Taneesa Williamson The range has been around for 15 years in the UK, and now the brand has a new exciting future on Australian shores.
Australian owner of Dreamweave & Co Anna Tinsley, who has worked in a varied range of fields from Psychology, to management and procurement, has now introduced into the Australian market a range of Cosmeceutical Lip and Lash products (including lip plumping serums, and tubing mascaras) that have become a staple item in thousands of UK and European households.
Anna, what led to your decision to bring Dreamweave & Co into Australia?
The products are innovative, at the forefront of cosmeceutical technology, and offer high quality formulations but at a price point that are achievable for most.
The brand has been around for 15 years in the UK, and I bought the company last year. I am originally from the UK but have lived in Shepparton, Victoria for the past 16 years, when I followed my now ex-husband around the world at the ripe old age of 23!
I always loved Dreamweave’s mascaras and they were just absolutely incredible when tested in the hot, humid Australian climate! However, I could never find a stockist here, and so a couple of years ago I contacted the owners in the UK to become a distributor for Australia. They gave me this position, however, the company management was in decline at the time and I had huge problems getting stock, marketing assets etc, and not surprisingly shortly after, we were told that the company was closing and that the brand was going into voluntary liquidation. At this point I knew that all the pain points that I had faced as a distributor could easily be rectified, and that the products were just too good to cease production.
So, I decided to buy the product formulations, assets, trademarks and customer database and I set up companies back in the UK and here in Australia. I knew with my 18 years of management, international logistics and sales and marketing skills that I could take on this brand and re-ignite it to what it previously was and make it even better on a global scale.
We have undertaken a re-branding and now offer much more support for our stockists and re-sellers but have still kept the original sought after product formulations the same.
My aim at present is to continue the brands growth in the UK and with our distributors in Europe, but to also promote our products fresh to the Australian market, as our premium tubing mascaras are perfect for our hot climate and also can be used to help lengthen, strengthen and nourish lashes during and after lash extension application, lash tints and lifts, and also for clients who have had chemotherapy treatments or suffering with hair loss. Also, our premium lip plumper offers a fantastic non-invasive alternative to injectable procedures, but also gives enhancement to treatments that help keep lips looking freshly plumped for longer. With its tri-peptide formulation and non-irritant based ingredients, the Powerhouse is the most advanced lip enhancing product on the market and is clinically proven to increase collagen in your lips by 20% after 30 days of consecutive use.
We spoke to Australia’s newest major stockist Cat Armstrong from Lush Skin & Laser (Shepparton) about their experience with taking on the range.
Why did you decide to stock the Dreamweave brand?
We decided to stock the Dreamweave brand primarily because we’d had many clients seeking a mascara that not only enhanced their lashes but also addressed common concerns such as irritation, flakiness, and smudging. The Dreamweave mascara products offered an impressive, clinically-proven solution that our clients were looking for.
How has the brand benefitted your clinic?
While working primarily on skin health, Dreamweave mascaras and lip plumper are great complementary products for our clients at LUSH Skin + Laser Clinic, particularly for those who also have concerns with sparse or damaged lashes or are seeking to improve lip plumpness and hydration. The brand’s presence has diversified our product offerings, enriching the overall client experience.
What has been the feedback from your customers?
The feedback from our clients has been overwhelmingly positive, with many being pleasantly surprised to have finally found a mascara that delivers on results. Many clients have gone on to purchase the products as gifts for friends; the ultimate indicator of a well-loved, well-performing product. We are very happy with our decision to stock Dreamweave at our clinic.
For more information, visit www.dreamweave.co
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