March 20, 2025
5 min read
Ellie Bunic is on a mission to support and celebrate women, all while creating an empowering online beauty destination that’s giving a voice to the best in female founded beauty brands.
We recently caught up with Ellie to uncover her journey to VAMS Beauty, discover her greatest inspirations and gain insight into her biggest challenges and advice when it comes to business.
What inspired you to create an online store that supports female founded brands?
I grew up with two brothers and always wanted a sister—someone to share secrets with, to do all the girly things with. But looking back, I realise I was never without sisterhood. I come from a long line of strong women—women who have faced unimaginable hardships yet always found a way to overcome them. They taught me, not just through words but through their resilience, the power of lifting each other up and creating a community where women support women.
When I stepped into the world of e-commerce, it was women who showed up for me first. They offered advice without hesitation, shared their wisdom generously and cheered me on like I was one of their own. The kind of support that says, “I see you, I believe in you”.
It’s what drives me to keep building spaces where women can thrive together. I thought to myself how amazing it would be if there was a platform for women to come together and grow their businesses together. That’s when VAMS Beauty was born.
Which women do you look up to and why?
My mum and my auntie are my greatest inspirations—the strongest women I know. They have battled cancer, endured war and faced hardships that could have broken them. Yet, despite every reason to be bitter and angry, they choose the opposite.
Their strength isn’t just in what they’ve survived but in how they’ve carried themselves through it all—with kindness, with courage and with a refusal to let life’s struggles define them. They’ve taught me that true strength isn’t just about surviving but about rising, again and again, with love and positivity. Everything I do is, in some way, a reflection of the lessons they’ve instilled in me.
What are some of the biggest challenges you’ve had to overcome both personally as a woman and as a small business owner?
Imposter syndrome still sneaks up on me from time to time—that little voice whispering, who are you to do this? Look at you trying too hard. This is so cringe. What do you know about building a business? --- But I’ve learned that the real challenge isn’t silencing those thoughts, it’s choosing not to believe them. It’s reminding myself that I am exactly where I’m meant to be, that I’ve worked for this, I deserve to take up space. I had to learn to trust myself.
I’ve also come to realise that bootstrapping is okay. My business doesn’t have to grow at lightning speed. I don’t have to hit every target and check of every to do list. Success isn’t just about hustling nonstop—it’s about building something sustainable, in a way that feels right for me at my own pace. It’s okay to take a break, to step back, to not work 50+ hours a week.
If you could go back 5 years, what advice would you give yourself?
Just take the plunge! Trust yourself, lean in and follow your gut.
How do you stay balanced and healthy?
I take breaks whenever I can, my main healthy habit is an early night in—taking a few minutes to unwind with my skincare routine before bed. A good night sleep is everything.
Whenever possible, I go camping with my family. There’s something about being in nature, cooking over a fire and just slowing down that completely resets me. Exercise is a non-negotiable—I make time for it whenever I can. My husband and I go for evening walks at least three times a week.
What does self-care mean to you?
Self-care is an act of self-love for me, VAMS stands for Vain About My Skin I chose this name with intention to encourage women to embrace self-love and self-care. There’s nothing wrong with a bit of healthy vanity. As women we’re natural nurturers—always giving, always showing up for others. Sometimes, that instinct works against us. Taking time for ourselves can feel like a burden, like something we have to justify. Being “vain” about the way you look, and feel shouldn’t be classified as selfish or vain. The guilt creeps in when we say no, when we admit we’re tired, when we choose rest. We can be vain about ourselves and care and love others just as equally. Taking care of yourself isn’t just for you—it’s for everyone who depends on you too.
What are some of your go-to beauty or wellness products that instantly make you feel better?
Two products come to mind—a good cleanser and a facial oil. There’s nothing more satisfying after a long day of wearing mineral sunscreen than washing away all that buildup, feeling the fresh, clean skin underneath. It’s like hitting reset, I love that light, clean feel.
My skin is sensitive and dry, so hydration is everything. I love slathering my face (and honestly, the rest of my body) in nourishing oils. It’s not just about locking in moisture—it’s somewhat therapeutic, a moment to slow down and give myself a little massage and check in with my body.
My favourite cleanser is Squalane Face Cleanser
I never skip this body oil: Lamav’s very own Ayurvedic Body Oil – Unwind
What advice would you give to young women who aspire to one day start their own business?
Just go for it. Life doesn’t wait for the perfect moment or for everything to be in order. You just have to take the plunge. We don’t live in the past or the future – the only time you have is now. Define what success means to you. Is it about feeling happy and fulfilled in what you do or is it about financial gain? Surround yourself with positive people and trust your gut.
Ellie Bunic
Founder of VAMS Beauty
https://www.instagram.com/vamsbeauty/
