Women With Gritt: Eye Of Horus’s Holly Schleich On Embracing Your True Self In The Midst Of Challenge

Hi Holly! Thank you for speaking with us today. Before we chat about Eye of Horus, we would love to know a little more about you. Where did you grow up and what are some of your fondest childhood memories?

I am a Mother of two boys (two & four), and I was raised in country Victoria by parents who instilled a passion for freedom and connection with nature. I spent most of my childhood on  property surrounded by a lake where we grew our own fruit and vegetables and had an amazing community around us. My parents both ran their own businesses and taught me the importance of work ethic and working hard to achieve your goals.

Every year our holidays were spent in Byron Bay, it was always my intention to make Byron my home one day, and I moved here in 2014 with my business. I love the lifestyle, freedom and nature connection, as well as the community values around sustainability and care for the environment.

Where do you think you inherited your drive and passion from? Parents? Siblings? Grandparents?

The upbringing that I had played a significant role in fostering my drive and passion. I was taught to value nature and the land, and the freedom to explore my creativity. I’m naturally a creative person and love the process of ideation and watching it materialise and manifest into something tangible. Watching my parents create and build their own businesses from the ground up was a significant influence in my decision to start my own business. I was inspired by their entrepreneurial spirit and the freedom that comes with being your own boss. That made me want to create an authentic brand with a purpose and sustainability at the forefront, which were values ingrained in me through our lifestyle.

Having my own business has provided me with a level of creative freedom, flexibility, and satisfaction that I find fulfilling. It’s also a vehicle for producing something that has a positive impact on people’s lives and the planet. While owning a business can be demanding at times, I find it incredibly rewarding to be able to create something that aligns with my values and contributes to doing good.

So, where did the inspiration behind the name Eye of Horus come from and how did the brand find its beginning?

Essentially the brand was created from a genuine problem that I experienced. I didn’t want to just make another Mascara the world didn’t need,  but I did feel there was a need for a mascara that was non-sensitising and performed well. I recognised a gap in the market and had the need to solve a problem. I began working on a brand dedicated to clean makeup, in particular eye makeup, and Eye of Horus was born.

During my studies in Naturopathy, I became increasingly interested in the origins of plant medicine and beauty. I wanted to understand where makeup and self-care originated from, and my research led me to the ancient Egyptians, one of the first civilizations to use and wear makeup and practice beauty rituals. They used waxes, oils, and pigments in their eyeliners and had incredible knowledge of plant healing (even creating the first medicinal text).

The Egyptians placed great importance on self-care and beauty rituals, making it an integral part of their existence and celebrating it in ceremonies. I was particularly drawn to the symbolism of the Eye of Horus, an ancient symbol of protection, power, and health, which was commonly used in their makeup and jewellery.

Inspired by this rich history and the wisdom of plant healing, I decided to create a brand focused on natural eye makeup products. However, the product offering soon grew to encompass a complete colour cosmetics line. And so, Eye of Horus was born, a brand that honours the ancient wisdom of plant medicine and celebrates the importance of self-care and beauty rituals in our modern lives.

So you began selling at your local markets, in terms of funding, how did you get your business off the ground?

After starting at local markets, we expanded our reach by partnering with salons and stores in 2012. Attending various trade shows allowed us to showcase our small product range and attract potential business owners with our compact, attractive stand. As a family-owned business, we have been self-funded since our establishment over 10 years ago and have chosen to grow gradually and intentionally—ensuring that we maintain our commitment to producing high-quality and effective products. Our focus on slow, ethical beauty, functionality, and sustainability is reflected in our product formulations and has helped establish us as a trusted brand in the clean beauty sector. These core principles have remained consistent throughout our journey, allowing us to build a purpose-led brand that aligns with our values.

Where do you find and source your inspiration when formulating and designing your next product?

Our product development process is a dynamic one that takes into account various sources of inspiration such as customer feedback, brainstorming, and category innovations. We stay relevant by listening to our customers and keeping an eye on emerging trends and demands. Our approach is flexible, and we work with smaller artisan manufacturers which allows us to create custom small batch runs. This also enables us to adapt and meet the changing needs of our customers.

We are fortunate to have a robust supply chain and long-standing partnerships with manufacturers and suppliers who remain committed to the timely growth and replenishment of our product range. Our focus on clean and sustainable practices, coupled with our commitment to delivering premium beauty offerings, directs our efforts towards enhancing and diversifying our product range while catering to our expanding customer base.

The performance of your clean products is the reason why so many love Eye of Horus. How do you ensure you retain efficacy without compromising your organic formulas?

There is a positive movement with the aim to push the beauty industry in a holistically healthier direction. Mindful makeup production isn’t always easy, it comes with its challenges to balance organics and efficacy but we are fortunate to work with some of the leading product manufacturers in the world.  When sourcing ingredients for our products, we only choose high-quality, organic and natural ingredients that have a proven track record of efficacy. Each product is EU compliant and tested to ensure that they are both effective and safe for use.

