How Outer Ego built a global beauty brand

Outer Ego launched in 2023. Founders Victoria and Jacqui Hondrou built an audience on TikTok in the popular fake tan niche. 

From the beginning, the Hondrou twins wanted to sell beyond Australia. But like many small businesses, they had limited experience with customs, shipping requirements or sending parcels overseas.

We spoke with Victoria and Jacqui about how Outer Ego grew into an international-first eCommerce business, what they learned along the way and the practical steps that helped them scale without losing momentum.

How did Outer Ego begin?

Victoria and Jacqui: It started back in 2020. Jacqui downloaded TikTok and we were just doing fun dancing trends. One night, Jacqui posted a tanning video using gloves instead of a tanning mitt. It was literally just one leg being tanned to a TikTok sound and it went viral.

The comments were saying things like, ‘Why aren’t you using a tanning mitt?’ and ‘What’s this glove?’. That’s how we got into the tanning niche on TikTok. We loved it because we love self tan and no one else was really creating the style of videos we were doing.

People started commenting that we had to come out with our own self tan. So in 2022, we formulated our first product, the Express Tanning Mousse. We launched Outer Ego in March 2023 and from the beginning we wanted the brand to be really positive. Self tan isn’t just about colour, it’s about how it makes you feel.

Tip: Listen closely to comments and audience feedback. They can shape your product roadmap.

Did you plan to send parcels overseas from Australia from the start?

Yes, from the very beginning. We wanted to send not only domestically but internationally as well. We’re really glad we did because the United States is actually our biggest customer base.

We’ve sent to 42 countries and over 12,000 orders have gone to the US, which works out to roughly a million dollars in sales.

Tip: If international demand exists, explore sending parcels overseas early, even if you feel unsure.

How did your local Post Office help you start sending parcels overseas?

We were very scared to send internationally at first. We had no idea about anything, customs, labels, HS codes, none of it. But we worked very closely with our local Post Office team who showed us what an international label looks like, what HS codes mean and what specific information different countries need.

From the get go, our local Post Office helped us with everything. We literally walked in and said, “We need help, what do we do?” They showed us shipping rates, helped us understand what to charge customers and explained how MyPost Business works.

They helped us understand HS codes and that different products need different ones. We integrated that information into Shopify, which made everything really simple.

Tip: Don’t be afraid to ask your local Post Office for help when sending parcels overseas. The right advice early can save hours later.

How has your approach to sending parcels overseas changed as the business scaled?

As we sent more parcels, we learned that the more you send, the better the rates get. We started on MyPost Business band one and now we’re on band five.

As volumes increased, we were supported to move to eParcel for international deliveries, which gave our customers better shipping rates and helped us manage growth.

Tip: Prepare early to evolve your shipping setup as your business grows, so you’re ready to scale without disruption.

What surprised you most about sending parcels overseas?

Honestly, how simple it was. We thought international shipping was going to be really difficult but once we understood it, it was actually very straightforward.

Our customers often say how quickly their parcels arrive, even when they’re on the other side of the world.

Tip: Build repeatable systems so sending parcels overseas feels routine, not risky.

How important is delivery experience when selling overseas?

Delivery experience is extremely important. Fast shipping, clear tracking and good packaging all build trust with customers.

If a parcel arrives on time, or earlier than expected, it leaves a really positive impression. A poor delivery experience can make customers less likely to return.

Tip: Delivery is part of your brand experience. Protect it as carefully as your product.

Which platforms and tools support your eCommerce and international shipping?

TikTok has been the most amazing platform for us. We started with Tanning Thursday videos, tips, reviews and authentic content that shows who we are.

For orders and shipping, we use Shopify and Australia Post, using MyPost Business and eParcel as our volumes have grown.

What advice would you give other businesses considering sending parcels overseas?

Just do it. Literally just do it.

Don’t be scared to ask questions. Two years ago, we had no idea what HS codes were. Now it’s just part of how we operate.

What’s next for Outer Ego?

2026 is going to be a big year. We’re planning to launch more products, move into a warehouse, grow our customer base and hopefully launch on Amazon US.