REALtalk

BUSINESS

FORUM

Leadership | Business | Entrepreneurship
Building a Resilient Brand

If you’re keen to improve your knowledge on branding, the REALtalk Business Forum at Hair Festival 2025 will focus on building a resilient brand in every aspect of your business. From branding your salon to building your own personal brand, brand recognition is what sets you apart.

With a team of experienced branding experts, you will gain insights, ideas, inspiration and most importantly be guided on how to improve your brand image across every step of your salon’s communication.

Taking place on Sunday 29 June 2025 from 9.00am to 1.30pm followed by lunch, it is one of the best value business conferences in the industry.

book tickets

2025 REALtalk PROGRAM

Sunday 29 June 2025 | 9.00am – 1.30pm | Pyrmont Theatre

08.30am – 9.00am	Coffee and registration
9.00am – 9.05am	Welcome by Cameron Pine (emcee)
9.05am – 9.50am	Redefine Your Brand Story James Needham Co-Founder + Joint Strategy Director – UntangldUntangld Co-Founder James Needham will help you find your brand’s authentic story and zero in on the superpowers that make it unique. By refining and redefining your brand through its role in culture, you will unleash its true value that leads to iconic status.
9.50am – 10.25am	How to Build (and Accelerate) a Personal Brand That Works for You Tamara Reid Founder, Inside Industry Ready to be seen, heard, and paid for what you know? In this powerful 35-minute keynote, you’ll learn how to build a personal brand that cuts through the noise – and then accelerate it with content that actually works for you. Whether you want to sell a service, become a thought leader, or grow a business, this session will show you how to define what you want to be known for, create content pillars that resonate, and amplify your message without burning out. You’ll walk away with practical tools, real-world examples, and a rinse-and-repeat strategy to show up online with clarity and consistency.
10.25am – 10.55am	Panel 1 – Successful Salon Branding Insights Oscar Cullinan – Founder \| Oscar Oscar Salons, WILDE.hair, HMP BT, & BeardDye Emily Ciardiello – Chief of Everything Officer and Creative Director \| Foil me Ali Holmes – Director and Principal Stylist \| Wild Life SOGO Mary Alamine – Co-Owner and Creative Director/Educator \| Royals Hair Ben Semple – Expert Stylist & Brand Educator \| Circles of Hair
10.55am – 11.10am	Morning Tea
11.10am – 11.55am	Bringing Brands to Life Within Social Media James Fitzgerald Executive Director of Programming – SMK SMK’s 2025 presentation will focus on bringing brands to life within social media, helping businesses stand out in the crowded feeds of platforms like Instagram, TikTok, YouTube, and Facebook. With a focus on creating relatable, authentic content that resonates with today’s consumers, ensuring that brands feel approachable and real. The session will highlight the value of embracing User-Generated Content (UGC) and native content, tapping into trends that drive organic engagement and build trust with audiences. It will also demonstrate how AI can enhance these efforts, keeping content fresh and aligned with audience interests 🤖. A core focus will be on leveraging your people, allowing your salon or brand’s personality to shine through. Attendees will learn how showcasing the faces behind the brand can make content feel more authentic and help build deeper connections with customers. The presentation will explore how to create distinct, recognisable assets within social media by developing unique visuals, videos, and messaging, brands can stand out and make a lasting impact in users’ feeds.
11.55am – 12.25pm	Branding and The Holistic Salon – Presented by CPR Hair What are Holistic Salons? We foster a thriving, heart-cantered community of hair salons dedicated to elevating the client experience at every touchpoint, both in-salon and between visits, empowering their teams and culture, and embracing innovation and adaptability. These salons are proudly showcased on the Holistic Salons website, connecting clients with exceptional, wellness-focused experiences. Our mission is to become premier search engine and lead generator for holistic salons. Tabatha Coffey – TV Personality / Global Educator; Salon Coach & Public Figure Cas Donnelly – CEO, Creator of CPR Colour \| CPR Hair Natalie Chadwick – Entrepreneur, Creative Director \| CPR Hair Nicole Lamers – CPR National Colour Ambassador
12.25pm – 12.55pm	Panel 2 – Successful Salon Branding Insights Tracey Hughes – General Manager \| Dermapenworld EXO Grow Mackenzie Hayward – Founder \| The Attache Line Nathan Yazbek – Director \| Salon Yazbek Nicole Ranatawake – Founder \| Salon Purpose Sharlene Lee – Owner \| Circles of Hair
12.55pm – 1.30pm	Brand Execution – Interactive Planning Session James Needham Co-Founder + Joint Strategy Director – Untangld You have a brand that people love and here we show you a few simple ways to make it more distinctive and powerful to everyone that engages with it. From kitsch to all-class – ensure your brand speaks your identity.
1.30pm Recap	End of REALtalk
1:30pm – 2:00pm	Buffet Lunch – Outside Pyrmont Theatre

*Program subject to change

Realtalk Speakers

James Needham

Co-founder + Brand and Research Director | Untangld

James is the Co-founder of Untangld, an international strategy studio that’s redefining how ambitious businesses win.

