When the inimitable Nicky Shore stepped down from her role heading the team at OFF & ON after
the sale of the hugely successful business to Skin Institute Group, the founder of the brand left some
seriously big shoes to fill. But fill them they most certainly have, with Nicky’s ‘baby’ now in the
exceptionally capable hands of industry luminary, Hayley Williams.
Bringing more than 20 years’ experience with brands like M.A.C and Jo Malone to the role
overseeing New Zealand’s leading experts in brows and hair removal, Hayley will be responsible for
strategic brand growth and overseeing the day-to-day marketing and operations of OFF & ON stores
– in turn contributing to the overall business performance of the wider Skin Institute Group.
Having held senior roles in global beauty brands across Auckland and London, Hayley brings years of
experience in beauty industry leadership and marketing, spanning e-commerce, CRM, public
relations, and digital and social media.
“I’m excited to join such a successful and pioneering New Zealand business, and look forward to
pushing the boundaries and the brand forward as a market leader – while staying true to OFF & ON’s
irreverent and cheeky personality that resonates so well with New Zealanders,” says Hayley. Hayley
is supported by the amazing Claire Weathers, Head of Operations, along with a team of highly
trained beauty professionals and Training Managers who are experts in their respective fields.
As the first of its kind in New Zealand, OFF & ON continues to capture the market with its expertise
and range of high-quality services. More than a decade of brows and hair removal has seen many
trends come and go, yet OFF & ON has always believed in a different approach – which has stood the
test of time.
As advocates for educating clients on the best choices for themselves and their specific needs, 2021
will see the brand continue to lead the way in hair removal treatments, believable brow artistry and
cosmetic injectables. “Our mantra is ‘believable beauty’. Nature has it right, and our highly-trained
expertise in all categories cements our point of difference,” says Hayley. “We are looking forward to
continuing to prove this in 2021 and sharing all the exciting activity we have planned for this year
with our loyal and new clients.”