Australian bodycare brand The Booty Co has built rapid momentum by targeting an underserved category: intimate and booty skincare. Founded by Kirsty Bronner, the brand was created in response to repeated client concerns around stretch marks, pigmentation, texture, irritation and breakouts in intimate areas — issues often overlooked by traditional skincare and bodycare brands. Launched with a purpose-built, booty-focused skincare range, The Booty Co experienced immediate demand, achieving strong early sell-through and scaling quickly into a multi-million-dollar business, with thousands of units sold weekly and products frequently selling out.
The brand, which recently rolled out in Priceline, now positions itself as a trusted authority in targeted body skincare, addressing concerns linked to hormones, genetics, friction and inflammation. The range spans cleansers, exfoliants, lotions, masks and tools, formulated to firm, smooth, brighten, hydrate and strengthen the skin barrier, while prioritising confidence, comfort and inclusivity. With a clear education-led approach and results-driven formulations, The Booty Co reflects a broader shift towards specialised, concern-led bodycare beyond the face. Retail Beauty sat down for an exclusive interview with Kirsty to learn more.
You launched The Booty Co while raising four children and working as a nurse. What did entrepreneurship look like in real terms during those early years, and what did it demand of you personally?
I was on maternity leave with my second child at the time, so there was nothing glossy about how the business started. It was built in the in-between moments, feeding a baby, answering emails, researching formulations during nap time, and using whatever space I could find to move the idea forward. There wasn’t a clear line between family and work and many things overlapped. That period taught me focus. When your time is that limited, you quickly learn what actually moves things forward and what doesn’t. I had to work on what mattered only and let go of the rest. In a lot of ways, that’s still how I operate now. The business has grown and life looks and feels different with four children, but the acquired focus and discipline from the early years has stayed with me.
Booty skincare wasn’t an obvious or accepted category at the time. What gave you the confidence to back an idea that challenged both industry norms and social taboos?
The confidence didn’t come from trying to disrupt industry norms, it came from exposure. Before The Booty Co, I worked in a bikini fitting environment, then as a clinical therapist treating skin on both the face and body, and later in nursing while working in post-operative care for liposuction patients. Across all of those venues, the same concerns kept coming up. Women were asking about breakouts, pigmentation, texture and firmness particularly around the bikini line and the booty and there was very little to offer them. Body skin, and especially booty skin, behaves different to facial skin. It’s thicker, more prone to friction, congestion and inflammation, and it doesn’t respond to standard body washes or face products in the same way. Therapists were being asked these questions constantly, yet there were no credible, targeted products to recommend. I had clients who didn’t want to leave change rooms because of breakouts or pigmentation, and that resonated with me. I’d been writing ideas down for close to eight years by that point, because the gaps were consistent and obvious. At the same time, activewear and gym culture were becoming mainstream, and people were paying more attention to their bodies in a new way. Skincare had evolved for the face, but the booty and body skin more broadly had been left behind. Backing my idea, felt logical rather than risky. The need already existed. It just hadn’t been taken seriously.
How did your background in clinical settings and hands-on treatment work shape the way you approached formulation, efficacy and credibility from day one?
Working in clinical settings made me very direct about what works and what doesn’t. I’d seen enough to know that a lot of products were essentially filler, they sounded good, but they didn’t change skin in a meaningful way. From day one, my focus was on ingredients that actually deliver results, not trends or buzzwords. Acids, peptides and vitamin C weren’t marketing terms to me, they were functional tools for improving issues, such as congestion, texture, pigmentation and firmness. Body skin and especially booty skin isn’t facial skin. It’s thicker, exposed to friction, sweat and occlusion, and needs to be treated differently. For too long, body care was either cosmetic or comforting, but rarely effective. My approach was simple: give body skin the same credibility as facial skincare, but formulate for its actual needs. Only now is the industry starting to catch up.
As the brand moved from concept to commercial reality, what were the hardest decisions you had to make as both a founder and a parent?
The hardest decisions weren’t big, obvious ones; they were ongoing and quiet. There’s always a tension when you’re building something, where it can feel like you’re doing too much and not enough at the same time. From a business perspective, some of the hardest choices were about intentionally not growing too fast. There were opportunities to push harder and scale faster, but doing so would have come at the expense of balance and efficiency. I chose to grow The Booty Co at a staggered pace so it could support my life, rather than dominate it. That meant being comfortable saying no, protecting time outside of work, and prioritising sustainability over speed. It’s a decision that’s shaped not just how the business has grown, but how I choose to live.
The Booty Co’s tone is playful and bold, yet the business behind it is highly considered. How intentional was that balance, and has it evolved as the brand has grown?
It was intentional. I wanted the brand to feel playful and approachable, because that made it easier to talk about a part of the body that’s often treated as awkward or overly sexualised. The tone helps communicate what we do without it feeling crude or uncomfortable. Behind that, the business itself has always been highly considered from formulation to claims to education. As the brand has grown, the balance has become more refined. The playfulness opens the door, but credibility is what builds trust and longevity.
Scaling into national retail, including your partnership with Priceline, marked a major inflection point. How did that moment change your role and your expectations of the brand?
It didn’t change my role so much as it changed expectations. Seeing The Booty Co in a national retailer like Priceline validated what I’d believed from day one, that people genuinely want better body care. It confirmed that the category had a place beyond niche audiences and there was real potential to build something much bigger without compromising on quality or intent.
Looking ahead, what does long-term success look like for you now? Not just in revenue terms, but in how the business supports your life and values?
Long term, my aim is to expand globally, to more market centres, well-renowned retailers, and eventually, into salon environments. I genuinely believe that once people experience the results of our products, they will understand the value and continue using them. Success isn’t just about scale. It’s about building the brand in a way that feels aligned, growing steadily, maintaining credibility, and allowing the business to support a full, balanced life rather than consume it. That balance is what makes the growth sustainable.
Read issue 85 of Retail Beauty below:
