It was only a matter of time before the Gold Coast-born skincare brand Eco by Sonya was thrust into the international spotlight – but not even founder Sonya Driver could have imagined seeing her products on the runway in Morocco. We caught up with the founder to find out how this collaboration with luxe Aussie fashion brand Alemais came to be.
You’ve taken Eco by Sonya from a Gold Coast success story to an internationally recognised brand. Take us back to the beginning – was this level of global reach something you set out to achieve from the start? What was your dream for the brand back then?
It sounds a bit woo-woo, but I had a really strong stirring in my spirit when I started making my organic spray tan from my kitchen. I would visualise it all over the world. It sounds easy, but it’s been a tremendous effort – a lot of the time. I feel like I’ve sold my life.
Was there a specific moment when you realised that Eco by Sonya could become an international beauty brand?
There was never one pinnacle milestone for me – it’s been many celebrations and mistakes. It was all step by step, simply by my determination. I got knocked down many times and just kept getting up, kept moving forward.
The beauty scene is a famously competitive industry, both locally and globally. What do you think sets Eco by Sonya apart?
My lane is more the health sector than beauty. Being certified organic and clean, with our accreditations, it’s far more than beauty. Ingredients matter – there’s nothing beautiful about ugly ingredients. Health food stores and the wellness sector have always been at the forefront, rather than beauty.
Your partnership with Alemais feels like a match made in heaven – two Aussie-born brands that celebrate sustainability, ageless beauty and our warm, sunny lifestyle. Can you tell us a bit about how it came to be?
When they reached out to us, I smiled to myself and looked in my wardrobe which has so many of their timeless pieces. I love their materials – natural linens, silks – and their designs and cuts. I immediately went, “Yes, this feels right.” If it were a dating site, we’d be a match.
How was the planning process? What was the Alemais vision, and how did Eco by Sonya help bring it to life?
It was in Morocco, so we sent a couple of our team members there for the show. We have worked for many years with a talented Hawaiian-born photographer who we flew over from Florida, as well as our GM from London. The synergy between them was incredible. They were the perfect energy and match for Morocco and Alemais. Exotic, gentle and slightly mysterious.
Skin prep is one of the unsung heroes of any runway show, ensuring the models look – and feel – radiant. Why did you choose each product that was used?
Their makeup and styling were very minimal and ethereal, all about the glow, shimmer and golden skin. We used Glory Oil for healthy, glistening skin, which complemented the gorgeous shimmering designs.
You’ve taken Eco by Sonya from the Gold Coast to Morocco – where to next?
Next stop, London! We’re bringing a very exciting pop-up store to the famous Columbia Road Market in July. It’s disco garden themed.
What advice would you give to other local Gold Coast founders who are hoping to take their brand international?
Do everything with integrity. Everything you do comes back. Money cannot be the prize you’re seeking.
