Salon of the Month September 2019 – Indulge Beauty Co.

Nestled in the heart of Mornington – a seaside suburb an hour’s drive from Melbourne – Indulge Beauty Co. is a warm, inviting salon where owner Shanara Nettleford and her two (soon to be three!) therapists offer their tight-knit and loyal clientele a self-care haven where relaxation meets results.

Since buying and rebranding an Ella Baché salon four years ago, Shanara’s Indulge Beauty Co. has gone from strength to strength – doubling their business and seeing 205% growth! From facials and body treatments to manicures and pedicures, Indulge Beauty Co. is a full-service salon that stock a number of PBS brands, including Image Skincare, ECOCOCO, Lük Beautifood and Body Sugaring Australia.

Indulge Beauty Co.

Since introducing Image Skincare, Shanara has seen skincare retail sales skyrocket. “Image has brought in over $30,000 in sales, compared to the $3,500 our previous skincare range generated in the same amount of time!” says Shanara.

Shanara added Body Sugaring Australia to her menu so she could differentiate Indulge Beauty Co. from the other salons in the area. “I love Sugaring because it’s an effective, gentle, environmentally-friendly hair removal technique,” says Shanara. “And my clients that have converted to sugaring can’t stop raving about the results!”

When it came to looking for a body range, Shanara was after an effective range with a good price point, that looked and smelled great, “and I found all that and more in ECOCOCO!” she says.

Feeding lips with nutrients, protective antioxidants and anti-inflammatory ingredients, Lük Lip Nourish lipsticks are the perfect point of sale display. “I keep these gorgeous lipsticks on my front counter and watch them fly out the door!” says Shanara.

The majority of the Ella Baché clients Shanara inherited have stuck with her, and the result is an incredibly tight-knit Indulge Beauty Co. community that has fostered loyal bonds between Shanara, her therapists and their customers. Shanara prides herself on getting results for her clients skin concerns, and she’s proud to have clients who trust the team enough to bring their teenage children in for treatment and advice.

We’re in it for the long haul with our clients, and we truly see ourselves as partners in their beauty and wellness journey.
— Shanara, Indulge Beauty Co.

For Shanara, explaining just what it is that makes their customer service so special is a difficult ask as it is just so simple for them – “we simply treat our clients like they are special to us and that we value them. We follow up when we say we will, we check in with them when they have babies, weddings or engagements and also when they have surgeries, health issues or losses”. The most crucial strategy that Shanara has implemented to ensure all of her clients feel truly special, is their follow up system. This is so important for any business, especially for clinics and salons that need to avoid treating their clients like they are simply just another number but rather a friend of the salon.


After attending the PBS 2019 Roadshow in early August, Shanara recognised the value of our Marketing On A Platter (MOAP) service and has started integrating the free marketing materials into her marketing strategy. Shanara finds the social media posts incredibly helpful, saying, “they keep my social media presence at a professional standard without me having to produce the content myself.”

Shanara’s Instagram and Facebook feeds are filled with salon updates, client testimonials, and product knowledge posts, and she regularly updates her Instagram stories because she knows they’re great at reaching an audience and keeping a constant, organic line of communication open.

Indulge Beauty Co. also run competition giveaways and promotions, and find these posts gain significant traction with their current clientele, as well as potential customers. Earlier this year they ran a ‘Years’ Worth of Free Facials’ giveaways which saw the post receive 500 comments! This simple yet effective marketing strategy is a great way to get your following excited, engaged and growing!

Consistency is key when it comes to the online presence of your business across multiple platforms, and Shanara has definitely perfected this strategy. The colour palette, fonts and graphics are carried across all platforms – website, Instagram and Facebook – providing a continuity for viewers and building a consistent brand image for the salon.

A big congrats to Shanara and the team at Indulge Beauty Co.! We’re thrilled to be a part of their success story and can’t wait to see how they continue to grow and thrive. A huge congratulations on being our Salon of the Month!