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FEATURE
STATE OF THE ART
PARISIAN BEAUTY By Louise May
Beautyologist is a state-of-the-art, St Kilda beauty salon, set in a luxurious environment that evokes the indulgence of a Parisian perfumery. This innovative business delivers a wide range of cutting-edge, advanced, and indulgent treatments so even the most demanding beauty aficionados are satisfied. More than just skincare, they also offer a retail experience, including their own range of products, so the clients can nurture and spoil themselves the way they deserve. Sia Psicharis
Owner and 2021 AHIA Business Director of the Year Sia Psicharis started her career studying fashion and visual merchandising at Melbourne College of Textiles before working for a few years in the fashion industry. It wasn’t until a trip to Hong Kong that she fell in love with beauty.
was hooked. I studied aromatherapy, makeup, massage, waxing and tinting. I began working in Melbourne. I always dreamt of owning my own space. I could imagine using my experience in visual merchandising to create a space that would leave clients feeling more nurtured and beautiful than when they arrived.
Beauty Biz Editor, Louise May, recently spoke with Sia, to find out more on her journey to date in the industry...
I took my first baby-steps toward this goal by renting a small room in a hairdressing salon. Then in 2007, Beautyologist was born. From humble beginnings, with a shoestring budget and a part-time staff member, we have grown to six full-time staff plus a highly skilled nurse who delivers injectables and an eyebrow tattoo specialist. Though I am salon director and spend much of my time working “on” the business rather than “in” the business, I still commit ten hours a week to working directly with clients. This not only keeps me hands on in the latest techniques, but it also lets me stay in touch with clients I have developed relationships with over many years. My job is to always listen, not just to my clients and suppliers, but also to my staff. Beautyologist is there to nurture and support people the way they need.
It was 9pm one night during my stay in Hong Kong… Said Sia, my fingers had indents from the pencils I had been sketching with for hours, my boss could see that I was in a bad way, so she booked a massage for me at the Blind Institute, in Kowloon. It was such a profound experience that it completely changed my life from that day. These women were magicians with the sense of sight shut down, the sense of touch became much sharper. I was immediately blown away with the connection and feeling of this treatment. That was 2001. The year I entered into the Natural Skincare College to be interviewed by Beverly Greenwood. From the first moment I
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Beauty Biz Year 15 Issue 2
How did your business come to be?
I knew I was a talented therapist however I lacked confidence to pursue this on my own. I spent years, reading, perfecting, saving, planning, and wanting however didn’t have the courage to leap… until one day. It was a mixture of being inspired by a mentor who believed in me, a sweet little push from my clients and family and then a huge leap of faith from my own soul… I guess I was just finally ready.
How do you juggle work and personal life balance?
It is always a tough one as work can change at any given time and you need to step in to support your team. I do the best I can and therefore I am organised and have a great routine which includes lots of rest, home cooking and barre.
Are there any must haves that you love to start your day with? Barre and a Flat White!
What are your top 3 tips for managing people?
Communication - Open, fast, and clear communication is paramount to any business
