My Julie, led by entrepreneur Mini Latif, is much more than just a beauty, wellness and retail hub – it’s a groundbreaking movement that’s been three decades in the making.

In an exclusive interview with Retail Beauty, Mini shared the inspiration behind My Julie, which stemmed from the loss of her previous business, Ottoman3, during the Covid-19 pandemic.

Ottoman3 was a pioneering eyebrow threading venture, marking the inception of commercial threading in Australia. This idea was cultivated during Mini’s time in London, where threading was gaining popularity in department stores.

Upon her return to Melbourne, Mini successfully convinced Myer to embrace this concept, leading to the opening of their joint venture in just eight months. Mini’s corporate background played a pivotal role in scaling and structuring the business, addressing the common challenges that small businesses often encounter in their early years.

“We successfully  transformed over 500,000 people’s brows in our three locations,” Mini said. “But unfortunately we couldn’t survive the impact Covid had on the business.”

Now, Mini has poured her heart and soul into creating a space where individuals can feel comfortable, connect with others, and explore self-care in all its dimensions with the opening of My Julie.

Situated in Moonee Ponds, the flagship My Julie store serves as a testament to the brand’s unwavering commitment to authenticity and intention.

 “At its core, My Julie serves as a sanctuary where individuals of all ages can fearlessly and unabashedly rediscover and embrace their true selves,” Mini said.

“It’s a rebellion against the superficial and a transformative journey towards inner strength and empowerment.”

My Julie provides an array of self-care services, including IV Therapy offering custom-blended vitamin treatments,  a Brow & Lash Bar to create expertly shaped brows and luscious lashes, skin treatments ranging from indulgent hydra facials to IPL rejuvenation, and waxing, ranging from eyebrow shaping to full-body waxing.

Additionally, My Julie boasts a thoughtfully curated selection of beauty and wellness essentials to complement your self-care regimen including skincare, makeup, fragrance, fine jewellery and hair accessories.

At the centre of the store sits a masterclass bench where specialised events are held, covering everything from skincare tutorials to makeup application techniques, especially tailored for those over 40.

“My intention was to create a space, where customers could engage, touch, and feel the products comfortably,” Mini explained.

“Unlike traditional skincare retailers that limit customer interaction with their products, I aimed to establish an inviting atmosphere. The store even features a masterclass bench surrounded by high chairs to host specialised events for groups of around five to 10 people. These events cover topics like proper skincare application, which can be challenging for those who’ve invested in at-home treatments, and makeup techniques for individuals aged 40 and above. I recognised a gap in makeup masterclasses that often overlooked the unique needs of mature skin. This led to my focus on creating an inclusive environment at My Julie.”

But, who exactly is Julie?  In the world of My Julie, Julie represents self-assuredness, passion, and beauty that resides within every individual, Mini said.

“I wanted to create a persona, not just a brand name, to foster a human connection,” she said. “ I’ve always had an affinity for the name Julie and almost called my daughter that (but instead landed on Skyler). As I explored this idea, it became apparent that almost everyone I spoke to knew a Julie, making it a universally recognised and relatable name.”

There’s no  doubt My Julie is place to connect with your inner “Julie” and navigate the paths of beauty, holistic health, relationships, sexuality, careers, identity, and positive ageing.

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1 Comment

  1. Oh Michelle – you truly understood me and My Julie to its absolute core! Thank you for this beautiful piece and capturing our true intentions xo

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