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Brooke Vulinovich joined me back in the Beauty Industry Leaders Podcast studio and this conversation felt extra special. Brooke has been a mentor and supporter through some of the most challenging seasons in my business, including a time when I was navigating near-bankruptcy, so it was incredible to sit down and reflect on how far things have come.

We kicked things off with a rapid-fire Q&A where Brooke shared some personal insights, from her favourite travel destinations to her biggest social media pet peeves and the reality behind so-called “overnight success.”

We also spoke about the discipline and consistency required to build a personal brand that actually lasts. Brooke shared how she’s navigated life as a business owner and mum, the lessons she’s learned through years of building her brand, and how she reinvented her business after Social Club through consulting and her Followers to Fortunes Academy.

In this episode:

✨ Why building a personal brand is one of the most valuable long-term assets you can have
✨ Brooke’s biggest social media pet peeves and the truth about “overnight success”
✨ The balance between personal content and client-focused content
✨ Different ways to monetise your personal brand
✨ Why discipline and long-term thinking matter in business

Connect with Brooke

Instagram:  https://www.instagram.com/brookevulinovich/

Website: https://www.brookevulinovich.com/

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

After returning from our Beauty Industry Leaders retreat in Vietnam, I found myself reflecting on something I know so many women in business quietly carry: self-doubt.

Even after receiving incredible feedback and seeing the impact the retreat had, I caught myself questioning whether I deserved to be in the room. That experience reminded me that imposter syndrome doesn’t disappear as you grow, in many cases, it actually gets louder the higher you level up.

In this episode, I unpack what imposter syndrome really is, why it’s actually a cognitive distortion rather than a truth, and the hidden ways it taxes your business growth.

I also share how it commonly shows up for women in business - from underpricing and overdelivering to delaying opportunities, shrinking in high-level rooms, overworking to prove ourselves, and downplaying our authority.

In this episode:

✨ What imposter syndrome actually is and why it intensifies as you grow
✨ The five common types of imposter syndrome described by Valerie Young
✨ How self-doubt quietly limits revenue, visibility, and leadership
✨ Why imposter feelings are often a sign of expansion, not inadequacy
✨ Practical strategies to move through doubt and lead with confidence

If you’ve ever questioned whether you’re truly qualified to be where you are, this episode will help you reframe those feelings and take action anyway.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

I’m recording the very first episode inside our new Beauty Industry Leaders Podcast studio, and I’m joined by husband-and-wife founders Kiri and Wesley of AMPERNA® - the topical postbiotic, microbiome-friendly skincare brand created for sensitive and reactive skin.

Kiri shares the deeply personal journey that led to building the brand, from pustular acne and rosacea to topical steroid withdrawal and the grief of losing her father. Wesley explains how his background in operational systems became the backbone of turning a personal solution into a globally recognised business. Together, we unpack what it really takes to bootstrap a skincare company in a competitive market.

This is an honest conversation about resilience, cashflow pressure, manufacturing stress, and choosing integrity over trend-chasing.

In this episode:

✨ How AMPERNA® was born from chronic skin struggles and personal loss
✨ The realities of bootstrapping: cashflow strain, product delays and contract lessons
✨ Navigating high-stakes manufacturing runs without external funding
✨ Founder-led marketing strategies: UGC, SEO, Meta ads and PR trade-offs
✨ Building genuine community - including gifting products to a young steroid withdrawal sufferer
✨ International expansion plans (US, UK, Japan), 3PL logistics and compliance risks

If you’re serious about building a product-based brand, this episode gives you a clear look at what sustainable growth actually demands - operational discipline, emotional resilience, and long-term thinking.

Connect with Kiri & Amperna

https://www.instagram.com/kiriyanchenko 

https://www.instagram.com/ampernaskin

https://amperna.com

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

I’m breaking down what actually makes a business sustainable long term and why popularity or fast growth isn’t enough.

Drawing from my experience across multiple family ventures, from bowling alleys and arcades to festivals and Wild West Bowling - alongside my own journey in the beauty industry, I share the three important traits I believe every sustainable business must have.

In this episode:

✨ Why repeat customers matter more than reach
✨ The difference between revenue and profit
✨ How to build scalable income streams
✨ Why trends won’t protect your business
✨ The fundamentals that create longevity

If you’re serious about building something sustainable, this episode will help you assess whether your model is designed to last - or just to grow fast.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

In today’s episode, I’m sharing a personal reflection on how the rooms you sit in shape the life and business you build.

At 19, during Miss Universe, I was navigating a cancelled university degree, a scoliosis diagnosis, and the physical strain of running a lash business that was hurting my body. Through a pageant sponsor, I stepped into a contractor role applying protective film to luxury watches, which allowed me to earn more, work fewer hours, and ultimately get into rooms with high-net-worth individuals and elite collectors. From handling watches worth tens of thousands to a $6.5M Tiffany & Co x Nautilus collaboration piece, my proximity completely shifted my perspective.

In those rooms, I didn’t pitch - I listened. I asked better questions. I stayed curious. One of my favourites: “What advice would you give your 20-year-old self?” I saw firsthand how powerful value exchange, referrals, and real conversations are in business and car communities, and I also share my honest experience with networking dynamics — both the toxic and the transformative.

Let's talk about what it actually takes to expand your network: leaving your comfort zone, doing your research, approaching with respect instead of entitlement, and intentionally putting yourself in higher-level spaces.

