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TAKE 10% OFF AT THE CHECKOUT ''USING CODE ABEAUTY10'' 

WHERE
ART
MEETS
BEAUTY

Artistry grown. Australian Made. Indigenous Owned.

Best Sellers

10% OFF PURCHASES FROM THE TRACEY ARE PROVIDED TO YOUTH OFF THE STREETS CHARITY

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BLUSH
EYESHADOW
LIPSTICK
EYELINER

One formula created to suit all.

OUR STORY

Shahna Smith’s journey to founding Amplified Beauty Australia is an inspiring tale of resilience and dedication. Growing up in the small town of Broken Hill, she faced early challenges when she lost her mother to bowel cancer at the age of 16. In her mother’s memory, she named her future brand and registered the business name back in 2014.

Determined to follow her passion for makeup artistry, Shahna worked tirelessly, holding down four jobs to make her dreams a reality. She eventually moved to Melbourne, where she pursued a Diploma in Makeup Artistry. After graduating, she honed her skills and knowledge by working for Sephora for two years, gaining invaluable industry experience.

Shahna’s journey took her to South Australia, where she established SSMITH ARTISTRY.

 

Here, she meticulously collected data on what was missing in the beauty industry and what women truly desired. Along the way, life threw challenges her way, including a relationship breakdown that led to a period of couch surfing. During this difficult time, she channeled her determination into crafting a comprehensive 5-year business plan.

Years of hard work, determination, and persistence eventually paid off when Shahna secured funding and finally launched Amplified Beauty Australia in 2022.

 

Notably, Amplified Beauty Australia is one of the first indigenous-owned cosmetic brands in the world. Her brand quickly gained recognition, being featured in prominent publications such as Forbes, Gritty Pretty Magazine, Retail Beauty, and Mama Mia podcast, among others.

Beyond building a successful business, Shahna’s values centre around female empowerment. She uses her personal story as a platform to inspire and uplift other women. Notably, she honours her late mother with a shade named “The Tracey,” in her favourite colour. Shahna donates 10% of the proceeds from this shade to the Youth Off The Streets charity, exemplifying her commitment to giving back to the community and making a positive impact.

Shahna Smith’s journey is a testament to the power of perseverance, resilience, and using one’s experiences to create positive change, both in the beauty industry and in the lives of others. Her role as one of the first indigenous-owned cosmetic brands in the world makes her story even more remarkable, breaking new ground and inspiring future generations.

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