A busy mom who quit her full-time job in finance to pursue her small business selling biodegradable dermaplaning blades has made over $1 million in sales in just one year.
Melbourne-based Ali Clarke launched Bondi Blades in May 2020 after noticing a gap in the market for DIY blades that remove tiny ‘peach fuzz’ hairs from your face.
Six months prior, in 2019, she had an in-salon dermaplaning facial and quickly noticed the benefits, but with treatments costing over $150, she couldn’t afford regular visits.
“After the appointment I had a moment of enlightenment and started researching how to do dermaplaning at home to save money,” the 39-year-old told Daily Mail Australia .
Since last year, the company has grown exponentially with the help of TikTok and Instagram influencers, and the affordable pink blades are now stocked in 500 retail stores across the country.
Dermaplaning is a type of facial treatment that helps exfoliate the skin using a small but safe medical grade blade.
Scroll down for video
Melbourne-based Ali Clarke launched Bondi Blades in May 2020 after noticing a gap in the market for DIY blades that remove tiny ‘peach fuzz’ hairs from your face.
Six months prior, in 2019, she had an in-salon dermaplaning facial and quickly noticed the benefits, but with treatments costing over $150, she couldn’t afford regular visits.
At the start of his business, Ali said he invested $50 for a box of 25 sample blades and named the brand after his “favorite place” in Australia – Bondi Beach.
She also used the name to disassociate it from herself because she was “so nervous” about starting a business with a lack of experience.
“I wanted to make sure no one knew the brand was mine to begin with, given that I’m in Melbourne, as I was so nervous and unsure about starting the business – but the name had a resonance that I loved!” she said.
social media and the affordable pink blades are now stocked in 500 retail stores nationwide.” class=”blkBorder img-share” style=”max-width:100%” />
Since 2020, the company has grown exponentially with the help of social media and the affordable pink blades are now stocked in 500 retail stores nationwide.
The demands of managing a full-time job, business and being a mother were extremely demanding, so Ali decided to step down from her financial role of 20 years to focus solely on Bondi Blades.
She called Melbourne’s harsh ongoing Covid-19 lockdown a “golden opportunity” to market and grow the business on social media.
But despite the success, the hustle and bustle of business was not an easy road and required continued dedication.
To get the business to where it is today, Ali wakes up at 5 a.m. to respond to emails and social media messages, then she takes her daughter Mia and gets her ready for babysitting. three days per week.
“Daycare is my saving grace with no family nearby to help. I am and have always been a very organized person and make sure the house is tidy before working from home – if your house is a mess, so is your mind! she said.
“I consider myself an underdog in business because I’ve worked in finance for the past 21 years and that’s all I’ve ever known.”
Dermaplaning offers a range of benefits, including the removal of dead skin cells and tiny microfiber hairs that can often trap unwanted dirt inside pores (Bondi Blades pictured)
The safe treatment will also allow the skin to absorb skincare products more effectively, resulting in a brighter complexion.
Dermaplaning offers a range of benefits, including the removal of dead skin cells and the tiny microfiber hairs that can often trap unwanted dirt inside pores.
The safe treatment will also allow the skin to absorb skincare products more effectively, resulting in a brighter complexion.
“It helps remove the tiny ‘peach fuzz’ hairs on your face and makes makeup look flawless as a result,” Ali said.
When using dermaplaning blades, it is essential to glide the blade away from the face at a 45 degree angle.
Since a selection of Bondi Blades products are made from biodegradable materials, customers can use the products knowing they are not harming the environment.
Fear of failure and the possibility of losing money are often what keep people from starting a business, but Ali said that was not the case for her and considers herself ‘risk averse’ .
“I was never afraid it wouldn’t work out because I took a calculated risk in quitting my role making sure I had some savings aside if it didn’t work out,” she said. .
“I also surrounded myself with other small business owners in the same boat so that we could share tips with each other, which helped guide me in this new world of e-commerce.”
The experience of starting the business from scratch was a “work in progress” for Ali, who gradually learned new ways to market his product over time.
Due to the coronavirus pandemic and the statewide lockdowns that have been taking place in Victoria throughout 2020, Ali has seen a huge surge in sales as more and more people are stuck at home. house without access to lounges.
“Selling the products on Shopify and posting them on TikTok has been a game-changer for me because customers feel like they’re watching behind-the-scenes videos — the positive response has been huge,” she said.
A video of a woman dermaplaning her boyfriend’s eyebrows using a Bondi Blades product has been viewed over 300,000 times.
In another TikTok video, Ali revealed his top three quarterly business expenses to give his followers some insight into the cost of running a business.
The most expensive cost is the Australian Postal Services price, which was $35,000, followed by the influencer fee at $25,000 and finally the social media advertising fee at $20,000.
Bondi Blades dermaplaning blades can be purchased from the brand’s website, but the six- and nine-packs are currently sold out.
Ali said those who want to start their own business should have confidence in themselves, the brand and its products.
“It’s cliché, but you really have to believe in yourself; search for the product, throw yourself into the depths and don’t give up,” she said.
Aldi also recommended surrounding yourself with other like-minded people who will give you helpful advice.
Bondi Blades dermaplaning blades can be purchased on the brand’s website.