Australian TV presenter Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul.
Speaking to Daily Mail 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 personality and empowering content, launched her skincare brand earlier this year, focusing on hydration and skin barrier maintenance.
But success has come fast and furious, with Emmylou products flying off the shelves within 48 hours of launch.
“I’m still a single mom running around trying to get things done,” Emmylou laughs as she reflects on the rapid rise of her brand.
“The launch of St.Saj has been incredible, but it is still very much a startup and I have to keep up with the demand.”
While many know her through social media, Emmylou’s journey began in beauty therapy, a career she pursued for over a decade.
Long before becoming an online influencer, she was immersed in skincare and attended beauty school aged just 18 working part-time in a local fish and chip shop.
Australian TV presenter Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul.
Speaking to Daily Mail Australia, the Melbourne mum opened up about the journey behind her skincare line, ST.SAJ, which has already sold out at Chemist Warehouse in record time.
“I feel like the public doesn’t really know that my first passion was skincare,” she explains.
“Now, with ST.SAJ, I have combined what I know about beauty therapy with what I have learned from women, which is the desire for salon-quality skin care at an affordable price that also looks good and works “.
ST.SAJ’s debut range focuses on hydration and the flagship product, the Supreme Skin Kit, sold out within days.
But success has come fast and furious, with Emmylou products flying off the shelves within 48 hours of launch. “I’m still a single mom running around trying to get things done,” Emmylou laughs as she reflects on the rapid rise of her brand. (Pictured with her three children: Sage, 13, Camellia, 12, and Vida, 9)
The feedback has been enthusiastic, and Emmylou’s inbox has been flooded with praise from satisfied customers.
‘This morning I woke up to a sea of DMs saying, ‘Emmylou, my skin feels amazing, so hydrated!’ she shares, clearly excited. “It’s been very rewarding because that’s exactly what we aimed to achieve.”
While many know her through social media, Emmylou’s journey began in beauty therapy, a career she pursued for over a decade.
“I launched it with seven products, which is huge, so now it’s about educating people about what clear beauty means and making sure we can keep up with supply and demand,” she explained.
Behind the scenes, Emmylou juggles her rapidly growing brand and 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 keep that balance,” he explains.
“I launched it with seven products, which is huge, so now it’s about educating people about what clear beauty means and making sure we can keep up with supply and demand.”
Emmylou’s “clear beauty” concept is a highlight of ST.SAJ.
Unlike the clean beauty trend, Emmylou emphasizes transparency about her products’ ingredients and their benefits.
“I wanted to create something that people could trust, and it’s about giving you really good skin,” he says.
Despite the enormous success of her brand launch, Emmylou remains steadfast, knowing that the real challenge lies ahead.
“We’re just getting started,” he says determinedly. “I’m so proud of what we’ve created and can’t wait to see where this journey takes us.”
Emmylou’s “clear beauty” concept is a highlight of ST.SAJ. Unlike the clean beauty trend, Emmylou emphasizes transparency about her products’ ingredients and their benefits.