Reveal Australia: Exploring The Range with Iola Ciavarra

Ep. 412 S.3 – Reveal Australia: Exploring The Range with Iola Ciavarra

Trish
Hello listeners. It’s Trish Hammond here from the Transforming Bodies podcast. And today, this is the 2nd time I’m doing a podcast with this lovely lady. Today, I’m here with Iola Ciavarra, and she’s from Reveal Australia. Iola’s business has been going for just 3 years, and she’s got an amazing range so we’re gonna have a talk about them today. So welcome Iola.

Iola
Thanks for having me again. I’ve been looking forward to this. Thanks, Trish.

Trish
Me too. It’s been ages like, it’s been a long time. I know. So, tell us, first of all, how did because, honestly, you’ve been in the aesthetics industry for ages so tell us first as an intro, like, how did you get into aesthetics and what led you to where you are now?

Iola
From when I was ten, I used to play with my Auntie’s beauty salon in Western Australia so I grew up with skincare in my veins and the smell of wax. I loved every bit about beauty and so from then on, one of my missions was to get into beauty. I did get into being a beauty therapist and managing salons for a while, but I love the business side of it. So it wasn’t long before I entered more of the sales, marketing, and training part of our industry and the biggest change was when I started in medical aesthetics in 2005 with QMed back in the day, which is now Galderma. So I was there for 8 years, and then I managed a few skincare companies like Jan Marini.. Skincare has always been my thing. Eventually, I knew I’d go out on my own and it was a bit daunting, but also very exciting 3 years ago when I finally started Reveal.

Trish
Fantastic. Well done, so interesting because I also did Beauty Therapy in 1993. I got my qualification, but when I went out I thought I don’t wanna touch anyone. I’m just interested in skincare.

Iola
Seriously, that’s exactly what I was like. I was just product product product product technology, ingredient technology. I was the same. I wanted the treatments, but I didn’t wanna give other people.

Trish
So tell me, so you like, obviously, because you know about products, like, there’s products and there’s products and there’s products and there’s a lot of crap products on the market. And I know that you only have a few select pieces, but you’ve actually aligned yourself with really good quality products. Can we just, first of all, run through what your ranges are, and then we’ll talk about how you kind of started them and then a bit about them.

Iola
Yeah. Sure. Really, I felt that there was a need for retail products, especially for medical aesthetics that were easy to sell at the top of their game and could be trained on really quickly and efficiently because a lot of clinics out there and beauty salons for that matter have a very modality focus. Whether you’re using lasers or you’re doing injectables, at the end of the day, your big ticket items are from treatment. So I wanted to look and explore ranges that could be not just an addition, but an enhancement to those treatments without having to compromise time spent on the treatment. So for me, multitaskers were really important. So I’ve been sent so many products since I started Reveal, and they have to tick a lot of boxes to make it into the portfolio. Because ultimately I have to know that they’re gonna work in a clinical environment and not capitalise on treatments but rather enhance them.

Trish
Yep. Right. Because your first baby was what?

Iola
It was ADOREYES. So that was a little bit special and that came from again, like most good things of personal need because I was one of those lash addicts where I used lash serums that had that drug in it called prostaglandin, and I used to source them from all around the world because they’re actually banned in Australia.

Trish
What would tell us about that? Because a lot of people don’t know it like the average person, well, I think the average person doesn’t know about it. And our audience is I mean, we do have an audience of practice in that. But for the average person, like, what is that? And why is it bad for you? And how can we even buy that stuff?

