The Aesthetic Business Masters Awards are judged by people who know this industry from the inside. Not observers, but practitioners, founders, strategists, and educators who have built businesses, led teams, navigated regulation, and sat across the table from clinic owners working through the same challenges you are. This series introduces you to the people behind the scorecard, so you know exactly who’s reading your submission and what they’ll be looking for.
Meet: Isabella Loneragan
Isabella Loneragan wants practitioners to stop waiting for the industry to tell them what’s next and start creating it themselves. She was the first to bring buccal massage to Australia, she’s developed trademarked treatment methods, built an international education academy, and launched a skincare line. That alone tells you something about how she approaches her work: she doesn’t follow the market. She creates the treatments that the market comes looking for. Her message is that the practitioners who build lasting reputations are those who develop a signature approach and own it, rather than replicating what everyone else is doing.
Isabella is one of Australasia’s foremost skin experts, with two decades of experience across dermatology, plastic surgery, and cosmeceutical formulating. She is the founder of Isabella Loneragan Skin and the creator of Skinformè skincare, her own product line. She is a 2024 Australian Women’s Small Business Champion Awards winner and 2025 ABIA Educator of the Year winner.
Isabella has also channelled her clinical expertise into education through The Skinformé Academy, an international training platform she founded to redefine advanced skin education. The Academy has trained more than 700 professionals globally and offers the world’s only certification pathway to become a Master in the Art of Facial Massage. The curriculum spans sculptural lifting, buccal massage, acupressure, energetic techniques, and business strategy.
Her reputation built on bespoke, intuitive facial treatments, most notably her trademarked master treatment, The Intrinsic Facial, has positioned Isabella as one of the industry’s most influential educators, not just in treatment technique, but in building the kind of practitioner confidence and business acumen that translates to booked-out clinics.
Beyond the treatment room, Isabella is a practising facial educator and corporate speaker on business expansion, skincare formulations, and skin education. She is the resident skin and beauty expert on Channel 7’s Sunrise and champions female leadership and business savviness, speaking openly about what it takes to build a premium brand in a crowded market.
What makes Isabella’s perspective valuable to the ABM judging panel is the combination of clinical innovation, brand development, and product commercialisation she brings to the table. She has created treatments, built a product line, scaled a clinic, and maintained a strong media presence, all while staying grounded in the craft of skin therapy.
As a judge for the Aesthetic Business Masters Awards, Isabella brings the eye of a practitioner who has built her reputation on innovation, technique, and brand integrity. She’ll be looking for businesses that demonstrate originality in their approach, a clear point of difference, and the confidence to lead rather than follow.
