Our Founder

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"We want women to look and feel their best and in the most natural way possible."

— Nicola Matthews

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Early inspiration and the birth of Sienna X

Could you tell us about your initial interest in the beauty industry?

Before I became the founder of this fabulous beauty brand (OK, I’m a little biased), I started life as an air hostess with British Airways. Whilst I absolutely loved exploring the world and meeting lots of interesting people, after having two gorgeous children, I realised that I needed something a lot more flexible as a career choice, which is when I landed on mobile spray tanning. I got to meet lots of lovely clients whilst being able to fit it around school hours. But the real fun started when I set out to find a cost-effective solution to where I could spray tan my clients — the infamous (now patented) mobile spray tan booth…

What was the inspiration behind the pop-up spray tan cubicle?

The inspiration for the pop-up spray tan cubicle was born out of the need for a cost-effective tanning solution. As I watched my children playing with a toy tent, I was struck with an innovative idea. It was from this moment that the concept of the pop-up spray tan cubicle was born.

Would you like to share the story of Sienna X’s origin?

As the demand for more products and services grew, the concept of Sienna X started taking shape. From starting as just a spray tanning cubicle, Sienna X has grown significantly over the past 19 years, thanks to the support of our incredible team and customers. Today, Sienna X has transformed the lives of over 28,000 individuals through the power of beauty. And with our ever-growing retail range, we help empower our customers with beauty from their own homes.

Staying current and ongoing learning

What is the importance of continuous education in the beauty industry, and how does Sienna X support this?

Education is key in the beauty industry, and at Sienna X, we are committed to promoting this value through our expert training academy. We offer a multi-level training programme on spray tanning techniques and the selling of our retail range, which perfectly complements a spray tan treatment.

How do you keep up with the latest trends and techniques in the industry?

Keeping up with industry trends is vital for any growing company. We take this into account in the creation and development of our products, always ensuring they match the highest industry standards.

Challenges and balance

What are some of the challenges you’ve faced in your career and how have you tackled them?

One of the challenges I’ve faced is the difficulty of switching off from work. But I love the challenge, and I am fortunate to work with a team of experts who are passionate about their work at Sienna X and the beauty space.

How do you maintain a balance between staying true to your brand and adapting to industry changes?

At Sienna X, we strive to ensure everyone looks and feels their best in the most natural way possible. This principle is deeply embedded in our operations and the advice we offer. Our products are natural, vegan, and cruelty-free. We remain ethical in all that we do, and this is our way of staying true to our brand values while keeping up with industry trends.

Memorable moments

Can you share a memorable moment from your career that significantly impacted you?

Each time we have the opportunity to provide spray tans for an event or show, it always feels special. A few standout instances include being involved in the James Bond movie Skyfall, where we had the chance to tan some of the actors. We’ve also had the honour of being the official tanner for the Brit Awards multiple times, which was an exciting experience filled with talented artists.

However, one of the most heartwarming experiences was when we were the official tanner for Strictly Come Dancing. This was particularly special as my mother was a big fan of the show, and being able to provide her with tickets to see the celebrity guests performing in Sienna X tan was a truly cherished moment.