No stopping Shahna – Editor’s role for beauty impresario

Shahna Smith is one very busy businesswoman and while the ex-Broken Hill resident continues to make waves in the world of beauty, she’s also moved into the fashion world, becoming the managing editor of the National Indigenous Times’s Style Up section.

“I was quite shocked to be offered it,” Ms Smith told us but she took the job offer, and has also become involved on the business side by taking on 50% ownership of the publication that prides itself on showcasing First Nations’ lifestyle, pop culture, fashion, and the arts.

“I knew it would be a challenge, but we put together the May edition and it was quite rewarding to see.”

No stranger to business, on the back of the runaway success of her Amplified Beauty brand, Ms Smith has thrown herself into the deep end, and says her experience with media has helped her with some of the other facets of her new role.

“I’m no stranger to interviews because I know how you guys interview me,” she says with a smile.

“It has been a bit of a challenge putting an entire publication together, but it came out beautifully and I am excited for the next edition,” Ms Smith told the Truth.

Now splitting her time between the role at Style Up and her CEO duties at Amplified Beauty, it’s clearly a busy time, but Ms Smith feels there is a symbiotic relationship between the two roles that will benefit both companies.

“The reason I said yes to this was fashion and beauty go hand in hand and I could see the opportunities this could bring out for Amplified Beauty and Style Up as well.

“It’s been exciting. I’ve got a vision and I just can’t wait to get to that point.”

With her new role, she has not been home more than five days in the last month, and it’s equally as busy with her runaway success beauty and make up brand, with a rebrand slowly being rolled out and new products available in the near future as the company begins a pivot to being a high-end brand.

“We’ve already started changing the imagery that we’re putting out there. Amplified Beauty is a year and a half old now. We’re growing up. The beauty world is like dog years,” Ms Smith laughed.

“The vision I had as a 16-year-old has really excelled, but I am not 16 anymore. We need to have a look at who the return customer is and really think about how to cater to them.”

Ms Smith’s business moves have been recognised recently as well, when she was named the recipient of the 2023 7News Leadership Award.

“It took me a moment to realise it was my name called, I was in shock. But thankfully, I had a speech prepared just in case.”

Ms Smith said winning the award was a full circle moment for her and she viewed it as confirmation she is on the right track.

“I think some days, like most entrepreneurs, imposter syndrome can hit you and it’s moments like this when I know I’m on the right path, doing the right things,” Ms Smith said.

With everything that’s going on, it is no surprise Ms Smith hasn’t had a chance to visit home in the Hill for a while, but it is something she is eager to do, not least so she can visit her newborn niece.

“I feel so guilty every time I get on a plane that I haven’t been home yet. She is two months old now and I can’t wait to see her.”

You can get your copy of the NIT Style Up magazine on the last week of every month on Tuesday in Western Australia to Thursday in the Northern Territory and every other state on the Wednesday. Also check out the Amplified Beauty site at

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