Shahna Smith, a determined Ngarrindjeri woman, embarked on her journey to entrepreneurship at a tender age. The seeds of her beauty empire, Amplified Beauty, were sown during a poignant moment when she asked her terminally ill mother to name her future business. Following her mother’s passing, Shahna carried the weight of her ambitions alone, moving from Broken Hill to Melbourne and eventually Adelaide, honing her craft and industry acumen along the way.
At just 22 years old, after securing support from Indigenous Business Australia, Shahna officially launched Amplified Beauty in 2022. As the first Indigenous-owned beauty brand in Australia, Shahna felt the weight of expectations but was fueled by her passion for diversity and inclusivity in the beauty sector. Her Indigenous heritage and unwavering determination played pivotal roles in shaping her entrepreneurial trajectory.
![[Beauty of Joseon] Revive Eye Serum : Ginseng + Retinal 30ml](https://m.media-amazon.com/images/I/61li+q2pbqL._AC_UL320_.jpg)
Driven by a desire to fill industry gaps and promote diversity, Shahna’s vision transcends conventional beauty standards. Emphasizing the significance of representation, she advocates for a broader spectrum of products and colors that resonate with diverse audiences. For Shahna, culture is not a fleeting trend but a steadfast identity that deserves recognition and celebration.
Recognizing the profound influence of media on shaping societal norms, Shahna underscores the importance of authentic representation, especially for women and First Nations communities. She believes that thoughtful messaging and inclusive branding can reshape belief systems and pave the way for a more equitable future for generations to come.
NAB Business Banker Jakob Oosterbroek stands firmly behind entrepreneurs like Shahna, providing not just financial support but also a platform for amplifying underrepresented voices in business. Acknowledging the historical marginalization of Indigenous and female entrepreneurs, NAB is committed to empowering Indigenous businesses by doubling its lending to at least $1 billion by 2026.
Shahna’s journey exemplifies resilience, vision, and a commitment to fostering a more inclusive beauty landscape. By challenging industry norms and championing diversity, Amplified Beauty stands as a beacon of empowerment and representation in the ever-evolving world of beauty products.
As Shahna continues to break barriers and redefine beauty standards, her story serves as an inspiration for aspiring entrepreneurs and advocates of inclusivity worldwide. By amplifying more than just beauty, Shahna is leading a transformative movement that celebrates individuality, cultural richness, and the power of entrepreneurship to drive social change.
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