At the heart of LABB is founder Nicole Rutherfurd, a beauty entrepreneur, educator, and visionary dedicated to redefining what success in the beauty industry can look like.

What started as a curiosity quickly became a career, and ultimately, a business built on passion, precision, and purpose. Like many, Nicole once believed that a career in beauty had limitations, that it lacked financial opportunity and long-term growth. But as she immersed herself in the industry and witnessed the global rise of lash and brow services, she saw something different, and that was opportunity to scale.

Recognising that New Zealand was behind international markets, Nicole identified a gap, not just in services, but in education, standards, and business development within the beauty space. That insight became the foundation of LABB.

Over the years, Nicole has built a loyal client base, not just through results, but through genuine connection. Her approach has always gone beyond the service itself, creating an experience where clients feel valued, confident, and understood. Many of these relationships have grown into long-term friendships, forming the community that LABB is known for today.

As an educator, Nicole brings that same level of care and intention into her training. LABB Academy was created to offer more than just technical skills, it’s designed to equip aspiring artists with the tools, confidence, and business knowledge needed to build something of their own. From marketing and client acquisition to scaling and long-term growth, her training reflects real-world experience, not just theory.

After spending nearly three years developing her online programs, Nicole is committed to delivering an experience that mirrors being inside her salon, whether through in-person training or digital learning. Every detail has been carefully considered to ensure students feel supported, capable, and set up for success.

Nicole’s journey is a reflection of what’s possible within the beauty industry when skill meets strategy. Through LABB, her mission is simple: to elevate industry standards, empower individuals to build profitable businesses, and prove that beauty is not just a career, it’s a powerful pathway to independence.