ABOUT US	overview	our story	the difference	our code

Overview

Reef Beauty is owned by Body Sync Group P/L.  We are a small business based in Queensland with one owner, Andrew Thompson, and we have 15 employees.

Until recently, Reef Beauty traded as Body Sync, however we wanted a new name that better represents the services we provide.

Presently, all Reef Beauty stores are company owned in order to maintain the best possible quality.  Our hours range from 10am to 9pm week days, and 9am to 6pm on Saturdays by appointment. 

Due to our long trading hours, we don't open Sundays.

Our Story

Way, way back in the 1980's, the concept of Reef first took root in the mind of its creator as a business called the Angel Beach Retreat. 

The plan was to create a gender-equal health and beauty escape in the coastal rainforests near Yeppoon in Central Queensland. 

But an unplanned move to Brisbane put those plans on hold and the idea downsized and altered. 

Based in a grand old house at Tarragindi in Brisbane's south, Body Sync took its first steps in 2001 as a Natural Therapies clinic.

Soon after, we expanded into specialised beauty treatments, and these soon took over the business. 

By 2005, we had 3 rooms running 12 hours a day, with a waiting list 2 weeks long.  We were growing at an alarming rate. 

It became obvious that we had a runaway train and that we needed to restructure before it all derailed.

To that end, in July 2006 we incorporated as Body Sync Group Pty Ltd, or simply BSG as it's known. 

From the outset, the plan was to move from Tarragindi and shed the last of our 'home-based business' image, by putting stores in strategic locations around town.

Later that year, we took the first step towards that goal and opened our first Body Sync shopfront at Toowong.

In 2007, we opened branches at Mt Gravatt and George Street, which allowed us to close the treatment rooms at Tarragindi, and convert it to Group Head Office. 

Ten months later, we opened Clayfield, and on 1 January 2009, we opened our first Gold Coast store at Southport.

In June 2009, we moved the old George St store to New Farm and leased 2 adjoining shops at Mt Gravatt to help cope with that branch's growth. 

In January 2010, we changed our name to Reef to help reinvent ourselves, and also to pay homage to our origins in the tropics.

We anticipate 4 new store openings this year including a long overdue return to Central Queensland.

2010 and beyond

Opening six branches in two years has earned us the burdensome mantle of Australia's fastest growing chain of independent hair removal studios. 

Despite the hype of world financial woes, we're finding it difficult to be negative about the future.  

We've used 2009 to catch our breath, consolidate what we have, purchase new infrastructure and equipment, and to make the company more efficient. 

But to plan for the future, we keep a constant eye on the past.  We're cautiously optimistic that we've found the right balance between service, price, product, professionalism, and customer satisfaction.

With that said though, we remain focused on our customers.  It's not so long ago that we were nothing more than a concept; an idea jotted down while sitting on a quiet beach in Yeppoon, and we'll never lose sight of those beginnings.

It remains our dream to open that retreat in the rainforests, and one day we will. 

Franchising?

We're criticised for not franchising when all our competitors do.  We would make a lot of fast money if we did, however it's also a quick way to kill quality.  It's an unavoidable fact, and despite a dozen or so requests, we don't want to follow that path until we're sure we can make it work. 

Clients want consistency, a fair price, and a friendly face.  They want to know that one Reef store is the same as the next.  As a privately owned company, we can ensure that continues - With other people and companies using our name, that's difficult.  Our reputation is everything, and we don't want to lose our close relationship between staff, clients, and management.

The Difference

- Non-Salon environment - relaxed, no attitude.
- Genuine treatments only. Strictly no "extra" services.
- EFTPOS, Amex, Master Card, Visa, and Cash facilities.
- Practitioners trained at approved colleges.
- High quality oils, creams, and waxes.
- Flexible hours available for busy people.
- Top brand equipment and materials.
- Hygiene is paramount at all times.
- Free information website.

Our Code

- To remain privately owned and Queensland based.
- To remain independent of any outside organisations.
- To market our products realistically.
- To never promise anything that can’t be delivered.
- To play a continued role in the welfare of our clients.
- To maintain confidentiality and discretion.
- To keep clients informed at all times.
- To communicate and listen.
- To remain informed.
- To ensure our client's safety, and to deserve their trust.
- To employ the best staff and offer the best service.
- To lead the field in staff and client education.
- To exceed industry standards.
- To set the benchmark for other Practitioners.
- To play an active role in the industry & educational facilities.
- To ensure our presence, motives and goals are known by all.
- To never compromise quality for the sake of cost.
- To remain youthful, dynamic and diverse in our outlook and ideas.