10 Minutes With Elle Wilson 2023 ABIA Hall Of Fame Inductee

By Louise May

Elle Wilson is Co-Founder and CEO of TrueBrow™ and Elle Wilson Enterprises. Her journey in the beauty industry started some four decades ago but shifted towards female empowerment in 1997 when, in her early thirties she experienced a number of profound unexpected awakenings.

So, she embraced the challenge to pivot her career into empowering women dealing with issues of modern life. It proved to be a profoundly rewarding time of her life. Some four years later, Elle returned to the beauty industry where she created the TrueBrow™ System, a method rooted in the art of brow design and repair.

Over the past twelve years, Elle’s business strategy expanded globally, focusing on education and guidance for beauty professionals and entrepreneurs to help unlock their inner potential, for both their personal and business success.

Beauty Biz Editor Louise May recently chatted with Elle Wilson about being inducted to the Australian Beauty Industry Hall of Fame and her Industry journey.

What inspired you to pursue a career in the beauty industry?

I often joke about ‘divine intervention’ because surprisingly, I wasn’t initially drawn to beauty until an intuitive sister encouraged me to pursue a Beauty Diploma. My fulfilling connection with women has flourished ever since.

How does it feel to be inducted into the Australian Beauty Industry Hall of Fame?

Acknowledgement from my peers is incredibly uplifting as it symbolises broad recognition of the impact of my life’s work and has allowed me to reach into the lives of the women who have since approached me for mentoring or to specialise in TrueBrow™. I am so grateful.

What does this recognition mean to you personally and professionally?

Professionally, it acknowledges the impact of my core values of authenticity and integrity, from which I have never strayed. Personally, it represents a journey of internal awakenings and realisations that have shaped who I am today. We never really arrive. There is no destination. Life is about constant change and profound realisation. It’s a magical adventure when you understand it.

What challenges have you faced along the way? And how did you overcome them?

Most of my challenges were internal, for it’s been an ongoing journey of aligning my inner growth with my external vision. I’ve learned that desire and aspiration don’t automatically lead to manifestation. This misunderstanding often leads to great disappointment and frustration in the entrepreneurial world.

Another significant challenge was introducing the TrueBrow™ System to the beauty industry, for it was an innovative, if not disruptive concept and like all new ideas faced some skepticism and resistance.

It was not unlike the struggles of countless other pioneers in various fields of endeavor, whose groundbreaking ideas were initially met with doubt and disbelief.

However, armed with an unfaltering faith, after twelve years of consistent effort in showcasing transformative results, the TrueBrow™ System demonstrated what next-level brow skill can achieve and showed how taking the risk with non-essential, invasive brow treatments is mostly unnecessary.

Proof that when we truly believe in something that is pure and good, we must never exploit it. Staying true to the core is where the real success lies.

How have you seen the beauty industry evolve over the years?

We all experience information overload, which may cloud the beauty consumer’s perception of the value of skilled beauty professionals. Despite the presence of many dedicated experts, to maintain our vital role, the need for highly skilled and appropriately qualified professionals is now greater than ever. Our community must refocus on advancing our skills and on providing genuine client care.

What significant trends or changes have you witnessed during your career?

The world of beauty influencers, celebrities and bloggers who set trends, but often lack deep, foundational knowledge, is disruptive. So, today’s beauty pro must navigate a path where their genuine skills and results shine brighter than ever.

This calls for a return to core values as beauty experts, focusing on real skill development to effectively meet the true needs of their clients. It’s about standing out through authenticity and expertise, not just following trends set by others less qualified.

What are some of your proudest professional achievements in the beauty industry?

Seeing my domestic and international students flourish both professionally and personally is incredibly rewarding as is the positive feedback about the TrueBrow™ System from professionals and clients worldwide.

This is closely followed by my book ‘The Power Shift’, an Amazon bestseller, and of course, feedback from my mentoring programs which I find humbling.

Last but not least, my ABIA Educator of the Year Award in 2018 and induction into the ABIA Hall of Fame in 2023 have both been affirming milestones. They continually serve as reminders of the responsibility, if not privilege, we all must continue shaping the beauty industry.

