FRESH FACE SKIN

A Harmony of Effective Skincare and Holistic Wellness

By Louise May

Amelia Goff set out on her entrepreneurial journey nine years ago when she recognised a deep need for a skincare range that provided real results—Fresh Face Skin was born from this vision.

Having worked in the beauty and aesthetics industry for five years at the time, as a skin therapist and trainer, Amelia witnessed firsthand the need for a skincare range that followed through on its claims—delivering real skin results while being affordable and simple to use.

“I noticed clients were often overwhelmed when it came to where to start on their skincare journey and stressed about purchasing the recommended products for their skin concerns and the complicated skincare routine that followed,” Amelia says.

Having battled her own skin issues and the lack of confidence that comes with acne, Amelia relates not only to the power of consistent skincare but also to natural ingredients, often treating her skin as naturally and holistically as possible.

“In a world where toxins are almost impossible to avoid, I wanted to create a line that was truly good for the skin and the user’s health. No hidden synthetics or toxins that can accumulate in the body over time.

Using the power of plants and fruits at the correct strength can change the skin completely, and I wanted to harness the power of nature to create a range that fed the skin all the nutrition it needed to improve its functions while also nurturing the skin’s lipid barrier, allowing the skin to protect itself from its environment while maintaining optimal hydration,” Amelia reflects.

A standout feature of the skincare line is its use of L22, a patented blend of jojoba, macadamia, and olive oils, trialled and tested to replicate the lipid profile of a 22-year-old’s skin, helping to restore the skin’s natural barrier—improving skin sensitivity, redness, and moisture levels.

“We’re proud to have been the first skincare brand in Australia to use L22 in our products. It’s scientifically proven to help rebuild the skin’s lipid barrier, which is fundamental to achieving long-lasting skin results,” Amelia says.

The Transition from Skincare to Salon

Building on the success of her skincare range, Amelia Goff’s vision for Fresh Face Skin Salon began with a simple but transformative idea: to provide results-driven, scientifically backed skin treatments that were holistic in their approach, in a setting where clients could feel completely relaxed, heard, and empowered.

As a busy businesswoman, Amelia understands the demands of modern life and the need for spaces where individuals can nurture their well-being.

“When I started Fresh Face Skin Salon, my aim was to create a clinic that not only delivered outstanding skin results but also offered a retreat for self-care. I wanted to bridge the gap between effective skin treatments and holistic relaxation, which was in alignment with my skincare range,” Amelia explains.

“Our salon was a natural extension of what I was already doing with my skincare line. Customers were seeing incredible results from our products, and I wanted to give them something that would complement their skincare and support their skin health and function in the long term,” she explains.

A Philosophy Rooted in Education and Connection

Central to the Fresh Face Skin ethos is client education. Amelia’s approach goes beyond quick fixes and short-term results, focusing instead on providing clients with the knowledge to make informed decisions about their skin health.

“Education is empowerment. In a world where information is so easily accessible and often not accurate, I found that many clients felt lost when it came to truly understanding their skin, and I wanted to change that.”

“At Fresh Face Skin Salon, we aim to give our clients the clarity and tools they need to understand their skin, so they can make the right choices for their specific skin concerns and needs, while fitting in with their personal lifestyle and budget. This allows us to provide long-term skin change,” says Amelia.

But education is only part of the equation. Amelia’s approach to skin is deeply rooted in connection. For her, each client is not just a customer but a person with a unique story and skin journey.

“Creating a welcoming and inclusive environment was non-negotiable for me. I wanted Fresh Face Skin Salon to be a place where clients feel safe and truly heard. Skin health is so personal, and that connection is key to providing a meaningful experience and building trust in us as their skin professionals,” Amelia reflects.

Leadership and Team Building

As Fresh Face Skin has grown, so has Amelia’s role as a leader. Building and nurturing her team has become one of her top priorities, a journey that has been guided by mentors like Gry Tomte and Elle Wilson, who have helped her cultivate her leadership style and the impact she has on her team.

“Leadership is something I had to learn as the business grew. I’ve been fortunate to have amazing mentors who’ve helped me develop my skills, not just in business but also in creating a positive, balanced work environment for all,” Amelia shares.

Amelia places great emphasis on fostering communication within her team, with regular one-on-one meetings to ensure each member feels supported, motivated, and heard.

“Knowing my team on an individual level is crucial. We hold weekly one-on-one meetings to talk about their reflections—their challenges, their achievements, and how we can grow together as a team and individually within our roles,” she notes.

In addition to these personal touchpoints, the Fresh Face Skin team holds six weekly team meetings, Saturday morning huddles, and annual team-building days—ensuring that the entire team remains aligned with the salon’s values, purpose, and vision.

“It’s about building a culture where everyone feels connected and valued. Our team days are a chance to reflect on what we’ve achieved and plan collaboratively for the future. I want everyone to feel invested in the direction we’re heading,” Amelia emphasises.

Empowerment as a Core Value

At its core, Fresh Face Skin is about empowerment—not just for its clients but also for the women who make up the team. Amelia believes that through ongoing education, effective treatments, goal setting, and a supportive work environment, Fresh Face Skin can help women feel confident, both inside and out.

“For me, empowerment is the heart of everything we do—whether it’s helping clients achieve their best skin or supporting my team in their professional and personal growth. When women feel empowered in their skin, and in themselves, they truly thrive. It’s magic seeing the growth that comes from empowerment,” Amelia states.

As the Fresh Face Skin brand continues to evolve, Amelia remains steadfast in her mission to provide a space where clients can not only enhance their skin health but also find a sense of self-love, balance, and empowerment in their lives.

“Fresh Face Skin will always be about more than just skin—it’s about creating a space and range where we as humans can feel confident, nurtured and in control of our well-being,” Amelia explains.

“In a fast-paced world, self-care rituals allow us to slow down and find peace. As I always say, ‘Never doubt that a small group of caring people can change the world; indeed, it’s the only thing that ever has.’ I hope our customers at Fresh Face Skin feel this care every time they interact with us,” Amelia concludes.

@freshfaceskin