2 minute read
Talking beauty
BEAUTY QUEENS UNITE
Martha Kalifatidis and Roj Torabi are two of Australia’s most dynamic faces on the beauty scene and now they’re joining forces
Martha Kalifatidis and Roj Torabi are influencers who hail from very different careers, but their shared obsession for all things beauty has led them to launch a new and exciting podcast together, Swipe Up. “It’s not your average podcast; it’s raw and reflective of who we are,” Roj says. “A lot of our inspiration comes from overseas talent like Alexandra Cooper of Call Her Daddy (podcast) fame. She built an empire from being really engaged with her audience and we want to bridge that gap in Australia.”
Martha says the duo is “really open about sharing all aspects of our lives”.
“Our listeners will have an insight into our relationships, families and everything else going on,” she says. “Even when we’re just chatting, our discussion is almost always beauty-related — from BBLs (Brazilian Butt Lifts) to mascaras — the works. Swipe Up will be driven by beauty because, at the end of the day, that’s who we are; that’s our identity.”
The co-hosts will feature regular segments on the podcast, such as the “What we love” partnership with Chemist Warehouse.
“Every Chemist Warehouse visit involves me leaving with at least two full shopping bags and I think a lot of our listeners can relate to that,” Roj says. “It was important for us to have a segment that celebrates hidden gems that are accessible.”
Early into their friendship, the pair realised they had similar entrepreneurial ideas and decided to work together. “One of these ideas went on to become Swipe Up and another was our exciting new hand care brand Fuuccii, which will be launching very soon,” Roj says.
Originally from New Zealand but now, like Martha, based in Sydney, Roj (@theroject on Instagram) is a lawyer by day and skinfluencer by night, her luminous skin earning her the nickname Windex.
“I wouldn’t say I had a rough skin journey, but I’ve had allergic skin reactions since I was eight that worsened in my teens and ultimately made me the skincare fanatic I am today,” Roj says.
“Social media helped open my eyes to the fact there were skincare-obsessed people just like me all over the world and I love having a platform to celebrate my passion.”
@MARTHAA _K
— Martha Kalifatidis
For Martha, her beauty journey started with her mum.
“Growing up, she was always very glam and instilled the value of grooming. By my teens, I was fascinated with skincare and would study the skin aisles at chemists and supermarkets. Then I got a job as a make-up artist and that was it for me. I was in my element and nothing else mattered except beauty.”
Martha is grateful for opportunities such as being a contestant on Channel 9 show Married at First Sight, which not only made her a household name but also introduced her to her partner, Michael Brunelli, with whom she recently became engaged.
With a wedding to plan, Martha takes an open-minded approach to what’s next.
“Obviously (babies and marriage) are the natural progression. Might get some jewellery; might have a baby; we’ll just have to see.”
@THE ROJECT
