Madge Beauty is a celebration of clean, effortless beauty that enhances your natural glow.
It’s a range of multi-functional, easy to use products designed for women who want radiant, dewy skin without the fuss. The brand is about streamlining your beauty routine, offering practical yet luxurious solutions like our tinted primers, hydrating lip glosses, and soon-to-launch cheek-sticks – all designed to make you feel beautiful, confident, and empowered.
Tell us the story – your story, of how you came to be the brains and the beauty behind Madge?
Madge was born from my lifelong love for natural beauty, a passion passed down from my mother and grandmother.
As a teenage model, I quickly realised the importance of skincare and that “less is more”. My brother affectionately nicknamed me “Madge”, which became the perfect name for a brand that’s all about clean, radiant beauty. The real turning point came when I couldn’t find a product that gave me both the glow and moisture I needed, so I decided to create it myself! That’s how Madge started – out of a desire to simplify beauty for women who lead busy lives.
What was your lightbulb moment?
The lightbulb moment was during a casual conversation with my husband. We were talking about the one item I always carried with me – lip gloss. It made me realise that women, especially busy women like me, need simple yet effective beauty solutions.
I wanted to create products that enhanced natural beauty rather than covering it up, products that could give every woman that “just stepped off the beach” glow in minutes. That’s when I knew Madge would be more than just a brand – it would be something meaningful to women’s everyday lives.
Everybody has something they love; what do you love about your ‘job’?
I absolutely love seeing the joy our products bring to women. Knowing that Madge helps women feel naturally beautiful, confident, and empowered is incredibly rewarding. I also love the creative process – developing new products, perfecting formulas, and getting feedback from our amazing community. There’s nothing like hearing how something you’ve created has simplified someone’s beauty routine or made them feel good in their own skin.
What keeps you motivated every morning?
My biggest motivation is knowing that I’m making a positive impact on how women feel about themselves.
I want every woman to embrace her natural glow and feel empowered with products that are simple, effective, and luxurious. That’s what gets me out of the door every day – the idea that we’re creating something that enhances confidence and celebrates natural beauty in a world that often pushes perfection.
Tell us your secret… what are some of the little joys that you bring to people’s lives who have purchased your products?
I think the joy of using Madge comes from how simple yet transformative it is. Whether it’s the instant radiance from our clear primer or the plumping hydration from our lip gloss, Madge products give women the confidence to step out with that “no-makeup” glow.
Plus, knowing our products are vegan, cruelty-free, and packed with skin-loving ingredients like hyaluronic acid, peptides, and vitamin c, you get the joy of knowing you’re treating your skin well every time you use them.
Can you take us through the process – how did this idea of Madge become a reality?
The journey from concept to reality was truly a labour of love. After realising there was a gap in the market for simple, multifunctional beauty products that actually work, I began researching ingredients, formulating, and testing. I wanted to make sure that everything we offered – from the clear primer to the lip gloss – was not only effective but also felt luxurious. After months of perfecting our formulations and creating packaging that aligned with our minimalist, practical ethos, Madge officially launched. The whole process reinforced my belief that beauty doesn’t need to be complicated to be impactful.
Tell us about what you do that sets you apart from other brands offering natural skincare?
What sets Madge apart is our commitment to simplicity, multifunctionality, and long-lasting radiance.
We focus on enhancing natural beauty rather than covering it up. Our products are designed to be fast, fuss-free, and effective, without compromising on quality or luxury. We also infuse skincare benefits into our formulations, like hyaluronic acid, peptides, and vitamin C, so you’re nourishing your skin while achieving that effortless glow. Plus, everything we create is vegan and cruelty-free because we believe beauty should never come at the expense of ethics.
Every business needs an adviser… Who do YOU turn to for help at Canny Group and with so many accountants Geelong has on offer, why Canny Group?
The team at Canny Group has been absolutely instrumental in helping Madge grow.
They provide the kind of personal, tailored financial advice that makes running a business so much smoother. I love that they truly understand the needs of entrepreneurs, especially those of us juggling multiple roles like motherhood and business ownership. Their expertise allows me to focus on what I love – building Madge and connecting with our customers – knowing that the financial side is in capable hands.
What kind of support have you received from Canny Group since joining forces with them as your accountant?
Canny Group has been amazing in providing everything from day-to-day financial management to long-term growth strategies. They help with everything, from streamlining our accounting processes to offering advice on expanding Madge. They’ve been a trusted partner in navigating the financial side of business, and their support allows me to focus more on product development and community building, knowing that they’ve got my back.
How do we get in contact with you to have a chat about your services?
You can reach me directly via email at mjs@merrinschnabel.com or connect with me on Instagram @merrinschnabel page.
I’d love to connect and share how Madge can help you achieve that clean beauty, effortless glow!
For more on our products or to learn about the brand, visit us at www.madgebeauty.com. Instagram and TikTok @madgebeauty.
Additionally, for coaching and empowering networking events, you can contact me at geelongwomensbusinessclub@gmail.com or follow #geelong_women on Instagram.