Are there specific projects or initiatives that you feel particularly passionate about?

I’m equally passionate about preserving brow health and mentoring women in business. Helping women transform their lives and grow their businesses through immersive mentoring whether privately and/ or in a group setting is incredibly fulfilling.

How do you stay innovative and relevant in an ever-changing industry?

By continuous internal growth. I take full ownership of my life, my decisions, and do everything possible to avoid externalising life, blaming others, looking for justification or excuses. I own it all. I see life as an opportunity to continue opening my inner potential and embrace challenges as opportunities.

My innovation comes from my connection to my creative power. Everyone has the same opportunity… everyone!

Have you had mentors who influenced your career?

Throughout my career, my guidance has predominantly come from within. In my thirties, I discovered a deep, inner connection that has been a constant source of inspiration and direction for me. It’s an infinite intelligence that I believe is accessible to everyone.

This inner voice has been unfailingly reliable and a wellspring of insight. That said, I deeply respect the many remarkable individuals I’ve had the privilege to connect with over the years and appreciate their profound impact upon me.

How do you see your role in shaping the next generation of beauty professionals?

My role in guiding the future of beauty professionals’ centers on connecting with those seeking mentorship in both the realms of beauty and entrepreneurship. I am committed to discovering and nurturing talent ready for growth, be it in mastering brow services or experiencing personal awakenings that enable them to be more and do more.

My focus lies in resonating with, attracting, and supporting those who share my values and providing them with customised programs to fulfill their unique missions. I aim to cultivate a skilled and insightful community of empowered women, poised to invigorate the next generation with openness, vitality, and a celebration of all that is bright and beautiful.

What advice do you have for individuals aspiring to build a successful career in the beauty industry?

Seek your unique purpose then differentiate yourself in your location, be it as a standout team member or salon owner. Focus on embracing your skills and staying proficient. Never take what isn’t yours because you’re denying your own inner gifts. Never compromise your integrity and always be authentic and true to your purpose.

What do you see as the biggest challenges currently facing the beauty industry?

Our increasingly unregulated industry finds itself at a pivotal juncture where our actions could lead to an era of remarkable growth or, conversely, to a decline in standards. So, it’s critical to take charge by our continued pursuit of deeper learning whilst avoiding short term fixes.

Central to this is an inherent aversion to viewing clients as mere revenue sources. We must become dependable and trustworthy by reasserting our standing as true experts in beauty and focusing on providing real value. This will be key in shaping a positive future.

Looking back at your career, is there anything you would have done differently?

A deeper and earlier understanding of my drive and where it stemmed from, could have simplified, and enriched my journey.

I am moved to help others unpack this oftendevastating pattern that drives many female entrepreneurs. It takes a deep knowledge of how they can use their fire, without getting burned. We often damage ourselves whilst trying to uplift others.

Our industry is unique in this. We are such powerful women, and we must understand this drivenness to transcend it and thrive.

How do you balance staying true to your personal values while adapting to industry changes?

I am not first guided by my values. Firstly, I am guided by my heart and an inner voice that I treasure. This allows me to approach relationships and situations with an open mind, rather than first projecting my values upon them. My focus is on offering authentic solutions to women who are ready for an easy and tranquil success without the loss of what matters to them the most.

What is on the agenda for the year to come?

In 2024, our commitment extends beyond education as we focus our philanthropic efforts globally to provide life-altering opportunities for women in the developing world. All I can say is, watch this space!

In tandem, we are dedicated to making TrueBrow™ education accessible to all salon professionals working on brows and aspiring brow artists worldwide. By embracing inclusivity, this expansive directional shift introducing newly structured pricing and offerings makes our training readily accessible.

Finally, we’re excited about launching ‘Soul on Fire,’ a mentoring program for women tackling the challenges of entrepreneurship and seeking a deeper purpose. I stand prepared for women who are ready to impactfully shape the future of their own lives and those of future generations.

@ellewilsonofficial