Melanie Gleeson, Founder and CEO of endota, has spent the past 25 years building one of Australasia’s most recognisable wellness brands, and yet, she rarely stops to reflect on the achievement. Speaking exclusively with Retail Beauty, Gleeson reflected on endota’s journey from a single spa in Victoria to a network of 110 locations across Australia, New Zealand and Thailand.  “The 25 years is amazing, but I don’t really stop and think about it,” she says. “A lot’s changed. Staying that length of time is something I should be proud of.”

Gleeson launched endota with a simple but powerful vision: to help people feel better. “I started endota because I wanted to make people feel that,” she says. “I was working in a spa — there weren’t many spas back then, maybe four or five — and I could see people come in and, after a treatment, I could see the physical change, even at 26. I wanted to take that feeling to more people.”

At the time, there was a clear gap in the market. “You could go to places for massage or beauty, but nothing really under the one roof, and nothing that had the environments that we’ve created — where you can feel relaxed but still get results,” Gleeson says. “Not a lot of places can create that. It’s enormous.”

The wellness industry has evolved significantly since endota’s beginnings, with self-care now recognised as essential rather than indulgent. “We need to understand it’s okay to look after ourselves,” she says. “It used to be seen as a bit ‘woo-woo’ — meditation, yoga retreats — now we’ve got evidence-based wellbeing. There are studies and science behind what we do. It’s exciting.”

Gleeson’s early experiences shaped endota’s ethos. “I went to an alternative school where the three rules were respect for self, others, and the environment,” she recalls. “It covered everything. It’s stayed with me.” Yet, establishing endota wasn’t always easy. “We nearly didn’t get our first permit because they thought we were going to be a brothel,” she laughs.

Today, endota’s business model has evolved from pure franchising to a mix of franchise and company-owned locations, and product development has become a major growth engine. “The first skincare we created was in about 2006. We’re all Australian-made, and we’ve got about 257 SKUs across different categories,” Gleeson says. Endota products, once available only through their spas, are now stocked in David Jones, The Iconic, travel retail outlets, and health food stores. International expansion is also underway, with distributors secured in Thailand and Canada and plans to move into Indonesia.

Despite this expansion, endota has stayed true to its values. “There have been times I could have made everything offshore and made loads more money, but I wouldn’t have been able to sleep at night,” Gleeson says. “Australian-made is hard, but it’s the right way.” Values such as intent, connect, truth, and balance underpin every part of the business, from the spas to the registered training organisation in Melbourne, which graduates around 200 students annually.

Retail and product development have increasingly complemented the brand’s service model, but Gleeson insists the foundation remains experience. “Service is super hard to deliver at scale, but it’s given us the point of difference. Everyone’s talking about experiential retail — we are experiential,” she says. “The fact that we’ve been able to scale service globally is the magic.”

High-performance treatments such as LED facials and electro-mesotherapy now account for 50% of endota’s service mix, alongside traditional spa treatments. “People are more educated about ingredients and formulations now,” Gleeson says. “We’ve built a trusted brand, and our therapists are qualified professionals who can speak to the ingredients — you’re not just buying off a counter.” Retail sales account for around 25% of the business, a figure almost unheard of for service-led wellness businesses.

The brand also pivoted quickly during lockdowns, launching online yoga, meditation, sound healing, and Pilates programs to complement its physical retreats. “We cover quite a few areas now,” Gleeson says. “For us, we are retail, but service has always been at the heart.”

Reflecting on the lessons of scaling a purpose-driven business, Gleeson is clear: shared values are non-negotiable. “In the early days, I took on partners that didn’t share the same values, and that caused more grief than it was worth,” she says. “Now, I’m more discerning. Whether it’s suppliers or warehouse providers, we pick partners who align with us. It’s just fun to work with people who share your values.”

Endota’s success has also helped inspire others in the industry. “We’ve had lots of people who worked for us that have gone on to do amazing things,” Gleeson says. “It’s turned now, probably with age and wisdom, into a real sense of, ‘Wow, look how many things have sprouted because we started.’ The lives we’ve touched, the clients and the careers — that’s why you do it.”

Despite the industry’s growth, Gleeson remains mindful of the noise facing consumers today. “There’s so much out there for people to navigate,” she says. “And I’m very conscious that we don’t just give women more jobs to do in their day. Everyone’s doing the best they can.”

Looking ahead, Gleeson’s goal for endota remains simple yet powerful. “I just want to be vital and healthy and happy. Yes, I want to look good, but more important than that, I want to feel good.”

Endota recently launched its performance+ range —a new collection of seven high-potency serums formulated to deliver clinically proven, targeted skincare results.

Developed in-house, the range included advanced ingredients such as hyaluronic acid, vitamin C, niacinamide, and retinol to address concerns like hydration, ageing, congestion, and uneven skin tone. Hero products included the Plumping Hyaluronic Serum, Renewal A Serum, and Brightening C Serum.

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