Running a business, launching a new brand, or taking a leap of faith to try something new is never easy. These three entrepreneurs have done just that and are bastions of their industries. Each shares the highs and lows, the admin they dread, and the wins that come with being the boss.
To celebrate International Women’s Day, Editor Trudi Brewer shares three incredible women in the spotlight for all the right reasons.

Natalie Bos, founder of Max and Louie

In an already cluttered colour market, the light bulb moment for Mount Maunganui-based makeup and brow artist Nat Bos has paid off. The creative mastermind behind Max and Louie, here she shares one of her proudest achievements, her top-selling product and the star that guides her every day.

What's your beauty background?

I’ve always had a passion for beauty, which blossomed into a career as a makeup artist in New Zealand and Melbourne during my twenties. I still embrace my artistry as a PMU (permanent makeup) artist and am the proud owner of Mount Brows, which has been thriving for nearly nine years. My journey in the beauty industry has been a fulfilling rollercoaster of creativity and self-expression.

What drives you? Why do you do what you do?

My biggest motivators are my family. They inspire me to pursue my dreams fearlessly, and I want to show them that hard work can lead to incredible achievements. I genuinely love empowering women to feel confident and express their unique beauty. There’s nothing like seeing someone light up when they feel good about themselves.

Why did you launch Max and Louie?

Beauty has been a lifelong love affair. About eight years ago, I had a lightbulb moment: “Why not create a makeup line?” I started with brow products to seamlessly integrate with my existing business, but my vision quickly expanded to encompass a full range of beauty essentials. It’s been an exciting adventure.

Where did the name come from?

It’s a heartfelt nod to my children, Max and Eloise. They are my world, and I wanted our brand to carry a piece of that joy and inspiration into the beauty community.

Max and Louie Blush Stick, in Sweet Peach, $39; there are eight shades. Max and Louie Lip Sleeping Mask, $36. Max and Louie Clean Skin Foundation, $72, has five shades. Max and Louie Sun Kissed Glow Drops, $34; there are three shades.

What's the top-selling product and why?

Our Max and Louie Hydra Shield Setting Spray with SPF is a star in our lineup. This fabulous multi-tasker is packed with clean, hydrating ingredients and serves three essential functions: prep, refresh, and set. It’s a game-changer for travel, giving your skin a moisture boost while shielding it from harmful sun exposure. Who doesn’t love a product that does it all?

What's your most proud and worst business experience?

I’m incredibly proud of launching Max and Louie in Life Pharmacy, Newmarket. It felt like a dream come true. Conversely, navigating quality control issues has been a tough lesson in resilience. Managing defective products is never easy, but it has taught me the importance of vigilance and continuous improvement.

How do you deal with fear and doubt?

I quickly shift my mindset when fear and self-doubt try to sneak in. I’ve learned that focusing on solutions rather than problems helps me move past any negativity. It's all about maintaining a positive outlook and reminding myself of my journey and that I’m always learning.

Who is your mentor?

My late mother is my guiding star. While she may not have labelled herself as a mentor, her values of hard work, kindness, and the importance of giving back have shaped who I am. I carry her lessons daily in my business and personal life.

What is the hardest part of being an entrepreneur? The toughest challenge?

Constantly think outside the box to create innovative products that stand out in a crowded market. It’s a thrilling puzzle but one that keeps me on my toes.

What new brand has caught your eye lately and why?

I’ve recently fallen in love with A’Prep Skincare. Their refreshingly clean and effective products are perfect for prepping the skin for flawless makeup. I’m all about having glowing skin.

What advice would you give to someone just starting their own business?

Start with manageable goals, and don’t let fear or self-doubt overshadow your vision. Break down your goals into bite-sized pieces, and tackle them individually. Every small win counts.

What keeps you awake at night?

I often lie awake, brainstorming exciting new products to add to our range. My mind races with ideas, and I can’t wait to bring them to life. Also, I have ideas for new campaign shoots and family balance.

What part of the role would you happily give up?

Without a doubt, I’d gladly hand over being in front of the camera. As someone from a family of introverts, I know it can be daunting. But I’m learning to embrace it as part of the job.

What will you never compromise on with your business?

I refuse to compromise on the quality and usability of our products. Many women, especially those over 30, lead busy lives and need beauty solutions that are simple and effective. I want our products to be a breeze while delivering fantastic results.

How do you stay looking and feeling your best?

I make it a non-negotiable to remove my makeup every night, no matter how tired I am. I aim for eight hours of sleep and prioritise hydrating ingredients in my skincare and beauty routines. It’s all about nurturing your skin.

What are your desert island beauty buys?

If I were stranded on a desert island, I would want A’Prep Camellia Glow Essence, A’Prep Cactus Serum, Shiseido Future Solution LX Eye Cream, Max and Louie Hydra Shield, and Max and Louie Lip Whip in Cotton Candy Cream. For my hair, I use Redken Acidic Bonding Hair Care treatments. These are my go-to products for keeping my skin and hair radiant and healthy.

Alena Hu, owner and brand director of Bare Jewellery

Alena Hu, founder of Bare Jewellery, never thought her affordable e-commerce jewellery brand would fly. It all started on Instagram during the COVID pandemic when her day job as a wedding photographer was put on hold. Fast-forward to today, and with four staff members, Alena has come a long way from working out of her one-bedroom studio with stock stashed under the bed.
Here’s her uplifting work story.

What's your career background?

My career journey began as a wedding photographer, a role I embraced for three years while pursuing a degree in graphic design at university.

What drives you? Why do you do what you do?

I created my personal dream job. It all started during COVID lockdowns when weddings were put on hold, and I needed a career change. I began asking myself: “What kind of company do I want to work for? What day-to-day experiences do I want to have? What opportunities do I wish were available, and could I create them myself?” Bare Jewellery was the answer to all of that. I feel fortunate to do what I love every day, and sometimes, I have to remind myself how lucky I am to grow a brand that doesn’t feel like work.

Why did you launch Bare Jewellery?

I launched Bare Jewellery because I saw a gap in the market for affordable yet beautifully designed Jewellery. It felt like there were only two extremes. Cheap, low-quality pieces or high-end, expensive jewellery with real diamonds and gold. I wanted to create something in between, a little treat to yourself with a reasonable price point, beautiful packaging, and elegant design. Bare Jewellery was my answer to that need, allowing me to combine my passions with a purpose.