With over two decades of global experience helping shape some of the world’s most iconic and effective brands leading complex brand strategy and research projects for the likes of ANZ, Core Plus Studios, Vida Glow and Intrepid Global Travel.

James Fitzgerald

Executive Director of Programming | SMK

SMK is a global EdTech business specialising in marketing capability transformation, offering both continuous and one-off, discrete learning experiences for brand, government, not-for-profit and agency clients.

As Executive Director of Programming, James is responsible for devising and developing all blue chip and corporate education programs. James has taught over 15,000 senior business decision-makers from leading brands, organisations and agencies, including NAB, ABC, Apple, Ralph Lauren, Tourism Australia, Air NZ, Sky TV and many more.

Tamara Reid

Founder | Inside Industry

With 18 years of extensive experience in the professional hair and beauty industry, Tamara’s career journey encompasses a diverse range of expertise, including education, sales, brand marketing, and strategic partnerships for franchise groups, as well as beauty distribution and software brands.

Tamara has a proven track record of developing and executing successful strategies that have significantly boosted brand visibility and revenue. Her ability to forge and nurture relationships has been instrumental in driving business growth and establishing revenue scalability.

Oscar Cullinan

Founder | Oscar Oscar Salons, WILDE.hair, HMP BT, & BeardDye

Oscar Cullinan is the visionary force behind Australia’s most iconic luxury hair empire Oscar Oscar Salons, and the driving creative energy behind three luxury hair and beauty brands; WILDE.hair, HMP BT, and BeardDye.com. Twice named Australian Hairdresser of the Year, Oscar’s career spans over three decades, blending artistry with entrepreneurial genius to redefine the beauty landscape and continue a salon legacy that remains a leader in luxury hair.

With WILDE.hair, Oscar brings a cutting-edge approach to luxury, vegan haircare, celebrated for its innovation and recognised as a finalist in the AHIA and AHFA awards. His HMP BT brand has cultivated a cult following for its clean, botanical ski care solutions, while BEARDdye reimagines men’s grooming with bold, fearless style.

Oscar will share his branding story discussing the importance of resilience, creativity, and leadership, making him an ideal panellist guest discussing beauty innovation, brand building, and disrupting industry norms. His passion for elevating both the artistry of hair and the science of beauty is matched only by his commitment to empowering others to look and feel their best.

Tracey Hughes

General Manager | Dermapenworld EXO Grow

Radiating energy and resilience, Tracey Hughes is a master at unlocking potential and inspiring greatness. With a presence that has captivated audiences in over 30 countries and impacted more than half a million people, Tracey’s influence is undeniable. Whether as a keynote speaker, MC, panel moderator, or trainer, she elevates every event with prestige and expertise.

From humble beginnings in hairdressing to becoming a globally respected educator and business leader, Tracey has built a distinguished career spanning education, corporate leadership, and brand development. As the founder of Mieka Hairdressing—an award-winning salon brand with 10 Salon of the Year titles—she later transitioned into executive leadership, serving as Global Education Director and VP of Global Education for leading beauty brands in the USA. Through keynote speaking and business strategy, she has mentored thousands and transformed industry standards.

At this panel, Tracey will share insights on brand positioning—whether for a personal brand, salon brand, or product. She’ll dive into brand ideology, messaging, image, storytelling, and how to execute branding strategies that drive sales. Learn how purpose and messaging fuel business growth and how education elevates your brand, establishing authority and trust.

A multi-award-winning Hairdresser and Educator of the Year, Tracey’s impact extends worldwide. Now, as Global General Manager of Dermapenworld Haircare, she is spearheading the launch of EXO-GROW, setting a new benchmark in scalp and hair restoration. Her unwavering commitment to the industry was recognized in 2018 when she was inducted into the Australian Hair Industry Awards Hall of Fame.

Emily Ciardiello

Chief of Everything Officer and Creative Director | Foil me

Emily Ciardiello is a dynamic entrepreneur, creative director, and co-founder of Foil Me – a global brand renowned for revolutionising the hairdressing industry with its innovative pre-cut hair foils. Originally a high school teacher, Emily transitioned from education to entrepreneurship whilst bringing up her children. Her journey began when a casual visit to a hairdresser sparked an idea that, together with her husband Iliano Ciardiello, led to the creation of a product designed to empower hairdressers with uniquely designed, high-quality foils and other hair tools such as colour brushes and hair boards.

