Stacey Hollands’ Lust Minerals, in Warana, on track for $10m turnover

A Sunshine Coast mum-of-two has revealed what catapulted her cosmetic business from her linen cupboard to a $10m turnover.

Lust Minerals founder Stacey Hollands in 2019 with her youngest child Sophia, then aged seven months. Picture: Patrick Woods

Relationships with social media influencers and reality TV starlets have helped catapult a Sunshine Coast beauty business into a venture worth millions.

Sunshine Coast born and raised Stacey Hollands, 33, started Lust Minerals in 2014 with $10,000 and a dream to help women with skin conditions like acne.

The company is now on track to achieve a total of $10m in turnover this financial year.

It has been a big year for the Warana-based business with the founder and mother-of-two last week winning an Australian Small Business Champion award.

It is a long way from her linen cupboard, where her brand started.

The former beauty therapist wanted to create products that did not clog her clients’ skin.

Stacey Hollands launched Lust Minerals in 2014 from her linen cupboard.

She also wanted to provide “toxin-free” options to people following her father’s cancer diagnosis in 2011.

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Her dad David Cook died the same year Ms Hollands launched the business, which is dedicated to providing vegan, paraben-free, Australian-made products that are not tested on animals.

Stacey Hollands and her father, David Cook, before his death in 2014.

Lust Minerals sells cosmetics, skincare and other products like deodorant and sunscreen.

Ms Hollands said forming relationships with social media influencers and reality TV stars took Lust Minerals to the next level.

“It supercharged us from about 2018,” she said.

“Gifting was a big thing, with no expectations, to these Sunshine Coast girls who were on reality TV shows.”

The women used her products, and talked about them, on Instagram and other platforms.

Stacey Hollands at the Australian Small Business Champion Awards.

“That was kind of the stepping stone for us and as a brand we got clear on our values,” Ms Hollands said.

The founder is passionate about customer service and has a dedicated team available to help customers with colour matching, skin consults and more, all online, for 15 hours every day.

She is also unafraid to get back on the tools herself.

“If I can see that it’s busy at 6am, I’ll jump in and support,” Ms Hollands said.

Ms Hollands said one of her biggest business challenges was ensuring her own personal growth as the brand expanded.

“I’m responsible for 24 team members and their lives so that is one of the biggest challenges that pops up for me,” she said.

Originally published as Stacey Hollands’ Lust Minerals, in Warana, on track for $10m turnover