How Modelling In LA Inspired Bella Falk To Create A Beauty Brand That Does Luxury Differently
embrace the strange
By Kiri Johnston | 7th August 2026Having dreamt of starting her own beauty brand since childhood, it was an unorthodox path that saw Melbourne model Bella Falk, née Geminder, launch Strange Luxury in 2024. The unique pipeline from a modelling career that saw Bella working in LA to becoming an entrepreneur in one of the world’s most competitive markets has meant the brand has been established with a point of difference. Now, going into its third year of business and with the recent launch of Cashmere Lips balm-gloss hybrid, Strange Luxury is a brand gaining momentum, and fast.
We chat to the brains behind the operation, Bella, on navigating the fast-paced beauty industry, her biggest business lessons, and what luxury means to her.
Strange Luxury launched in 2024, entering one of the most competitive categories in the world. What gave you the confidence to take that leap?
I have always been completely beauty obsessed. I live and breathe beauty and know the category inside out, so to me it always felt like the natural path. I don’t spend much time thinking about other brands. I’m incredibly focused on building something with longevity and purpose. My vision has always been to create a legacy brand that people genuinely connect with. We’re only just getting started!
When I was modelling in LA, I spent years on the other side of beauty brands, watching how they operated and constantly thinking about what I would do differently. I was completely immersed in beauty and always knew what the latest products were and what makeup artists were carrying in their kits. There were so many products I loved, but I would often find myself thinking, “I wish this felt a little different,” or “I wish this did just one thing better.” Over time, it became clear to me that I wanted to create my own products and build a brand centred around the kind of beauty rituals I had always been searching for. That’s really where the idea for Strange Luxury began.
The beauty industry is crowded with celebrity labels, influencer brands and global giants. How did you approach carving out a space that felt distinctly your own?
I think having a very clear vision is what makes Strange Luxury unique. I’m not influenced by celebrity brands or what everyone else is doing. I have one goal: to create the very best products possible for my community. I’m fortunate that I don’t have a large corporate dictating every decision, so my mission remains very simple. I focus on creating exceptional products that people genuinely love and use every day.
What has been the biggest challenge you’ve faced since launching Strange Luxury that people on the outside wouldn’t expect?
I don’t think people realise just how much detail goes into everything. There are constant challenges and problems, but I genuinely love it. You need to have a lot of grit, resilience and thick skin as its tough.
Luxury means something different to every generation. What does modern luxury look like to you today?
To me, modern luxury is found in the small moments. It’s creating quiet rituals that make you feel grounded and present. For me, that’s taking time each morning for my skincare and beauty routine before the day begins.
Luxury is privacy. It’s being offline. It’s knowing who you are and feeling confident in yourself. At Strange Luxury, our philosophy has always been about helping people feel their best. To me, that’s the greatest luxury of all. It’s that quiet confidence that makes you walk into a room feeling like the best version of yourself. If our products can make someone feel just one percent better every day, that’s what means the most to me.
Consumers today are increasingly drawn to fewer, better products. Do you think the beauty industry has reached a turning point when it comes to overconsumption?
Everyone has different skin needs and preferences, and there will always be new products entering the market.
For us its really about less is more. There is no 20-step routine, our philosophy is fewer, better-quality products that really work. That’s how I live my life. I love to have a curated edit of the best of the best. Its my mission to bring that into Strange Luxury.
Cashmere Lips combines the nourishment of a treatment with the shine and tint of a gloss. What gap did you see in the market when developing the product?
I’ve tried almost every lip product on the market, and I always felt there was something missing. I wanted a treatment that truly hydrated my lips, but also delivered the high-shine finish of a gloss without that sticky, tacky feeling. I wanted a versatile product that you could wear out and feel confident in, layer over lip liner, or wear overnight as a hydrating lip mask. It’s really that all-in-one perfect product.
The shades took the longest – I wanted them sheer enough that you could layer and nothing too heavy and over glam as less is really more.
Looking back on the journey so far, what is one lesson that has completely changed the way you approach business?
To be patient and kind. I’m naturally someone who wants results immediately and always wants things to move faster. But building something meaningful takes time. Enjoy the process and listen to your gut.
Strange Luxury feels as much like a lifestyle brand as it does a skincare brand. Was that always part of the vision?
Yes, we are creating a world. There is so much more to come and I’m so excited you’re here.
Stay tuned for whats next in the wonderful world of Strange Luxury by checking their instagram page here.
