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Australian TV presenter Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul.
Speaking to Daily Mail Australia, the Melbourne-based influencer shared the whirlwind journey behind her skincare line, ST.SAJ, which has already sold out at Chemist Warehouse and Ultra Beauty stores in record time.
The mother-of-three, known for her relatable online persona and empowering content, launched her skincare brand earlier this year, focusing on hydration and skin barrier maintenance.
But the success has come fast and furious, with Emmylou's products flying off the shelves within 48 hours of release.
'I'm still just a single mama running around trying to get stuff done,' Emmylou laughs as she reflects on the rapid rise of her brand.
'Launching St.Saj has been amazing, but it's still very much a startup, and I've got to keep up with demand.'
While many know her from social media, Emmylou's journey began in beauty therapy—a career she pursued for over a decade.
Long before she became an online influencer, she was immersed in skincare, putting herself through beauty school at just 18 by working part-time at a local fish and chip shop.
Australian TV presenter Emmylou MacCarthy has made an extraordinary leap from social media sensation to skincare mogul
Speaking to Daily Mail Australia, the Melbourne-based mum spoke about journey behind her skincare line, ST.SAJ, which has already sold out at Chemist Warehouse in record time
'I feel like the public doesn't really know that my first passion was actually skincare,' she explains.
'Now, with ST.SAJ, I've combined what I know about beauty therapy with what I've learned from women, which is the desire for salon-quality skincare at an affordable price that also looks good and works.'
ST.SAJ's debut range centres on hydration, with the hero product—the Supreme Skin Kit—selling out within days.
But the success has come fast and furious, with Emmylou's products flying off the shelves within 48 hours of release. 'I'm still just a single mama running around trying to get stuff done,' Emmylou laughs as she reflects on the rapid rise of her brand. (Pictured with Her three children—Sage, 13, Camellia, 12, and Vida, 9)
The feedback has been nothing short of glowing, with Emmylou's inbox flooded with praise from happy customers.
'This morning I woke up to a sea of DMs saying, 'Emmylou, my skin feels incredible, so hydrated!' she shares, clearly thrilled. 'It's been so rewarding because that's exactly what we aimed to achieve.'
While many know her from social media, Emmylou's journey began in beauty therapy—a career she pursued for over a decade
'I launched with seven products, which is huge, so now it's about educating people on what clear beauty means and making sure we can keep up with supply and demand,' she explained
Behind the scenes, Emmylou is juggling her rapidly growing brand with the demands of motherhood.
Her three children—Sage, 13, Camellia, 12, and Vida, 9—remain her top priority as she strives to balance work and family life.
'For me, the rest of 2024 is about focusing on my children and making sure I maintain that balance,' she explains.
'I launched with seven products, which is huge, so now it's about educating people on what clear beauty means and making sure we can keep up with supply and demand.'
Emmylou's concept of 'clear beauty' is a standout aspect of ST.SAJ.
Unlike the clean beauty trend, Emmylou emphasises transparency about the ingredients in her products and their benefits.
'I wanted to create something that people can trust, and it's all about giving you damn good skin,' she says.
Despite the enormous success of her brand's launch, Emmylou remains grounded, knowing that the real challenge lies ahead.
'We're just getting started,' she says with determination. 'I'm really proud of what we've created and can't wait to see where this journey takes us.'
Emmylou's concept of 'clear beauty' is a standout aspect of ST.SAJ. Unlike the clean beauty trend, Emmylou emphasises transparency about the ingredients in her products and their benefits
