How I Self Funded a $1.2M/Year Mobile Beauty, Wellness and Lifestyle Services Brand

LUXit profile image
Fabiola Gomez
Founded: March 2015
No of employees: 6
Location: Australia

Meet Fabiola Gomez; former brand consultant and lawyer who is responsible for launching LUXit. Based on an acronym that she used as a child; “Love You With a Kiss”, the app works as a concierge service, bringing Sydney’s most premium hairstylists, beauticians, massage therapists and nail technicians straight to a client’s doorstep. It’s the only mobile beauty and wellness service in Australia, and the future’s looking incredibly strong. 

Their next big goal with LUXit is to expand into other cities and increase their range of services on offer, with a long-term goal of international expansion. There are no plans for an exit strategy right now, so we find out how Fabiola began her start-up company and how she’s planning to grow it.

Who are you and what brand did you start?

I am Fabiola Gomez; Visionary and CEO of LUXit, former brand consultant and lawyer. 

LUXit is Australia’s only deluxe, award-winning beauty, wellness and lifestyle service. LUXit has Sydney’s most premium hairstylists, beauticians, massage therapists and nail technicians available on demand, offering premium beauty, health and wellness experiences to a client’s doorstep. It’s the only mobile beauty, wellness and lifestyle service in Australia, and the future’s looking incredibly strong.

In March 2018, we successfully launched our second app.  It was a milestone to have all my additional “creative” features available on the app that my tech team thought was impossible.

LUXit homepage

How did you come up with the idea, brand name and logo for LUXit?

I am a natural-born connector and love helping people.  I was always the person connecting my friends and family to beauty professionals.  This made me realize the gap in the market for a beauty concierge service, and so LUXit was born. 

The brand name idea was sparked by an acronym that I used as a child.  I always ended my notes with LUX, which stands for “Love You With a Kiss”. I then decided that this acronym could be used in my brand’s name as it also represents luxury and what my brand stands for. 

LUXit has two logos. Initially, we created a stamp-like, iconic logo that would stand out anywhere in the world.  We later realized the need for an easy to read logo.

Take us through the early stages of LUXit's brand journey

The development of the LUXit app involved lots and lots of research on the right app developers. I was very stubborn and adamant on finding Australian app developers who I could access easily, despite the fact that it would cost me more than a developer overseas. 

In the very early stages of LUXit, my friend and a successful female entrepreneur introduced me to some of her contacts in the tech industry, which then got my journey started. 

  • The biggest hurdles were finding the right advisors/experts to support my vision, including developers, accountants, and financial advisors.  My biggest lessons were discovering that all experts are not experts. 


  • Start-up costs - it’s not for the faint-hearted. I forfeited a nice, comfortable house in the Eastern suburbs of Sydney to create this brand.
Lux it sydney_birdseye image (1)

Describe the process of launching LUXit.

  • LUXit is self-funded, then seed from an angel investor $650k. 
  • Strategy:  tapped into my existing network of fashion, beauty, and legal/corporate industry. 
  • Promotion: usual social channels and seriously hustling – Gary Vee style!
  • Promising sign: increasing demand and request for more services, repeat customers and organic word-of-mouth
  • Receiving random messages of gratitude from clients and our team of artists, thanking us for delivering a much-needed platform.

Since launch, what has worked best to attract and retain customers?

  • Our strongest sales strategy to retain clients is targeted towards our return clients, nurturing and rewarding them for their repeat business. 
  • Continuously over-delivering and ensuring consistency in quality.
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How is the business doing today and what does the future look like?

The future for LUXit looks positive. We have had a fabulous financial year and FY19/20 is looking stronger. LUXit is expanding into other cities and expanding our range of services, with a long-term goal of international expansion. Recently we have added Intravenous Therapy, Personal Training, Yoga & Pilates and also Private Concierge Services for bespoke Lifestyle request. For now, we have no plans for an exit strategy at this stage.

What’s been the biggest learning experience since starting your own brand?

Our biggest learning experience was being able to differentiate who was truly an expert in their field.  As the app world is new, everyone seems to be an expert but has had very little experience in executing a project.  Similarly, in our initial stages as a “start-up,” many financial advisors and accountants were not experienced with start-ups and their uniqueness.

Lux it sydney_makeup set image (1)

What marketing tools do you use to run LUXit?

LUXit apps are our main platforms. Our clients and our artists utilize our apps to book appointments and receive jobs.  We are also very active on our social media platforms such as Instagram, Facebook, Twitter, Pinterest, and LinkedIn. Lastly, we ensure love to stay connected with our existing clients via EDMs.

*Find full list of tools/platforms at the bottom of the page.

What have been the most influential books, podcasts or other educational resources?

Some of the most influential books and favorites are Real Magic by Wayne Dyer and A Course in Miracles by Helen Schucman. 

Apart from reading, I love listening to Ted Talks and podcasts featuring billionaires such as Elon Musk and Jack Ma.

Who have been the most influential people for you during this business journey?

Definitely, my father has always been a massive influence on me. He has taught me to put reality into check without dimming any of my dreams.  As well as influential visionaries such as Sir Richard Branson.

Any advice you’d like to share for other aspiring entrepreneurs?

Keep learning, be an investigator with everything you do, triple ask all questions and keep hustling.  Be selective with your time and definitely keep a close trusted circle of advisers.

Be selective with your time and definitely keep a close trusted circle of advisers.Click To Tweet

Are you looking to hire for certain positions right now or open to new investors?

Absolutely always! My daily grind is hunting for great talent. 

Investors, of course without a doubt. Strategic investors mean smart money, which is priceless for any business.

Where can we go to learn more about your current offers/promotions/programs?

Our website allows clients to opt-in to our newsletters, where we share our news and latest offerings.

Online Business Tools that LUXit uses:

Project ManagementTrello
Email MarketingG Suite
ReviewsWord Of Mouth
AnalyticsGoogle Analytics

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