From Auckland to the World: Beauty Rush Celebrates Women's Leadership and Global Growth

An Auckland-founded beauty and wellness brand reporting more than NZ$250 million in annual sales brought business leaders, public figures and entrepreneurs together for a special event celebrating women's achievements, ambition and the importance of supporting one another.

By Webfit News | Auckland | 12 November 2026

What began as a New Zealand beauty and wellness business has grown into a brand with a significant international presence. Now, Auckland-founded Beauty Rush is looking beyond commercial success to create a platform for women to share experiences, build connections and inspire the next generation.

The company launched The Era of Her, its inaugural Women's Leadership Dialogue, at The Glasshouse in Morningside, Auckland, on 13 October.

Presented in partnership with EYE Magazine, the event brought together more than 40 invited guests, including business leaders, politicians, entrepreneurs, media representatives and content creators.

But the afternoon was about more than celebrating a successful business.

At its heart was a message that resonated throughout the gathering: women should have the freedom to define success on their own terms, without feeling they must choose between their careers, personal lives and wellbeing.

A gathering with a message

Hosted by celebrity stylist and EYE Magazine chief stylist Lulu Wilcox, the event combined a long-table luncheon with conversations about leadership, resilience, personal growth and the challenges women face at different stages of life.

The programme opened with the premiere of A Light of Her Own, Beauty Rush's new brand film.

Speakers included Zoe Zhu, CEO of Beauty Rush Asia Pacific; Helena Roza, the brand's Premier Brand Witness in New Zealand; Auckland Deputy Mayor Desley Simpson; MP Nancy Lu; former MP Naisi Chen; and Miss World New Zealand 2026 Chloe Robinson.

Professor Thomas Luger, a European dermatologist and Beauty Rush's Honorary Chief Scientific Advisor, also participated.

The range of speakers brought together perspectives from business, politics, science and public life.

Rather than focusing solely on professional achievement, the discussions explored how women can pursue their ambitions while maintaining their health, confidence and personal identity.

The Era of Her Manifesto: A promise beyond the event

One of the afternoon's defining moments came when speakers and guests signed The Era of Her Manifesto.

The document set out a shared commitment to women's independence, wellbeing and the recognition of achievements across generations.

Its central message was simple: time should not be treated as a woman's enemy.

The manifesto also challenged the idea that women must sacrifice one part of their lives to succeed in another.

It described balance not as something handed to women, but as something built through everyday choices and personal determination.

Participants signed the manifesto in gold ink, marking a symbolic commitment to supporting themselves and other women.

The document carried the event's central theme, Time, On Her Side, and concluded with the declaration that a new era was beginning.

The significance of the moment was not the signatures alone, but the idea behind them: successful women can help create opportunities for others rather than treating achievement as an individual destination.

An Auckland brand with a major international footprint

Behind the leadership initiative is a business that says it has achieved substantial growth overseas.

Founded in Auckland, Beauty Rush produces oral beauty and wellness drinks in New Zealand and has built a particularly strong presence in China.

According to figures supplied by the company, its business has reached the following scale:

Beauty Rush describes itself as the largest New Zealand-made women's oral liquid product brand in China.

These are company-reported figures and have not been independently audited or verified by Webfit News. Gross merchandise value also differs from company revenue, as it measures the total value of goods transacted through sales channels.

Nevertheless, the reported scale illustrates the international ambitions of a business founded in Auckland.

Why the growth matters for New Zealand

Beauty Rush says its products are made, filled and sealed in New Zealand.

Its flagship ranges include CELL X BEAUTY and LIGHT+ BEAUTY, developed around the company's proprietary New Zealand mānuka sap extract.

The company markets its approach through three areas of women's wellness: Bone. Body. Glow.

These are the brand's product and wellness categories, rather than independently established medical outcomes.

For New Zealand, the more immediate economic story lies in the company's future investment plans.

Beauty Rush says it is exploring opportunities to expand its Auckland operations, employ more people and increase its use of locally sourced raw materials.

If those plans proceed, they could create additional opportunities for New Zealand suppliers, manufacturing partners and workers.

However, no confirmed investment amount, recruitment target or expansion timetable has been announced.

The company also says its executive team met with New Zealand's Consul-General in Guangzhou, Michael Zhang, earlier this year to discuss its international expansion.

From commercial success to women's leadership

The launch of The Era of Her suggests Beauty Rush wants to develop an identity that extends beyond selling wellness products.

By bringing together women from different professional backgrounds, the company is attempting to create a forum for discussions about ambition, confidence and opportunity.

Vanessa Bennett, publisher of EYE Magazine, described the initiative as an example of how a New Zealand-founded brand could connect commercial growth with broader conversations.

“Beauty Rush represents exactly the kind of innovation and global ambition that showcases New Zealand at its best,” Bennett said.

“The Era of Her demonstrated how a homegrown brand can create not only commercial success but meaningful conversations that leave a lasting impact.”

The challenge now will be turning that ambition into something lasting.

A successful launch can bring influential people into one room. Building a meaningful leadership platform requires continued engagement, opportunities for participation and outcomes that extend beyond a single event.

What comes next?

Beauty Rush says demand in China continues to grow and that it is gaining momentum in the United States.

At the same time, the company is considering further investment in its New Zealand operations.

For The Era of Her, the next question is how the leadership initiative develops and whether it creates ongoing opportunities for women to connect, learn and support one another.

The Auckland event provided a starting point.

It brought together established leaders and emerging voices, recognised achievements across different fields and encouraged women to view their time, careers and personal ambitions as their own.

For a company that began in Auckland and now reports significant international sales, The Era of Her represents an attempt to connect business success with a wider purpose. Its lasting value will be measured by what happens after the speeches, photographs and celebrations.

Source: Beauty Rush and EYE Magazine media release, supplied to Webfit News, with accompanying event photographs. Business figures and expansion plans are attributed to Beauty Rush.