Phoenix Renata

First Franchise for Phoenix Cosmetics
Phoenix Renata


One of only a handful of New Zealand-owned cosmetic companies, Phoenix Cosmetics is the brainchild of makeup artist Phoenix Renata. It has always been her vision to expand the company through franchising, to have Phoenix Cosmetics boutiques across the country and eventually expand into the international market.

Phoenix’s entrepreneurial and creative talents led her to pursue her dream of developing a cosmetic brand for New Zealand women. Two and a half years of hard work and extensive overseas travel went into developing the Phoenix Cosmetics product range (the products are made in the US, Germany and Japan).

Dubbed the ‘eyebrow queen’ by colleagues and clients, Phoenix is a specialist in eyebrows and has shaped the brows of many well-known models and even fellow make-up artists. Thanks to this focus, Metro magazine awarded the Auckland boutique the title of ‘Best Brows’ in 2007.

As FashionNZ said of Renata, “She really is a walking, talking beauty bible.” Phoenix has always had a passion for makeup and has been dedicated to working as a makeup artist and running her own makeup empire.

New Zealand owned and operated, Piccadilly Arcade in Tauranga is Phoenix Cosmetics’ second store and very first franchise, opened by local businesswoman and makeup artist Angela Hamilton. A former makeup student of Phoenix Renata, a fan of Phoenix Cosmetics products and the girly pampering feel of the Auckland boutique, Angela approached Phoenix with the idea of opening a franchise in Tauranga.

Angela says she was frustrated at the lack of choice available locally and saw a niche opportunity for a boutique makeup store.
“Our aim is to be a one-stop shop for all a woman’s makeup needs. We’re offering services and products not previously available in the region, with advice and service from experienced makeup artists, all at a reasonable price point.”

Angela completed a law degree at Auckland University and was working for a local law firm. Angela’s passion for makeup and her creative streak saw her complete two makeup courses in 2002 and 2003 and go on to work as a freelance makeup artist, fitting wedding and ball makeovers in to her busy schedule. Today, Angela loves working with the Phoenix brand and products and sharing her love of makeup with clients. “I always wanted to be a lawyer but I’m very creative as well so opening the store has given me a good balance; a blend of my business and creative skills. This has been my dream for years and I love what I’m doing so I’m over the moon to be where I am today!”

Phoenix hopes customers like the boutique environment so that they don’t feel intimidated trying makeup on and learning tips. “The Phoenix Boutiques have an intimate décor in which we hope women will feel welcome and comfortable as not everyone likes to sit on display to get their makeup done. Our clients make a visit to our make-up artists a regular part of their beauty routine, the way they visit their hairdressers.”

For Phoenix, it has always been important to find the right people to help her represent her brand. “It means everything to have someone running a Phoenix boutique who is not only passionate about our products but loves the whole business and wants to be a part of our goals for the future.” Angela Hamilton is the perfect fit and, after a year of discussions together and planning before opening in Tauranga, Phoenix is thrilled that she has found someone who has enthusiasm and drive to make the first franchise a success.

What sets Phoenix Cosmetics apart from other cosmetic brands is that the staff are experts in their field. This means clients get real service from artists who know their stuff and can deliver honest advice, with fantastic makeup, that gives results. “This is what New Zealand is lacking and why I can see the need for more boutiques across the country. I believe we have a franchise formula for success,” says Phoenix.

Phoenix Cosmetics also stocks spas and hair salons in Auckland and Hamilton and wishes to expand this area. In the next five years, we will focus on growing our existing stores and salon stockists, opening franchises in Wellington and Christchurch and will open a new Auckland store in 2009.

Expect to see a lot more from Phoenix as she is currently working on her makeup book and TV project and continually works on developing innovative products and services.