Australia’s New Wave of Entrepreneurs: Women Turning Wellness into Wealth
Jessica Sepel: From Priceline Aisles to a $426 Million Brand
As a teenager, Jessica Sepel wasn’t hanging out at parties—she was camped out in Priceline.
“I would hang out in the vitamin aisle most of the day,” Ms Sepel said.
Fast forward to today, and she’s the founder of JSHealth Vitamins, the fastest-growing brand at Priceline. Alongside her husband, Dean Steingold, she’s built a supplement empire that’s now worth an estimated $426 million.
But it wasn’t an overnight win. Far from it.
“People see this young blonde girl with long hair on a website; they just don’t know how much failure was involved,” she told AFR Magazine. “They have probably just assumed it’s been really easy for us. But I mean, we failed and failed again.”
Now they’re pushing into the UK, US, and Asia with major retail deals at Selfridge’s and Boots, and expanding into skincare and haircare.
SEO keywords: JSHealth Vitamins, fastest growing vitamin brand, Australian wellness brands, Jessica Sepel business story
Image Credit: https://www.kobo.com/
Natasha Oakley: Bikini Posts to a $63 Million Empire
In 2012, Natasha Oakley and her friend Devin Brugman started posting bikini photos online. No strategy. No team. Just a genuine love for swimwear.
“One night we were just joking about the fact that it is pretty crazy how we like just always wearing swimwear,” Ms Oakley said. “Most women like shoes or handbags but we were just saving up to buy bikinis.”
Soon enough, brands were knocking.
“We immediately started getting inquiries through social media of how to get featured on our page. So I drew up the terms and conditions, and we were charging $100 a post to be featured on this page,” she said.
That idea turned into Monday Swimwear, and Oakley didn’t stop there. She co-founded The Pilates Class, has brand deals with Lancôme, American Express and Pantene, and holds an estimated $63 million net worth.
“I wasn’t just showing up to the job to get my hours done and walk out, I was genuinely interested in how the business was being run. I knew owning companies on my own was something that I was going to be good at because I genuinely took such a strong interest in how things work, how things operate. I was always the one selling the most in the retail store and making the highest commission and I just had that entrepreneurial spirit.”
SEO keywords: Monday Swimwear, Natasha Oakley entrepreneur, The Pilates Class app, influencer business Australia
Image Credit: https://www.iconikmagazine.com/
Tammy Hembrow: Building Glutes and a Global Brand
Tammy Hembrow made the idea of a fit lifestyle sexy, profitable, and scalable. The Tammy Fit app and Saski Collection activewear line are just the beginning. With 13.3 million Instagram followers, her reach is massive—and so is her revenue.
Estimated at $38 million, her business model is simple: fitness, fashion, and monetising loyal followers who want what she’s got—abs and ambition.
SEO keywords: Tammy Fit app, Saski Collection activewear, Tammy Hembrow business, fitness influencer Australia
Image Credit: https://www.penguin.com.au/
Steph Claire Smith (now Stephanie Miller): From Model to CEO
Model-turned-entrepreneur Stephanie Miller co-founded Keep It Cleaner with Laura Henshaw in 2015. What started as a wellness app now includes at-home workouts, nutrition plans, and a growing retail footprint through Metro Foods, recently acquired by Openway Food Co.
She’s worked with big brands like Adidas, Bondi Sands, Bras N Things, and also co-founded Soda Shades.
Her estimated net worth? $36 million.
SEO keywords: Keep It Cleaner app, Steph Claire Smith business, wellness entrepreneurs Australia, health apps for women
Image Credit:https://womenshealth.com.au/
Emily Skye Anderson: Fitness Meets Cosmetics
Emily Skye Anderson first made waves with her app, Emily Skye Fit, which she sold to Quadrant Private Equity in 2018. Now she’s back on the Young Rich List with a net worth of $95 million, thanks to the success of James Cosmetics.
“It’s all about skin now. People want to make their skin beautiful,” Ms Anderson said.
After realising lipstick was too expensive to produce, she pivoted to skincare—smart move. James Cosmetics has now sold more than 1.5 million eye masks. She’s also invested in fintech, a caravan park, and continues to build across beauty and wellness.
SEO keywords: Emily Skye Cosmetics, James Cosmetics review, skincare brand Australia, female beauty entrepreneurs
Image Credit: https://www.womensbest.com
Kayla Itsines and Tobi Pearce: Fitness Tech Royalty
Kayla Itsines and Tobi Pearce were early to the fitness tech scene. Their app Sweat was acquired by iFit, and both walk away with an estimated $164 million each.
No gimmicks—just smart execution, great content, and a loyal global following.
SEO keywords: Sweat app founders, Kayla Itsines net worth, Tobi Pearce business sale, fitness app success stories
Image Credit: greekherald.com.au
Real Business. Real Results.
This new breed of Australian entrepreneur isn’t just cashing in on trends—they’re creating them. They know their customers better than anyone else, and they know how to sell products people actually want to buy. Health, beauty, confidence—it’s all part of the package.
Whether you’re building the next big supplement line or dreaming about launching your own activewear label, take a cue from these women. They didn’t wait. They got started. And they failed—then fixed it.
These are Australia’s real entrepreneurs. And they’re just getting started.
