Rooted in Community, Driven by Beauty
Connecting and uplifting women through beauty
About White Rabbit Social
We publish articles that are a mix of lighthearted beauty content, accessible career advice, and upfront discussions around our shared experiences and challenges as women and creatives.
What We Care About
Using Beauty to Connect
We believe that exploring beauty can come from a place of fun, without the pressure to look a certain way or always have the latest products.
Our approach to beauty content is uplifting and accessible, with a healthy dose of realism for the average consumer.
Come As You Are
White Rabbit Social is a safe space where everyone is welcome to ask questions and share their experiences.
We have frank conversations about topics that are often avoided, from acne struggles to money questions and beyond.
Speak Up, Hold Space
We go out of our way to find and elevate creators with varied backgrounds, including ethnicity, age, body type, skin type, and economic background.
We use our own privilege for advocacy and do our best to understand when to use our platform to speak up and when to create space for someone with lived experience.
Gatekeeping? Never Met Her
The world is hard enough, particularly for women. We’re here to be generous with our knowledge, experience, and ideas so that anyone who’s interested can join in.
We create career and beauty content that’s relevant and accessible to people from all sorts of backgrounds.
Our Founder Minnie Isaac
White Rabbit Social was founded by Minnie Isaac, a 27-year-old Assyrian-Australian from Sydney who left her corporate career and entered the beauty space in 2020.
She quickly recognised the common career challenges faced by women across industries, often caused by an underlying lack of financial transparency.
Minnie established White Rabbit Social to give women a digital space where they can slow down, enjoy their beauty content more mindfully, and find resources and people that support their growth.