endota founder Melanie Gleeson is a human dynamo. She has an aura of positivity and sheer determination I envy. A cracking good businesswoman, yet interested in others' success, she is witty, wise, and wholesome. She is also deeply concerned by how many women are exhausted trying to do it all. Gleeson is on a mission to spread her wellness message of rejuvenation to people across the globe, including New Zealand. Editor Trudi Brewer meets her at her new Ponsonby spa in Auckland to learn her wellness mantra.
Melanie Gleeson founder of endota by BeautyEQ
Melanie Gleeson opened the first endota spa in 2000 with 5,000 Australian dollars in her back pocket. Fast forward to today, and she owns a wellness empire. There are 100 spa locations across Australia, nine here in New Zealand, and a new spa in Bangkok, Thailand. A 250-strong skincare collection, with three ranges from certified organic to everyday and active, for ageing skin. There are three certified wellness colleges across Australia, retreats, and wellness tools, including the launch of an endota vibrator this month. Now she and her team have roots here in Aotearoa, relaunching nine spa locations across New Zealand (Gleeson purchased and revamped Forme Spas 12 months ago) with a simple mantra “Visiting a spa for a skin or body service shouldn’t be thought of as a luxury or treat; it should be a healthy habit.” Read on to learn more.
“Endota is an indigenous Australian word that means ‘beautiful’ It’s also the guiding principle in every spa treatment delivered and every product we make. ”
Editor Trudi Brewer with endota owner Melanie Gleeson.
Q & A
The way we make people feel is needed...
I started this business to give back and inspire people to connect with themselves, nature, and others. The values at endota are Intention. Connection. Truth and Balance. My business was about education for the first ten years; we nearly didn't get our permit to open our first spa because the council thought it was a brothel. But here we are today, launching in New Zealand.
New Zealand made sense in terms of expansion...
We have built an established, respected brand in Australia, and I wanted to take the brand to new markets. So when we met the therapists and then the owner of Forme Spas, we realised we shared very similar values, and purchasing the spas was the perfect entry into New Zealand. We worked with the team for 12 months on our products and treatments and recently rebranded to endota, which was the last piece of the puzzle. New Zealand was a natural choice, it’s outdoorsy, focused on wellbeing, and clean, so it's not a concept we would have to introduce from scratch. For women, no matter where we are, we share similar burdens and are all trying to do everything; we're all exhausted; it's all too much. So creating spaces where people come and stop and breathe is essential.
The industry has changed over the past 20 years…
Many aspects of wellbeing we have been discussing since 2000 are finally being accepted, and some areas of this industry are concerning. There is so much pressure on women; we are always on and connected, so we want to share a place where women can come and be still. The message at endota is not how you look but how you feel.
Inside endota spa in Ponsonby, Auckland.
Our team is everything...
We bought everyone with us from Forme because they’re brilliant therapists. Twenty years ago, people looked down their noses at a career choice of beauty therapy or hairdressing; now, it’s a 4.5 trillion dollar global industry. These roles, like beauty therapy or hairdressing, even nursing and childcare, were seen as soft skills, but not any more. They are the hard skills you have to get right. With our training collages, women are returning to this industry and retraining because they want a role where they can care for and connect with people. Moving forward, business needs to be led with feminine values because there has been so much change over the past few years globally; we need to respect the people doing our caring.
Bringing endota into New Zealand was more than a financial investment...
Because I still lead the business and am a significant shareholder, I wanted to see if I could run a global brand. This expansion was about testing my limits. I want to know if we can get the trust and the love we have in Australia somewhere else - I am fortunate I can do that, so let’s give it a whirl.
We have named our clients Evie, Tash and Lou...and now we have Tom...
No one person comes to endota; she is everyone from all walks of life. Busy professionals to the time-poor mum. We have named our following only to understand their needs better. About 25 per cent of our clients are men; the rest are women. The woman visiting our spas cares about and is actively interested in their wellbeing. They are seekers of different ways of doing things. They are taking the concept of wellbeing responsibly and into their own hands. Tash, our time-poor mum, is in recovery mode; she is searching for a place to come and be still, time for herself. Interestingly, women tend to book in once they’re exhausted, but men are better at regularly booking, so they don't
get exhausted. We need to let women know it's okay to rest, and they need it. If I am exhausted, I can't fight for what I love or am passionate about. But if I feel good and I have rested a bit. Then bring it, I can do that. Also, stop feeling guilty and look after yourself - take time for your needs.
Our signature treatment is...
We have a couple. Our Surrender treatment, 75 minutes of bliss, and our High-Performance Facial. As a female-led business, we understand women are time-poor and want results. Our High-Performance Facials offer results, including the LED light therapy that is TGA approved, which means it has evidence behind it.
We have tried cosmetic medicine treatments in one or two spas...
We tried it, and it didn't resonate. But it was a while ago, and we only tried it at two spas. Would we do it again? If that is what our customers wanted, yes. For me personally, I would never say never. Also, for all women, I say, do whatever makes you feel good. Our latest product is a vibrator to assist with women's sexual health; also, our mother and baby range was born from our customer's requests, so we would look at cosmetic medicine again if our customers wanted it.
My take on social media...
It's great for businesses, brands and start-ups. However, it’s super concerning for our young. Or for anybody who doesn't have a balance or switch off from it. I am not on it personally, but endota is. I am worried about what it is doing for our young regarding their self-esteem. Thank god it wasn't around when I was a teen. Also, today you can't grow up and do silly shit without being recorded. I also believe if you’re never bored or hear that voice from your soul, you're not connecting to your creativity. Also, you can't replace touch.
Endota Rest & Restore Clove & Mint Recovery Balm, from $57.
Designed to ease muscle pain while uplifting the senses. One of the top-selling endota products (one sells every 30 minutes in Australia) is the Rest & Restore Balm. Made with certified organic raw ingredients in a beeswax, coconut, jojoba, cocoa and shea butter base, the fragrant oils include rosemary, peppermint, camellia, eucalyptus, cinnamon, clove, and orange peel.
My treatment at Endota Spa
Endota express customised facial, 30 mins, $95.
Once under the heated bed, my therapist assessed my skin’s needs (dry with sun damage) and then offered me four essential oil blends to choose my combination for the treatment. My choice was the endota Signature Blend Essential Oil, a mix of Ylang Ylang, bergamot orange, patchouli, and lavender rose geranium oils, which I have to say is divine. My treatment began with the weight of a balancing stone on my chest. After a swift cleanse and gritty exfoliation, followed by a luxe-y facial massage and moisture mask, the 30 minutes flew by. Yes, I left with hydrated skin and a perfect skincare prescription with products to use at home, and undoubtedly less stressed. But resoundingly, with a sense of lightness like you get after a great night’s sleep.
Cosmetic medicine expert Dr Ellen Selkon explains.