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 Isabella Loneragan.
Isabella Loneragan is a leading authority in touch-led facial therapy and holistic skincare, combining over two decades of hands-on experience with a strong academic foundation.
She holds a Bachelor of Behavioural Health Science & Psychology, alongside a Diploma in Beauty Therapy and Dermal Science, giving her a unique perspective on the mind-body-skin connection that underpins her treatments.
Before founding her multi-award-winning Isabella Loneragan Skin clinic, Isabella successfully ran and sold two skin businesses, showcasing her entrepreneurial expertise and business acumen. Today, her clinic in Bowral and Sydney NSW, deliver results-driven, touch-led therapies that prioritise skilled hands over machines – a philosophy that has earned Isabella multiple industry awards and widespread acclaim.
Isabella is also the creator of a premium cosmeceutical skincare range, reflecting her commitment to evidence-based, holistic results.
Building on this expertise, Isabella launched The Skinformé Academy, a world-class education platform offering in-person and online training, structured certification pathways, and mentorship for aspiring and experienced therapists. The Academy is designed to elevate standards in facial therapy, teaching both technical excellence and business skills, while fostering community and professional support.
A recognised media figure, Isabella serves as the Resident Skin and Beauty Expert on Ch7 Sunrise and contributes regularly to national media outlets. Her hands-on approach, award-winning education, and media presence position her as a thought leader shaping the future of touch-led skincare.
In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.
What inspired you to start your business, and what problem were you passionate about solving?
My journey to founding Isabella Loneragan Skin and The Skinformé Academy was driven by a passion for hands-on, results-driven skin therapy and a desire to solve a long-standing industry problem: the over-reliance on machines and the lack of structured support for touch therapists.
Across my two decades in skincare, I’ve seen how devices dominate too many clinics, often leaving clients underwhelmed. Yet it’s hands – skilled, intentional touch – that create lasting results, emotional connection, and client loyalty.
The Skinformé Academy is my solution. It’s a world-class training institution designed to elevate facial and facial massage education, offering globally accessible, expert-led courses, clear certification pathways, and ongoing community support.
It took me years of international study to craft my own title. The Skinformé Academy is my students’ shortcut
The Academy blends hands-on techniques with business mastery, empowering professionals, from aspiring beginners to seasoned therapists, to deliver transformative, touch-led experiences while building thriving businesses.
At Isabella Loneragan Skin, I apply the same philosophy: holistic health, wellbeing, and education underpin every treatment.
By teaching the science behind touch therapies and fostering community, The Skinformé Academy solves isolation, equips therapists with essential skills, and sets a new standard in facial massage education, which is the education I wish I had when I started.
How has your business evolved since its launch, and what key decisions helped drive that growth?
Since launching my clinic, Isabella Loneragan Skin, my focus has always been on delivering hands-on, results-driven skincare that prioritises skilled touch over machines. Over the years, the clinic has evolved not only in reputation, becoming multi-award-winning, but also in the scope of what I could contribute to the industry.
Working closely with clients and industry colleagues highlighted a persistent challenge: while therapists are highly skilled, many feel isolated after training, lacking the guidance to translate their hands-on expertise into thriving businesses.
This insight sparked the creation of The Skinformé Academy. Drawing on two decades of international study, multiple business successes, and hands-on clinic experience, I designed The Skinformé Academy to fill this gap.
The Academy offers globally accessible, expert-led courses, structured certification pathways, and ongoing community support, empowering therapists to elevate both their technical skills and business acumen.
Key decisions driving this growth included prioritising education as a natural extension of the clinic, investing in world-class training and mentorship, and building a platform that merges technique with emotional client connection.
In essence, the clinic became the proving ground and inspiration for The Skinformé Academy – transforming my hands-on approach to skincare into a scalable, globally accessible education model that continues to elevate the industry.
In your view, what truly sets your brand apart in today’s competitive market?
An unwavering focus on hands-on, touch-led therapies and my holistic approach to skin health.
In a market dominated by devices and quick fixes, my brand prioritises skilled touch, emotional connection, and lasting results; because clients remember how you make them feel.
At Isabella Loneragan Skin, every treatment combines evidence-based techniques with holistic wellbeing, ensuring clients experience both visible results and deeper intrinsic healing. This philosophy naturally extended into The Skinformé Academy, where we equip therapists with world-class, globally accessible training, structured certification pathways, and business mentorship to help them thrive professionally, not just technically.
By empowering both clients and therapists with knowledge, skill, and connection, we create experiences and results that are memorable, meaningful, and truly transformative, and it’s this difference that sets my brand apart and is raising the standard in skincare and facial massage education.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
One of my most effective marketing strategies has been combining expert-based publicity with high-visibility media appearances and active social media engagement.
As the Resident Beauty Expert on Ch7 Sunrise TV and a regular contributor to leading media titles, I’ve been able to cement my credibility and build a trusted reputation. Importantly, I don’t just promote my services. I share the science, techniques, and philosophy behind touch-led, results-driven skincare. This positions me as an authority while providing real value to both clients and therapists.
High-volume media features, from print to broadcast, amplify my reach, while social media allows direct engagement, showcases results, and fosters community. Behind-the-scenes content, expert tips, and educational posts create emotional connection and trust. This strategy works because it combines expertise, authenticity, and accessibility.
