Georgie Gilbert & Camille Peressini | Founders of SOMA & Bronte

2025-09-23

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Former Mecca execs Georgie Gilbert and Camille Peressini had access to just about every luxury body care brand on the market. They’re also both mums- realistically, are you buying and using a high end body wash in the shower with your husband and kids? No, you’re doing a supermarket run and picking up something there. Both Georgie and Camille knew, however, that the supermarket body care offering was uninspiring. The products didn’t look or feel luxe, the scents were generic, and it felt like the accessible optio...

Enter, SOMA. If the gap itself wasn’t compelling enough, consider that Georgie and Camille were given a 10 week launch timeline from Woolworths. That’s 10 weeks to strategise, formulate, package and market an entirely new brand, all while keeping that accessible price point in mind, and have it on the shelves of over 1000 Woolies stores nationwide in less than three months.

In this conversation, Georgie and Camille share how they’re going about converting habitual supermarket shoppers who’ve been buying the same body wash for decades, the intricacies of creating body care packaging that’s fully and easily recyclable, and what happens when your product accidentally goes viral on TikTok before you’ve officially launched.