THE INIMITABLE

Maria Enna-Cocciolone

Celebrating 40 years in the industry and 15 years since launching her first cosmedical skincare brand, O COSMEDICS, Hannah Gay sat down with the CEO & Founder of INSKIN COSMEDICS to talk success, sacrifice and her salon-first approach.

Few figures in the Australian beauty industry are as revered as Maria Enna-Cocciolone.

From leading one of the country’s most established and far-reaching distribution companies, INSKIN COSMEDICS, to her unwavering industry advocacy, Maria commands respect blanketed by a warmth felt through her charming Italian conversationalism. She has a way of lighting up every room she enters.

Maria has spent nearly a lifetime embodying this industry. Starting work as a humble beauty therapist in 1980s Australia, the industry here was in its infancy. “It does not feel like 40 years… I don’t feel old enough!” Maria quips, joining me for a one-on-one at her Greater Western Sydney headquarters. “It’s so nice to be loving something 40 years down the track, as much as when I made the decision to walk into beauty.”

She remained hands-on until launching her distribution company some 25 years later, even while undertaking National Sales Manager and Education Manager roles. Despite dabbling in work with other companies, she established her own clinic from home, working nights and weekends. Treatments were adoringly conducted on her family, including her dad, who had dementia. “I would do treatments at the kitchen bench, just because it was that touch connection.

It was something so special and he really and truly loved it.” The manner in which she delivers this ‘therapist’s touch’ is something that, to this day, hasn’t left her.

Maria founded INSKIN COSMEDICS in 2007, by which point she was in her early 40s. She started with the simple goal of working in a nice place with lovely people, to achieve some great goals and make a difference in this industry; “to lead with the heart”. Concurrent to this would come the business acumen: strategy, profit generation, financial nous. Despite these - 18 years on - her original philosophy remains. It’s how she employs her staff. “The connection with the people - it’s not just about employing people, it’s about recruiting experts.” Maria breaks her recruitment criterion into the “job specification” and the “person specification”. “We look for people that have naturally got gratitude in them, that are naturally caring. The person needs to be lovely.”

INSKIN’s salon network are referred to as ‘partners’ - another instance of Maria’s distinctly human approach. “We partner in each other’s dream,” she explains. “I am very aware that whilst I am building on my goals, [salon owners] are too. I hate the words ‘accounts’ or ‘clients’.” Every partner carries an equal amount of importance to Maria, regardless of size. “When our partners join INSKIN, we don’t welcome them to the INSKIN company, we welcome them to the INSKIN famiglia… to the INSKIN family.” Maria plays on her Italian heritage to further drive home her desire for team connection. “It really matters to me that everybody feels like they’re valued.”

INSKIN took on Sircuit Skin and emerginC as its first skincare brands, however leveling with the brands’ founders proved difficult. Instead, Maria’s extensive background in skin compelled her to craft her own. O COSMEDICS launched in 2010 with a 13 product line-up, inclusive of essential cleansers, serums and hydrators. Maria’s husband, Mario had insisted on condensing the range to lessen the financial risk. “I’d just say to him, ‘the budget is wrong’,” she laughs. Combining the pair’s contribution with an additional $300,000 in shareholder capital gave O COSMEDICS a $1 million start.

She owes the brand’s early success to her acute awareness of what salon owners would come to expect from a partnering brand. “They were going to say: ‘Do you have products for this skin type?’ Do you have brochures? Retail bags? An incentive program? A staff loyalty program?’ Why would a salon give up an established brand to go for a startup that doesn’t have all the ‘bells and all the whistles’ and all the things that they need in order to be a profitable business? I went in so that I could match what was already out there,” she explains.

“I can’t tell you that I have failed at a product launch, or a brand launch, or bringing a person on that didn’t work out… everything is calculated. There was no room for failure because it would take down our livelihood. We would lose our home, our lifestyle and that was not an option. Then, I started to recruit individuals. I was very aware of the responsibility that I was taking, not just of that person, but their family. Every partner that I took on was making a decision to take my brand. Because of those learnings, I have made better decisions moving forward.”

To Maria, O COSMEDICS offers “the total experience”.

