11 Years of Beauticate: A Love Letter

Eleven years ago, I had a decision to make.

I’d just launched a little passion project—Beauticate—while I was still working as Beauty & Health Director at Vogue Australia. At the time, it was nothing more than an after-hours obsession. I was staying up late, writing, editing, dreaming. I had no real business plan, just an overwhelming curiosity about people, beauty, rituals, and real life.

But from the start, something clicked.

The site took off quickly. People were watching. Reading. Sharing. Brands I’d worked with over the years started reaching out, asking to advertise. And that’s when I found myself standing at a career crossroads: do I leave my dream job—one that flew me around the world to interview icons like Lady Gaga, Rihanna and Cate Blanchett—or do I risk it all to build something that feels deeply, personally mine?

It was terrifying. But I knew I had to leap.

The Beauty of a Blank Page

Back then, the idea of building your own media brand felt… a little rogue. Social media hadn’t truly exploded yet. There was no Instagram Reels, no TikTok, no Stories. YouTube was still the Wild West, and digital video content was raw and unpredictable.

But I wanted to do video. I wanted to show people’s beauty cabinets, their sacred spaces, their morning rituals. I wanted the stories that magazines couldn’t always tell—the intimate, messy, tender stuff.

Candice Lake in Bathroom With Beauty Products for Beauticate

Our first features included a fresh-faced Margaret Zhang, who made some now-iconic GIFs about removing makeup with coconut oil. (insert GIF) She was a rising fashion blogger at the time. Who knew that only seven years later she would become the youngest ever Editorial Director of Vogue China? That still blows my mind.

I filmed Ruby Rose speaking candidly about her childhood gender confusion—a clip that would go on to become one of our most-watched YouTube videos. We spoke to Kim Cattrall. Hailey Bieber. Rosie Huntington-Whiteley. Miranda Kerr. Robyn Lawley. Anya Rubik. Dannii Minogue. Natalie Imbruglia. The list still gives me goosebumps.

There were so many pinch-me moments: I’ve had incredible overseas trips, interviewed icons in beautiful hotel rooms and dreamy homes. I’ve been given a front-row seat to the beauty rituals of some of the most inspiring women in the world.

But the thing I’m proudest of? The trust. These women (and a few wonderful men) let me in. They let me ask personal questions. They let me see the real them.

Beauty and The Burnout

Don’t get me wrong—it hasn’t been easy.

I’ve had tech failures on shoot days. Mics break. Websites crash. I’ve cried over Xero reconciliations and cursed my way through insurance renewals. I’m not a natural salesperson, which is hard when you’re running your own media business. And I never, ever switch off.

Some days it feels like too much. The pressure to keep the content machine going, to juggle beauty trends, editorial deadlines, brand partnerships, SEO… plus the real life stuff: parenting, emails, the cat.

Eventually, I burnt out. At the end of 2023, I reached a breaking point. I admitted I wasn’t okay, and I took time away from the business to focus on my mental health at South Pacific Private, a treatment facility that gave me tools I’d never had before. It was one of the hardest and most healing things I’ve ever done. I speak more about it openly in this podcast episode—because I think these stories matter just as much as the skincare tips.

That experience forced me to slow down and reflect. It reminded me that true beauty has depth. That self-care is more than a routine—it’s a survival skill. And it gave me the clarity and purpose to evolve Beauticate into something more meaningful.

Something beautiful happened when I launched the Beautiful Inside podcast. I found clarity. Purpose. I realised what I’m really here to do: talk about beauty on a deeper level. Deconstruct shame. Break stigma around mental health. Share the kinds of stories that make people feel seen, safe, inspired.

The Dream Team Behind the Scenes

None of this would have been possible without the incredible team—past and present—who’ve helped shape Beauticate over the years.

To every photographer who captured magic through the lens, every hair and makeup artist who transformed our shoots into art, every stylist who added their signature touch, and every writer who brought voice to our vision—thank you. You are the soul of this platform.

Over the years, we’ve been lucky to work with some extraordinary people. Many of our interns and writers have gone on to do brilliant things—Chrisanthi Kaliviotis, Emily Algar, Rikki Hodge-Smith, Madeleine Boyd, Tess de Vivie de Régie—I couldn’t be prouder. And to my current team—Jayde, Marv, Zoe, Kristina, and Camilla—thank you for your grace, grit, and brilliance. You are the beating heart of Beauticate.

This journey hasn’t been a solo mission—it’s been a shared labour of love, and I’m endlessly grateful to every person who’s left their fingerprints on this project.

What Comes Next?

This month marks 11 years of Beauticate.

To celebrate, we’ve created a series of short montage videos featuring some of our most memorable moments—and most iconic faces. Watching them back has made me emotional. Grateful. Energised.

Because the truth is: I didn’t know what I was building. I just knew it mattered. And it still does.

So thank you—whether you’ve been with us since the coconut oil tutorials or just discovered us through the podcast. Whether you’re here for the beauty tips, the emotional deep dives, or the dreamy interiors—we’re so glad you’re part of this.

And I’d love to know…