Charting the Course for Ethical Beauty: Avigon Belle Paphitis’s Journey
*PAPHITIS ADVISORY
*PAPHITIS ADVISORY
In the evolving narrative of the beauty industry, where sustainability often serves as both a buzzword and a beacon, Avigon Belle Paphitis stands out as a figure of genuine transformation and ethical innovation. The Melbourne native, who has carved a niche for herself through the boutique beauty consultancy Paphitis Advisory, is bringing a fresh perspective shaped by her experiences with California-based unicorns Youth To The People and Beautycounter. Yet, it is her latest venture, "Gorgeous Nothings," that truly encapsulates her vision for a sustainable future in beauty—a project that promises to challenge industry norms and elevate ethical standards.
With a lineage linked to beauty legacy—her father being Dennis Paphitis, founder of the lauded Aesop brand—Avigon's journey is not one of mere inheritance but rather of intentional divergence. Her trajectory is marked by a keen desire to not only question the status quo but to actively reinvent it. Her work, spanning collaborations with brands known for their commitment to positive change, underscores a dedication to crafting a beauty industry that values integrity over instant gratification.
As "Gorgeous Nothings" has just launched its inaugural issue, focused on the pervasive issue of greenwashing, Avigon's mission is clear: to foster a dialog that moves beyond superficial commitments to sustainability, aiming instead for a profound and lasting impact.
Credit: Gorgeous Nothings
Your journey in the beauty industry has been incredibly diverse, Avi. What initially drew you to the world of beauty and skincare?
I've always loved fragrance from a very young age, and if I was stronger as a science student, I would have become a nose! People assume it was a family connection but honestly, it all began with fashion for me. However, pre-'Me Too,' the fashion industry was a rather uncomfortable place for a young woman. So, I made the swift transition to the beauty sector, which appeared as a predominantly female-dominated industry with greater opportunities and a safer environment.
Moving from one cultural epicenter to another, how have you observed the beauty trends and priorities shift between Australia and LA?
It was a bit of a shock, going from Australia to London, and then onto Los Angeles. Los Angeles is a mecca for wellness enthusiasts, but ironically, it's often in an unhealthy way. There's a dichotomy here - an obsession with perfection and over-the-top facial contouring, coexisting with a place of great activism and empowerment for many communities. My stay in LA was vital in experiencing the distinct cultural nuances. Australians differ quite a bit from Americans in terms of working cultures and opportunities due to significant funding available for founders in the USA, fostering an environment of innovation.
After working agency side on accounts such as Unilever and then in-house at success stories like Youth To The People and Beautycounter, what inspired you to launch Paphitis Advisory?
It sort of happened organically. When I returned home during the pandemic, none of us quite realized how long it would last. Reflecting on my situation, I decided to stay close to my family in Melbourne. Meanwhile, founders and mentors reached out with consulting opportunities, which I learned could be handled remotely. That's when I decided to formalize the Advisory offering. It was daunting initially, but I took a leap of faith in myself, and it's been one of the best career moves. I now work with an inspiring group of brands and founders while also maintaining a healthy personal life.
With success stories like 'Youth To The People' and 'Beautycounter' under your belt, what common traits do you think brands need to stand out in today's beauty landscape?
I believe it's crucial for brands to have a hardworking, strategic, and creative team and support visionary founders. But funding plays a critical role too. People often underestimate the founder's journey, but in the case of Beautycounter, the CEO had a high net-worth network that gave her leverage and early opportunities. Similarly, Youth To The People's founders had family connections in the beauty industry. This isn't to downplay their hard work, but it's more than that - a great idea, the right team, financial backing, and networks often lead to a brand's acquisition.
A significant portion of your clients are female-founded. Why do you think it's important for the beauty industry to uplift and support female entrepreneurs?
We're all aware of the stark statistics regarding venture capital funding for women versus men and the limited opportunities for women in certain areas of business. This was certainly on my mind when I set up the Advisory. Naturally, I've been drawn to female founders as I understand their needs. However, I'm open to working with all genders and choose to collaborate based on ethics and personality rather than gender.
As an advocate for environmentally conscious processes, what are the biggest sustainability challenges the beauty industry faces?
The beauty industry revolves around consumption, and as a collective, we produce and consume far too much. This mindset of excess is a severe problem, along with the environmentally harmful supply chains of our products. The industry tends to focus on trending issues, such as transitioning to post-consumer recycled (PCR) materials, rather than the bigger picture. This transition is happening far too slowly, with brands making excuses for not doing better. This is an area I'm deeply passionate about, and I often take an anti-marketing approach, advising founders to slow down, skip Cyber Week sales, and produce high-quality items that stand the test of time rather than end up in landfills.
