Briony Kennedy, founder of Adorn Cosmetics and The Pocket CEO

ABOUT BRIONY kennedy

Been there. Built it.

I build businesses. And communities that give people a reason to stay.

I’m Briony Kennedy, a Melbourne-based founder, small business advisor, mentor and ideas innovator. I founded Adorn Cosmetics in 2008 and built a national sustainable beauty brand without investors.

I spot gaps and turn ideas into businesses - from beauty memberships 20 years ago to pioneering refillable cosmetics.

Building communities is my thing. From Perfectly Imperfect Mumma’s 20k+ members to Adorn’s private community of 7k, I know how to bring people together - and turn that connection into business value.

Today, I help Australian business owners find their next good idea, build engaged communities, create memberships, and use live selling to connect, listen, and sell.

Real experience. Fresh ideas. Someone in your corner.

BOOK A SOUNDING-BOARD SESSION
Founder, Adorn Cosmetics Founder, Kennedy & Sons Total Property Care NORA Entrepreneur of the Year, Retailer 2024 Telstra Business Awards (Vic) Finalist SmartCompany Smart50 Awards Judge 2026
Briony Kennedy with Toby

WHERE IT STARTED

Guinea-pigs and a blackboard.

My Grade 4 teacher, Mr Kennett, explained profit and loss on a blackboard. My first thought? “Well, now I know that; why do I still need to come to school?”

When a family friend gave me two guinea pigs, and babies followed, I started my first business, recording the P&L in a school textbook.

Then Granddad built me an aviary, so I started selling birds. I bought their feed in bulk and sold that too. Apparently, I was already looking for another revenue stream.

And yes, that’s a dog in the photo. I couldn’t find a guinea pig willing to pose.

“Not all my friends were allowed a pet. I didn't think that was fair.  So I fixed it.”

I sold them a guinea pig for $3.50 and charged $0.50 a week in rent, collected on Mondays at the school assembly. 

The fee included food and a visit to my home twice a week. 

Their parents didn’t know.

ENTREPRENEURSHIP

Early hustler

If there was a way to make money, I’d find it. 

  • Bunny Business

    My first P&L, in a school exercise book.

    PS. The rabbits weren’t a good business investment. Guinea-pigs and budgies were better.

  • Snapper season

    Dad let me sell our catch to my friends’ parents for $20 a snapper.

    The rule was: I had to catch it to sell it.

  • The lolly round

    Door-knocking after school with a basket full of lollies. 

    An Uber of 'Allsorts'.  See what i did there...

  • The job hunt

    Mum was at Richies one Thursday afternoon when the staff pulled her aside and said, “Briony’s been asking for a job again.”

    I was seven.
Refillable Adorn Cosmetics foundation

THE REAL BUSINESS

Grown up & unleashed on the world.

Twin babies, a lounge room and a makeup kit. That’s how Adorn Cosmetics started in 2008.

Running my Melbourne beauty salon, I’d seen the gap. Clients wanted natural makeup they could trust. So after transforming and selling the salon, I created the full range I couldn’t find. I wasn’t trying to build an empire. I just wanted to be home with my boys.

People didn’t love the idea of refills. I launched them anyway. Adorn was one of the first independent beauty brands in Australia selling online. Ten years without a wage later, it became a national cruelty-free cosmetics brand.

“I wanted to create the Chanel of natural cosmetics. Luxurious, but without the guilt.”


I hate waste. To me, it’s unkind - to the planet and your bank balance.

That’s what sparked my idea for beauty refills 18 years ago.

I love the challenge of doing more with less. And I’m bloody good at it.

What I’d never do again...

I’d never mistake promises for competence again.

One business relationship cost me millions. I didn’t know what I didn’t know—and that’s an expensive way to learn.

Now I know which questions to ask, which promises to challenge and when to walk away. 

I’d rather you learn from my experience than pay for your own.

WORK WITH ME
Kennedy and sons total property care

Beauty to bricks

Still spotting gaps

From beauty memberships to refillable cosmetics, ecommerce to property care.

I’ve never been short of innovative ideas - or the nerve to turn them into businesses.

Seeing the opportunity is one thing. Doing something about it is my thing.

What I believe.

  • Do more with less

    Less waste, less stress, less of what isn’t working.

  • Trust your gut

    Research matters. So does that feeling you can’t shake.

  • Pride is expensive

    Try it. Learn from it. Change what needs changing. Learn to enjoy criticism.

  • Know what you’re not

    Be bold enough to tell people what you’re not. They’ll respect you more for it.
Briony Kennedy at a podcast recording

BEYOND BUSINESS

Not who you expect.

Three boys call me Mum. Animals have me wrapped around their paws. And I know enough random animal facts to derail a dinner party.

Soft spot for the underdog. No patience for unkindness. Always up for an honest conversation.

Problem or bold idea? Let’s sort it out.

Too many ideas? Too much on your plate? 

Let’s work out what deserves your time -and what can go.

Leave with a clear plan, or your money back.

Start with a Sounding Board Session.

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