DEIA Cosmetics splashed onto the Australian skincare scene with their bright colours, future-forward branding, and bold products to match.
Their current range has two heroes— LIPCUSH®, a maximum moisture lip plumping oil and STANDSTILL®, an oil balancing skincare mist & setting spray.
Founded my ex-MECCA staffer Melissa Haddad with a vision to create skincare so good you’ll wear less makeup. We’ve asked Melissa about her day-to-day, and what’s at the heart of DEIA— including some sneak peeks.
As a brand founder, what does your day to day look like?
No day ever looks quite the same for me, but I always give direction to my days by keeping a short list of daily tasks that tie back to bigger milestones across my business, work, and personal life.
I like to start my mornings early with exercise—it’s the only time I truly get to be alone, move my body, and set the tone for the day.
Before heading out, I check emails and action anything urgent for DEIA, then plan social media content for the week while on the ferry into the city.
Image: Melissa Haddad on set for DEIA’s photoshoot. Credit: Provided
I work full-time at a top-tier law firm, where days are often long, stressful, and unpredictable with late evenings usually spent back on the laptop— fulfilling orders, managing comms and socials, and refining our marketing and online presence to make sure DEIA continues to grow with purpose.
DEIA is built on intention, balance, and impact—and I try to bring that same ethos into how I live and work every day.
What did you know Aussies wanted from their skincare from your time at MECCA?
At MECCA, I learned that Australians want skincare that’s effective, easy to use, and backed by real results.
They’re ingredient-conscious and love knowing exactly what they’re putting on their skin.
I also noticed a strong sense of pride in homegrown, Australian ingredients—there’s a real trust in the power of what’s local and natural.
Image: Melissa showing her product stock. Credit: Provided
These insights directly influenced DEIA Cosmetics, where we prioritise clean formulations and hero native ingredients that work. Our goal is to keep skincare purposeful, honest, and proudly Australian.
Why did you start your range with lip oil and a hybrid mist?
I started the range with a lip oil and hybrid mist because they’re skincare-driven essentials that elevate everyday beauty staples.
The lip oil combines the nourishing benefits of a balm with the longevity and shine of a gloss—so it feels good and looks even better.
Image: LIPCUSH®
The hybrid mist reimagines a traditional setting spray by adding skincare benefits, like skin barrier protection and oil-balancing properties. Both products are designed to be universal, high-performing, and easy to use—no matter your skin type or routine.
Image: STANDSTILL®
They reflect DEIA’s focus on purposeful, multi-benefit formulas that work hard and feel great.
Any tips or hacks you’ve found to use StandStill and LipCush?
One of the best hacks for using StandStill is as a post-workout mist—it’s become a go-to for that thanks to natural antibacterial ingredients like lemon myrtle, which help prevent breakouts, and calming botanicals like rose water and aloe vera to soothe the skin.
Shop: LIPCUSH®, STANDSTILL®
It also works beautifully under or over makeup as a hydrating primer or setting spray to refresh your look throughout the day.
For an extra boost, I like to keep it in the fridge—especially in summer—for a cooling, skin-calming mist anytime. With LipCush, I use it as a glossy top coat over lipstick or dab it on bare lips before bed for an overnight treatment.
Both are versatile, skincare-first products designed to work hard in your routine, however you choose to use them.
What was unexpected about the making of a brand?
One thing that surprised me was how naturally the visual identity for DEIA came together—it was actually easier than I expected. That’s because I started by clearly defining the brand’s purpose and values before developing any products, so I had a strong sense of how I wanted DEIA to look and feel.
Choosing the colours, fonts, and overall aesthetic flowed from that foundation.
On the other hand, I didn’t anticipate just how complex cosmetic formulation would be—there are so many ingredients, variables, and compatibility issues to work through.
It really gave me a new level of respect for the science behind clean and effective cosmetic product formulation.
Any sneak peeks for the future of DEIA? Any goals you’re excited to share about?
We’re working on an exciting product launch, which we are hoping will be our first colour cosmetic product—although it is still in the early stages, but something I’m working hard to bring to life.
Image: Melissa on set holding her hero products. Credit: Provided
A big focus right now is finding more creative ways to involve our community in the inner workings of DEIA, especially the product development journey.
I truly believe in building with, not just for, our audience. Longer term, I’d love to see DEIA on shelves at MECCA—it feels like such a natural fit given our mutual Australian roots. Plus, having started my journey at MECCA, it would be a pretty special full circle moment.
Anything else you’d like to add about DEIA?
Right now, I’m just really proud that DEIA is a bold celebration of Australia—showcasing our unique ingredients and spirit in every product.
The brand is still in an exciting growth phase, as we work hard to build awareness and find our place in the competitive skincare market.
We’re focused on staying true to our Australian roots while creating products that genuinely support people’s skin and confidence without overwhelming them. It’s a journey of learning, evolving, and connecting with our community in meaningful ways.
Shop: LIPCUSH®, STANDSTILL®
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