Under her leadership, Foil Me has grown from modest beginnings into a multi-million-dollar business, making waves internationally with stockists in countries such as Canada, the UK, Sweden, Germany, and USA. Beyond her business achievements, Emily – also known by her moniker “The Dressing Gown CEO” – is dedicated to making a positive impact. She has been instrumental in leveraging her brand for social good, including charitable initiatives like designing special collections that have raised significant funds for causes such as breast cancer awareness.

In addition to her entrepreneurial and creative achievements, Emily hosts a successful podcast, The Dressing Gown CEO, where she shares her insights on business, creativity, and innovation. The show regularly features an array of influential guests – from industry leaders to inspiring change-makers – offering listeners diverse perspectives and valuable takeaways.

Tabatha Coffey

TV Personality / Global Educator, Salon Coach & Public Figure

In the world of salon and personal development, Tabatha Coffey is a name that commands attention. Tabatha’s career trajectory is a testament to her evolution and influence. From her early days behind a salon chair to her current role as a globally celebrated coach, her journey has been driven by a passion for empowerment and transformation. Merging professional expertise with spiritual insight, Tabatha’s coaching practice helps individuals align with their purpose, passion, and power.

Cass Donnelly

CEO of CPR & Creator of CPR Colour

Cass Donnelly is the CEO of CPR Hair, a family-run company founded by his father, John Donnelly, in 1963 as Australia’s first haircare manufacturer. With a Business degree from Bond University and a deep passion for the Australian hairdressing industry, Cass has spent decades collaborating with salon owners to understand and share the key elements of salon success. His Salon First Philosophy—prioritising the needs of salon owners—has driven CPR’s innovation, particularly in hair colour.
Recognising that top-performing salons create customised colours tailored to each client’s skin tone, eye colour, and seasonal changes, Cass set out to develop a truly predictable, true-to-swatch colour system. After testing thousands of colours and finding inconsistencies in existing brands, he hand-crafted a palette of 137 highly predictable shades, personally colour-matching each one to ensure accuracy. This led to the creation of CPR Colour, empowering hairdressers to unleash their creativity and build stronger client loyalty through personalised colour experiences.

Natalie Chadwick

Creative Director at CPR

Natalie Chadwick is a dynamic entrepreneur and the Creative director at CPR Hair, where she blends innovation, education, and sustainability to transform the salon industry. Passionate about empowering hair professionals, she has played a key role in initiatives such as Salon Forum 2024 and the Holistic Salon Service, redefining salon experiences to focus on well-being, technical excellence, and business success. Through her leadership, CPR Hair has launched the “I Made the Change” campaign, inspiring industry professionals to embrace transformation in both their careers and personal lives.

A firm believer in progress, kindness, and sustainability, Natalie has been instrumental in forging partnerships with Stellar, Sustainable Salons, and Hair 3Rs, ensuring salons have access to premium, eco-conscious solutions. Her commitment to structured growth and celebrating every milestone has made her a driving force in the industry. Whether through education, mentorship, or innovation, Natalie is dedicated to shaping a future where salons not only thrive but also make a meaningful impact in their communities.

Nicole Lamers

CPR National Colour Ambassador

With over 20 years of expertise in colour innovation and education, Nicole Lamers stands at the forefront of Australian hairdressing. As Creative Director of Revampd Hair Studio and a multi-award-winning stylist, she has mastered the art of precision colour, bespoke artistry, and trend-forward techniques. Now, as CPR Hair’s National Colour Ambassador, she leads the development of advanced colour education and high-performance formulations, ensuring stylists across the industry stay ahead of evolving trends.

Mackenzie Hayward

Founder | The Attache Line

Mackenzie Hayward is a Perth-based hairdresser with 14 years of experience behind the chair and a passion for innovation in the salon space. She’s the founder of The Attaché Line — a world-first, Australian-designed tool line created to solve real problems faced by hairdressers every day.

With no formal background in business, Mackenzie turned an idea born at the basin into a global product, now in 29 countries. Her innovation has earned her finalist spots for Best New Hair Tool and Best New Colour Innovation at the AHFA 2024, a testament to her vision and determination.

Ali Holmes

Wild Life Sogo & KMS National Artist

Ali Holmes has co-owned Wildlife SoGo for 17 years, artfully navigating the changing industry and consumer trends to carve out a highly successful salon business that is permanently and progressively at the cutting-edge of fashion.

A highly-skilled, all-round stylist, Ali’s career has seen her win awards at Hair Expo, AHIA, and the AHFAs, while her role as KMS National Artist has seen her deliver creative hair direction for numerous Fashion Week shows, global and local KMS Hair campaigns, plus campaign fashion shoots with the likes of Hansen & Gretel, P.E Nation and Ksubi.

Ali’s passion lies in education, which has taken her around Australia and the world with KMS Hair, sharing her innate understanding of structural layering techniques, personalizing every cut to make the most out of every client’s unique features.

