For over 70 years, Ella Baché has been at the forefront of Australian skincare, evolving alongside the changing faces of the nation. In 2025, the brand is reaffirming its commitment to A-Beauty with a bold new direction in its “In My Own Skin” campaign – championing local manufacturing, skin diversity, and next-generation innovation that addresses every unique skin condition.
With the launch of the “In My Own Skin” campaign, featuring pro-age model and grandmother Abigail O’Neil, as well as exciting new talent Jasmine Gee Ploy, they’re embodying the unapologetic spirit of Ella Baché. With this focus, the brand encourages individuals to take charge of their skin’s health, empowering them to look and feel their best at every stage of life.
At the heart of the next evolution, Ella Baché’s newly expanded, state-of-the-art, multi-million dollar Manufacturing Product and Distribution Centre is designed to drive increased product innovation. This commitment ensures the highest-quality formulations, crafted in Australia, using locally sourced ingredients to continue offering cutting-edge skincare and treatments targeted to the Australian climate.
“We believe in the power of Australian-grown ingredients, innovation and local manufacturing,” says Pippa Hallas, Ella Baché CEO. “By staying true to our heritage and Madame Baché’s commitment, we insure the highest quality in every product. We are excited to be part of the growing A-beauty movement and to continue creating solutions that meets the needs of all Australians.”
With an extensive network of salons and franchises nationally, Ella Baché continues to support local businesses and diverse communities. The brand’s supply chain fosters a local approach – Ella Baché’s net promoter score shows that one reason customers love the brand is the fast and convenient delivery, as the products are made locally and warehoused from sourcing local ingredients in Byron Bay to in-house manufacturing. This approach ensures that they invest in developing products that are important to the Australian customer’s skin, from the moisture demands of cooler southern states to the heightened sun protection required in the north.
“Ella Baché is the largest privately owned beauty business in Australia of its scale, with over 150 salons franchised nationally, and with counters at David Jones and online partnerships with Adore Beauty and The Iconic”, adds Hallas. “Our growth has always been driven by our focus on innovation and product excellence, insuring we meet the evolving needs of Australian skin.”
While reformulations of established products will occur regularly throughout the year, the brand is set to introduce the new Multi-Acid Regen Peel with both at-home active products and salon treatment sales available. Launching in May, this major release will be a results-driven liquid peel designed to kickstart skin transformation and target tailored solutions for skin concerns.
Beyond product innovation, Ella Baché is committed to growing Australian beauty with an educational institution at its core. Originally launched in the 1960s, the Ella Baché College of Skin and Beauty Therapy continues the legacy of its founder, Edith Hallas. This year’s launch of the Dual Diploma of Business and Beauty from Ella Baché College continues to equip graduates with the technical expertise, business acumen, and confidence necessary to adapt as business and the beauty industry evolve.
Hallas remarks, “We have never deviated from Madame Baché’s mantra no to skins are alike and remain focused on product innovation to provide salon treatment and product solutions for all Australians as there’s kidneys change in line with social and climatic evolution, while, always aware of our wonderful heritage and ethos”.