In this episode:

✨ How proximity changes perspective
✨ What high-level rooms really look like
✨ The power of asking better questions
✨ Why entitlement blocks opportunity
✨ How to intentionally upgrade your circle

If you’re feeling stuck in the same environment, this episode will challenge you to evaluate your current circles, define the rooms you want to be in 12 months from now, and start moving - because opportunities tend to show up when you do.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

In today’s episode, I’m sharing a behind-the-scenes look at a hectic week while preparing for our upcoming Beauty Industry Leaders retreat, and using it to highlight the biggest mistake most business owners make when they want to scale.

I talk through everything from last-minute travel prep and investing in new videography equipment, to onboarding calls, creative marketing inspired by Love Island, and designing a seamless attendee experience. I also open up about an unexpected health scare after inhaling toxic plastic fumes, and the lessons it taught me about capacity, recovery, and managing momentum during busy seasons.

From there, we dive into business growth and scaling. I break down why adding more services or offers is rarely the answer, and why optimizing your existing systems, client experience, and key metrics is essential before you grow.

In this episode, I’m covering:
✨ Retreat prep and behind-the-scenes execution
✨ Creative marketing and experience-led strategy
✨ Managing health and capacity in business
✨ The biggest scaling mistake business owners make
✨ How to optimize your business before expanding

If you’re feeling stretched, stuck, or thinking about scaling, this episode will help you refocus on what actually drives sustainable growth.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

Today I’m sharing some honest reflections - the kind of things I’d tell you if we were sitting down together over a coffee.

I start with a personal update on what’s been happening behind the scenes lately, from juggling projects and staying consistent with updates, to the progress of building out a new podcast studio. I also share where things are at with preparations for the upcoming Beauty Industry Leaders retreat in Vietnam and what’s been going into making that experience meaningful and aligned.

From there, we move on to business, leadership, and growth. Let's talk about why staying anchored to your mission and values matters more than ever, especially when external pressures and unrealistic expectations start to creep in. We explore why so many business owners focus on surface-level fixes, instead of addressing the foundational systems, processes, and mindset shifts that actually create sustainable results.

In this episode, I’m covering:
✨ Life and business updates, including the podcast studio and Vietnam retreat
✨ Why mission and authenticity matter more than chasing trends
✨ The danger of unrealistic expectations in business
✨ Systems, processes, and fixing the foundations first
✨ Leadership, resilience, and growth under pressure

If you’re in a season where business feels heavy, growth feels messy, or you’re craving more clarity and alignment, this episode is an honest, grounded conversation to help you reset your focus and move forward with intention.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

Today I’m talking about how to start investing, even if you don’t have lots of money.

I’m sharing a few reflections from my stay at the 1 Hotel in Melbourne, and what stood out to me about their customer experience and sustainable approach. I also give you an update on the Beauty Industry Leaders Business Retreat in Vietnam, including some of the incredible attendees and guest speakers who’ll be joining us.

Then I take you through my own investment journey and what I’ve learned about building real financial literacy as a business owner. I break down different ways to invest - like property, ETFs, and commodities (especially silver) - and why I believe it’s so important to make intentional decisions with your profits so you can create long-term wealth and feel more protected in uncertain times.

In this episode, I’m covering:
✨ What beauty businesses can learn from premium customer experience
✨ Vietnam retreat updates + what to expect
✨ How I think about investing when you’re starting small
✨ Property vs ETFs vs commodities (and why silver interests me)
✨ Why investing in your skills, branding, marketing, sales, and finances comes first
✨ How to use profit strategically to build wealth over time

If investing has felt overwhelming or “not for you,” this episode will help you simplify it, do your own research, and start taking action - one step at a time.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

Today we’re wrapping up the Marketing Series with Part 6 - and this episode brings everything together. I’m breaking down how to structure any piece of content so it not only lands with your audience, but actually drives action and conversion.

I also reflect on the lingering challenges coming out of 2025, the delayed setup of my podcast studio, and the wider sense of uncertainty I’ve been hearing in conversations across the beauty industry. Using the transition from the Year of the Snake to the Year of the Horse as a backdrop, I talk about the importance of reflection, clarity, and intentional momentum in both business and marketing.

In this episode, I’m covering:
✨ The behind-the-scenes realities of business delays and navigating uncertainty in the industry
✨ Why reflection is a critical part of growth before pushing forward
✨ How the Hook, Relevance, Value, and Call to Action framework works
✨ How this structure aligns with the psychology of decision-making
✨ Real-world examples of how to apply the framework across different beauty businesses
✨ Why intentional structure is the key to higher-impact, higher-converting content

This episode is all about clarity and execution. When you understand how to structure your content - and why each part matters, creating content becomes simpler, more confident, and far more effective at converting the right audience.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/

Send us Fan Mail

Today we dive into Part 5 of the Marketing Series - and this is an important one. I’m breaking down why relying on a single post will never convert your audience, no matter how good it is, and how using multiple content formats strategically is what actually drives results. Different formats exist for different reasons, and understanding how they work together is key to moving your audience from awareness to action.

In this episode, I’m covering:
✨ Why having a dedicated studio space can elevate your professionalism and consistency
✨ The realities of building behind the scenes - timelines, logistics, and problem-solving
✨ Why one post alone won’t convert (and why that’s not a failure)
✨ How different content formats - reels, carousels, stories, emails, and DMs - each support a different stage of the buyer’s journey
✨ The role of content in building trust before asking for a sale
✨ How to combine multiple formats into intentional campaigns that increase engagement and conversions

This episode is all about shifting your mindset around content. When you stop expecting one piece of content to do all the work - and start using formats intentionally - your marketing becomes more sustainable, more effective, and far less frustrating.

Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services

Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/

If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/