Iola
Oh, look, I’m happy to be the ambassador for this because and I’m glad you asked because so many people don’t know. And even me, knowingly applying these products, I still didn’t fully appreciate the damage it was doing to my eyes, and there’s a reason the TGA has banned them. So prostaglandin is essentially a hormone, and it’s used in glaucoma medication. And what happens when what they found with glaucoma patients is that their lashes were growing at an astronomical rate. So big pharma thought, hang on, let’s just tackle this and make a product made out of this prostaglandin. And sell it and it went gangbusters globally. But what happened, the problem is it causes lots of side effects like a lot of these medications. We aren’t supposed to use them long term. I personally used various different prostaglandin based serums for over five years and some of the side effects are things like dry eye, styes, changing of your eye colour.
These things are the three most common and also irritate the eyes. So for me, my story after using these lash serums because I love my lash aesthetic. I love having long lashes. I mean who doesn’t. But as you get older, you want your eyes to look bigger and having long lashes is beautiful for that. So giving it up was not something I ever considered, but I ended up getting such chronic dry eye syndrome when I got a bit of mascara wrapped in my eye, and ended up in hospital having to have it removed. And if you can conceptualise having eye surgery fully awake, happened to be with my new partner at the time. We’d only been dating two months and he watched my eyeball being peeled open. But that was literally because instead of blinking away the mascara like we all get things in our eyes, I had no mucosa on my eye and it literally got started working its way into my eyeball. And that’s it was actually at the Steven Lew conference. I was rushed to emergency, the eye hospital in Sydney, and they removed it. And they said that’s when they said, why? Do you have a familial condition of dry eye? And I was like, prostaglandin.
Like, I knew. But how many people out there don’t know, and how many people out there are suffering for the sake of their lashes. So I made it my mission to find a non prostaglandin base serum, lash serum that still worked. But obviously had zero side effects and something that I could genuinely have in my heart to provide to my stockers knowing that it was fully compliant because it’s easy to not be compliant. You can basically get your product in from China, put your name on it, Bob’s your uncle, it’s very hard to control the channel, the chain of supply. When you are white labelling, especially around the eyes. You can’t be too careful. So when I found ADOREYES, I did all my own local trials and it’s a Canadian product. Canada happens to have even stricter regulatory requirements when it comes to cosmetics so I was just very very lucky to stumble across this product. Loved it. All my friends tried it. We did local trials. We fell in love with it. It takes a bit longer to work than the prostaglandin so it’s really important, I’m very transparent about that. I kind of think the prostaglandin serums are like taking steroids, whereas ADOREYES is like going to the gym and eating healthy. You get there with outside effects that take a bit longer so that’s the analogy I use. And look, if you’re using it in compliance once or twice a day, you’re gonna see the results. So I approached them and I said, I love it. Do you have a distributor in Australia? Nope. Bang. That’s how it was born. Since then, they’ve become a global phenomenon. They’re actually really big now, and they’re bringing in new products. So yeah, they’re doing basically well.

Trish
And so tell me, with the prostaglandin. If it’s not approved by the FDA oh, sorry, by the TGA, how can we buy it? How can we learn how to buy it?

Iola
We can’t. What was happening was that people were buying it illegally, bringing it in from overseas and companies were spiking their product with that ingredient and not declaring it. Hence, the recent recall of a major brand that was doing that. So it’s really exposed the industry in a good way really because it’s exposing companies that were doing the wrong thing and it’s making more people be more diligent. And hopefully, what I hope is that consumers do their due diligence. Even things like that, it has to have the stamp of a country of origin. It has to be sealed. You’d need to be looking for this sort of thing when you purchase single lash serum and transparency with ingredients as well.

Trish
Yeah. That’s really scary when you think about it like that because I’m not dedicated enough to use lashes every day I go through, randomly use it, but I want them not long lashes. But I do get scags. I’ve heard so many things that I kind of shy away. So I’m looking forward to trying that one, I’ve got to say. But alright. So that was your first product, the ADOREYES. Okay, so tell us about what else you have got?

Iola
Because I’ve been well, I’m a skin person from way back. I’ve always loved skin care. I started my journey trying to find a good skincare brand. And it was really hard. I was sent things from all over the globe because I don’t, for me, it’s all about efficiency and experience and simplicity.
So it was very hard to find a brand that ticked those boxes and I literally stumbled across this one brand myself by being given a sample if you can believe it because I normally hate samples. So I think samples don’t do anything. You’ve got one application, don’t even come at me with a sample bar. For some reason, I opened this sachet and I put on this beautiful balm.
Instantly, I was transported in terms of the scent of the product, but then overnight, I noticed a big change in my skin, and I’ve never had anything work so fast. So in terms of subtleness, softness, and hydration and I found myself getting the knife out to scrape this sample and I thought, hang on if I love it and I’m the biggest snob with skincare and I’m a medical girl like I come from more than medical skincare space if I like it. I think others are gonna like it too so I reached out to them. They’re a French Australian brand. The products are made in Paris, and it’s got French and Australian botanicals in it. It’s called La Fervance and it just so happened that the person who created it is from Melbourne so she happened to move back to Melbourne after a three year stint making La Fervance. And it just so happened, it was just timing. I met her. We really hit it off. We have the same values. That’s really important to me. Hugely important. And it just happened. It was dare, I say organically? It happened organically. And it’s just it’s just been wonderful ever since bringing this product to people. It is really only two products in the range of It is only two.

Trish
The idea of simplicity because I’ve got ranges I’m especially fine. I only use two things ever because I can’t be bothered using it in the other two. So tell me about the two products that they have.
Iola
The emblematic product of La Fervance is called the Éclat Extraordinaire and it’s basically a bomb. It’s not like anything you’ve tried. So you can use it in three ways, another reason I love it.
So you can use it as a night time ritual, which is like a night cream. So you use that every night and that’s probably the most common way to use it. That’s how I use it. But you can use it a bit thicker as a mask as well, a really deeply hydrating mask and you can even use it as a primer on a very very minuscule amount, by the way. And that has become a bit of a sensation since they started using it on the set of Emily in Paris.

Trish
Okay. That’s true.

