Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Emma Paxton, founder, and CEO of PAX Polish, located in Rose Bay North, NSW, Australia.

What's your business, and who are your customers?

At PAX Polish, we are committed to the pursuit of more natural & better quality ingredients. Empowering you to celebrate the importance of self-care and self-expression - with superior, healthier & glamourous nail colors & nail care. PAX is a clean, green alternative to conventional polish, gels & dips; it's not just beauty bloggers & eco lovers that are singing our praises. If our furry friends could, they'd be singing our praises too.

Naturally and mindfully formulated, the major solvents and resin systems in PAX polish are derived from plant sources, with no petrochemicals. PAX is for those who prefer a healthier alternative but don't want to compromise. Our superior, eco-luxe formula not only looks & feels great but also promotes nail health.

Tell us about yourself

The seeds of PAX were sown when I was pregnant, and I started investigating the ingredients in the nail polishes I had been using. I found there were a lot of nasties that I didn't want to use, whether I was pregnant or not. So, I went on the hunt for something more natural, something that enhanced nail health and still delivered superior performance.

But I found that what I wanted didn't exist. After a year and a half of perfecting a clean and green formula, I launched my own eco-luxe alternative in PAX. The brand offers:

  • an Australian-made color + treatment with superior performance that enhances nail health
  • a plant-based formula that's free from the petrochemicals found in conventional nail products, 10 Free, vegan & cruelty-free
  • a wand and brush designed to empower an easier, faster, perfect mani/ Pedi.

My route to beauty was not an obvious one. For the 13 years up until this point, my career had been as a senior business development executive for global law firms. I excelled in critical thinking, challenging the status quo, problem-solving with pragmatic solutions, and overcoming hurdles - it was this mindset that got me to the positions I held and ultimately into beauty.

PAX Polish was developed from scratch and approached nail care from a clean beauty perspective. Instead of using petrochemicals found in conventional nail products, PAX uses a high-performing plant-based formula that not only makes health and eco-conscious women feel confident but enhances nail health at the same time.

After two years, PAX Polish entered the market in 2021 with the cult-status PAX nail color + treatment. PAX proudly rivals the most recognized luxury brands in the world while being a global leader in clean beauty.

What's your biggest accomplishment as a business owner?

At the start of 2022, I was thrilled to announce that PAX Polish launched with SEPHORA in Australia & New Zealand. Truly a pinch-me moment!! I couldn't be prouder, partnering with the global leader in the beauty industry. Wow! I love being able to share our story, commitment to clean beauty, self-care, and self-expression. The magic of a fresh mani is real!

What's one of the hardest things that come with being a business owner?

Every day there is a new obstacle to overcome; you really don't know what you don't know. But with that comes self-fulfillment and an overwhelming feeling of accomplishment.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Start today.
  2. There's always a solution if you look outside the box.
  3. Celebrate the wins!

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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