Producing clean products that are mindful of the planet and people is an essential core pillar of the brand. An eco-conscious approach to beauty means we look at the product life cycle including raw ingredients and packaging and work towards environmental positive solutions. As we work towards circularity, we aim to close the loop in production and focus on locally made, small-batch, people made products where possible to minimise environmental impact while supporting local artisans. By taking a holistic approach to product development that prioritises both efficacy and sustainability, Eye of Horus can continue to create clean and effective products that customers love.

You’ve been so successful at giving back and empowering women with clean, consciously created and considered beauty products. Is there anything you wish you’d known before starting out in business particularly in the green space?

Thank you for acknowledging our commitment to giving back and empowering women with clean and conscious beauty products. Starting a business in the clean beauty space can come with its own set of challenges and learning experiences. There are so many learnings and evolutions the brand has gone through in its 10 year life.

I would emphasise the importance of relationships with other businesses and individuals in the green space and seeking out opportunities and connecting with others who share your values and mission. The manufacturing space has changed a lot but sourcing sustainable and eco-friendly ingredients can be challenging. It’s important to establish strong relationships with suppliers who share your values and have a commitment to sustainability. And it’s also important to have contingency plans in place in case of any disruptions in the supply chain.

You also need to communicate your values and mission clearly to your target audience, and to use messaging that resonates with them. By learning from these experiences, we have been able to build a successful business that empowers women and supports sustainability. With a commitment to continuous learning and improvement, Eye of Horus can continue to make a positive impact in the green beauty space.

We understand you’re going through a difficult time with your health at the moment. If you’re comfortable sharing, we’d love to know how you’re going and how you’re balancing the business while prioritising you.

 It has indeed been a challenging time for me, but I am grateful to have a supportive team at Eye of Horus who have been incredibly understanding and accommodating. Since my breast cancer diagnosis last year, I have been undergoing treatment and have been fortunate enough to have a strong support network around me, including my loving family and friends.

While my health has understandably become my top priority, I am still involved in the business, just to a lesser extent. I have been able to delegate more responsibilities to my team, who have stepped up and taken on additional tasks to ensure the business continues to operate smoothly. 

My team has been understanding and supportive throughout my journey, and I am grateful for them. In terms of balancing the business and my health, I have had to make some adjustments to my schedule and routine. I have had to prioritise rest and self-care to ensure that I am in the best possible health to continue running the business. My husband has been a great support, taking leave from his work to assist me with appointments and treatment.

What has this challenging moment taught you so far?

One of the most significant lessons I have learned is that there is beauty in everything, even in the midst of challenging times. It would be easy to focus on the negative aspects of this experience, but instead, I have chosen to focus on the love and connection that has surrounded me. Love truly does prevail, and I have been reminded of the importance of seeking love in every aspect of my life.

Ultimately, I believe that love and connection to other humans is the essence of life, and this experience has reinforced that belief for me. It is something that I want to teach my children, and it has inspired me to continue to spread love and positivity wherever I go. While this has been a challenging time, it has also been a time of growth and learning, and I am grateful for the lessons I have learned along the way.

What is the biggest piece of beauty advice you would like to pass on to women who look up to you?

It has been a transformative year for me, both physically and mentally. While my appearance and body have changed due to my health journey, the most significant shift has been in the way I see the world and prioritise my wellbeing.

My biggest beauty advice to women would be to embrace your true self, no matter what changes or challenges you may face. Celebrate your uniqueness, honour your body and invest your time and energy in people and experiences that truly matter. Life is short, and it’s essential to value your health and well-being above all else.

I’ve learned that experiences are temporary, and it’s vital to appreciate every moment, even the difficult ones. I’ve faced physical and mental scars, but I’ve bounced back feeling stronger and more proud of who I am than ever before. So, my advice is to embrace your true self, because you are amazing, worthy and beautiful.

What can we look forward to next from Eye OF Horus?

We believe in the importance of running a business sustainably, and we are excited to see the beauty industry heading in this direction. As a brand, we have been working on our sustainable journey for over three years and are proud to have signed the covenant for Australia’s 2025 Packaging Targets. We are committed to using circular materials and have been replacing plastic packaging with PCR (recycled plastic). Additionally, we are expanding our refillable beauty options this year, which is a significant milestone for us.

Moving forward, we see the beauty industry reflecting people’s concerns and taking steps towards looking after the environment, people, and the planet. As a brand, we feel responsible for educating and inspiring others, not only on beauty but also on sustainability, ingredient integrity, and giving back. There is also a growing trend towards slow beauty, where we carefully select smaller artisan manufacturers who use ethically farmed and sourced ingredients. Fair Trade practices are a significant part of the ethical and clean beauty movement, and it’s an exciting time to be part of the industry.

The global pandemic has also highlighted the importance of connecting with what we care about, and we are seeing more people choose brands based on their transparency and authenticity. We expect to see more focus on sustainability and brand transparency in the future, and we are excited to continue our journey towards a more sustainable and ethical beauty industry.