To mark International Women's Day on the 8th March, we sat down with the UK Managing Director of Diptyque, Amanda Morgan. From her early days with the company to overseeing its growth across London, she reflects on her journey in the beauty industry, the challenges she’s faced, and the importance of authenticity. With valuable insights on leadership and mentorship, she offers advice for women aspiring to make their mark in the industry.
Can you explain a bit about your journey in the beauty industry?
I first came to the UK for the same reason a lot of Australians do, to travel and see the rest of the world. I’d always had a curiosity and passion for certain brands and Diptyque was definitely one of them. I started working with the brand in 2004 as an area manager, and just four years later, I was put in charge. I've been at Diptyque for the entirety of my time in the UK (more than 20 years) and have been UK managing director for 16 years.
As you can imagine, a lot has changed in that time. When I first joined, it was quite small and very entrepreneurial, we only had one boutique and no online presence. We’re now soon to have eight boutiques across London. So, I've learned a lot during my time here.
What have been some pivotal moments in your career so far?
I’ve been fortunate enough to be presented with some very interesting career opportunities, thanks to the brand’s continuous growth. I had the chance to work across two brands – I managed Byredo for eight years, which was monumental in my growth, and I also lived and worked in America for a year.
Opening some of our largest stores, such as our Sloane Street boutique and, of course, our beautiful Bond Street maison, has been incredibly rewarding.
From a business leadership perspective, Brexit and the pandemic were certainly challenging times to navigate. I think everyone in leadership positions learned a lot during that time and I was grateful to have the support of both my shareholders and brilliant team through this experience.
“We must stay authentic to our DNA, heritage and roots but we also have to evolve in a contemporary way”
The beauty market evolves so rapidly. How have you seen it change since you first started, and how has Diptyque responded to stay ahead?
Absolutely – it’s not just the beauty industry; every sector has had to adapt. Brands are rethinking their approach to environmental responsibility and responding to climate change, while technology has driven significant and necessary advancements.
It’s crucial that we embrace these shifts. Climate responsibility is non-negotiable, and technology is equally important. Diptyque is a mythical love brand that started in the 1960s, and so, of course, we must stay authentic to our DNA, heritage and roots but we also have to evolve in a contemporary way to make sure that we’re relevant to the customers of today and tomorrow.
What do you think makes Diptyque unique? How do you stand out in such a competitive market?
Definitely our authenticity. Having a true story, one which customers and the people who work within the brand have a strong resonance with. It’s a brand built on curiosity, a passion for travel and a talent for finding luxury in the everyday.
The brand's fragrances are often tied to emotions and memories. Do you have a favourite fragrance, and what memory does it evoke for you?
That’s such a tough question! I’ve been in the industry for 20 years now and have had a lot of personal favourites during that time. I think it has definitely evolved, depending on the season or stage of my life.
That said, I really love Mimosa. It’s a home fragrance, one of our candles, and while most people in Europe associate it with the French Riviera, for me, it reminds me of Australian wattle, a plant from back home.
Everyone has a personal association with a certain scent. As a brand, it’s how we connect with our customers.
What’s one beauty or self-care ritual you swear by?
Sleep. I cannot emphasise enough how important a good night's sleep is. It doesn’t matter what skincare you use or routine you follow, if you’re not well-rested, it definitely shows. I always have ocean sounds playing in the background and use lavender and sandalwood pillow sprays.
As we celebrate International Women's Day, what’s the most valuable piece of advice you’ve received, and what would you pass on to women aspiring to leadership roles?
Be curious and passionate about what you do, whatever it is. Stand up for yourself when it matters. It’s not just about having a voice but knowing how to use it and how to properly communicate your point of view. Not everyone hears in the same way and recognising this is crucial. If your message isn’t necessarily being heard, find a different way to say it.
Women have historically been sidelined and held a secondary space. Only recently have we started seeing more recognition in leadership, but there’s still a lot of progress to be made.
You’re an adviser for Ok Mentor. Can you tell us a bit about what this is and why you’ve chosen to be a part of it?
It’s a great organisation that helps up-and-coming women at the start of their careers. It offers mentorship and guidance on how to take the next big step on the career ladder, particularly in creative industries. It launched around six years ago and is a great space with a lot of brilliant young women. As much as I'm offering advice and mentoring, it’s a two-way street. I find I always leave a mentoring session having learned something as well.
Looking ahead, what’s next for you and the brand?
We had a very big year last year with the opening of our maison on Bond Street. This year, we’re continuing to grow. We’re focused on retail development and ensuring that every customer has a beautiful, immersive experience with our products.