Shahna Smith isn’t just blending foundations. She’s blending Indegenous culture, empowerment, and resilience into Australia’s beauty industry. And, as the Ngarrindjeri-born founder of Amplified Beauty, the first Aboriginal-owned cosmetic brand Down Under, she’s not just making makeup; she’s making history. With a deep-rooted passion for creativity and an unwavering commitment to female empowerment, Shahna is proving that beauty is more than skin deep – it’s a movement.
Culture, creativity and confidence
For Shahna, beauty has always been about more than aesthetics. Growing up, she was drawn to colours, textures, and the artistry of makeup. But as she stepped into her twenties, her understanding of beauty evolved. “I noticed the deeper layer to beauty and how important it is to feel beauty from within,” she shares. “As an artist, you constantly make people feel great. And, this reflects strongly with our Female Empowerment pillar within Amplified Beauty.”
The brand itself carries a deeply personal significance, named by Shahna’s mother before her passing. “My mother had named the brand prior to passing away when I was 16 years old. With the key goal to have an empire one day, I had no idea where to start. But, this certainly provided me the drive that I needed,” she says. Determined to honour her mother’s vision, Shahna became a makeup artist, learning the intricacies of the industry firsthand before setting out to build a brand that would be more than just another name on the shelf.
“Amplified Beauty is proud to break barriers and redefine expectations as a high-end, luxury brand. We’re showing the world the incredible potential and creativity of Aboriginal-owned businesses,” says Shahna.
Breaking barriers – Beyond lip service
Starting a business is never easy, and Shahna faced her fair share of hurdles – securing funding, navigating the complexities of the industry, and, at times, placing her trust in the wrong people. But instead of letting these setbacks define her, she used them to sharpen her skills and fuel her ambition. “We have faced many challenges from start-up funding, and trusting the wrong people. But for me, I truly believe they are the moments that shape you into a good businesswoman,” she explains. “If we didn’t face any challenges, I simply would not have obtained any growth personally or professionally.”
The brand’s debut product line was a carefully curated selection of eight liquid-to-matte lipsticks. Shahna’s strategy was simple but genius. Start with a product that’s fun, exciting, and universally appealing before tackling more personal beauty staples like foundation. “We began with eight shades in a liquid-to-matte lipsticks which were highly intentional from an artistry point of view as there really is no risk to a consumer in trying a new lipstick brand,” she explains. The lipsticks, designed with a unique applicator for effortless precision, aren’t just for lips; they double as blush and eyeshadow. And their formula? Lightweight, long-lasting, and non-drying – because beauty should never come at the expense of comfort.
Riding on the success of the lipsticks, Amplified Beauty recently launched its Smooth Operator tinted lip balms, infused with hyaluronic acid, shea butter, and vitamin E. “This combination I found creates a balm that feels like a moisturiser, rather than an ointment,” Shahna shares. With shades like Velvet Crush selling out in just a week, it’s clear that she has struck a chord with beauty lovers looking for luxury with heart.
Using makeup as a mission for change
Amplified Beauty isn’t just about selling products; it’s about reshaping the industry. Shahna’s commitment to Indigenous representation extends far beyond the beauty counter. She frequently speaks at schools and beauty academies, inspiring young women – particularly Indigenous youth – to pursue their passions, build resilience, and break generational cycles. “Ensuring we have a strong colour palette that caters for all skin tones is a priority”, she says. “Diversity is one of our main core pillars as a business.”
As the brand continues to grow, Shahna is focused on incorporating native Australian ingredients into her formulations, blending tradition with innovation. “Now that we have built a solid foundation as a company, we are looking at bringing native ingredients within formulations of new products,” she reveals. With plans to expand into premium luxury cosmetics, she’s proving that Aboriginal-owned businesses belong at the forefront of the beauty industry. Not just as a token gesture of diversity but as leaders redefining the landscape.
Amplifying beauty and Indigenous voice
Amplified Beauty is more than just Australia’s first Indigenous-owned colour cosmetics brand – it’s a symbol of change, representation, and empowerment. Shahna hopes her journey paves the way for more Aboriginal-owned beauty brands to step into the spotlight. And with each product she creates, she’s not just amplifying beauty; she’s amplifying voices, stories, and possibilities.
“Ultimately, I hope to see more Aboriginal owned colour cosmetic brands join the space!” says Shahna.
