When Pippa Hallas became CEO of Ella Baché in 2010, she wasn’t just inheriting a company — she was inheriting a legacy that began in the 1930s, when the modern beauty industry was just being born.
Her great-aunt, Edith Hallas, had introduced the French skincare brand to Australia in 1954, building it on a simple yet revolutionary belief: no two skins are alike. That philosophy turned Ella Baché into one of the country’s most trusted skincare names — but by the time Pippa took the reins, the world had changed.
Digital technology was reshaping retail. New “fast beauty” brands were flooding the market. Consumer loyalty was fading fast.
Ella Baché had the heritage, but it needed a growth story.
A Legacy at a Crossroads
Before joining the family business, Pippa built her career in advertising, helping global brands grow through storytelling and strategy. When she entered Ella Baché, she found a strong network — counters in David Jones, over 100 franchise salons nationwide — but also a brand at risk of being left behind.
Print ads and in-store promotions no longer drove sales the way they used to. Customer habits had shifted online, and the rise of influencer marketing had redefined how beauty brands built trust.
Pippa faced a pivotal question: How do you grow a heritage brand in a world that rewards speed and novelty?
“You can’t just protect a legacy,” she said. “You have to evolve it.”
Turning a Legacy Brand Into a Growth Brand
Her first move was bold: she overhauled the brand’s entire marketing approach. When she learned that only a few thousand copies of Vogue Australia were being printed, she pulled Ella Baché’s ads from traditional media and redirected resources to digital storytelling, e-commerce, and education.
Instead of chasing short-term visibility, Pippa focused on building long-term relationships. The brand began sharing content about skin health, self-confidence, and individuality — connecting with customers far beyond the salon.
She also invested heavily in digital infrastructure and training, helping franchise owners adapt to online bookings, social media marketing, and customer engagement tools. Under her leadership, Ella Baché grew its franchise network to over 150 locations across Australia.
Pippa didn’t just grow the business; she grew the people within it.
Through the Ella Baché College, she expanded education programs that empower women to become leaders, entrepreneurs, and skincare experts. The brand’s growth became not just financial — but human.
“Empowering women isn’t just what we do,” she said. “It’s how we grow.”
Growing as a Leader
While transforming the business, Pippa was also transforming herself.
A natural introvert, she had always preferred to stay behind the scenes. But she soon realized that people connect with people — not faceless brands. So she stepped forward as the brand’s storyteller, writing her book Bold Moves and speaking openly about courage, leadership, and failure.
Each year, she travels to snow-covered Boston to find business inspiration — a ritual that keeps her grounded and creative.
Through every change, she led with a blend of boldness and empathy, showing that growth doesn’t come from chasing trends, but from staying true to purpose while daring to evolve.
Business Growth Lessons from Pippa’s Journey
1. Modernize Before You’re Forced To
Pippa didn’t wait for disruption to hit — she embraced digital early, ensuring Ella Baché stayed relevant as consumer habits changed.
2. Build People, Not Just Profits
Through education and empowerment, she grew a network of women who now drive the brand’s success across the country.
3. Invest in Systems That Scale
From digital marketing to franchise support, growth comes from repeatable systems — not one-off wins.
4. Turn Your Story Into Strategy
Authenticity is a growth driver. Customers connect with brands that share real stories and values.
5. Lead From the Front
When Pippa stepped into the spotlight, she gave her brand a human face — and built deeper trust with customers and teams alike.
6. Keep Learning, Always
Growth demands curiosity. Pippa’s annual learning trips remind business owners that inspiration can come from anywhere.
7. Stay True to Your Core
Even as she modernized, Pippa anchored Ella Baché on its timeless message: every person — and every business — is unique.
Final Thoughts
Pippa Hallas’s story is more than a tale of legacy — it’s a playbook for sustainable growth.
She grew Ella Baché by modernizing its message, investing in people, and building a brand that leads with purpose. Her journey shows that growth doesn’t always mean starting over; sometimes, it means reimagining what you already have.
So ask yourself:
What part of your business is ready to grow — not by changing who you are, but by evolving how you show up?
Drop a comment below if a part of Pippa’s journey hit home for you — we’d love to hear your take, your challenges, or your own business story.
Listen to Pippa Hallas of Ella Baché in conversation with host Timbo Reid in this episode of The Small Business Big Marketing Podcast:
Podcast episode: https://www.youtube.com/watch?v=T5fwqBpi2Mo |