The original tagline for INSKIN COSMEDICS read: Changing the industry DNA - that ‘D’ playing the important role of distinguishing INSKIN COSMEDICS and O COSMEDICS as their own entities. Categorising her skincare offerings as cosmeceutical felt outdated, given the term had been coined nearly 30 years prior. O COSMEDICS would instead stand on its own as a market-defining leader in the use of functional actives. “There was nothing about O that was left to chance.” Likewise, the brand’s O symbolises ‘never ending’; “feeling comfortable in your skin, no matter the age or the stage of your life that you’re in.”

The brand, Maria adds, was crafted for the consumer; to help them understand that medical strength skincare is out there and it’s making a difference. Doing so landed the business in hot water early on, as the average consumer’s skin needed to adapt to stronger ingredients. “We needed to teach the industry how actives work. It was a really hard time, but we were able to teach the difference between a reaction and a response.”

O COSMEDICS’ distinctive red packaging was also an intentional choice. “I want it to be strong. I want it to be bold and I want it to be eye-catching,” Maria recalls, “and I’m going to make sure the formulations are going to be intelligent."

15 years on, the brand boasts around 45 retail products and 20 backbar solutions. It’s currently distributed in Canada, the Netherlands, New Zealand, Ireland and Hong Kong, with hopes the next opportunity will fall in the U.K. and the U.S. “They are absolutely drawn to the Australian thing… there’s that reassurance of quality and efficacy.”

Today, INSKIN distributes several professional brands, notably her own skincare trilogy: O COSMEDICS, GINGER&ME and INSKIN.CO, of which Maria and Mario remain majority stakeholders. In 2023, INSKIN secured backing from Australian Business Growth Fund (ABGF) with the goal of further domestic and global expansion. However, Maria says the pair still lead the business’ day-to-day operations. “[ABGF] are brilliant at the strategic side of it, but don’t get in the way of ensuring that we remain agile and able to answer the demands of what the industry is looking for.” All R&D and manufacturing is conducted in-house.

Trilogy partners can earn points on all three brands under the INSKIN POP Loyalty Program. Maria listens closely to the feedback of her partners, building out programs that align with what works for them - a notable benefit to conducting operations locally. “To some extent, I’m competing against myself, so that’s the key criteria - that they don’t overlap. When I created O COSMEDICS, I was very aware that the consumer at that time was looking for fast treatments, fast results. They wanted that lunchtime peel.”

Creating GINGER&ME, on the other hand, came about to address clients’ stress. “When we put the backbar together, it was all about mindfulness, about meditation. It was about telling people to slow down and stop being so hard on yourself, you are enough.” Product textures take clients on a sensory journey, creams luxurious and retail boxes feature relatable, inspirational quotes.

WHEN OUR PARTNERS JOIN INSKIN, WE DON’T WELCOME THEM TO THE INSKIN COMPANY, WE WELCOME THEM TO THE INSKIN FAMIGLIA… TO THE INSKIN FAMILY.

INSKIN.CO - which launched 12 months ago - “came about because of the price point”, Maria admits. INSKIN. CO would also launch with Maria’s magic number 13 SKUs and at a lower RRP of just $55 each. The masstige range, which carries appeal in its own right for its modern, brutalist packaging and broad ingredient offering, is an extension of INSKIN’s cosmedical offering. The botanical range carries a motto of Simple, but not Basic, with each product containing one or two targeted actives.

With each brand’s release, Maria admits another of the brands has found its legs - NEUROCOSMEDICS worked to boost the credibility of O COSMEDICS; INSKIN.CO the same for NEUROCOSMEDICS. In 2025, however, each of the brand’s unique intentions are as relevant and necessary as the other, particularly based on what’s on offer for backbar.

While Maria’s passion for business is palpable, another side - her love for her family - makes its way regularly into conversation. She’s the mother of two, Alexander and Cassandra, who by the time Maria launched INSKIN, were aged in their early adolescence. All too familiar with the juggle of raising children while working a business, Maria looks back at her time as a trainer where she would travel with babies in tow. She credits her “village” of extended family members for their support. “The reason why they are so independent, so organised and so clever at the way they do life is because they were exposed to the way mum and dad did life,” she says. “One of our core values at INSKIN is that ‘you don’t leave your heart at home when you come to work’,” reminding staff that their families should take priority. “And I made a vow never to miss their birthdays! Those days are sacred to me, it doesn’t matter how old they are. It definitely is a sacrifice, but you have to weigh it up, and never leave them anywhere you don’t feel comfortable.”

