Many know Mary Outram from social media, where she showcases her impeccable style and savvy beauty choices. But late last year, she launched her newest passion — her self-tanning brand, BONNIE.
“I’ve always had this fire inside me — a spark to innovate and create alongside my corporate career in traditional media and marketing,” she says. Outram’s journey began with a background in radio and a successful career at NZME. Then, in 2016, her entrepreneurial ambitions surfaced when she founded her clothing rental business, Borrowed by Mary. While building this, Outram developed a thriving online community and discovered a passion for content creation.
But Outram had a strong drive to create something truly her own. Enter BONNIE — a self-tanning and skincare line that reflects her dedication to innovation and her mission to empower confidence through beauty.
In conversation with Mary Outram
Growing up in Nelson, I loved being in the sun and the confidence a good tan brought me. I wanted to create a tanning product that wasn’t just about the beautiful bronzed tone and taking care of your skin, but a brand that has a sense of inclusivity, community, and friendship. That’s how BONNIE came to life. A brand and personality online that’s all about beauty, self-care, confidence, and most importantly, a community where everyone feels welcome. Think of BONNIE as your big sister in beauty, always there to cheer you on, lift you up, and remind you that confidence is your best accessory.
It’s been a very challenging but extremely rewarding journey. BONNIE started as an idea nearly a decade ago. But it wasn’t until early 2023 that I took a leap of faith and committed fully to bringing BONNIE to life by beginning on a product development journey. From there, it was nearly two years of formulating, refining, and building every little detail from the ingredients to the packaging.
I worked with local chemists here in New Zealand to develop our formulas. Then we went through extensive testing with one of Europe’s top skin specialists, based out of Milan to make sure the products were not just effective but safe at the highest level for sensitive and eczema-prone skin.
I believe beauty should feel effortless, like an extension of who you are, not a mask to hide behind. It also isn’t about following rules and is more about writing your own. I hope that BONNIE makes people feel happy… It’s sunshine in a bottle. Sunshine, to me, represents happiness, confidence, and that little spark of magic we all deserve.
I’d tell my younger self to wear sunscreen. And to stop thinking more products mean better skin. It’s about finding what works for you and keeping it simple.
My mum is my ultimate beauty icon. She’s in her late 60s, looks incredible, and has always prioritised taking care of her skin andvher look naturally. I admire brand foundersvwho share parts of their beauty businesses and journey online, Jess Hunt [Refy], HaileyvBieber [rhode], and Jaimee Lupton [Monday/Châlon Paris/Osāna Naturals], to name a few.
I was pretty relaxed about skincare as a teen. My routine was basic: supermarket face wash and sunscreen (when I remembered). My mum drilled into me the importance of sunscreen, but like most teens, I didn’t fully listen… with so much more awareness around self-care and skin health, I truly value the time I spend looking after myself. It’s a privilege I no longer take for granted.
I’ve embraced a less is more approach. Most of the week, I go make-up-free to let my skin breathe and focus on nurturing it. My routine is simple but effective.
