Reika Roberts
Co-Founder
Reika has been in the cosmetics industry for over 15 years and has a strong background in business management, client development and start-ups. Regarded as an industry thought leader, Reika and her team have ensured that Derma Aesthetics is highly regarded as an industry leader. Derma Aesthetics was awarded Best Customer Loyalty Programme 2018, Highly Commended for Best Customer Service Team 2018, Highly Commended for Best Customer Service by a Supplier 2017 in the Australasian MyFaceMyBody Awards and has received major international awards for marketing.
After completing a double degree in accounting and finance back in 1991, Reika started her career in the finance industry as an auditor at Ernst & Young. She then moved into recruitment where she spent six years managing the commerce division at Spherion, following the birth of her twin boys she re-evaluated her career and started her own business. Today, Reika is the Managing Director of derma aesthetics, distributor of dermaviduals skincare and is primarily responsible for the commercial operations.
Reika partnered with long-term friend and now business partner, Simone Vescio, to introduce dermaviduals bespoke skincare in Australia in 2010, followed by New Zealand. Starting from their dining room tables with just the two co-founders, they now have over 20 staff across Australia and New Zealand, have sold hundreds of thousands of moisturisers, are the staple brand in over 300 skincare clinics, with their friendship in tow. Derma Aesthetics was also recently awarded a global customer service award and claims many accolades for the way they do business.
Reika’s goal over the past five years has been to create a life she doesn’t need a vacation from. She is also passionate about creating a flexible workplace for her team and was well ahead of the trend which have helped with the challenges of staff retention and results.
Her leadership and vision to educate and inspire the professional beauty community extends beyond her external team. She personally works with and mentors over 200 small business owners who are predominately women. She has implemented systems and processes that she deploys to all of the businesses who form part of their extended derma aesthetics family and she rewards them for their efforts on an ongoing basis. She believes she has created a platform for more women in business to be the success they deserve to be.
She was recently invited to share her industry expertise having been selected as a ‘thought leader’ at Professional Beauty’s Roundtable (a highly regarded recorded industry event). Being able to talk about the importance of education and positive marketing to women has been a real highlight for her. In a female-dominated industry, she is determined to make a huge difference and change lives, not just skin, by cutting the hype in marketing and being real with clients and consumers.
She is a member of Loreto Kirribilli’s Women in Leadership Development Programme and recently joined the Entrepreneurs’ Organisation (EO), where she recently received the New Member Award. This is awarded for active involvement in the EO forum, moderator responsibilities, and involvement in the premier Women of EO Group.
