Bec Tarrant is a multi-award-winning entrepreneur who has built and scaled businesses across travel, beauty, and lifestyle, generating more than $60 million in revenue. In 2018, she was recognised as Young Entrepreneur of the Year Australia, a testament to her vision, drive, and ability to turn ideas into thriving ventures.
Bec co-founded and successfully sold 1800Schoolies and is the founder of Astella Designs, LightLab Beauty, and YONDA Travel Group, ventures that, while spanning very different industries, all share a focus on customer experience, innovation, and creating brands that resonate deeply with their audiences. She is also the creative force behind Luméra Cosmetica, an Australian beauty brand inspired by timeless glamour with a modern edge.
In addition to her entrepreneurial achievements, Bec is a successful artist, with her work adorning the walls of Hilton and Voco Hotels, showcasing her creative vision and eye for design beyond business.
Bec is passionate about building businesses that not only succeed commercially but also connect emotionally with people. She believes agility and adaptability are key to staying ahead in fast-moving industries, and she makes lifelong learning a priorit. constantly upskilling and staying hands-on in every aspect of her ventures.
Beyond business, Bec is a proud mum of two and step-mum to four, and she credits motherhood with giving her an even deeper perspective on resilience, purpose, and balance. For her, success isn’t just about numbers; it’s about creating opportunities for others, empowering people, and leaving a lasting mark.
What inspired you to start your business, and what problem were you passionate about solving?
I’ve always been passionate about creating solutions that make people’s lives easier, better, or more exciting. What inspired me to start my businesses was a mix of curiosity, creativity, and the drive to build something of my own that had real impact.
I saw gaps in the market where customers weren’t being truly understood or looked after, and I wanted to change that. Whether it was in travel, beauty, or lifestyle products, my focus has always been on solving problems in ways that feel innovative, customer-first, and scalable.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
One of the most fascinating things about my businesses is how they always evolve so far beyond the original concept. I see that as a strengt because in business, where you start is rarely where you end up. Especially in the e-commerce space, constant evolution is essential since consumer behaviors and trends are always shifting. What’s popular today might be irrelevant tomorrow, and then it often cycles back again in a new way.
A key decision that’s helped me adapt is choosing to stay open and flexible. If you become too invested or emotionally attached to a product or idea, it can actually hold you back from seeing new opportunities or making the changes your business needs. Agility is key, being willing to pivot, test, and realign with your audience has been crucial to keeping my brands relevant and growing in fast-moving industries.
In your view, what truly sets your brand apart in today’s competitive market?
combination of innovation, authenticity, and customer-first thinking. I don’t just create products or services for the sake of it I build them around real people, their needs, and how they want to feel. Every brand I’ve launched has been designed to solve a problem while also creating an emotional connection with its audience.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Storytelling of the product through social media has been a major marketing strategy across all of my brands, I’ve also leaned heavily into influencer collaborations and user-generated content, which created trust and social proof at scale. By letting real customers and creators showcase how they use and love the products, it built credibility in a way no paid campaign could achieve alone.
Ultimately, the strategy was effective because it aligned with how people now discover and shop through connection, relatability, and shared experiences online.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Data tracking is a daily habit for me, I make sure to spend at least an hour each day reviewing our analytics to accurately understand consumer behavior. That said, data can somtimes just feel like numbers on a screen. To really connect, I step back and engage directly with our audience, reading social comments, staying active in conversations, and listening to what people are saying. Combining the insights from analytics with this hands-on approach ensures I truly understand our customers and can respond to their needs.
What’s one branding move or campaign that helped elevate your business to the next level?
What does success look like for you, not just in numbers, but in purpose or impact? Success is more than just numbers on a balance sheet; obviously, they are important and form a major part of a business success however on a personal level, it’s about having the freedom to live life on my terms while inspiring other entrepreneurs, especially women, to see what’s possible when they back themselves.
Can you share a challenge or setback that ultimately became a turning point for you?
One of the biggest challenges I faced was realising that not every idea or partnership goes the way you expect. Early on, I had to navigate setbacks that felt incredibly personal at the time, ideas that didn’t land the way I envisioned, partnerships (and Friendships) that fell apart, and moments where I questioned whether I was on the right path.
What turned those setbacks into a real turning point was shifting my mindset. Instead of seeing failure as the end, I started treating it as a growth opportunity, it helped me discover how to deal with failure in a positive way, allowed me to refine, pivot, and ultimately build stronger, smarter businesses.
Those experiences taught me the importance of agility, resilience, and trusting myself as a leader.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
As a founder, I believe you can never stop learning. I make it a priority to constantly upskill. Whether that’s through online courses, connecting with experts, or teaching myself new disciplines. While I don’t need to be the one executing every role within the business, I do need to understand each function at a foundational level. That knowledge allows me to lead effectively, ask the right questions, and keep my finger on the pulse of the business at all times.
How do you approach innovation and risk in your business strategy?
I approach innovation and risk with a balance of creativity and strategy. For me, innovation isn’t just about chasing the newest idea, it’s about solving real problems in smarter, more impactful ways. I stay close to consumer behavior, emerging trends, and technology so I can identify opportunities early and move quickly.
When it comes to risk, I see it as part of the job description of being a founder. The key is taking calculated risks!! testing, measuring, and adapting rather than betting everything on one move. I believe the businesses that thrive are the ones that are willing to push boundaries, but also know when to pivot if something isn’t working.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Back yourself 100%. Don’t overthink, just make the move. In business, hesitation kills momentum. A great idea has a short shelf life before it’s copied or irrelevant, so always be innovating and never second-guess your instincts
Where can our audience connect with you and learn more about your work or offerings?
You can follow my journey on Instagram @Bectarrant and check out our Lumera Cosmetica – Lip Combos & Cosmetics, Light Therapy Device – Lightlab Beauty & YONDA!
