Stephanie McLean From pioneering cosmedical skincare to creating industry-wide impact, Maria reflects on 40 years of beauty, bold decisions, and the power of backing science over trends.
Driven by a deep passion for professional beauty and a desire to create more transparency between skin professionals and their clients, Maria Enna-Cocciolone founded INSKIN COSMEDICS in 2007. After 40 years in the industry, she remains one of Australia’s most respected industry icons and the only one to have created three professional skincare brands from scratch. O COSMEDICS, GINGER&ME, and the recently launched INSKIN.CO.
But for Maria, it’s never just been about the brands, it’s about what they stand for.
“Every brand in our portfolio must make good business and good skin sense,” she says. “They need to support skin professionals and deliver real results to clients, while also giving businesses the tools to thrive.”
From Courtroom Dreams to Skin Science
With 40 years of experience behind her, Maria’s entry into the beauty industry wasn’t exactly planned, but it was undeniably meant to be.
“In many ways, beauty therapy chose me,” she says. “I went to a careers expo planning to study law or medicine and walked away enrolled in a Diploma of Health Science. The diversity of the course, from chemistry to psychology to skin and nutrition, lit something in me. Once I understood the science of skin and how we could change lives through it, I never looked back.”
That love for skin transformation ultimately led to the creation of O COSMEDICS, now celebrating its 15th year. It was a bold move that came with its own set of challenges, but also with powerful rewards.
“From day one, I knew O needed to be different. That’s why I coined the term ‘Cosmedics’, I didn’t want the brand pigeonholed into an outdated category. We were delivering active ingredients at functional doses, the kind that made real cellular changes.”
Early on, the range sparked reactions that initially surprised practitioners – redness, flaking and purging, but Maria quickly discovered it wasn’t irritation. It was activation. With education and support the brand flourished.
A Brand Built on Meaning
The “O” in O COSMEDICS represents more than just a name. It symbolises the ongoing cycle of skin health, longevity and the confidence that comes from feeling at home in your own skin.
“We’re not anti-aging,” Maria explains. “We’re about defying aging, supporting skin at every stage of life, and helping people feel good in their skin, no matter their age.”
That pro-aging philosophy is woven through everything she does. It’s also at the heart of her other brands, GINGER&ME, which focuses on mindful beauty and NEUROCOSMEDICS, and INSKIN.CO, her latest launch designed to make professional-strength skincare more attainable.
Her next mission? To take these brands global. “One country, one skin at a time,” she says with a smile.
Leading with Heart and Science
Maria’s role as founder and CEO of INSKIN COSMEDICS also sees her steering a passionate team of experts, many of whom have grown alongside her brand. It’s this culture of collaboration and loyalty that she’s most proud of, alongside her position on the Aesthetic Beauty Industry Council (ABIC), where she continues to shape the future of the profession.
“I’m proud of the culture we’ve built, one that embraces the strengths of being female. We lead with professionalism, but also with compassion, kindness, and empowerment. That’s how you build something that lasts.”
Advice for the Next Generation
To emerging professionals stepping into the aesthetic space, Maria offers this advice:
“Learn your skin science. This industry is noisy and filled with marketing hype. The only way to cut through is to know what’s real. Understand causes before symptoms, dig into the gut-skin connection, learn how hormones affect skin, and stay rooted in evidence-based practice.”
She also stresses the importance of in-clinic treatments paired with daily cosmedical homecare, customised solutions and long-term commitment to the patient journey.
“Listen. Ask questions. Follow up. Be more than a technician – be a skin mentor. Your clients are trusting you with their face, their confidence, their self-worth. That’s a responsibility and an honour we should never take lightly.”
As Maria continues to lead with unwavering passion, purposeful vision, and a commitment to innovation, her impact extends far beyond the products she creates. Her legacy lies in redefining standards, empowering professionals, and championing skin health with integrity. Through every brand, formula, and initiative, she is helping to shape a more informed, ethical, and results-driven future for the aesthetics industry, one skin at a time.
Find out more about Maria and INSKIN COSMEDICS at inskincosmedics.com.au
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