SALON INTERIOE PROFILE: QED SKINCARE

THE SENSORY EXPERIENCE

QED skincare founder Shoshana Eisner chats to Anita Quade about her apothecary inspired salon vibe.

Your brand QED was born out of a need to find a solution for sensitive skin, using clean science. Tell us about that?

“My grandmother migrated from Hungary and had always reinforced in me that a good quality skincare regimen was part of your daily routine, like brushing your teeth. And I had been a skincare junkie since my Dolly-reading teens, and would slap on every product I could get my hands on. Fast-forward to 2006 and motherhood.

As I have gotten older, my skin has become more and more sensitive. Being a Mum really hammered home that I need to protect our bodies and our environment. I am not against chemicals. I just think if there are great, natural ingredient alternatives, why wouldn’t we use them.”

You have a background as a pharmacist working in both New York and Sydney – did you find something missing in the market?

“Absolutely. When I returned to Sydney, I had the pleasure of working in a large, premium, service-oriented Pharmacy in Westfield, Bondi Junction. We had an extensive selection of skincare brands in store plus of course, between the DJs, Myer, Mecca and supermarkets, there was an endless array of skincare available for the customer in one building.”

We are so privileged that many of our customers have been with us for years. I think the relationship with your beauty therapist is more intense than with your hairdresser.

And yet, people were still not finding what they needed. Constantly, I would hear customers ask: “How is it possible with all the brands out there, that I can’t find skincare that works for me?” There were Luxury brands, there were sensitive skincare brands, there were natural brands but there weren’t brands that provided luxury skincare solutions for sensitive skin.”

How important was it to integrate your pharmacy background and make it a bespoke vibe into your salon?

“Leafy, quiet Bellevue Hill is mere minutes from well-known, hectic Bondi Junction. There is even a Heritage-listed National Park across the Road. We are close to the bustle but get to look at amazing nature. How good is that? Oh and except at school pickup time, there is lots of parking. This is really important for a Sydney-based salon.”

Would you look to expand into other areas nationally?

“We have all kinds of ideas for the future. Honestly, we won’t be opening other salons until the uncertainty of COVID is behind us at this stage as it is just too risky to open a new space.”

Your staff are highly trained how have you managed to educate and keep the staff throughout the time?

“I am extremely fussy about my staff. I will only hire Advanced Diploma Therapists who have had many years of experience. They need to have the maturity and confidence to read the client’s skin and body language. They also need to make educated decisions about treatment options as all of our treatments are customised to the clients individual needs. And then we have extensive training in the QED scientific principles before they are let loose on a paying customer. Extensive training is the best! I get to have lots of treatments.

I would also rather cancel an appointment than have one of my clients treated by therapist who is a cover. QED Customers know that when they commit their time and money to a QED treatment, they will get the customised, quality treatment they deserve.”

What is the ethos of the amazing beauty space?

“The ethos of the beauty space is that we provide luxurious, Europeanstyle, hands-on treatments employing Medical principles, all customised to the customer’s needs.”

I love it has almost an apothecary vibe - customers can choose their own scent to add to their formulations – how did you set up this concept?

“This concept developed as scent is very personal and extremely emotional. Once for my birthday, I was given a three-hour treatment at a high-end Melbourne salon. I was SO excited! Unfortunately, the entire 240 minutes of treatment was done using products with an overwhelming Lavender fragrance. Lavender is often in treatment products as a well-intended relaxant.

However, if you are like me and can’t stand Lavender, the 3 hour treatment became torture. This gave me the idea to custom scent all of our products and then in the salon, we custom-scent the treatments too. Kind of like adding a flavour syrup to your coffee at a cafe.”

What has the reaction been like from your loyal clients?

“They love it. Firstly, there is a little theatre in selecting their scents, which is just fun. Secondly, and most importantly, the emotional benefit of being surrounded in scents that you adore is massive. Our customers float out the door. We generally recommend they choose a few different scents to use over the course of a treatment. And thirdly, many people can’t tolerate scent and have been too scared to have treatments. This way, the customer drives the experience.”

What is your favourite element in your salon?

“The relationships with clients. We are so privileged that many of our customers have been with us for years. I think the relationship with your beauty therapist is more intense than with your hairdresser. Dimmed lights, closed eyes, disrobing and of course, the caring, confident touch of a good therapist make for an almost confessional atmosphere. Maybe that is why therapist is in the title of a beauty therapist.”

Anything you can share about your plans for this year?

“Watch this space …”