Iola
So do you know the actress, Philippine, who is the head of Riccardo, in Emily in Paris. She’s the beautiful French actress who owns the PR marketing agency. So she bought it to set. That’s how she bought it.

Trish
Oh, the old lady. I love her. I love her.

Iola
Yes. Oh, yeah. Girl crush. Right. Total girl crush. She’s a very famous French actress, and she bought it to set. Unbeknownst to La Fervance. They need to even know about this, which is again, that organic. It just comes into its own. They don’t spend money on marketing this company. It’s all word-of-mouth and it’s all through just people trying the product and loving it. So she bought it to set. They all fell in love with it and they started using it under makeup because it’s really beautiful as a beautiful, dewy base.

Trish
And is it like this? Two products. That’s one.

Iola
The other ones are Gommage. So it’s an exfoliating product. So it’s a traditional Gommage. You might remember that word Trish from your early beauty days. It basically means exfoliation.
But it’s a physical exfoliant mixed with the chemical exfoliant. So it’s got ground olive here. It’s got sea salt in it, but it also has ingredients like Aussie ingredients, mango papaya and pineapple extract. So they’re AHA’s. So it’s quite an effective gommage and you again, multi ritual. So you can use it even as a full resurfacing mask, so leave it on for ten minutes. You get the best glow that way. I use it every second or third day as a second cleanse. That’s my easy go-to.

 

Trish
I can use it as a cleanse as well. So I was thinking, is it a total range? Like, is it a complete range even though there’s only two? Like, can you get by with it?

Iola
You can get by with it with just two products. Two products in the sunscreen. That’s literally, I know. We and I think too, as we get older Trish too, we like to want the best quality, but we want minimalist because we just want things to do what they’re supposed to do and we wanna enjoy them. So the old dopamine, dopamine beauty movement is huge now. Through COVID, we learned to appreciate not just the finer things, but our self care, our wellness. And I know you living in Byron Bay would fully appreciate that concept, but the average person sitting at home started appreciating the whole experiential side of skincare a lot more. So life of ants comes into its own in that department because the scent of it, the texture, they even made the scent to suit the product. So it’s not a scent they went and bought somewhere. They actually got the therapeutic scent made in grass. The fragrance capital of the world.

Trish
I say it’s the perfect place to do that.

Iola
Totally. And even then, it’s only one percent of the product, but when you apply it, it just evokes feelings, especially the voxel feeling of grounding. Whereas the exfoliating the gommage, that it’s very stimulatory and more of a feel good scent. So you’ve got all the bells and whistles on both products, and the gommage was the one they bought out second.

Trish
Fantastic. Can’t wait to try that one. Oh, yes. It actually sounds almost like it’s making me hungry but hungry for not food, but hungry for…

Iola
Nurturing yourself. Hungry for nurturing.

Trish
Exactly. And tell me and what’s the third range that you’ve got?

Iola
So T.U.K makeup, which stands for the Touch Up Kit. So I met a couple of makeup artists just over a year ago in Melbourne. And they had formulated this amazing makeup based on the fact that they wanted to create a palette where you could make your own makeup. And they had minimal colours, and it’s all about looking after the skin because the founder, one of the founders, has Rosacea. So she would flare up even from minimal make up. She would have Rosacea flare ups. She couldn’t find anything for herself even though she was channel ten makeup artists did all the celebs. Could not could not find anything. She started formulating this makeup range with her partner, Danielle, and it’s all about sustainability because you buy the palette and then you just put your inserts in. So I collaborated with them and it was very exciting because we created this preset palette based on Fitzpatrick types. You love that.

Trish
And for those that don’t know that it’s new to me, it’s just a different, like, I to VI, based on your skin colour.

Iola
That’s right. It categorises the skin according to colour and it’s mostly due to colour and its reaction to the skin to the sun. So there’s Fitzpatrick’s I through to VI. So the range is designed to suit Fitzpatrick I through to V and there’s only 4 palettes. So you literally know roughly what Fitzpatrick you are and you can go, okay, that would be my pallet then. And because these girls are such talented makeup artists, they knew what colours suited Fitzpatrick. So it takes the guesswork out of it. I honestly think because it’s made in Australia, It’s suitable.
The colours are suitable for Aussie skins. A lot of makeup we tend to buy, which you may have made and may have found when you go to even Mac or to Mecca, you try and find a colour and they’re often too orange based. That’s because a lot of them are formulated in the US. And because of the different skin colouring there, there’s a lot more Hispanic people there that require more of a yellow and orange base. So I find that the four palettes that there are really suit the majority of skin tones, and we celebrities match them. So it’s amazing how many people relate to celebrities. So we say, for example, the fairlight palettes in Nicole Kidman. The light to medium palette is Margot Robbie. The medium to tan is more on Eva Longoria and the tan to dark is more like you’re Beyonce.

