Phoebe Simmonds was never the woman with perfect hair. Until she landed a top brand management role for LVMH in Sydney, and found herself with impostor syndrome. She was young for the role. Confidence was an issue, so she booked herself a blow dry. Then another. And another.

The blow dries were fine, but finding a salon open before her morning meetings was a challenge. The best salon in town also had photos of Korean pop stars stuck to the walls. “I couldn’t believe that in Australia, no one had thought to bring together brand experience but also the convenience of a blow dry which exists in a really successful way in the [United] States,” said Simmonds. “So I turned what was a real need for myself into a reality.”