Joel Dean Parfett is the founder of Sudden Beauty, a brand that he launched after dabbling in the e-commerce world and struggling to find a product that would sell well. Sudden Beauty was created with the idea of giving beauty seekers from all ages, all sexes, and all walks of the life to experience a world of beauty tools in one location, a one stop shop which we proudly call Sudden Beauty.

With this goal in mind, Sudden Beauty set upon the journey to source the most unique and sought after products from the global beauty industry. Here, we spent some time with Joel to find out more…

Tell us about the journey that lead you to launching Sudden Beauty…

My journey to launching Sudden Beauty Begun in 2017, 4 years ago where I was very intrigued with ecommerce and the ability to earn a living and doing so from the comfort of my own home. I created a few drop shipping stores where I gave up very quickly but was learning a lot on the way. 2 years into my venture I stumbled across Sudden Beauty’s first product called the ‘Micro Needle Derma Roller’. I had seen it sold well in America via amazon and noticed a market in Australia for this product and from there I launched Sudden Beauty and then have included serums & creams.

What has been the biggest learning curve since launching the business?

My biggest learning curve has to be realising that success does not happen overnight, more so it’s a journey that consumes me 24/7, constantly working, dreaming, thinking outside the box in a creative manner for my next step and its hard work. I have to keep building sweat equity if I want to achieve the highest level of success. But I love the process.

Do you have plans to expand your product range in the future, if so, what will you add?

Yes absolutely, I am currently in the process of adding a supplement range where the first product would be Collagen Peptide Powder.

Looking back since launching the brand, is there anything you would do different?

I wouldn’t be so impatient. I was very quick to jump into launching Sudden Beauty and because of that I made a lot of mistakes and lost a lot of money because I didn’t give myself the time for trial and error.

If I could give a piece of advice it would be having patience, create a business plan, give yourself the time to let the idea settle and to identify what it is your ideal goal of the business is. Then be aggressive and attack each step fully before moving to the next.

Talk us through an average day in your life…

I love my mornings and starting my day of in a peak state. I wake up at 4:30, cold shower, 10 minutes meditation, a big breakfast finished with 20 minutes of cardio. I am currently still working a day job as a concreter upgrading Melbourne’s railway crossings. I usually work 7-5:30, head to the gym on the way home and from 7:30 onwards I will work on Sudden Beauty.

How much has social media played a role in the success of your brand?

Social Media is a fantastic way to market and build social proof as a brand. If social media didn’t exist, I find I would have a hard time finding my ideal customers and what their needs are. It is a great way to put my product right in front of my customers eyes.

What is your go-to quote when lacking motivation?

“Don’t sleep when we are tired, sleep when we are done”

The quote doesn’t only refer to tiredness but also excuses.

Excuses are used to get out of your commitments. I’ve taken the time to commit to a certain activity. Then at the last minute I’ve decided i can’t do it because I am too tired and remembering this quote says that it’s an unacceptable excuse and to finish what I have set out to do.

How has Covid19 impacted your business?

Covid19 heavily affected my business in as much as a decrease of %400 decreases in sales over a 4-week period where I am still rebuilding to the point of where I currently was.

What’s your ten year goal?

10 years from now I want to have a brand that is known worldwide, on top of the shelves all around the world. I want to be the go-to place for beauty tools and skincare creating a Sudden Beauty Family along the way.

Building credibility as someone who can create a flourishing business from just a thought alone, I want to help others bring their visions to life and teach them from the lessons that I have learnt along the way.

What does self care mean to you?

The practice of taking care of yourself to nourish and recharge your mind, body and spirit, every day.

Have you had to make any pivots to survive the pandemic?

No I didn’t make any pivots, I stuck to my end goal and pushed through this tough time. I knew that if I could survive this pandemic I will come out even stronger

Where can people find out more?

You can contact me personally on Instagram @joelparfett or email

To keep updated with Sudden Beauty find us @sudden_beauty or email


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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