I Am My Business’s Competitive Edge: Isabella Loneragan
Internationally accredited and multi-award-winning with almost two decades of experience in dermatology, plastic surgery and cosmeceutical formulating, Isabella is the creator of the Ragan Skin product line, and currently operates private clinic, Isabella Loneragan Skin.
Australia’s first Buccal and Sculptural Lifting specialist, Isabella is notably renowned for her offering of bespoke intuitive facial treatments.
She’s also a practicing facial educator and corporate speaker on business expansion, skincare formulations and skin education.
A regular media commentator and mother to two young children, Isabella is a true titan of her field and a champion of female leadership and business savviness.
Can you tell our readers about your background?
I am a skin and dermal therapist with almost two decades of experience in dermatology and cosmeceuticals.
Skincare is my calling and since day dot, I have been dedicated to espousing a holistic approach to skincare.
In terms of formal qualifications, I hold a Bachelor of Behavioural Health Science & Psychology, with a Diploma in Beauty Therapy & Dermal Science. This study has instilled in me a deep understanding of the inner / mental / skin health connection (psychodermatology) – which continues to fascinate me and drive career choices.
I have successfully run and sold two skincare clinics before launching my third – Isabella Loneragan Skin, which officially opened in mid-2022, shortly before I launched my Ragan Skin product line.
Additionally, I am a media commentator, a practicing facial educator and corporate speaker on business expansion, skincare formulations and skin education.
What inspired you to start your business?
Coupled with my inborn love of all things skin, my sister inspired me to think and do as an entrepreneur.
Growing up, I watched my sister build her business. She was the first and still is the most inspiring entrepreneur I have known. She ran a massage therapy business and I was enamoured by her and her work ethic.
Then, it was those in the industry that I worked for and respect prior to starting my own business who inspired me too. However, while working for other businesses, it dawned on me that if I wanted to make a difference in my life AND in the lives of others, especially in the skincare industry, I’d need to work for myself and be brave enough to really use my innate entrepreneurial skills.
Last but not least is my clients. Although it may seem cliché, it’s absolutely true in my case that my clients are crucial to my inspiration as an entrepreneur.
Where is your business based?
Isabella Loneragan Skin is based at beautiful Bowral in the Southern Highlands of New South Wales. Additionally, I recently opened a second clinic in Sydney’s St Leonards by popular demand.
How did you start your business? What were the first steps you took?
Before launching Isabella Loneragan Skin, I made it my mission to focus on holistic health and wellbeing as integral to premium facial massage. I do have experience in the field so it was really just a case of finding the right premises nearby my home and undergoing all the usual steps of business creation like registration, logo creation and the like.
Upskilling via gurus of my industry was among one of the first steps I took to start my business with a competitive edge.
Today, my business is a family owned and run by myself and my husband full time. My customer base is mainly women who - like me - prioritise their skin health, through high quality skincare touch therapies like intuitive facial treatments.
My Ragan Skin product line was born from my frustration with other product lines on the market. I created Ragan Skin because I became fed-up with products that perpetuate a dependency loop fuelled by a profit-driven motive.
What has been the most effective way of raising awareness for your business?
Of course, social media has massive influence in the skincare industry today so I’m highly active via my social media platforms.
I also engage heavily in PR and regularly contribute expert commentary to various media outlets consumed by my customer base, including serving as Resident Skin & Beauty Expert on Ch7 Sunrise. Building my personal profile as an avid champion of positive skincare practices has really helped to raise awareness of my businesses.
I participate in industry events and online forums, podcasts and the like because those within my industry – although some are technically competitors – are also my clients. I train fellow therapists as part of my Intrinsic Intensive course.
What have been your biggest challenges and how did you overcome them?
I’ve faced a lot of tall poppy syndrome throughout my career journey. There have been many (namely women) who have ‘befriended’ me under the guise of friendship only to copy my ideas and launch them in their own businesses. This proved frustrating and was difficult to overcome however I have learned there are two types of people in business - innovators and copycats. I just focus on my strength and continue to innovate. Creating a course that monetises my professional uniqueness is one way that I’ve overcome this challenge to the benefit of Isabella Loneragan Skin.
An earlier challenge that was very significant came during the Covid-19 lockdowns. The pandemic severely affected the beauty industry; and at the same time as the lockdowns, I was pregnant twice, suffered from severe hyperemesis gravidarum (extreme morning sickness – not just in the morning!) and I had pneumonia.
I am so grateful for my personal support network. I relied on those within my network by necessity. Even entrepreneurs need support at times. I know that very well now.
It was undoubtedly an extremely challenging period for me personally but it also was very enlightening. It was when I realised how much I missed being a sole trader and hence, when I started Isabella Loneragan Skin within my new home at Bowral. It was one of the best decisions I have ever made.
I am living proof that challenges are the forge where entrepreneurs are shaped. A ‘never give up’ attitude is essential to entrepreneurship and I’ll simply never give up – no matter the challenge. I love what I do too much.
How do you stay focused?
