PAX Polish is an Australian made, female owned nail beauty brand founded by Emma Louise Paxton – a former business development executive for global law firms turned entrepreneur and notably powerful women in the beauty industry. Ariana Pezeshki chats to Emma about her nail polish business and transitioning from the corporate world into beauty entrepreneurship.
Emma Louise created PAX Polish in 2021, with the aim of creating a high- quality, vegan and cruelty-free nail polish that would be accessible and affordable to a wide audience. Emma founded the company with the goal of creating a line of nail polishes that are safe, non-toxic, and eco-friendly, without sacrificing performance or quality. PAX Polish uses only the highest quality ingredients, and the polishes are free from harmful chemicals such as formaldehyde, toluene, and DBP.
The brand has received recognition in the beauty industry and has been featured in various publications while also gaining a following on social media, with many customers praising the brand for its high- quality and long-lasting nail polishes.
PAX offers a fresh range of colours and finishes, from bold and bright shades to more subdued neutrals and pastels. Also emphasising the importance of sustainability and ethical sourcing in its products, using eco-friendly packaging and ensuring that all ingredients are ethically sourced and cruelty-free.
Why nail polish?
For Emma, sitting down to a mani is a form of self care to quiet the noise of everyday lives. “For me nail care has always been about two things: self-care and self-expression… I cannot go without a weekly mani. A mani might seem frivolous: it requires cash and time and, in pop culture, has a bit of a ditzy reputation. But there’s a case to be made for a fresh mani,” said Emma. “I think of it as an enforced time-out. When I do my nails, it’s like I’m on a very short flight. Don’t call, don’t text, I’m OOO. It’s not that I’m hiding, it’s just that we all owe ourselves a little ‘me time’, without the expectation of a super-fast response. I believe in making time for yourself, it is so important – we are all doing more and have less time to unplug.”
When it came to founding the brand, the idea was sparked when Emma was in need of a manicure while pregnant, “The seeds of PAX were sown when I was pregnant and started investigating the ingredients in the nail polishes I was using. I found there were a lot of nasties that I didn’t want to use, whether I was pregnant or not. And there is something about a fresh mani that just makes me feel like I’ve got my life together, I didn’t want to give it up!”
“So, I went on the hunt for something more natural, something that enhanced nail health and still delivered superior performance. I began trying various green brands. Some didn’t work well, some had packaging to make them look natural when they really weren’t. I found that what I wanted didn’t exist,” said Emma. “After a year and a half of perfecting a clean and green formula, that I felt really proud of, I launched my own Australian made eco-lux alternative in PAX Polish.”
PAX Polish is nail friendly & eco-friendly
PAX Polish is more than a flawless finish and glossy shine, each polish can be used as a colour and a treatment. Enriched with active ingredients such as celery seed extract that aids in nail repair and cell regrowth, helping to restore and rebuild beautiful nails; pomegranate seed oil, high in omega 5 fatty acid levels, delivering strong anti-inflammatory and anti-aging properties by helping to fend off free radicals; Vitamin B helps to promote healthy cell growth and aids in the metabolism of protein-building amino acids that are essential for nail growth; and Vitamin E has moisturising benefits that help prevent peeling, cracked, and yellowing nails. The brand strives to not only look great but feel great while promoting nail health.
Sustainability is another pillar of the brand’s approach to clean beauty with an 82% sustainable plant-sourced formula. Emma said, “I am committed to the pursuit of more natural and better-quality ingredients. Naturally and mindfully formulated, the major solvents and resin systems in PAX Polish are derived from plant sources, with no petrochemicals. PAX is for those who prefer a healthier alternative but don’t want to compromise on quality.”
Emma’s career progression
Emma began her career as a business development executive for global law firms, a stark difference from the beauty industry. When asking Emma if she missed the grind of the law world, she laughed and said no. She went on to tell us a little bit about her time in the law world and how she made the transition into becoming a business owner. “When I worked as a business development executive for global law firms my suits were black but my mani was always a little ray of sunshine. I brought creativity to the table and thrived in a pragmatic environment. I found purpose in helping develop and uplift the women in my team,” said, Emma.
“Naturally and mindfully formulated, the major solvents and resin systems in PAX Polish are derived from plant sources, with no petrochemicals. PAX is for those who prefer a healthier alternative but don’t want to compromise on quality.”
“After getting pregnant with my first son, I decided I was going to be a stay- home mum. That didn’t last long. I feared I would lose my sense of self in becoming a mum, but it’s actually made me truer to who I am. Two of life’s most challenging but rewarding accomplishments are raising a family and to start your own business. Both are full commitments that demand a healthy dose of perseverance, patience and love.”
Her advice to women
Uplifting women seems to be a passion of Emma’s from day one from working in law, to becoming a mum and then founding her own business, her mission continues today. “Just like law, anyone who works in the beauty industry will tell you that it’s an inviting, inspiring place, full of empowering women, evolving ideas, and the occasional (OK, constant) heated discussion. In beauty, it’s about the merits of one holy-grail beauty product over another,” Emma said.
In order to be a powerful woman in business, it’s no surprise that entrepreneurs face their own set of ever changing obstacles to overcome Emma explained that business owners really do not know what they will face but expect self- fulfillment and “an overwhelming feeling of accomplishment.”
“Those of us that have had to break down barriers are eager to pay it forward. Don’t be afraid to reach out to anyone you admire within the industry to ask for guidance or introduce yourself. Being a woman in a male-dominated space is challenging – so many of us have done what we’ve done to create ripples of change,” Emma said.
Success for PAX Polish
Last year was a big one for PAX, having launched in Sephora in Australia and New Zealand and with DOUGLAS in Europe, Emma said, “I couldn’t be prouder, not even a year old and partnering with global leaders in the beauty industry…pinch-me! I am honoured by how supportive our retailers are about sharing our story, and commitment to clean beauty, self-care, and self-expression. I always say to follow your instinct and back it up with hard work. I have always been vocal about things that I thought could be done better, which wasn’t always received well. As an entrepreneur, however, that’s a strength. It took time and faith in myself to find my voice and purpose. ”
We asked Emma her thoughts on being a powerful woman in business and her advice was to celebrate the wins and start today. Many business owners share the same insight and positivity surrounding their success and PAX is no different, as one of the fastest growing green nail polish brands on the market. “I always say, to follow your instinct and back it up with hard work,” Emma continued, “I have always been vocal about things that I thought could be done better, which wasn’t always received well. As an entrepreneur, however, that’s a strength. It took time and faith in myself to find my voice and purpose. ”
“I learned very quickly that the beauty world isn’t as vast as it may seem from the outside looking in. Because of that, the reputation you build for yourself is paramount. If you lead with kindness and authenticity you quickly build a network and better yet, a community of advocates who are ready to lean in and help you succeed.”
This article was originally published in Professional Beauty’s March-April 2023 print issue.
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