Meet the 2024 Beauty Squad Amy Williams

Amy Anderson’s journey into the beauty industry began at just 15 years old, working at Priceline after school and on weekends. Over the next eight years, she worked her way up to a beauty advisor role, where she discovered a passion for skincare, makeup, and helping customers find the right routines.

Despite initially enrolling in a business degree in marketing, she realised six months before graduating that it wasn’t the right path for her. Instead, she took a leap of faith and enrolled in a Diploma of Beauty Therapy, determined to pursue a career in aesthetics.

From day one of her diploma, Amy had a clear vision—she wanted to become a cosmetic injector. Though she was told that nursing was the required path, she didn’t let that deter her. The diploma became the foundation for all the additional training she would go on to undertake. Gaining experience in high-end clinics, managing multiple businesses, and even preparing for a move to the UK to work with beauty students, Amy’s plans took an unexpected turn when the COVID-19 pandemic halted her overseas move.

After five years of managing and working in clinics, she decided to return to study and enrolled in a Bachelor of Nursing, fully committed to her goal of becoming an injector. While balancing university, placement, and work, she began offering treatments from her small apartment living room to friends and family. As demand grew, she moved her setup to her parents’ home, where they fully supported her dream.

By the time she finished her degree, Amy had built a thriving clientele and was at a crossroads. With new TGA regulations looming and overhead costs ahead, she took a chance and rented a space in a local salon. In July 2023, she rebranded to Aeon Aesthetics, with the vision of growing beyond a solo business. In just over a year, she has expanded to a team of four, opened additional treatment rooms, become a qualified cosmetic nurse injector, gotten married, bought a house, and signed a lease for her very own clinic, which at this very moment is under construction!

Mocha Beauty Editor Louise May chats with Amy about her journey in the industry, the excitement of being a Beauty Squad Winner, and what the future holds.

What made you want to be a Beauty Therapist?

Working at Priceline as a beauty advisor, I loved talking to clients about their skin and having them ask me about which products to use. It sparked a passion for helping others but also wanting to understand the function of our skin and know the how and why.

What kind of treatment is your favourite and why?

Can I say all of them? For skin, it would be our Pro-Microneedling! I am obsessed with how it can treat and repair so many skin concerns when the skin is prepped properly. I do my own at least every 6-8 weeks. Although I’m also impartial to the ‘high maintenance to be low maintenance’ with getting my lashes done and brows regularly dyed.

How do you manage life and work balance?

This was a real struggle for me in 2024, so in 2025 I’ve set stronger boundaries for myself to ensure I don’t burn out. I now have a work number, I keep my Instagram notifications switched off, even if I don’t have holidays booked, I work eight weeks on, one week off, and I’ve cut back my client hours to 3.5 days, with one full day on admin and half a day training and touching base with my team. It’s been difficult to manage the balance whilst the business has been in such a growth period, but I’m setting those firmer boundaries heading into 2025, and I’m already feeling better about it. Then, on my weekends I can enjoy my time with family and friends, guilt free!

Who inspires you in the beauty industry and why?

Before owning my own clinic, I was very sheltered from the beauty industry, but since being more exposed I can honestly say almost all the people I meet inspire me. I have loved meeting people who have paved the way forward in our industry and created huge waves to influence the way our industry is perceived and growing. I remember in my early Diploma hearing ‘this is only the foundation for what is out there.’ I will never forget that because this industry is so vast and get also such a close group of passionate and inspiring people. I’ve been a beauty therapist for 10 years, and I honestly feel like I’m just dipping my toes into this industry.

If you could spend a day with anyone from a business or lifestyle mentorship perspective, who would it be and why?

I would love to be mentored by Tamara Reid, she’s already done so much in her career and is still creating waves and changes for how we view our industry. She’d be a fantastic mentor for unlocking possibilities.

How important is training and education for you?

Training and education are paramount to me, but also my team. Clients come to us as the experts, so it’s important to stay up to date with protocols, available data and clinicals. I think since becoming a nurse this has levelled up my drive to use evidence-based practices for my clients.

Can you tell us a little about what you are most looking forward to being a member of the Beauty Squad team?

Networking! Working elsewhere I felt sheltered from what this expanse of industry had to offer. Now I’ve been dipping my toes in, I am excited to make connections with like-minded individuals including my housemates, business owners and professionals.

Where do you see yourself in 10 years’ time?

I’ve always wanted to go down education, I love empowering others to feel confident in themselves as therapists, but also as people. Knowledge is power and I don’t believe in gatekeeping industry secrets. I’d love to be still working 1-2 days on the floor with clients, as this fills my cup, but managing a successful, empowered team, whilst working with others in the industry to educate other therapists and bring the best for clients.

Fun Snapshot

Fave Place to Holiday: Beach every time! Something about being near the water is relaxing. Early morning walks, beach swimming and a good book. The perfect combo.

Fave Drink: almond iced latte! A must have for the long clinic hours

Fave type of Music/song: Am I too cliché if I say Taylor Swift? It’s all the clinic would play if I wasn’t worried it would scare clients off

If you weren’t a Beauty Therapist, you would be... in marketing, or probably a skincare rep.

@aeonaesthetics.au