As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Ann Donnarumma.
Ann Donnarumma is an accomplished entrepreneur whose career journey spans corporate banking, beauty education, and skincare innovation. After establishing herself in the corporate world, Ann made a bold shift into the beauty industry, where she acquired and expanded Australia’s largest international beauty school. Building on her success in education, she recognized a growing demand for Australian botanical beauty products and launched her own skincare venture. Today, Ann blends her business expertise with her passion for natural beauty, developing products and experiences that embody innovation, authenticity, and sustainability.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired your leap into entrepreneurship, and what personal experiences sparked the idea behind your current venture?
I have always been driven in business. I have been running a number of successful businesses including an international beauty school. I’ve worked with so many different brands and products through the years and noticed a gap in the market for high quality Australian made products that have no nasties and actually work.
For me, entrepreneurship was never just about starting a business. It was about filling a gap I felt deeply myself, and turning a personal challenge into something that could empower others. That sense of purpose still drives everything I do today.
What core problem does your business solve, particularly for women or underserved communities—and how does your approach stand out in today’s competitive space?
Our approach is just creating high quality products that work. We source high quality Australian ingredients and manufacture and make everything on the Sunshine Coast. We continually test and improve, always trying to innovate this space.
We want to embrace natural beauty, focus on selfcare rituals and inspire others to love themselves…
What were some of the toughest obstacles you faced early in your journey as a woman entrepreneur, and how did you navigate through them?
Being a woman in business has had a number of challenges. One that always seems to come up is when it comes to decision making or being authoritative on a matter. As a women, things sometimes are perceived differently than if a male had done/said the same actions.
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
There will always be barriers when it comes to moving forward. Having a strong team and support systems in place always help keep me grounded but always help me strive to push forward.
What daily habits or non-negotiable routines help you stay focused, creatively energized, and balanced as a founder?
Exercise and maintaining a healthy lifestyle is a MUST. I exercise every day, watch what i put into my body and in my skin and try to find routines just for me to meet my daily needs.
What’s been the most effective growth lever for acquiring new clients or expanding your customer base?
Growth for us has come down to trialing new things and really listening to what our customers want. We believe in order to grow, we need to actively listen to what people are wanting when it comes to ingredients and results. We then take this information and apply it to our products and growth development.
What branding or marketing decision had the biggest impact in elevating your business and building trust with your audience?
For us, social proofing has been important. Skincare is such a unique experience and everyone has different goals, needs and requirements so sharing other peoples experiences is a big driver in building trust with our audiences, We also put a big focus on education. Many of our products require knowledge and structure to get results, so we try out best to share that with our customers.
How do you personally define success—not just as a business owner, but as a woman living a purpose-driven life?
For me, success has never been just about numbers or milestones, it is about alignment. As a business owner, I see success in creating products that truly support people, that help them feel comfortable in their own skin and confident in who they are. Every message I receive from someone saying their skin feels calmer or their confidence has returned, that is success.
But as a woman living a purpose driven life, I define success as living in integrity with my values. It means building something that reflects care, kindness and respect for people, for the planet and for myself. It is carving out time to nurture my own wellbeing and relationships, while also creating impact through my work.
At the heart of it, success is balance. It is the ability to grow a business with purpose, to uplift others along the way and to end each day knowing I have contributed to something meaningful, whether that is through my products, my relationships or simply the way I choose to show up in the world.
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
A mistake I’ve learned early on is that you can’t do things alone and it’s important to find a team and people that can help elevate your growth. Working with people who do not believe in your or respect you will be detrimental to your business and selfworth, so align yourself with people who truly believe in your mission and values.
What’s your best advice for women just starting out—especially first-time entrepreneurs feeling overwhelmed or unsure of their next steps?
The best advice I can give to someone who is just starting out or feeling overwhelmed is to just do it and put yourself out there. We are our own worst critics and no one will ever judge you as badly as you judge yourself. Take the leap of faith and don’t look back.
How do you approach risk and innovation, especially when breaking new ground in a male-dominated or fast-changing industry?
I have always believed that risk and innovation go hand in hand. You cannot create something truly different without stepping into the unknown. For me, it is about being guided by purpose rather than fear. When I am clear on why I am doing something and the impact it can have, the risks feel less like obstacles and more like opportunities to grow.
Working in industries that have traditionally been male dominated or where trends move quickly, I have learned to trust both research and intuition. Innovation in skincare is not about chasing the next fad but about creating formulas that are grounded in science and inspired by nature, products that have a lasting impact rather than a short-lived moment.
As a woman, I also see innovation as creating space for different voices and perspectives. Sometimes breaking new ground means not only developing a product but also reshaping how the industry itself operates. My approach is to remain adaptable, keep learning, and to hold steady to my values, even when the landscape shifts. That is where real innovation lives.
If you lead a team, how do you foster a culture of trust, inclusivity, collaboration, and growth?
Growth, both personal and professional, comes from creating opportunities to learn and experiment. I encourage my team to take ownership, to try new approaches, and to see mistakes as stepping stones rather than setbacks. At the heart of it, I want my team to feel the same sense of purpose I do—that what we are building is meaningful and that their growth is just as important as the growth of the business.
What are the top 5 mindset shifts or personal practices that helped you overcome self-doubt and grow your confidence as a woman entrepreneur?
1. Reframing self-doubt as curiosity
Instead of seeing doubt as a sign of weakness, I began to treat it as a signal to ask better questions, learn more, and grow. It shifted my perspective from “I’m not enough” to “what can I discover here?”
2. Returning to purpose
Anchoring myself to my purpose gives me confidence to keep moving forward.
3. Embracing progress, not perfection
I let go of the idea that everything had to be flawless before it could be shared with the world. Progress, consistency and genuine intention matter far more than perfection.
4. Surrounding myself with supportive voices
I actively sought mentors, peers and other women in business who could lift me up, challenge me, and remind me of my own strength. The right support network makes all the difference.
5. Practising self-compassion
Confidence grows when you treat yourself with the same kindness you would offer a friend. I learnt to pause, acknowledge my efforts, and celebrate small wins along the way.
If you could spark a global movement through your work, what would it be—and why is that mission meaningful to you?
If I could spark a global movement, it would be one that redefines beauty as care. Care for ourselves, for each other, and for the planet. Too often, the beauty industry has fuelled unrealistic standards and surface-level quick fixes. I want to shift that conversation toward rituals of nourishment, where skincare is not about chasing perfection but about honouring who we are and supporting our wellbeing at every stage of life.
This mission matters to me because I have seen firsthand how powerful it is when someone feels comfortable in their own skin. Confidence ripples outward, it affects how we show up in the world, how we connect with others, and even how we pursue our dreams. If through my work I can inspire more people to embrace a gentler, more conscious approach to beauty, then that, to me, is a movement worth leading.
What’s a quote, philosophy, or guiding belief that shapes how you lead, create, and live every day?
A guiding belief that shapes everything I do is this: “Care is powerful.”
I believe that when you lead with care. Whether in how you treat your team, how you formulate a product, or how you show up in the world, you create ripple effects far beyond yourself. Care builds trust, inspires creativity, and reminds us that success is not just about outcomes but about how we get there.
That philosophy grounds the way I lead, the way I create, and the way I live. When decisions get difficult or the path feels uncertain, coming back to care always points me in the right direction.
Where can our audience connect with you, explore your work, or follow your entrepreneurial journey online?
They can follow me on LinkedIn – Ann Donnarumma or through Founders Formula Socials.
