Australian TV presenter Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul.
Speaking to Ny Breaking Australia, the Melbourne-based influencer shared the whirlwind journey behind her skincare line ST.SAJ, which has already sold out at Chemist Warehouse and Ultra Beauty stores in record time.
The mother of three, known for her relatable online persona and powerful content, launched her skincare brand earlier this year, focusing on hydration and skin barrier maintenance.
But success came fast and furious: Emmylou products flew off the shelves within 48 hours of release.
“I’m still just a single mom running around trying to get things done,” Emmylou laughs as she reflects on her brand’s meteoric rise.
“The launch of St.Saj was great, but it’s still a startup and I need to be able to meet demand.”
Although many know her from social media, Emmylou’s journey began in beauty therapy, a career she has pursued for over a decade.
Long before she became an online influencer, she was immersed in skin care, completing beauty school at the age of 18 by working part-time at a local fish and chip shop.
Australian TV host Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul
Speaking to Ny Breaking Australia, the Melbourne-based mum spoke about the journey behind her skincare line, ST.SAJ, which has already sold out in record time at Chemist Warehouse
“I feel like the public doesn’t really know that my first passion was actually skin care,” she explains.
“Now at ST.SAJ I have combined what I know about beauty therapy with what I have learned from women, namely the desire for salon-quality skin care at an affordable price that also looks and works good.”
ST.SAJ’s debut range is all about hydration, with its hero product, the Supreme Skin Kit, selling out in days.
But success came fast and furious: Emmylou products flew off the shelves within 48 hours of release. “I’m still just a single mom running around trying to get things done,” Emmylou laughs as she reflects on her brand’s meteoric rise. (Pictured with her three children: Sage, 13, Camellia, 12, and Vida, 9)
The feedback was nothing short of positive and Emmylou’s inbox was flooded with praise from satisfied customers.
“This morning I woke up to a sea of DMs saying, ‘Emmylou, my skin feels incredible, so hydrated!’ she shares, clearly excited. “It was so worth it because that’s exactly what we wanted to achieve.”
Although many know her from social media, Emmylou’s journey began in beauty therapy, a career she has pursued for over a decade
“I’ve launched seven products, which is huge, so now it’s about educating people about what pure beauty means and making sure we keep up with supply and demand,” she explained.
Behind the scenes, Emmylou juggles her fast-growing brand with the demands of motherhood.
Her three children – Sage, 13, Camellia, 12, and Vida, 9 – remain her top priority as she strives to balance work and family life.
“For me, the rest of 2024 is about focusing on my kids and making sure I maintain that balance,” she explains.
“I started with seven products, which is huge, so now it’s about educating people about what pure beauty means and making sure we keep up with supply and demand.”
Emmylou’s concept of ‘bright beauty’ is a striking aspect of ST.SAJ.
In contrast to the clean beauty trend, Emmylou emphasizes transparency about the ingredients in her products and their benefits.
“I wanted to create something that people can trust, and it’s about giving you damn good skin,” she says.
Despite the enormous success of her brand launch, Emmylou remains grounded, knowing that the real challenge lies ahead.
“We’ve only just started,” she says firmly. “I’m really proud of what we’ve created and can’t wait to see where this journey takes us.”
Emmylou’s concept of ‘bright beauty’ is a striking aspect of ST.SAJ. In contrast to the clean beauty trend, Emmylou emphasizes transparency about the ingredients in her products and their benefits
