Built a brand
Gen Z tattoos
on themselves.
Co-founder & CEO of Pretty Privilege. No degree, a viral café and a $300K wine industry job walked away from with zero backup plan, in exchange for a lifestyle brand tens of thousands of Gen Z women across Australia now use. If you don’t get it, you’re not supposed to.
30 Under 30
Asia ’25
What Pretty Privilege actually is.
Democratising influencer privileges for every young woman. No discrimination, no velvet rope, no algorithm deciding who’s worth the free trip.
Pretty Privilege is a paid lifestyle membership club built for Gen Z women in Australia, co-founded with Giorgia Adkins and Wes Culley in 2024. Giveaways, brand partnerships, events and travel perks that used to be reserved for a handful of influencers, now available to any woman willing to pay for a seat in the room.
The name gets misread constantly. It isn’t pretty people getting handed things. It’s the opposite: Gen Z women are the most valuable consumer group in the world, the hardest audience to build trust with and the quickest to lose it. They know marketing better than most marketers do, so the only way a brand, or a platform like ours, actually connects, builds trust and retains them is by leading with real value. That’s the whole thesis, and it’s why the community is loyal enough that fifteen members got the logo tattooed on themselves before we asked. That’s the actual answer to why brand partners keep coming back. It isn’t reach, it’s a member base that trusts what we hand them and pays to stay in it.
Backed by Taurus Capital as cornerstone investor, running on paid annual membership tiers on top of an already-engaged, already-monetising audience. Built to be the best way in the world for a Gen Z woman to actually get the lifestyle she wants, not just watch someone else live it on her phone. There is no one else building this category in Australia. If that sounds like a business you want in on, whether that’s a membership, a partnership or a cheque, the fastest way to talk to me directly is below.
From selling cheese in Amsterdam to a Forbes list.
“It’s very dangerous to make that kind of money so young, because you cap your expectations.”
I didn’t come up through a straight line. Sold cheese in Amsterdam in five languages, then guided tours through Morocco and worked at a surf hostel there long enough to source and negotiate my own, on Banana Beach. Flew back to Australia to sort logistics and got locked in by COVID before I could go back and open it.
Landed at a wine company cold-calling for a living, and it turned into one of the fastest-growing businesses in Australia. The owners, Phillip Casella and Ezra McInnes, and CFO Daniel de Salvo, mentored me and gave me the trust to scale aggressively. I ended up leading sales growth for the whole company and became National Sales Director, managing 300 staff. We went from 12 people to 300, and I was the one implementing the processes, HR, tech, incentive structures, that got us there, scaling to over $100M in revenue. I saw the best and worst of a scale-up. We survived, adapted and pivoted, every time.
Sold over $3.5M myself, on the phone, before moving into full-time management at 22. By 23 I was making $300K+ a year.
With the extra money that job was throwing off, I bought an existing café on Swan Street in Richmond at 22. Rebranded it Pyramid Scheme, updated the menu, added events. It went viral on TikTok before we’d even opened the doors and did five times the previous owner’s revenue. Landed corporate catering contracts feeding the Melbourne offices of LinkedIn and Uber. Ran it for two years alongside the wine job, 16-hour days, 12 hours on wine and two hours on either side opening the café and running the social media and events myself, and walked away with a near-perfect 4.9-star rating across 145 reviews and an exit at the right time. Also got sent my first ever legal notice from the landlord because we went too viral. Framed-worthy, in hindsight.
The wine warehouse, before the corner office
Then I quit. No backup plan, no safety net. Just a gut feeling that the money would cap what I expected out of life before I’d even worked out what that was.
Pretty Privilege started on a beach, not in a pitch deck. The name isn’t about pretty people getting handed things. It’s the opposite. Now it’s a platform tens of thousands of Gen Z women actually use, and fifteen of them got the logo tattooed on their skin before I ever did. Watch mine happen.
The tattoo, mid-session → watch the reel
Forbes put me on the 30 Under 30 Asia list in 2025. I still can’t sit through a panel about “personal branding” without wanting to leave the room.
No university degree. Just hard work, risk and execution, and somehow that’s made me one of the more exciting young entrepreneurs this country has produced lately. I’ll take it. Finalist, Business News Australia Young Entrepreneur of the Year.
On the big screen at the Young Entrepreneur Awards
Podcasts & appearances
The full origin story
The beach conversation, the $300K exit, where Pretty Privilege goes next.
AusBiz: the cornerstone investor segment
On-air with ausbiz talking through the Taurus Capital raise and where Pretty Privilege goes from here.
AusBiz: the last call
“Records, parental leave super & Gen Z’s Pretty Privilege.” Second ausbiz appearance, on the panel talking Gen Z spending.
Fayl Tales
“Two controversial names, one strategy.” The episode where the Pretty Privilege playbook gets picked apart.
The Steak Lad Experience
Unfiltered founder talk with the Steak Lad crew: wine industry money, the Pyramid Scheme years, and building Pretty Privilege.
The full record
30 Under 30 Asia, Social Media, Marketing & Advertising
The single line every other headline gets measured against.
Read the profile →Gen Z travel startup lands cornerstone investor
Taurus Capital comes in, the tiers flip from free to paid, live on national business TV.
Watch the segment →How to craft messaging that deeply resonates with Gen Z
“Gen Z understands marketing better than almost every brand trying to sell to them.” Written by Loughlan, not written about him.
Read the piece →Q&A: How Gen Z steered Pretty Privilege’s growth path
The one that actually gets into the growth strategy instead of just the brand story.
Read the Q&A →Book a meeting.
No decks required.
Does your brand want to do an event? Want to list a discount on our platform? Press and speaking enquiries welcome. Or are you an investor who wishes you got in earlier? Tell me who you are and what you need. I read these myself.