Some brand founders shout about their success from the rooftops, while others are quiet achievers, like Professional Skin & Beauty beauty distributor Donna Smith. Editor Trudi Brewer twisted her arm to share the secrets to her success and her love of an industry that right now is booming.

Donna Smith is one of the professional beauty industry’s most respected players. For anyone that covets cosmeceutical skincare, her doctor lead brand Environ, delivers, and clean makeup brand Jane Iedale is the pure icing on the cake. Her business, Professional Skin & Beauty (PSB), launched in 2008, which Smith started from a bedroom at home. Over the past 25 years, she has grown a company and a thriving tribe of passionate followers, delivering high-tech treatments with skincare and makeup to support that. Smith and her team at PSB have trained and supported hundreds of professional therapists, doctors and nurses in advanced cosmetic medicine. She is at the forefront of industry initiatives, lending her support and expertise; we share a beauty milestone to shout about. Read on to learn more.

How did you start in the beauty industry?

After nearly 20 years of involvement in the dental industry here and overseas, I wanted to have my own business. I was a client at a skin care clinic and purchased it. Then I trained in both beauty therapy and acrylic nails. One of the fabulous products I worked with at that clinic was an unknown called Environ, made by a wonderful South African plastic surgeon Dr Des Fernandes. This product changed many of my client’s skin, a game changer for me as a skin therapist.
It also changed how I looked at being a skin therapist. I felt New Zealanders and skin therapists would benefit from this product because it was scientifically based and made to combat sun damage and help with the ageing process from an outdoor lifestyle. All are very important here in New Zealand.

What changes have you seen in the skincare industry since you started your business?

So many, the rise of technology in the 90s, social media, and smartphones. Self-care has become the norm, as opposed to my early days when clients who were having regular treatments were the domain of the wealthy or gifted as a special occasion like Mother’s Day or birthday vouchers. Skin care clinics have changed too. With destination and specialised destinations, like brow bars, waxing clinics and facialists. Specialised equipment has become more mainstream and is expected to make visible changes, and ingredients are much more sophisticated. Clients are much more educated about ingredients, treatments and what they want to achieve with skin treatments. There are online tutorials and a mountain of endorsements by celebrities. Skincare therapists today have much more compliance in their business and responsibility - no therapist wants a bad review on social media. Most of all, New Zealanders today identify with every pronoun and want to look well-groomed and the best version of themselves.

What keeps you motivated?

Being in the right career and industry. When I started in the skin care industry, I knew I had found exactly what I wanted to do. I am inspired by my fantastic staff, who share my excitement, vision and goals for my business, PSB. Also, I’m in awe of our nationwide and Pacific business partners whose passion for learning and looking after their clients while balancing the combined needs of small businesses and their families is impressive. They are all competent, hardworking and inspirational people.

“I envisioned owning a company I would like to do business with. One that had values of integrity, and honesty and puts the client and their needs first. In New Zealand, we are still small enough to value personal service.”

— Donna Smith founder and owner of PSB

What are some career highlights?

Entering this industry and starting PSB. There are so many highlights, which surround our team, my family, friends and colleagues that have helped me, believed in me and encouraged me. In 2015 being awarded the Significant Contribution to the Industry, and again in 2021. The NZARBP (NZ Association of Registered Beauty Professionals) also awarded me an Honorary Life Membership.
It’s an industry I am proud to be a member of, and I’m humbled to be recognised by my peers.

How important is education in the skincare space?

Extremely important and has always been at the forefront of our business model. Since the conception of PSB, we have always included a training centre. Our business partners are required to keep training and updating their brand knowledge to remain our brand representatives. Ingredient innovations and treatment modalities are updated with the new products. That keeps our partners at the forefront of the skincare industry.

Success is something you work at; what are your business values?

I envisioned owning a company I would like to do business with. One that had values of integrity, and honesty and puts the client and their needs first. In New Zealand, we are still small enough to value personal service.

What are you most excited by?

Despite COVID, I’m so excited by the innovation from both our brands. Over the past few years, there has been a lot of work done with exciting new ingredients and formulations; from both of the brands we represent. Also, Jane Iredale has recently undergone a full rebranding.

Some of the top-selling Environ skincare products in New Zealand

Environ Youth EssentiA Vita-Peptide Eye Gel, $108. Environ Focus Care Youth + Avance Elixir and 3DSynergé Filler Serum, $180. Environ Focus Care Youth + Revival Mask, $110. Environ Focus Care Comfort + Complete Anti-Pollution Spritz, $75.

How important is clinical research, and what kind of results do you look for from skincare and makeup?

It’s extremely important; to show the efficacy of a product, ingredients or treatment. This is the reason why and how it produces results.

What do you love about working with Jane Iredale and Environ?

Both brands are world leaders. Professor Des Fernandes, the founder of Environ, pioneered the use of vitamin A in cosmetic products and skin needling. Environ provided New Zealanders with ‘beautiful skin for a lifetime.’ Also, since its launch in 1994, Jane Iredale is still at the forefront of the ‘clean beauty’ revolution. Both of these product ranges gave New Zealand skincare therapists the tools and treatments to protect the skin and make fantastic changes to their client’s skin health and appearance.

What advice would you give anyone considering a career in aesthetics/beauty therapy?

If you have a passion for this industry, you will find it extremely rewarding. Being able to help people feel and look great gives you a huge amount of satisfaction and rewards. It’s hard work, and you need a passion for learning and studying; if you have that, you will be in an industry recognised globally and in New Zealand. You can take your career overseas, on cruise ships and world-class resorts, or you can open your own business. But most importantly, you will have the ability to network with other business owners with the same passion and drive. But don’t forget we work late nights and weekends.

What are the top-selling products from the ranges?

There are so many. The Youth EssentiA range in Environ, including our new Focus Care Youth+ Avance Elixir and 3DSynergé Filler Serum. As well as the Cosmetic Roll-CITTM and Electro-sonic DF Mobile Device. Within jane iredale, the PurePressed Base Mineral Foundation powders, the recently launched Glow Time Pro BB Cream, the Smooth Affair Illuminating Glow Primer and our amazing collection of Makeup Brushes, as well as the collection of Hydration Sprays.

What are your favourite products?

Too many. I love the Youth EssentiA Vita-Peptide Eye Gel, the Focus Care Youth+ Avance Elixir and 3DSynergé Filler Serum, the amazing ‘facelift in a jar’ Focus Car Youth + Revival Mask, and the wonderful Focus Care Comfort + Complete Anti-Pollution Spritz. From Jane Iredale, the Glow Time Pro BB Cream and PurePressed Base Mineral Foundation powders, and our newly formulated, nice and buttery PurePressed Eyeshadows. Also, launching globally in September, the new Colorluxe Lipsticks are gorgeous.

Jane Iredale Calming Lavender Hydration Spray, $64. Jane Iredale Glow Time Pro BB Cream, $110. Jane Iredale PurePressed Eye Shadow Palette in Naturally Glam, $94. Jane Iredale PurePressed Base Mineral Foundation SPF 20 Foundation, Power, $85 and Refillable Foundation Compact, $35.

What’s next in innovation?

These two amazing ranges will continue with new ingredients, products, and treatments based on sound scientific evidence. Environ will lead the way in the fields of prevention, combating photo-ageing and skin needling. While Jane Iredale revolutionised the beauty industry when she created ‘skincare makeup’, equal parts clean ingredients, skin-loving benefits and no-fade performance. I am proud to represent both of these amazing brands.