Wanda Szychowska was having trouble finding the right and beautiful cosmetic bag to suit her needs when she hit upon an idea: why not make one herself? With her background as an interior designer, she sought to create bag as if it was a ‘house’ for makeup and skincare. Thus, Estetika was born with its wide range of quilted, vegan, and durable luxury cosmetic bags. Since its launch, it has garnered international acclaim both at home and internationally. We talk to Wanda about her business journey with Estetika and how she has successfully made the shift.
ISB: How did your background as an interior designer influence Estetika’s beginnings and is it still important to your operations now?
WS: As an interior designer, I am constantly visualising the end result and solving problems whether it’s space, storage, or how to make something both beautiful and functional. Designing a makeup bag felt natural and exciting, like stepping into a new kind of project with very familiar foundations. I thought about durability, cleanability, and timelessness, the same way I would approach designing a home. Materials always matter, how it kept its shape, how it opened to stay flat, was easy to clean and absolutely designed with recycled materials where possible and plastic free, animal kind. Most of all, I wanted to capture the emotion of how it made someone feel while using the bag and seeing it for the first time. That design-led mindset still shapes every Estetika product today.
ISB: What was it like working with your mother and daughter in bringing Estetika to life and how did they influence the brand?
WS: My mother has always been my inspiration. She raised six children and worked in many businesses from high street fashion, to owning her own takeaway shop (Barbaras Place) to working as a beautician for Ella Baché, so she understood the industry, working for herself and wanted to help bring my vision to life. My daughter was the catalyst when she couldn’t find a beautiful makeup bag to give me for Mothers Day. That sparked the idea to design something timeless, functional, and luxurious that we could not find. Together, we designed a vanity case that works beautifully whether open or closed, at home or while travelling. Exhibiting at NY Now with both my 80 year old mother and 17-year-old daughter by my side was a moment I’ll never forget, three generations, one new small Australian brand, and our first time in New York together. It was priceless.
ISB: Can you tell us how you got the attention of US retailing giant Nordstrom?
WS: Before the NY Now Trade Show, I was reaching out to buyers on LinkedIn and direct messaging/email outreach, hoping they’d visit our stand, that was my first step. We flew all the way from Australia to show we were serious, committed, and ready to stand out as experts in our category. During the show, we briefly had Nordstrom’s attention, but another founder redirected them to her booth and we missed our chance. I was gutted but believe in divine timing, so I enlisted a US-based agent who helps brands like ours connect with major retailers to become retail ready. That’s how Estetika ended up on Nordstrom’s radar, proof that presence and persistence matter and sometimes the right connections.
ISB: Why target the US market — as opposed to markets closer to home? And what’s made Estetika so successful there?
WS: The organic reach Estetika has had into the US & Canada has been incredible. Influencers have discovered us, shared the product, and reached out directly through IG & TikTok. The scale and diversity of the US market, particularly in LA, Miami, and New York, makes it the strongest growth opportunity for us right now. It aligns with our aesthetic, pace, and premium positioning. While the US is a clear focus, I’m also excited to explore expansion into the Asian and UAE markets next and I truly wholeheartedly believe Estetika has a global energy that can resonate widely.
ISB: How do you envision Estetika’s growth in the next couple of years?
WS: My dream is to grow Estetika into a global brand not just in the US, but across the UK and Europe as a leader in luxury beauty accessories. I want to push the boundaries of design and style, making our makeup bags feel like the ultimate accessory and a lifestyle upgrade. At the heart of it, I want to help more women feel confident inside and out through their daily beauty rituals. I’d also love to collaborate with an airline frequent flyer program one day and create the go-to beauty accessory for busy travelers.
ISB: What was the most difficult lesson you’ve had to learn about business so far?
WS: The pivot from being an Interior Designer (a service-based word-of-mouth business) to a product-based business was such an eye-opener. I had hired an agency to run ads, but they weren’t effective, and the reality hit hard: no one is coming unless you bring them in and that they need to see you at least 7-10 times before they will purchase. You need to invest everything, not just money, but time, energy, and emotional resilience. Most revenue gets reinvested, so having a side income is smart in the early days. I’ve learned to be patient, to back myself, and to stay anchored through meditation and mindset work. Building a brand is deeply personal, lonely, and powerful all at once, and I wouldn’t have it any other way.
