From a director of spa at Four Seasons to an entrepreneur who introduces exciting new beauty brands to five-star facilities, Shawna Morneau’s experience on both sides of the industry is enabling her consultancy to have an impact worldwide

What’s the core business of Neaumorinc?
We’re a beauty brand development consultancy based in Dubai, and our mission is to help emerging skincare, beauty, fragrance and lifestyle brands expand their reach globally.

We work with businesses, many of which are family-owned, that have developed exceptional products and had some success in smaller markets, and we help to pair them with the best five-star spa facilities around the world.

It’s so rewarding to see these small businesses grow and achieve their goals.

As we’re based in Dubai, we’re also in a strong position to help brands looking to enter the UAE market in particular. We assist them in finding reputable distributors and negotiate the best terms, as well as handle all aspects of the UAE registration process on their behalf.

The final strand of our business is product formulation, and we can help companies and private clients develop their own bespoke ranges.

These are not white label, generic products, but formulations that we know have the ability to become known brands, based on our market research.

What’s your background in the industry?
I studied medical aesthetics in Canada and went on to become a lead therapist for Suki’s International in Vancouver. I then worked for Four Seasons in Sydney before travelling through Asia and learning acupressure and Thai massage. From there I went to New Zealand and then back to Canada where I knew I didn’t want to return to working for just one company.

In Vancouver I launched the original version of this consultancy in 2009, and we’ve been expanding ever since, working with leading companies in worldwide locations – including developing the spa for the First Lady of Azerbaijan, Mehriban Aliyeva, at the Four Seasons hotel in Baku.

I’m also currently studying cosmetic chemistry at the Society for Cosmetic Science in London.

What service do you provide for product brands?
We only work with brands that have high quality products, and we effectively coach them in all aspects of their business – from staff training to treatment development and product packaging – so we are then able to position them in front of the kind of five star facilities that might normally be more challenging for them to reach.

How does your consultancy benefit the five star facilities?
The many years I’ve spent working both in and alongside five star hotels and spas means that I know exactly what will assist these companies. As a consultancy we don’t just go into these sites and talk about the products we represent. We do key market analysis and benchmarking, so we’re able to prove exactly why a particular brand will work for them.

You’re soon to launch your own hammam range. Can you tell us more about this?
I’ve been working for the past six years to develop an all-natural hammam range. I identified a need for it in the market, and it will launch later this year.

I started my research while working as head of department for the spa at Richard Branson’s Kasbah Tamadot in the foothills of the Atlas Mountains, just outside Marrakech. While working there I lived alongside the Berbers, and as a hobby started to experiment with the many local plants and botanicals for cosmetics.

I’ve always been fascinated by formulations. My grandmother used to work for Procter and Gamble, in charge of the Cover Girl, Max Factor and Oil of Olay brands. I used to spend hours as a child playing with her cosmetic products, mixing eye shadows into creams and coming up with all sorts of concoctions. In Morocco, I came up with 47 all-natural formulations, so I guess it’s in my genes!

What qualities do you look for in potential skincare ingredients?
We’re extremely careful about where and how we source our ingredients. They must be pure and fair trade. Currently we’re working with figue de barbary (prickly pear), found in North Africa, which produces a highly anti-ageing and antioxidant facial oil. We’ve also extracted the anti-inflammatory and anti-ageing properties from saffron while eliminating the problem of its yellow staining.

The laboratory we use in Morocco picks ingredients from the trees on-site and take them straight to the lab. You can’t get fresher or more local than that.

How important is packaging?
It’s key, and like our ingredients, we’re careful with our sourcing. Materials must be green and recyclable. For example, with my hammam range, the containers are recyclable and the tops are engraved with rose gold and henna, so they can convert to decorative coasters when the customer has finished the product.

For design, we work with our partner design firm in Paris, which creates packaging for several famous brands.

What excites you about the industry?
I love the fact that it’s ever evolving, and also that we’re mindfully creating products and experiences that make people feel better. The more I travel, the more I realise it’s a very small industry. I attend eight major trade shows a year and always look forward to meeting and learning from my peers. Industry influencers like Sammy Gharieni, CEO of Gharieni, and Riad Bouaziz, CEO of RKF Luxury Linen, have been great mentors to me.

I also enjoy a close working relationship with Kathryn Moore of Spa Connectors. We regularly swap entrepreneurial ideas and inspire each other.

I always say that I don’t have a job, I have a passion. Working in the wellness industry has also taught me how to find balance in my own life so that I’m better able to serve others.