BondiBoost’s Global Ascent Offers Lessons for Europe’s Indie Beauty Startups

When Alexandra Jakob launched BondiBoost in Sydney in 2018, she was entering a highly competitive haircare market. But within a few years, the brand had expanded beyond Australia and into major global retailers beauty sector.

Jakob, an experienced entrepreneur, had previously built and sold a childcare business in Australia. With BondiBoost, she turned her focus to beauty—offering products that addressed everyday hair concerns and promoted ingredient transparency. 

The brand started online, using social media and customer feedback to grow. This digital-first approach helped BondiBoost build trust and scale without relying on traditional advertising or large industry backing.

For new beauty brands in Europe, especially in the Baltic region, this offers a useful example. Clean formulas, clear branding, and a strong digital presence can help startups stand out—even in crowded markets.

After BondiBoost early success, Jakob stepped back from daily operations and now runs an investment firm that supports projects in beauty, property, and education.

As Europe’s indie beauty sector continues to grow, founders who stay focused on consumer needs, embrace digital tools, and remain flexible in their strategy may find the global market more accessible than ever.