If you haven’t heard of esmi Skincare in one form or the other, what have you been doing? Since its inception, the brand has developed quite the cult following with its cruelty-free, Australian-made, high quality and 100% ethical skincare products. We had the opportunity to sit down with the Gold Coast woman behind the brand, Evette Hess, and speak all things from beauty career to her local loves.
How long have you been a Gold Coast local?
I’ve been on the Gold Coast since my family moved from South Africa in 2004.
What do you love most about living here?
I honestly love EVERYTHING about the Gold Coast, I think it’s the best place to live. The beaches, the weather, that we can swim all year around, everyone is down to earth and it’s also become a hub for new businesses which I really enjoy seeing. It also has a really relaxed atmosphere which is my vibe for sure. You have to live where you can work and enjoy your life at the same time. I’m a massive advocate for this country and the Gold Coast, we are so incredibly fortunate to live here and have all the opportunities in the world at our feet.
Tell us about your career thus far.
I became a beauty therapist in 2006, then went on to teaching beauty therapy, which then lead to me having a job doing advanced skin treatments. All along I fell more in love with people, making them feel good and trying to find solutions for vulnerabilities they were facing daily. I found that treating things like skin issues really required a great skincare AND makeup routine to go hand in hand with these treatments to see benefits. Unfortunately, there wasn’t anything that really hit the mark for recommending to my clients, so I decided to create a product that I thought they would find useful. Fast forward to 2021 and we have created over 200 products for our customers now.
What’s your proudest entrepreneurial moment?
I am so proud of the business and the culture we have at Makeup Cartel. I am proud every day, and I feel incredibly fortunate and lucky that I get to work with the team I work with. They are all amazing at what they do, they are first and foremost amazing humans. So, I am humbled daily by the people that choose to give so much of themselves to our business and that they love what they do. It means everything to me. I am also incredibly proud we are able to encourage, support and add value to people’s lives in a very real way. It’s something I have always enjoyed doing (in Beauty Therapy) but it was always limited to one person at a time – now with esmi and poni cosmetics we can make a real difference in people’s lives through giving them the support and encouragement to believe that real beauty lives inside of us. By providing them a product that encourages self-care, self-love and achieving results they can see resulting in a more confident person.
Tell us about esmi.
esmi is a Vegan, Australian Made, Cruelty-free skincare product. The brand is all about exceptional customer care, making every customer feel like the pieces of gold they are. esmi is about a value exchange where after all our bills are paid, customers consciously choose to spend what is left to ‘treat’ themselves on our product, so we better make it worth their while. esmi is about breaking the wheel of traditional ‘beauty’ products and business society (men in high buildings) telling us what is beautiful. Having a daughter of my own, today has become more important than ever to instil the self-worth and self-love that starts from her behaviour and treatment of others (not appearance) to prepare her for her future.
What’s by far the most popular esmi product?
We have a few, the Uncomplicated Cleanser, Hyaluronic Hydrating Serum and 24K Gold Nourishing oil.
What’s your personal favourite product from esmi?
This would be like asking which is your favourite child – it’s impossible.
Tell us your favourites on the Coast…
Café for breakfast: There are a few but I love Le Jardin in Main Beach
Coffee spot: Paper Cup in Southport
Restaurant for dinner: I love Mamasan, Rick Shores and Etsu
Bar or pub for a drink: Rick Shores
How does your weekend usually look? It varies depending on the weather, if the weather is nice, the beach for sure, visiting friends, or if it’s cooler then we might head to Tamborine to a winery or stay home.