One of Australia's few Indigenous-owned cosmetic brands has officially launched their store on the prestigious Glenelg strip on Adelaide's coast.
Amplified Beauty Australia is on everyone's lips as their exclusive range of lipstick does more than tie in the perfect outfit.
The opening comes off the back of a whirlwind few weeks for young entrepreneur, CEO and founder Shahna Smith, as she leads her brand focusing on diversity, inclusivity and female empowerment, returning from a tour of the UK and attending the Forbes' Australia Women's Summit as a guest speaker.
Smith stood alongside other Indigenous business owners and entrepreneurs Florence Drummond (CEO of Indigenous Women in Mining and Resources Australia), Tanya Denning-Orman (Director of Indigenous Content for SBS) and Susan Moylan Coombs (Founder of The Gaimaragal Group) as they spoke about the challenges and the triumphs they have experienced as their time as women in business and the power of representation.
"We had some incredible speakers on our panel, The Power of Representation," Smith said.
"Overall, there were four very different points of view and experience that were provided to the audience. I can guarantee a large percentage of women in the audience walked away from our panel with a new level of understanding, compassion and how to be better leaders to women of colour."
The recent trip abroad was an eye opener for Smith as she attempted to navigate the billion dollar global cosmetic market, attracting some of the industry's biggest names and giving her an understanding of how Amplified Beauty can evolve in order to take on the international market.
"Celebrity make up artist, Sandra Cooke, graciously took me under her wing and introduced me to the right people. She showed me who the top department stores were from Selfridges to Harrods and together we tested AB products next to others," said Smith.
"She introduced me to was Elizabeth Whitson-Dew, beauty expert, publicist and contributing editor of VOGUE Arabia. Together we discussed the ideal team for Amplified Beauty should we launch in the UK, what is required from myself and overall feedback on the brand, product and our current marketing."
Smith's ambitions are high but her approach to business is also that of a community mindset, as the lead in her store she has opened her shelves to other Indigenous owned small businesses who are now stocking their product alongside each other and has now turned the prime located store into a one stop shop for all things Indigenous beauty.
"Accountability is the most important role for us all, whether we are company leaders or in entry-level roles, it's about our values and how they will show up in our day-to-day actions," said Smith.
"We should use them as a way to align us with the right people, the right businesses, and to make the right decisions."