By educating, inspiring, and connecting across multiple channels, I turn clients and my Academy students into advocates, driving word-of-mouth referrals and sustainable growth, while reinforcing the hands-on approach that sets my brand apart.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to my audience is at the heart of both Isabella Loneragan Skin and The Skinformé Academy.
I prioritise listening, engagement, and education across multiple touchpoints; whether that’s in-clinic, online, or through media channels.
Direct client consultations and feedback sessions give insight into their skin goals, challenges, and expectations, while student interactions at The Skinformé Academy highlight the real-world hurdles therapists face after training.
Social media is a key tool for understanding behaviours and trends. By monitoring engagement, questions, and comments, I can identify what resonates, what confuses, and where support is needed.
High-visibility media appearances also allow me to observe audience reactions in real-time and adapt messaging accordingly.
Ultimately, staying connected comes down to genuine, two-way engagement: I don’t just talk at my audience. I listen, respond, and evolve my services and education to meet their evolving needs and ensuring my brand remains relevant, trusted, and highly valued.
What’s one branding move or campaign that helped elevate your business to the next level?
A branding move that significantly elevated my businesses was deliberately positioning Isabella Loneragan Skin and The Skinformé Academy as authorities in both skincare and professional education.
Entering prestigious industry awards was a key part of this strategy because being recognised validated my expertise, built credibility, and raised my profile among peers and clients alike.
Alongside awards, very active media engagement has been essential. Serving as the Resident Beauty Expert on Ch7 Sunrise, contributing regularly to leading publications, and sharing educational content across social platforms amplified my reach and reinforced my reputation as a trusted, knowledgeable brand.
Another pivotal move was serving as a keynote speaker at industry events and forums. These opportunities allowed me to share insights, demonstrate thought leadership, and connect directly with professionals and potential clients.
By combining recognition, media presence, and public speaking, I’ve strengthened brand authority, built trust, and created meaningful connections that have driven growth and opened doors to new opportunities.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success isn’t just about numbers. Success is about the impact I create.
At Isabella Loneragan Skin, success means seeing clients leave feeling confident, cared for, and truly transformed, both physically and emotionally.
With The Skinformé Academy, it’s about empowering therapists with hands-on skills, knowledge, and business confidence to build thriving careers.
Success is measured in the relationships me and my team nurture, the trust we earn, and the community we foster.
When clients, students, and graduates feel supported, inspired, and capable of achieving their goals, I know I’m fulfilling a purpose and setting a new standard in skincare and touch-led therapies.
How do you personally define success, beyond revenue and growth metrics?
I define success by the balance I create between professional achievement, personal wellbeing, and family life.
Beyond revenue and growth, it is seeing clients leave Isabella Loneragan Skin feeling confident, cared for, and genuinely transformed, while empowering therapists at The Skinformé Academy to build thriving, fulfilling careers.
Personally, success means maintaining good emotional and mental health, being present for my young boys, and nurturing a happy, supportive family life. For me, true achievement is creating impact and connection professionally, personally, and within my family, all while feeling grounded, joyful, and professionally fulfilled every day.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the biggest challenges I faced, and one that ultimately became a turning point, was experiencing burnout.
As demand for my skincare courses grew, I found myself stretched in every direction: running a busy clinic, teaching students, and managing the growing interest in my hands-on techniques. I loved what I did, but the sheer volume of requests and the intensity of managing everything personally started to take a toll on my energy, focus, and wellbeing.
This period of burnout forced me to step back and rethink how I could serve more people without compromising quality, or my health. The solution was the creation of The Skinformé Academy. By building a structured, globally accessible training platform, I could reach more therapists, share the techniques and philosophies I’d spent decades learning, and provide ongoing support; all while creating boundaries that protected my energy.
What started as a moment of overwhelm became a transformative turning point. The Skinformé Academy not only scaled my impact but also reinforced my belief in prioritising hands-on, touch-led education, community, and sustainable growth for my clients, my students, and myself.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I make time to connect meaningfully with my family and friends, which reminds me of perspective and balance. Reflection, gratitude, and consistent self-care aren’t just personal habits but fuel my creativity and leadership, allowing me to show up fully for clients, students, and my team.
How do you approach innovation and risk in your business strategy?
Hands-on and raring!
I believe that innovation starts with curiosity. I explore new techniques, technologies, and educational models, but always through the lens of what truly benefits clients and therapists.
Risk is calculated of course but not feared. I test ideas in small, controlled ways, learning and adapting before scaling.
Creating the Skinformé Academy, for example, was a response to demand and a chance to expand impact, but it was built on decades of experience and proven results. Strategic, thoughtful risk allows growth without compromising quality or my brand’s core philosophy.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Focus on authenticity, value, and connection.
In a fast-changing digital world, it’s easy to get caught up in trends or platforms but what really matters is understanding your audience, delivering real solutions, and building trust.
Invest in your skills, stay curious, and don’t be afraid to adapt, but remain true to your core values.
Leverage digital tools to amplify your message but prioritise meaningful engagement over metrics.
Finally, take care of your wellbeing because sustainable success comes from balancing ambition with mental, emotional, and physical health.
Where can our audience connect with you and learn more about your work or offerings?
Website:
https://www.instagram.com/isabellaloneragan
https://www.instagram.com/skinformeacademy/
