Seray Izlemek

Seray Izlemek is one of the most capable retail sales operators in the Australian beauty and lifestyle market. With a career built across premium pharmacy, giftware, boutique, museum, gallery, and department store channels, she brings a rare combination of strategic intelligence, visual merchandising expertise, and genuine relationship depth to everything she does.

At MOR Cosmetics, Seray served as Sales Manager and was instrumental in scaling the brand's national retail footprint to a level few independent beauty brands achieve. She built and managed a network of over 450 accounts spanning Myer, David Jones, Priceline, Bed Bath and Table, Minimax, Spoilt Gift and Homewares, national art galleries, museums, zoos, and Scienceworks. She hired and led a team of 50 staff for department store operations, managed national call cycles, implemented KPI reporting, and delivered extensive training and support to agents and distributors across every state.

Her standout achievement at MOR was leading the launch of the MOR Essentials and Premium collections into the pharmacy channel, expanding distribution to over 1,300 pharmacy accounts within the first year and delivering over 120 percent year-on-year growth across homeware and pharmacy sectors. That result is not a slide in a pitch deck. It is a blueprint.

Before MOR, Seray built her sales and brand development credentials representing brands including Bobangles, Wavertree and London, Aspar, Scent Maison, Aromabotanicals, and Erre Due across pharmacy, boutique, and department store channels. She is a certified Visual Merchandising specialist, skilled in planogram development and in-store experience design and has collaborated directly with international head offices to align brand strategy with on-the-ground retail execution.

Today, as co-founder and Director of Sales and Retail Development at The Brand Lab, Seray leads all account strategy, retailer relationships, brand onboarding, and national sales execution. She is the reason brands get placed in the right stores. She is the reason they stay there.

Together, Deon and Seray represent the full picture. One builds the brand architecture. The other opens every door. That is not a formula. That is a track record.