Tell us more about “Gorgeous Nothings”. How does it aim to shift consumer behaviour and industry practices toward sustainability?
Credit: Gorgeous Nothings
I'm very excited to officially launch and roll out our inaugural Issue: Greenwashing. Each issue will live on our website GorgeousNothings.com and feature contributions from artists, photographers, writers, and scientists in the industry, offering their perspectives on key sustainability issues. This project is a form of activism in my mind, aimed at educating the industry, customers and inspiring more progress in this area. I do want this to be a positive place, where a progress over perfection mindset exists. It was important to me that aesthetically it did not feel like an environmental platform with green infographics and images of dolphins wrapped in plastic. Instead we are setting the scene that it is cool to care, cool to think twice before consuming, cool to rethink your merch strategy, wear vintage, carry a reusable cup.
What is the long term goal with “Gorgeous Nothings”?
I would like to build an authentic community of industry insiders and customers who want to be inspired and take part in a revolutionary ethical shift in beauty. Long term we would like to collaborate with brands on the most innovative sustainable limited-edition product innovations. We will also be looking for sponsors for our key issues with our second issue on ‘Excess’ launching next quarter.
How do you envision the future of beauty, especially with the rising demand for transparency, sustainability, and ethical production?
I'm an eternal optimist, and I hope to see brands making more significant moves in line with their highest ethical standards. True sustainable innovation, however, feels like a distant future.
Drawing from your extensive experience, can you share actionable insights for new beauty brands looking to succeed?
Passion is key; persevere relentlessly until you succeed. Have a well-thought-out business plan, hire smarter people, and be a kind and gracious leader. Prioritize steady growth over rapid expansion. Ask yourself why you're doing it, and if it's driven by ego, consider walking away. Focus on your mission and what you bring to the table. Avoid replicating what already exists and instead forge new paths. Family comes first; founders with strong family values make better leaders.
In your opinion, what strategies or attributes make a brand particularly appealing to retailers in today's competitive market?
Brands need a unique selling point that sets them apart from what the retailer currently stocks. The brand's target audience should align with the retailer's demographics and price positioning. Retailers also seek stability, growth potential, and expansion capabilities. Being 'retailer ready' involves a strategic sampling program, a new product development (NPD) pipeline, a customer acquisition strategy, and healthy cash flow.
Recently, have there been specific brands or beauty trends that have particularly caught your attention or are poised to reshape the industry?
While there aren't specific brands that have caught my eye, I do love working with clients I admire. I'm more interested in the values and founders behind the brands. The latest viral sensation doesn't pique my interest if they're sourcing in China and lack sustainable values. After years in the industry, I find myself seeking greater meaning and purpose.
We'd love to know about your personal beauty and wellness routine. Any specific products or rituals you swear by?
I keep my skincare routine minimal and prioritize soap bars and solid formulations for a more conscious approach. Currently, I use Monastery Made facial oil, Le Prunier SPF daily, RMS uncover up as my go-to concealer, and a favorite red lipstick from Hermes Beauty. For color, I'm a fan of Chanel eyeshadow palettes, and I'm looking forward to more sustainable innovations from the brand following the launch of their no. 1 range. By using less on my skin and body over the past few years, I've witnessed a significant improvement in my skin. Fragrance is a passion of mine, but I have to restrain myself. I have an exceptionally acute sense of smell and can often detect scents from across a room, whether it's someone's perfume, the odor of onions, or the scent of an orange - those around me find it a bit uncanny! Other wellness rituals I swear by include spending time alone, walking, cooking, and striving for a balanced life.
*FOLLOW
*FOLLOW
Photo credits:
Visuals Gorgeous Nothing
Photography: Nicolas Menu @nicolasmenu
Styling: Tania Rat-Patron @taniaratpatron
Modelling: Melany Rivero @melanyriverobonitto
Photography Assistant: Kevin Aldrich @kevin.aldrich
Hair: Rimi Ura @rimiura @callisteagency
Makeup: Lili Choi @lilichoimakeup @callisteagency
Creative Direction: ZAINA @zaina.intl
Production: Quadriga @quadriga_management
Casting: V&Y Casting @vycasting
Retouching: D-Factory @_dfactory