An interview with Girl Lane co-founder Deborah Williams

An interview with Girl Lane co-founder Deborah Williams

From a casual poolside conversation on holiday, to launching Australia-wide just a couple years later, the creation of Girl Lane has been a long and exciting journey. We spoke with each of the directors, Antoinette, Deborah, and Kristie, to find out where it started, what they love about building a brand from scratch, and the future of Girl Lane.

This is Deborah’s story:

1. Where did the original idea for Girl Lane come from?

Kristie and my families were on school holidays together.  We were having our usual discussion, where Kristie was asking me about different products she had bought for her girls, and I was explaining to her why those particular products were no good for young skin. I remember her saying, “Wouldn’t it be so much easier if mums could cut through the clutter on the shelf and just feel confident that a particular product would be suitable, safe, and fun for young girls to use?” And from that conversation Girl Lane was born.

2. What has been the highlight of the journey so far?

There have been so many!

Using my experience as a pharmacist to develop and formulate the range of products.

The affirmation when the products were reviewed by mums and girls that we were making something special and unique.

The workshop sessions that landed us with our name.

The day Priceline agreed to stock our products.

Seeing our products displayed in stores.

3. How would you describe your role at Girl Lane?

My role has been formulation specialist and retail business analyst, having experience in Pharmacy and Retailing for the past 15 years.

4. If you were a young girl again, would you use the products? Which ones in particular and why?

Most certainly.  Cleansing and protecting go a long way to maintaining beautiful skin.

My essentials would be the facial wash, hydration mist and daily moisturiser.

The facial wash, to remove impurities and oil build up throughout the day.  It prevents clogged pores, balances the skin’s natural oil content and leaves the skin feeling soft and supple.

The hydration mist is probably my favourite, because of its versatility and uniqueness to the Australian market.  It soothes sunburn and dry skin, sets makeup, hydrates after swimming and balances hydration levels after cleansing.

I love the daily moisturiser because of its high sun protection factor.  It’s light weight, non greasy and incredibly soothing.

5. What do you think it means to be a girl today?

To be a girl I imagine means to be confident, experimental and expressive.  To feel comfortable in themselves while wanting to explore and share beautiful ideas, objects and experiences.

6. What has been the response so far?

I have been inundated with positive responses to the introduction of a skin care range for girls.  The girls who have tried the products just love them.  The reviews we have received suggest that we really have created an experience that girls want and mothers can trust in.

7. What are you most excited for in the future of Girl Lane?

I would love to explore product range extensions and one day have our own stores with apparel, skin care and so much more, where girls can explore in a safe and positive environment built just for them.

As a mother I want my two daughters to be able to feel confident within themselves and their environment, to be able to express themselves and to pursue their dreams. I hope they understand that they can be anything they want to be, that they have my support and unconditional love.  


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Deborah Williams
Co-Founder & Pharmacist
Deborah Williams