WHEN YOU FIND PRODUCTS THAT CONSISTENTLY DELIVER RESULTS FOR YOUR CLIENTS, YOU STICK WITH THEM!

Fast-forward to 2020, the global pandemic hit. INSKIN remained, and has remained, one of the nation’s few distributors not to pivot their business model to sell D2C online without sales directly working to boost salons’ bottom line. It’s one of the company’s most admirable qualities and one that has continued to keep them in good stead with their partners ever since. At the time, however, “it was me against everybody else,” she admits, her team fearful of the fate of the business. The night salon doors closed, Maria turned to the INSKIN POP trade page and wrote to her partners: “your doors closed, your business did not. You still have customers, you still have patients that require your guidance.”

Every day that salons remained closed, she conducted a digital live stream, addressing INSKIN partners and reminding them: this too shall pass. During the lockdowns, not a single INSKIN partnering salon closed. As the face of the business, it was vital to Maria that she stand by INSKIN’s salon-first ethos. “If these walls could talk, they would show an incredible picture of this incredible strength [within the team]. This was their happy place.”

According to Maria, there’s a lot yet to come - a retinaldehyde, and a menopausal skin range that has been in the works for three years. Developing a new product only comes about in response to: innovation, scientific breakthrough, new technology and a skin need. “It’s got to make good skin sense, but it’s got to make good business sense, as well.” And while consumers appear savvier than ever when it comes to skincare, Maria sees that there is still catching up to do. “The consumer is really starting to appreciate the value of not just the ingredient and the derivative of the ingredient, but the strength of the active ingredient.”

As is typical of Maria, her next big adventure is to aim higher with international dominance. “I sit in my own unique corner as a beauty therapist that respects skin science… we have to be the voice of reason [on making claims]. The way we talk to our partners, our consumers… It’s not intimidating.”

‘Bored’ isn’t a word that sits in Maria’s vocabulary given that after 40 years, the industry continues to experience such movement. “I’ve been really blessed that I’ve had experiences throughout different aspects and different roles within the industry, and then to land where I’ve landed.”

INSKIN COSMEDICS Partner Testimonial

WITH RACHEL DIAZ, OWNER OF LOVEBEAUTY CLINIC – A LONG-TIME O COSMEDICS STOCKIST – LOCATED IN WESTERN AUSTRALIA:

Rachel, describe the ethos of your skin clinic.

“At LoveBeauty, we live by the philosophy that healthy skin isn’t just a goalit’s a lifestyle. Our dermal therapists take a holistic approach, looking beyond superficial symptoms to uncover the root causes of our client’s skin conditions. Our approach is centred around supporting skin health through barrier repair, restoring hydration and reducing inflammation. We’re here to help every client feel confident in their own skin, not just for today, but throughout life!”

For how long have you been a stockist of O COSMEDICS?

“I was fortunate to discover O COSMEDICS nearly 14 years ago before opening LoveBeauty and we’ve been proudly stocking their products for eight years. For five of those years, we’ve had the honour of being their largest independent partner, a reflection of how aligned we are in values and commitment to skin health. When you find products that consistently deliver results for your clients, you stick with them!”

What drew you to O COSMEDICS and the INSKIN COSMEDICS team?

“Having worked with O COSMEDICS in a previous clinic, I was immediately drawn to how beautifully my clients’ skin responded to their Pro Dermal Peels and hydrating alginate masks. It all came down to how their products work with the skin rather than against it. Unlike peel systems that rely on aggressive acids leaving the skin stripped and sensitive, O COSMEDICS’ philosophy of nourishing and rebuilding aligns perfectly with how I’ve always wanted to treat skin. It just makes sense and their team supports you every step of the way!”

Describe the nature of the training you and your team have received from INSKIN COSMEDICS.

“We took part in an intensive two-day training at INSKIN COSMEDICS’ facility, covering advanced retail education, peel theory and hands-on application. New team members also receive in-clinic induction training with a brand representative, where they refine product knowledge and perfect our signature O COSMEDICS facial experience. Our weekly Thursday morning sessions include interactive Q&As, keeping us inspired and always evolving. Ongoing education is built into our culture at LoveBeauty and INSKIN COSMEDICS really supports that.”

Discuss the hero O COSMEDICS skin treatments you offer at LoveBeauty and how versatile they are.

