Beauty NZ's Inspiring Women

THE LEAP OF FAITH

After several years working as a beauty therapist, Annemarie moved into beauty and medical device sales, spending four years with a large international corporation. The role gave in invaluable experience, but over time, she found herself craving something more meaningful. Her corporate career had sharpened her skills, but she missed the connection and purpose that first drew her to beauty therapy.

Having long admired RevitaLash Cosmetics, a brand she had come to know well throughout her career, she felt an undeniable pull when the opportunity arose to represent it herself.

"It wasn't something I'd planned for, but when the opportunity came up, it just felt right. I'd always loved the brand and what it represented, and something in me knew I had to find a way to make it work."

With encouragement from her partner Kawhia and business mentor Toss Grumley, Annemarie pitched her vision directly to RevitaLash Cosmetics. She wanted to represent the brand in a way that reflected its heart - through education, care, and genuine connection. To her delight, they said yes.

What followed was a whirlwind start-up chapter powered by heart and hustle. Annemarie built the business from the ground up, often wearing every hat herself in those early days... sales, marketing, customer service, and fulfilment - learning as she went and leading with heart. When investors offered funding in exchange for major control, she turned it down and instead found a way to make it work on her own.

"I didn't want to lose what made it special," she says. "I had a clear vision for how this brand could grow in New Zealand, and I didn't want to be restricted by outside investors or end up feeling like an employee in my own dream. It was about building something with heart and integrity, even if that meant doing it the hard way."

Today, that decision has paid off. What began as a one-woman operation is now one of New Zealand's most respected beauty distribution businesses. A testament to Anneamarie's persistence, instinct, and unwavering belief in doing things the right way.

VALUES THAT BUILD LEGACIES

As Kiara Cosmetics has grown, so too has the clarity of its purpose. Today, the business is guided by three principles that define not only how it operates, but why it exists; Partnership, Sharing the Love, and Raising the Bar.

Partnership sits at the heart of everything Annemarie and her team do.

"Your success is our success," she says. "We've always believed in building genuine partnerships, grounded in trust, collaboration, and shared goals. Whether it's a stockist, a supplier, or someone within our team, we're here to support each other every step of the way."

Sharing the Love reflects Kiara's commitment to connection and positivity, uplifting others, celebrating achievements, and creating a culture where kindness and community come first. Giving back has always been part of the company's DNA, woven through everything from the way the team works together to the initiatives they chmpion.

Raising the Bar represents Kiara's dedication to quality, growth, and continuous improvement.

"For us, raising the bar means constantly evolving - improving how we support our partners, how we show up as a team, and how we lead within the industry," Annemarie says.