought if not me, who else? And jumped right in.
What has been the most exciting part?
Signing the lease was equal parts exciting and terrifying! And opening the doors the first time was pretty special. I loved being able to celebrate our first year with a big party for so many of our supporters and partners. Every day we operate has some feeling of excitement, from seeing an online booking come through, to hiring a new stylist, to hosting an event, to being able to open our new concept now at Sephora. Every day is a wild ride.
What has been the hardest part?
This year has been an incredible challenge in resilience. I’ve had to adapt quickly, deal with major ambiguity, lean into some serious financial fortitude and also make sure I’m leading my team with positivity and strength. At a minimum by the end of 2020, our flagship will have been closed for seven months. That’s a huge blow to brand momentum, financial stability and team confidence. I’m looking forward to 2021 lets put it that way.
Have there been any business-related challenges and learnings along the way?
Absolutely, particularly off the back of this year I learnt it’s really important to be decisive. Action is better than in-action and people are looking to business owners to stand up. I can’t bear sitting in uncertainty and waiting for things to happen to me- it makes me feel incredibly unsettled. As a leader, I have to lead, and do what I feel is right. I can’t just wait for life to happen to me- a previous boss once told me, ‘hope is not a strategy’.
What about The Memo! When and how the business begin and who works on that with you?
My co-founder Kate Casey came to me with the idea in April 2019 and we launched six months later. She’d been a beauty buyer for retailers like Mecca, Myer and David Jones and we had met through the beauty game. Kate had a list of baby essentials that she and her friends would circulate that had everything an expectant parent actually needs. There was no one place where she could get it all, and feel good doing so. We saw a gap in the market and the opportunity to deliver something that would really mean something to Australian parents. A feel good, fast online shopping experience that sold everything you need, and nothing you don’t, to prepare you for a happy homelife with your newborn.
How do you juggle both businesses and life?
Well I don’t have kids so that helps! I’m not a procrastinator or a perfectionist, sitting on something stresses me out so much more. I get up and just get through the work! It’s a juggle daily and I go where the load is. For most of 2020, that’s been the memo, but I’m able to flex in and out.
What is the biggest work lesson you’ve learnt so far?
To not take things personally! Your brand and your business will be an extension of yourself and it will preoccupy you 24/7, particularly early on. You will feel the rush of the highs but also the blow of the lows as you put all your energy into making the business successful. It’s important to feel it all and listen to the feedback so you can learn, adapt and grow as a business, but it’s unsustainable and unhelpful to take things on at a personal level. When it comes to business, everything is professional and nothing should be personal. Find the lesson and move on.
The best advice you received about starting your own business?
Only spend what you need to! Save your money where you can and invest it in the real dial turners.
LIFE
What does ‘balance’ look like in your life?
Time to myself. Time for others. Time with others. And time to work with purpose and passion. Not all the plates will be spinning at the same time, but my priority is to look after #1 me.
What does your home space look and feel like?
It’s nothing fancy or on-par with the design dreams on Festive Co! I work from my dining room table in my tiny shared apartment in Fitzroy, but it works for me!
When did you first feel like a grown up?
Ooooh I love this question. Honestly, I don’t think it was until I moved to London after uni at 22. That was when real life kicked in… equal measures fun and responsibility.
What motivates you the most?
I’ve always been a pretty driven person. I think it all comes down to purpose, doing something you love with conviction, knowing that you’re delivering something no-one else could, that means something to someone else.
Your best tip for shaking yourself out of a funk?
Exercise, moving my body, usually with a belter of a run or a yoga session. Or pick up the phone and have a really big chat with a friend.
CELEBRATIONS
What has been the most meaningful celebration you’ve ever thrown?
I loved turning 30. Mentally, I was really struggling with the idea of it, then when it hit I just felt so grateful, so grounded, and started feeling so much more self aware and grateful to be living this next decade. I celebrated with parties in Sydney (where I was living) and Melbourne (where I’m from) and it felt really momentous.
What kind of celebration styling do you gravitate towards ?
I’m much better at outsourcing those touches to people with the eye and resources. When I do a Hens Do, consider me the comms lead, not the creative lead!
What little details do you like to add to your parties or work events?
Strong clear organisation and the booze. That’s all I’m good for, seriously.
Favourite Instagram account/s to follow for party inspiration?
Why would I need to follow anyone but The Festive Co?
Some songs or music you put on your party playlist?
OG floor filler has to be Don’t Stop Me Now by Queen.
BEAUTY
As a beauty industry legend, tell us your best hair trick!
Okay so disclaimer I should not be giving ANY hair trick or advice, the reason I started The BLOW was I have incredibly difficult and dry hair and it’s hard for me to ever feel polished when I do my hair myself. But the one thing that has been helping is the Dyson Air Wrap, it’s been filling the gap while The BLOW has been closed and means I can dry and smooth out my frizz without pulling an arm muscle. I’ve also been really into scalp scrubs like the Pink Salt Scrub by Bondi Boost. It’s excellent as a first shampoo and helps your hair feel incredibly clean.
Favourite hair tool?
Dyson Air Wrap and the Corrale is also next level good to straighten hair while keeping it looking glossy.
Which beauty products do you use to the very, VERY last drop?
YSL Touch Eclat foundation.
Zoeva under eye concealer.
Benefit Hoola Bronzer and Rocketeur Blush.
Benefit Bad Gal Bang.
R + Co Bel Air Smoothing Shampoo and Conditioner.
My favourite skincare at the moment is anything by Arcona, Dr Jart and Ole Henriksen.
What are some of your best local/Aussie finds?
Zove Beauty and Microglow do great tools.
Banging Body’s Firming Lotion is a fabulous melting body balm.
Bondi Boost are doing great things in accessible hair care.
I am also currently obsessed with Aceology’s Gold Modelling Mask which I swear adds a total plumping boost to my skin, and the Beauty Chef Collagen and Hydration Inner Beauty Boosts which I add to water morning and night.
If you could create a signature scent, which perfumes would inspire it?
I love anything woody and smokey. Tom Ford Black Orchid is my date night scent.
