For four decades, About Face has been at the forefront of New Zealand’s beauty industry. From a single clinic in 1985 to a thriving network of five locations and a distribution business, its journey is a testament to innovation, resilience, and a deep commitment to skin therapy.
At the heart of it all is founder Marianna Glucina, whose passion and vision have shaped her business and her brand into a leader in high-tech treatments and, above all, skin health. As About Face celebrates this remarkable milestone, one thing is clear: Glucina’s passion for beauty and skin health is as strong as ever.
About Face has grown tremendously over the years. What inspired you to start your own clinic in 1985?
As a young 20-something therapist, I had a strong belief that beauty therapy was for everyone. The industry was in its infancy and, at the time, beauty therapy was traditionally hidden behind closed doors in mostly affluent suburbs. I took a leap of faith and leased space in a busy arcade in Henderson to open my first clinic. Within six weeks, the doors were open just in time for the Christmas rush. I was busier than expected, roping in family members for extra support and certainly didn’t envisage the growth of the brand at that stage. Part of this family contribution included bringing my brother Paul into the business within 10 years of opening. He was instrumental in the growth of the business to where it is today by bringing systems and structure in, so I could focus on all things industry and marketing.
What made you gravitate towards that industry once you’d finished school?
I had always enjoyed the power of touch but I didn’t consider skin as a serious career until I read a prospectus and realised it combined so many facets I enjoyed learning about such as biology, anatomy, and physiology and cosmetic chemistry. Having previously started a career in travel, this was a pivot for me and from day one of my training at Joyce Blok Beauty Therapy School, I knew I had found my passion.
What were some of the biggest challenges in those early years, and how did you overcome them?
Taking on a market that was led by the retail ‘big boys’ is one which stands out for me. I made the decision after a few years to open the first New Zealand skin clinic inside the newly built mall in Henderson to lift the profile of the industry, which opened a whole new set of challenges. Skincare purchasing at the time was mostly through large retailers where the level of skin knowledge was limited, and I wanted to provide that expertise for skincare users.The opening coincided with the week my second daughter was born. It was like a whole new business with a toddler and a newborn in tow!
You’ve played a major role in shaping the beauty industry in New Zealand. What are some of your proudest achievements?
The sheer number of Aucklanders we have been able to help with their skin and boost confidence in themselves. Our pioneering achievements in the industry — being the first with IPL for hair removal in the late 1990s, then lasers for skin rejuvenation almost 20 years ago, to now, a leader in offering LED light therapy and About Man, our men’s only space within the Ponsonby clinic. I’m also proud of the therapists whose careers we have been able to support and grow, and watch them shine as they develop their skills and confidence either within About Face or in other industry roles.
The About Face network now extends to over 250 local business owners — how has your distribution business supported the wider beauty industry?
We came across the Pure Fiji brand almost 20 years ago. We loved its ethos and the fact it’s a family business like us. We were blown away with just how good the ingredients are for the skin so we decided to distribute it in NZ. We are the most successful international distributor of the brand to date. Entrepreneurship isn’t always smooth sailing.
Have there been challenges along the way?
A few months after Sofie (my second child) was born and the new mall venture wasn’t going to plan, with a hefty mortgage and stressed at home trying to run things remotely, my husband Stephen and I made the tough decision that I needed to go back into the clinic full time and we swapped roles. He became a stay-at-home dad for a few years and I cried every day that first week wondering what I had done! It was tough on us all, but we came through even stronger and I was able to spend more time with the girls as soon as I could.
How has the beauty industry evolved since About Face first opened?
It’s evolved from a cottage industry to a billion-dollar industry with significant advancement in technology and cosmetic formulations to create active ingredients… very exciting to work with. We’ve always been at the forefront of newness if it was something we believed in, including several technologies we pioneered locally including IPL for Hair Removal and laser for skin rejuvenation. We have also been selective with various treatments choosing not to adopt if we didn’t think it was the right thing for the skin.
With 40 years behind you, what’s next for About Face?
Watch this space! Some celebrating, some new technology to unearth, new treatments, and new retail focus.
Words: Sarah Murray
Imagery: Supplied
