How All Shades Matter Cosmetics started a successful eCommerce business

A bold vision for change

The story behind All Shades Matter Cosmetics is an inspiring one. Founders Shaanti and Tali were both adopted from India as infants and grew up in separate families in Victoria. In their teenage years, they started noticing a distinct lack of diversity in beauty products–particularly, in shades of foundation.

“Ever since we were young, we were always asking each other why no one had ever thought about extending the range of make-up shades available,” said Shaanti. “Then we thought, why not us?”

Enter MATTERfying Foundation®. Currently available in four shades, it’s an affordable yet polished foundation that caters to a broad range of skin tones, specifically darker tones.

The foundation, which is formulated and manufactured in Australia, took about two years to shift from idea to finished product—with help from local makeup artists along the way to test and provide feedback.

By 2021, All Shades Matter Cosmetics was ready for pre-sales, and by 2022 it successfully launched into the global market.

As well as conceptualising and manufacturing the MATTERfying Foundation®, Shaanti and Tali also had to think about everything from building an online store to shipping and logistics.

And this was where Australia Post came in with a simple, straightforward, and reliable delivery service for their growing eCommerce business.

A delivery partner for eCommerce growth

Right from the start, Tali and Shaanti knew they wanted to partner with Australia Post.

“On a personal level, I’ve had parcels delivered by other couriers which was somewhat of a headache. We didn’t want our customers to deal with that,” said Shaanti.

“After comparing other providers, it was a no-brainer to choose Australia Post. It’s a trusted and reputable brand with great customer service and rates.”

In the set-up phase–during the pandemic when face-to-face meetings were out of the question–the pair found all the Australia Post resources they needed online. They also watched many YouTube tutorials on how other small businesses had set up their logistics.

Then, as the launch of All Shades Matter Cosmetics approached, the pair signed up with MyPost Business. “We were given a discount relating to our shipping band for the first month, which is such a helpful benefit for a small business that’s just starting out,” Tali said.

They also set up a PO Box and followed the simple steps of integrating with their Shopify store so they could automatically generate shipping labels and send tracking details to customers. This sped up their workflows and gave them more time to focus on business growth.

“The integration with Shopify works so seamlessly. We didn’t require any third-party application as part of the packaging or delivery process,” explained Tali.

Expanding internationally with ease

It wasn’t long before All Shades Matter Cosmetics was attracting international attention. The successful start-up now ships across the world, including to New Zealand, the US, Sri Lanka, South Africa, Singapore and more.

“Shipping internationally is an entirely different dynamic,” Tali said. “You need to print labels differently, add shipping sleeves, understand the tariff codes for your business category and country, and ensure you meet all the criteria for customs. Through Australia Post, we had a trusted point of contact to guide us in the right direction.”

“Plus, MyPost Business is dummy-proof. You can’t create a label unless you have all elements required, and if anything is missing, you can easily check the FAQs or pop-ups for more information.”

Support at every step of the way

Along the way, Tali and Shaanti were fully supported by two Australia Post staff from the Geelong Business Centre who provided invaluable advice—particularly as the business started growing.

“It was clear from the outset that they were invested in helping All Shades Matter Cosmetics succeed. We have a very honest, open relationship with them.”

“They’re always available to answer our questions, and they go the extra mile to check that we’ve covered things we might not have thought of otherwise,” said Shaanti.

Tali added that the staff’s personal support gave them the confidence to continue growing as a business. “They handle all our postal questions so professionally and always manage all service logistics very efficiently.”

In the early years of business, having access to Australia Post’s after-hours drop off service enabled the duo to work flexibly around their 9-5 jobs and cater to their international customers.

Shaanti remembers posting orders right up to 11pm and the service was a safe and secure method for ensuring their products were delivered in a timely manner.

“It’s not a replacement for in-person support but is just as efficient and effective,” she said. “We both still work fulltime and the service has given us the confidence to stay on top of our deliveries.”

Advice for other eCommerce start-ups

On the back of its rapid growth and international expansion, All Shades Matter Cosmetics was named as one of Australia Post’s 2023 Local Business Heroes. What’s their advice to other businesses starting out on their own eCommerce journey?

“Set up MyPost Business as soon as possible and make the most of its discounts to pass on the savings to your customers,” said Tali.

“You never know where your business will go. Starting with a company like Australia Post, which ticks all the boxes, is so much better than having to shift couriers as you grow.”