A quite remarkable composure emanated from Vita Group on Thursday after the Telstra store operator learned its master licence agreement was being wrapped up by the telco giant.

At the news 90 per cent of its turnover will evaporate by June 2025, Vita chief executive Maxine Horne was admirably sanguine. “Vita is strategically prepared for a range of outcomes and has been investing in the very attractive category of skin health and wellness for some time, thus creating a new growth opportunity for the group … The remaining period of the Telstra licence arrangement will provide cash flow as we continue to grow the Artisan brand.”