Phoebe Simmonds is a woman on a mission to make women feel beautiful, strong and empowered through her brand and hair salon THE BLOW, who offer up fast and fuss free hair styling for women on the go.
Her passion for beauty began whilst in school and uni (studying Commerce at Melbourne Uni), working for household brands such as The Body Shop & Mecca Cosmetica. But it was in London where she cut her teeth in the beauty game, working as the Marketing Manager for Nude Skincare. It was here where she was educated in the world of brand management, from the power of heritage, to defining a unique DNA and an irreverent tone of voice.
She then moved into the Benefit Cosmetics team first in Singapore, expanding their brand and retail presence across Sephora in Southeast Asia, before settling back in Sydney as the Marketing Director for Australia.
“I’ve always been in beauty, but in hindsight what drew me in was strong brands that meant something to women”, says Phoebe.
And so she set off to create a brand that would mean something to smart women, that stands for strength, spirit and community while celebrating the sharp as well as the feminine elements of our personalities.
Her vision for The BLOW is simple. Serving up fast and effortless Blow Drys and Dry Style services that come with no added fluff and fuss, so busy women can get in, get out… and get it girl.
“Our styles don’t champion perfection, I don’t believe in it. What I’m interested in is transformations, emotional and physical. We work with our guests hair and their personal style to make them feel fresh, polished and invincible.”
The BLOW takes out the intimidation barrier that guests can sometimes feel when they visit a salon. Offering a menu of fun and versatile styles that can be customised to suit your hair length, texture and style. All with the approach that hair should be fun and stylists should be approachable.
But further to being ‘just a hair salon’, Phoebe has created a space where events are held to bring women together socially and professionally, as well as partnering with Share The Dignity, an Australian charity that provides sanitary items to homeless women and fights for the safety and support of domestic violence victims.
Today I have the pleasure of chatting to Phoebe about her incredible business, her inspirations and an exciting new direction for THE BLOW. Read on below.
Tell us a little bit about yourself and what inspired you to launch ‘The Blow’
The idea of The BLOW came from my own experience and need. In my twenties, I would travel to the US regularly for work and I noticed that many professional American women get weekly Blow Drys, they see it as a professional need and an event necessity. As someone with hair that is very difficult to manage, I came to feel the same way- I had a big job and wanted to feel my best- but in Australia there was nowhere that met my needs: a consistent service in a convenient location at a competitive price with an aesthetic that smart, stylish women have come to expect. It was at this time that I noticed that other beauty services from the States had caught on in Australia- manicures and brow shaping had evolved into an essential part of many women’s routines- but hair hadn’t yet made it down here in the same way. I knew it would be next and that I was the one to deliver it.
When visiting The Blow it is very evident that the space has been created to really inspire and empower women beyond just a blow dry. Can you tell us more about your brand and what is important to you as a business?
The BLOW to me is so much more than a salon. I wanted to create a brand and a space that means something to women. In my professional and personal life, I’ve learnt that if you don’t stand for something, you won’t stand out at all. Yes, we serve up fast and effortless Blow Drys and Dry Styles, but anyone with experience, a passion and a hair dryer can do this. What I’m more interested in is building emotional connections with our guests and the broader community, creating positive experiences to help women feel like they can conquer their day with confidence. We empower our guests with beautiful hair, through events that bring women together socially and professionally, and our partnership with Share The Dignity, an Australian charity that provides sanitary items to homeless women and fights for the safety and support of domestic violence victims. That’s a lifestyle any woman can feel good about.
What are some of your top tips for asking for a great hair style and making it last?
I used to find asking for a Blow Dry so intimidating! I never knew what to ask for and what would suit me, so I’d end up walking out with either dead straight or a way too voluminous style that made me feel like a 1980s Texan housewife! That’s why we created our menu of signature styles, with elements that are easy to talk to and differentiate from, for consistency and confidence. The best approach is to talk to your stylist about your hair, share how well it holds, how you like it to frame your face, do you like product or no product. This will help them style your hair in a way that is bespoke and personalised to you, which will help it last longer. Also, never underestimate the importance of a silk pillowcase, which will prevent breakage and the appearance of day two or three bed hair.
What are 5 essentials in your hair care kit?
The Dyson Airwrap, a Silk Scrunchie, Ouai Texturising Spray, R and Co Two Way Mirror Smoothing Oil and my trusty Tangle Teezer.
Who is someone whose hair you’d love to style?
I’m not a hair stylist so I’d leave that to the experts! But I love how experimental Zendaya is with her look. She loves having fun with fashion and beauty and her style is super directional.
Tell us about some of the people in the Industry who inspire you and why.
For beauty, I adore JVN, a true inspiration to be unapologetically yourself and is testament to a brand having a mission beyond the product. I also have a lot of respect for my friends Bec Jefferd and Ava Matthews who have made sunscreen an essential for a whole generation of young women with their brand Ultra Violette.
What are the top 3 resources you turn to for inspiration?
I’m inspired by culture. I read a lot and spend a ton of time on instagram and listening to podcasts. I love listening to the perspective of Kara Swisher and reading The Cut, learning from journalists like Clementine Ford and Jamila Rizvi, spending as much time as possible immersing myself in the world of the NGV. I also think Refinery 29 in Australia is doing really great things in telling the perspectives of all kinds of women.
Where are your favourite places to shop in Melbourne?
High Street Armadale for the Australian fashion, and Brunswick Street Fitzroy for the books and lifestyle.
You’ve recently launched ‘The Blow on the Go’ at Sephora Chadstone. Can you tell us a bit about this collaboration?
The BLOW On-The-Go is our express concept that delivers fast and effortless Dry Styles to women within the fast paced and dynamic Sephora environment. It’s a way to integrate beauty and hair in one place, with an experience that will help you conquer your day-to-night with confidence. A Dry Style is for those guests who are time poor, maybe going to an event that night or just want to feel transformed. All you need to do is arrive with clean, dry hair and we’ll use expert techniques with tongs or irons, to help you feel polished, pronto.
What’s next for The Blow?
We’re still recovering from Covid to be honest! It’s about putting those difficult times behind us and finally being able to plan for the future, starting with more events that bring interesting and interested women together, as well as expanding The BLOW On-The-Go concept across more stores nationwide.