Trish
I’m Beyonce.

Iola
Oh, so you’re the Beyonce. See? And there’s always a celebrity that we sort of identify with and I find that the easiest way.

Trish
It’s a good yeah. It’s such a good match. Yes. So tell me, when you say a palette, do you mean just like a one hot colour?

Iola
Good question. So the palette houses – two foundation shades, a blush, a bronzer, a setting powder, a highlighter, and a lip balm. It’s a whole thing in a thin palette. And it’s so thin to go it’s the size of an iPhone.

Trish
Wow. Yeah. That sounds perfect.

Iola
Yeah. So they designed it as a touch up kit, so you take it everywhere to touch up. But to be honest, people use it as their full makeup because they want a one stop shop. That’s what we want now.

Trish
And also, I think as well for me, I travel quite a bit. I don’t wanna take anything for myself. I just want the bare minimum of what I need to get by with it. That’s what I will use forever. I’m happy with that as well. And it sounds like it’s not the bare minimum, but it’s a, it’s minimalist, which is one of our allies.

Iola
Yep. And because each of the inserts can be replaced, it’s very sustainable as well because there’s no packaging. Once you buy the empty pallet, that’s when you fill it. You just keep buying the refills. You don’t need to buy a whole pallet.

Trish
And so tell me, so for the people that are listening out there, so it’s all of your ranges only available from practitioners and clinicians. Is that right?

Iola
ADOREYES is professional only. La Fervance is mostly professional. They do have a website, but that mostly the business is through professionals. T.U.K has their website, but to be honest, a lot of stockers like the fact that they have a website because a lot of my stockers don’t like to stock the little inserts. They just like to sell the preset palette and then when you go to get the replacement, you just buy it from the T.U.K website.

Trish
Yes. So how can someone like me who’s not a practitioner buy any of your products now?

Iola
Good question. So we have A Find a Stockist portal on my website, revealaustralia.com.au. So if you are in a suburb and you wanna know where to buy those products. You just enter your suburb in, and I write you or my team writes you a personal email with your nearest stockist.

Trish
Oh, my god. Amazing. Amazing. Anything exciting on the horizon that we should be looking forward to? Get a little sneak peek.
Iola
You’re actually the first person I’ve talked to about this, so this is cool. We’re launching a new product that ADOREYES bought out because they’re really big into tech peptide technology. That’s what makes their lash serum work. They’ve actually been given grants from the government to explore their peptide technology, and they are really into the sustainability movement. So they’ve been able to harness a peptide from grape must, from local wineries.

Trish
From what grape?

Iola
Grape must pit what’s left. I think it’s called a must. It’s the pit that’s left over from the grapes after they are harvested and made into wine.

Trish
So if you go when you make the tomato sauce, it’s the little skin that gets it over.

Iola
And that and that’s highly potent. So they’ve managed to gain an antioxidant from that, and there’s peptides in it. What it is is I feel like doing that. It’s gonna be a lip product. So it’s a lip treatment product. So we’re officially launching it in two weeks. Don’t tell anyone.

Trish
Yep. Excellent. That’ll be on Reveal Australia you as well.

Iola
Yes.Definitely.

Trish
Oh my God, it’s amazing. I’m so excited.

Iola
Yep. Me too.

Trish
Big kudos to you. You’ve done so well. I like to see I remember the first virtually week that you started. And we’re at the Toronto zoo. No idea. Or somewhere in there.
And you just started No. It wasn’t there. It was Steven Lew’s. Oh, no. It was.
But anyway, and you’d virtually started that week. You’d just sort of started that 3 years going like, my god, what you’ve done since then is amazing. So well done to you.

Iola
Thank you very much. It’s really exciting, it’s really validating, and I feel like I can use a lot of the knowledge that I’ve gained over the, you know, 30 years in this industry to benefit stockers. But that’s what I’m all about. I’m bringing out educational programs this week, this year too. So they launch next week. So it’s all about empowering the clinician and how to make better recommendations, How to improve retail without sounding like a salesperson.

Trish
But by the same token, we want to buy the stuff that’s good for us.

Iola
So, yeah, I’m really really focused on the service side of what I do this year and doing running training programs for stockers.

Trish
Amazing. Well, watch this space, hey.

Iola
I hope you do.

Trish
I will. Thanks so much. And just before we go, if someone’s got a clinic and they want to get some of your products. They can just also go to revealaustralia.com.au

Iola
Yeah. We’ve got another part of our website that has become stock. See? Just click the form.

Trish
Thank you so much for joining us today.

Iola
Thanks for having me. It’s so good to talk to you.

Trish
Pleasure. So guys, have a listen. It’s revealaustralia.com.au check out Iola, and it’s actually so thanks for joining us, Iola.

Iola
Pleasure. Thanks for having me.

Trish
Bye.

 

 

 

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