“Our signature O COSMEDICS Pro Dermal Peel experience is beautifully curated, offered through four tailored facials that address virtually every skin concern imaginable. Whether it’s persistent acne, complex pigmentation, rosacea or compromised barriers, we can treat a multitude of skin conditions efficiently. It’s our favourite for a reason: we’re able to customise each treatment in real-time, ensuring every client receives what their skin needs without compromising their skin integrity.”

Are there any O COSMEDICS products in particular that fly off your retail shelves?

“Definitely! It’s a five-way tie between the Gentle Antioxidant Cleanser, Immortal Cream, B3 Serum, Potent Retinol Serum and the Mineral 50 Tinted SPF. They’re essentials in any skincare routine to enhance skin health. With a focus on thorough cleansing, cellular protection, pigment correction, hydration and sun protection, they deliver noticeable results across a wide range of skin types and ages.”

How important is it to you as a business that O COSMEDICS is a professionally-prescribed brand only, eliminating the competition of online retailers?

“It’s incredibly important both ethically and professionally. We’re seeing more skin damage than ever due to unsuitable over-the-counter products and TikTok trends gone wrong. Being able to professionally prescribe O COSMEDICS means we’re giving clients access to safe, customised skincare that’s backed by science and tailored, professional advice. This approach protects both our reputation and most importantly our clients’ skin health!”

INSKIN COSMEDICS Partner Testimonial

WITH CARRIN TREACY, FOUNDER OF THE BEAUTY BASE, BASED ACROSS FOUR LOCATIONS NATIONWIDE:

Carrin, what is your role with The Beauty Base?

“As the founder of The Beauty Base, I oversee our multilocation clinics with a focus on highperformance skin, advanced technologies and nurturing our incredible team. I’m passionate about curating results-driven experiences that don’t compromise on luxury or client care. Every treatment, product and partner we choose must reflect our values and deliver real, visible improvements.”

How would you describe the ethos of your clinics?

“At The Beauty Base, our ethos blends science with soul, combining clinical-strength technology with an unwavering dedication to client comfort and confidence. We believe skincare should be both transformative and indulgent. Our mission is to create a space where clients feel cared for, understood and empowered through personalised treatment journeys.”

“THE ONGOING SUPPORT FROM THE INSKIN TEAM IS SECOND TO NONE AND ENSURES OUR STAFF FEEL CONFIDENT, EMPOWERED AND CONTINUALLY GROWING IN THEIR KNOWLEDGE.”

What areas of concern for your clients do O COSMEDICS protocols and retail products best address?

“O COSMEDICS is exceptional in addressing pigmentation, premature ageing, barrier impairment and inflammation - the key concerns we see daily. The formulations are backed by biomimetic science and also feel luxurious for our clients to use at home. The brand truly bridges the gap between clinical results and beautiful textures clients love applying.

The Beauty Base offers a range of treatments, from facials and laser, through to injectable treatments. What makes O COSMEDICS a suitable skincare offering for pre- and post- treatment?

“O COSMEDICS integrates seamlessly with our treatment menu, particularly for pre- and post-procedure skin where healing, repair and cellular health are crucial. Whether supporting barrier function or preparing the skin ahead of laser, the range delivers active results without compromising skin integrity. We love that it’s evidence-based, yet also suitable for sensitised or recovering skin.”

Describe the training you and your team have received from INSKIN COSMEDICS.

“We’ve received comprehensive product and treatment training from INSKIN COSMEDICS across all our locations. Their education is incredibly in-depthnot just about ingredients, but skin function, advanced skin conditions and how to customise regimens clinically. The ongoing support from the INSKIN team is second to none and ensures our staff feel confident, empowered and continually growing in their knowledge.”

Are there any O COSMEDICS products in particular that fly off of your retail shelves?

“Absolutely. Our clients are obsessed with the Gentle Antioxidant Cleanser, Potent Retinol Serum and Immortal Cream. These are often the ‘gateway’ products that spark true skin transformations. We’ve seen incredible before-and-after results from clients who committed to just a few core pieces of the range.”

How important is it to you as a business that O COSMEDICS is a professionally-prescribed brand only, eliminating the competition of online retailers?

“It’s critical. As a results-based clinic, we stand by education and prescription-led skincare; not just selling a product, but guiding a journey. The professional-only model ensures our clients are getting the right formulas for their skin, used at the right time, and in the right way. It fosters trust, protects client results and upholds the integrity of The Beauty Base brand.”