Founder Spotlight: The Mother-Daughter Duo Behind Ciroa Beauty

For many of us, beauty routines are a personal ritual—whether it’s a moment of calm before a hectic day or a fun bonding session with the kids. But for Alex and Sophie, beauty is more than just skincare and self-care; it’s about empowerment, confidence, and family.

From designing homewares to launching a purpose-driven beauty brand, this mother-daughter team is redefining what it means to build a business together. And after reviewing their products just before Christmas, we knew it was time to meet the women behind Ciroa Beauty.

From Homewares to Beauty: A Passion for Creating

For Alex, the transition into the beauty industry wasn’t planned—but it felt like a natural evolution.

“After parting ways with the ‘Alex Liddy’ brand (yes, I even sold my name), I realised my passion for building brands and creating products was still burning strong,” she shares. “I launched Ciroa Home in 2006, and over the years, it has grown across multiple categories—from ceramics to outdoor entertaining and eco-friendly collections. Beauty was the next chapter.”

But it wasn’t just Alex’s experience in product development that brought Ciroa Beauty to life—it was Sophie’s lifelong love for beauty.

“For Sophie, beauty has always been a passion,” Alex explains. “When I decided to explore new avenues, branching into beauty felt like a perfect fit. Combining my experience with her creative vision and enthusiasm for beauty, Ciroa Beauty was born.”

Building a Business With Mum: Sophie’s Perspective

Running a business is challenging enough—but doing it with your mum? That’s a whole new experience.

“I’ve always admired my mum as a businesswoman, but working alongside her has taken that to a whole new level,” Sophie says. “I feel so lucky to be on this journey with her, knowing we’re building something together that I will always remember.”

Beyond the day-to-day operations, the most rewarding part for Sophie is the mentorship and wisdom she gains from working with her mum.

“Learning from someone who has so much experience, drive, and passion is truly inspiring,” she says.

More Than Beauty: Supporting Women and Families

Ciroa Beauty isn’t just about great products—it’s also about giving back. Their partnership with Flourish Australia’s Women and Children’s Program is deeply personal to Alex.

“Having gone through my own domestic violence experience, this cause is very close to my heart,” she shares. “I believe in empowering women in any way possible, and partnering with Flourish allows us to support women and children re-establish their lives after difficult situations.”

Flourish Australia provides residential programs, transitional accommodation, and outreach support to help women regain independence and confidence.

“I’m grateful to be contributing to something that helps women and families rebuild and feel empowered again,” Alex says.

The Family-Business Balance

Mixing business with family isn’t always smooth sailing, and Alex and Sophie don’t hold back about the challenges.

“It’s definitely interesting! Especially for the rest of the team who gets to witness our banter,” they laugh. “We’re very similar in some ways, but very different in others. We’re both determined and passionate, but we’ve learned that it’s important to switch off when we’re at home—though that’s easier said than done!”

While Alex handles financial and strategic decisions, Sophie focuses on branding, product development, and marketing. This separation helps them define their roles and avoid stepping on each other’s toes.

“Spending time together outside of work is key for us. We always make a point to have dinner together and keep active with our social lives.”

Parenting and Beauty: Self-Care for Families

Beauty isn’t just about skincare—it’s about teaching self-care. So what advice do Alex and Sophie have for parents looking to introduce beauty and self-care routines to their kids?

“The key is to make it fun! Find products that turn self-care into something enjoyable,” they suggest. “Our foaming washes and fruity shower gels are great for making hygiene exciting for kids.”

Beyond the fun factor, gentle ingredients are a must.

“It’s crucial to avoid harsh actives like retinol, AHAs, and BHAs on young skin,” they advise. “Do your research before purchasing products and look for gentle, hydrating formulas that nurture the skin.”

What’s Next for Ciroa Beauty?

The mother-daughter duo has big plans for the brand.

“We’re so excited to launch a delicious new range mid-year! Everyone on the team loves it, and we can’t wait to share it with our customers,” they reveal. “We’re also expanding internationally, launching our online store in the UK and the US. There’s a lot happening—we’re full steam ahead into the new year.”

A Shared Mission, A Shared Passion

For Alex and Sophie, Ciroa Beauty is more than just a business—it’s a shared dream, a passion project, and a journey they’ll always remember.

“We feel so lucky to be building something together,” Sophie says. “It’s special to know we’re creating something meaningful—both for ourselves and for our customers.”

And for parents looking to balance self-care with busy family life, their message is simple:

“Take small moments for yourself. Self-care isn’t a luxury—it’s essential.”

More than just beauty. Every purchase supports women & families through Flourish Australia. Follow along for the behind-the-scenes – beauty, business, and mother-daughter banter await.