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Melbourne businesswoman Michelle Hu earns $54,000 in a week with Etoile Collective beauty holder

Financial analyst makes $54,000 in a week with ‘game-changing’ gadget that ends one of the most annoying beauty closet dilemmas

  • Michelle Hu founded the Etoile Collective brand when she was 21 in 2016
  • It specializes in luxury dressing tables, cosmetic organizers, mirrors and makeup bags
  • Melbourne businesswoman launched a ‘genius’ skincare prop in March
  • It is a two-level turntable that rotates 360 degrees for easy access to products
  • The proprietor has proved so successful that he made Ms. Hu $54,000 in one week


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A game-changing beauty gadget that puts an end to reaching for the back of closets has grossed its young Australian designer $54,000 in a week.

Michelle Hu was just 21 when she founded Etoile Collective in 2016 from her grandparents’ house, selling vanities, cosmetic organizers and luxurious light-up mirrors that wouldn’t look out of place in a Kardashian’s glam room.

Five years later, the Melbourne businesswoman, now 25, created a $90 skincare holder Consists of a Lazy Susan style perspex table that rotates 360 degrees for easy access to products.

Since its launch in March, the holder has sold out six times and draws a recurring waiting list of up to 700 customers, many calling it “life-changing” and “dead set the best investment ever.”

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The $90 skincare container (pictured) from Melbourne brand Etoile Collective is a rotating two-level perspex table that rotates 360 degrees for easy access to products

The $90 skincare tray (pictured) from Melbourne brand Etoile Collective is a Lazy Susan style perspex table that rotates 360 degrees, giving you easy access to products.

Michelle Hu (pictured) as a sophomore banking analyst earning $200,000 a year when she quit her job in October 2018 to focus full-time on her sideline activities

Michelle Hu (pictured) as a sophomore banking analyst earning $200,000 a year when she quit her job in October 2018 to focus full-time on her sideline activities

Michelle Hu (pictured) as a sophomore banking analyst earning $200,000 a year when she quit her job in October 2018 to focus full-time on her sideline activities

Ms. Hu said the response to her latest product has been overwhelming.

“There’s no better feeling than being organised, so I’m delighted that this product makes that possible for so many people,” she told Daily Mail Australia.

“We’ve even heard one woman say she’s arguing less with her husband because the bathroom couch area is no longer full of products!”

She added, “It’s one of those products you didn’t know you needed until it’s in your bathroom.”

Since its launch in 2016, Ms. Hu’s company has seen its annual sales grow from $240,000 to a staggering $5 million, with the rotating holder making up a significant $1 million of the total.

The product has received dozens of five-star reviews, with many saying they can’t remember how they did without it.

The holder (shown) eliminates reaching into the back of cabinets

The holder (shown) eliminates reaching into the back of cabinets

The product proved so popular that it netted Ms. Hu $54,000 in a week

The product proved so popular that it netted Ms. Hu $54,000 in a week

The holder (pictured), who puts an end to reaching for the backs of cabinets, made Ms. Hu $54,000 in a week

The gadget was developed by former banking analyst Michelle Hu (pictured), whose Etoile Collective brand now earns more than $5 million a year.

The gadget was developed by former banking analyst Michelle Hu (pictured), whose Etoile Collective brand now earns more than $5 million a year.

The gadget was developed by former banking analyst Michelle Hu (pictured), whose Etoile Collective brand now earns more than $5 million a year.

“If you only buy one thing for yourself this year, I’d recommend one,” one woman wrote.

A second added, “Where has this been all my life?”

Ms. Hu was a sophomore banking analyst earning $200,000 a year when she quit her job in October 2018 to focus full-time on her sideline activities.

With no press, employees or marketing, Etoile had grown to a small earner of $20,000 a month, so she took a chance and went all in.

Her gamble has paid off and Ms. Hu is now hard at work preparing the launch of a new and improved product holder, which is expected to hit the website just in time for Christmas.

“I’m sure our audience of skincare enthusiasts will love it,” she said.

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