Nathan Yazbek

Salon Yazbek & Goldwell National Artist

Nathan Yazbek represents the new breed of Salon Owner – young, inherently creative and with a new age business savvy.

Nathan made his mark on the industry in 2022 when he was named Creative NSW/ACT Hairdresser of the Year, solidifying his position as a rising star in the hairdressing world. Securing the win again in 2023, Nathan backed this up with Finalist positioning for Australian Hairdresser of the year in 2024. These back-to-back victories, teamed with an ever-growing list of satisfied clients at his highly regarded Neutral Bay salon, Salon Yazbek, positions Nathan to play a pivotal role in shaping the future of the hairdressing industry.

Celebrating his technique and creative vision, Nathan’s role as a Goldwell National Artist has seen him travel Australia to deliver his sold-out series ‘The Yazbek Effect’, elevating stylists cutting techniques. As a Goldwell National Artist, Nathan has also secured high profile PR opportunities such as fashion campaign shoots with the likes of Rachel Gilbert, and is fast becoming a regular contributor of style predictions and hair trend interpretations to top-tier Australian fashion publications.

Mary Alamine

Co-Owner and Creative Director/Educator | Royals Hair

Co-founder of the internationally acclaimed Royals Hair in Sydney and Cor Creator for O&M, Mary Alamine is a multi-award-winning hairstylist, educator, and creative director whose career has redefined the benchmark for salon excellence in Australia. With four successful salons across Sydney, a thriving academy, and a team of over 50, Mary is at the forefront of shaping the next generation of hair professionals.

Renowned for her fashion-forward collections and creative artistry, Mary’s work has graced the pages and covers of leading global hair and fashion publications. Her unique vision blends editorial creativity with commercial relevance, setting trends both in salons and on set.

Mary’s accolades include NSW/ACT Hairdresser of the Year (AHFA & Hair Expo 2016), AHIA Australian Salon of the Year 2018 and multiple finalist nominations for Australian Hairdresser of the Year, Artistic Team of the Year, and Salon Business of the Year.

Her passion for education shines through in Royals Hair Academy, where she mentors stylists through technical workshops, leadership training, and creative programs. As the hair director for Farage and NewGen at Australian Fashion Week, Mary continues to influence and lead in the world of high fashion and editorial hair. Whether directing hair backstage at Fashion Week or educating the next wave of talent, Mary remains committed to innovation, excellence, and empowering others through beauty.

Nicole Ranatawake

Founder | Salon Purpose

Nicole Ranatawake is the founder and director of Salon Purpose — a salon making waves with its rapid growth, vibrant culture and generosity-fuelled business model.

Launched during Covid lockdowns in 2020 as a single stylist home-based salon, Nicki has grown Salon Purpose into a powerhouse with 19 staff, a loyal client community of over 5,000, and more than $100,000 donated to charitable causes through their ‘With Love’ and ‘One Chair One Child’ initiatives.

A multi-award-winning business owner and sought-after speaker, Nicki is known for her unique approach to salon growth, team culture and purpose-driven business — showing what’s possible when you lead with both heart and strategy.

Ben Semple

Expert Stylist & Brand Educator | Circles of Hair

Ben has been a key part of Circles of Hair since 2013, growing from a promising young stylist into a standout talent. Over his decade-long career, his creativity and drive have earned him a senior role with the Guillaume team, with highlights including presenting at the 2017 Intercoiffure World Congress in Japan and the 2023 Global Congress in Cape Town.

In 2024, Ben claimed the national title at the L’Oréal Colour Trophy, solidifying his reputation as a leading force in the hair industry. His creative work has been widely published, including a standout cover feature in The Journal that same year.
As a brand educator for Circles of Hair, he leads impactful workshops both in-house and across the broader industry.

With an impressive track record, Ben’s future in hairstyling is set to be one of continued innovation and success

Sharlene Lee

Owner | Circles of Hair

Sharlene Lee is one of the most recognised names in the Australian hair industry, and for good reason. With over 30 years of experience and two of Perth’s busiest salons, Circles of Subiaco and Circles on Fitzgerald, she’s built a brand that sets the standard.

She leads a powerhouse team of over 55 across the two salons and has created a culture that people want to be part of and stay in.

In 2024, Circles took out Salon Business of the Year at both the Australian Hair Industry Awards and the Australian Hair Fashion Awards. Sharlene was also named Salon Owner of the Year for the second year running.

She’s built a huge social media following by being 100% real about how the industry works from pricing and leadership to client care and business growth. No fluff, no filters, just the truth.

Sharlene also mentors other salon owners through her Shadowing Program, where they spend two full days inside her business learning how to scale, grow and lead. She recently spoke at a sold-out retreat with Sophia Hilton, sharing exactly how she built a multi-million-dollar salon brand and why she believes success should be shared, not gatekept.

If you don’t know who Sharlene is by now, it’s probably time you did.