I have a clear vision and I set both short-term and long-term goals. I am constantly training and gleaning new skills to keep my journey progressing. I regularly revisit my ‘why’ and part of that calls for taking-in the feedback of my clients and analysing the results of every treatment I create and practice.
As a full-time working mum, I have plenty of experience in the importance of sound management and keeping eyes on the prize. My kids are benefiting from witnessing me build a legacy in business, like I witnessed in my sister. It’s so much more than simply financial motivations that drive me in this sense.
I have a great support network and I take time for self-care and mindfulness partly because in the long run, it’s in my business’ interests to do so. However, I also hustle hard because I know that leadership – especially in such a competitive market – can only be achieved with solid hard work and offering genuine quality.
I am making an impact and I’ll keep innovating and leading for many reasons – including because I love it and I am good at it. I remind myself of this point regularly.
How do you differentiate your business from the competition?
To increase my business’s competitive edge, I travelled overseas for exclusive training in proven facial massage techniques.
Firstly, I travelled to Paris to learn how to do the buccal (intra-oral) massage technique created by Russian expert Yakov Gershkovich. Buccal inside-mouth massage is used by celebrities like Meghan Markle and Margot Robbie. I capitalised on this. Upon returning to Australia, I designed and launched The Intrinsic Facial - which I trademarked and attracted attention as Australia's first Sculptural & Lifting Specialist.
In 2023, I again travelled overseas for training in the ancient techniques of Japanese Kobido and Chinese Chuanzhi acupressure - known for holistic health benefits. I combined these skills with buccal and other skills I’ve gleaned to last year launch my exclusive second master treatment: The Intrinsic Illumination Infusion.
Both master treatments have been heavily praised in media and by my private customers.
Considering my exclusive training in these distinct techniques, I also launched my training course, the Intrinsic Intensive, as part of Isabella Loneragan Skin to train fellow therapists.
What has been your most effective marketing strategy to grow your business?
Focussing on me and my industry experience in all elements of my marketing. I am extremely passionate about the need for good skincare to involve holistic health and wellbeing and so, I constantly refer to that in my marketing.
For example, while I believe the advancements in technology and Artificial Intelligence (AI) within the skincare industry are truly exciting and I do incorporate AI into my business, the fact is that AI simply cannot replicate my human experience. By nature, AI is unable to consider the overall holistic health and wellbeing of an individual and the mental / emotional (psychodermatology) elements that all impact on skin. I make this abundantly clear in my marketing and messaging via media and other means.
Put simply, by continuing to build my public profile as a true expert of the industry, my business will continue to grow based on merit and creditability.
What's your best piece of advice for aspiring and new entrepreneurs?
Back yourself and your passion. Embrace creativity and trust the process. A strong support network is very advantageous and always aim to lead with confidence and integrity – especially in a service-based industry.
However, backing yourself doesn’t simply mean just sticking to what you know; but also, continuously evolving and upskilling.
Thirdly, know your niche and build trust through transparency. Consumers value honesty, and marketing is vitally important. If people don’t know you (especially nowadays), or you can’t tell a story and brand yourself and your business across all the channels your customers use, you can’t reach your full potential. This is a big part of why I’m so active in social and traditional media. Also, embrace quality vs shortcuts. Compromising will harm your brand's reputation.
It will get hard at times. Setbacks will challenge you from time to time. Embrace each hurdle is an opportunity to innovate.
What's your favorite app, blog, and book? Why?
I take in a lot of skincare industry-focussed news but rarely have time to explore outside of these realms nowadays anyway.
What's your favorite business tool or resource? Why?
Business podcasts because they motivate me. I especially love The Game with Alex Hormozi
Who is your business role model? Why?
Alex Hormozi because he has dared to think big. I love his confidence and is the epitome of a true entrepreneur.
How do you balance work and life?
Full disclosure: not always easily! The struggle of the juggle is real – especially as a fulltime working mum.
As most working mothers will attest, maintaining a work-life balance requires dedication so I dedicate this attention accordingly. I set boundaries for work hours, I schedule time off to recharge and I use my excellent support network, which I am so blessed to have, to vent or simply converse or forget the pressure when needed.
I am a big believer in the importance of 'walking the talk'. Having studied behavioural health science & psychology, I know the importance of holistic health. Too many mistakenly deem this to be 'mumbo jumbo'. I am living proof that it isn't. Long term success is far more likely when an entrepreneur pays attention to their holistic health. I truly consider physical and mental wellbeing as essential elements of my business operations, especially because so much of my business is centred on what I offer as an expert who is holistically healthy to perform my work at my best.
What’s your favorite way to decompress?
I exercise regularly as a form of meditation. I enjoy it. Also worth adding that I also perform micro-movements between clients to avoid stiffness.
Also, I love watching Shark Tank and Netflix documentaries too.
What do you have planned for the next six months?
Of course, more of doing what I love most and that is, personally treating my clients through excellent facial massage services and providing skincare regimens and products that I believe in. I’m also planning more training courses and potentially a new arm of my business which is currently in very exciting planning stages.
How can our readers connect with you?
Via the ‘Contact’ section of https://www.ilskin.com.au/ or https://www.raganskin.com/ or through my Instagram: @isabellaloneragan.
