Penny Lane - Behind The Brand
Penny Lane is best known as the founder and CEO of The Perfect Cosmetics Company and the creator of My Perfect Eyes, the instant eye treatment that became one of the most recognisable direct response beauty products in the market.
Founded in Melbourne in 2004, the company reached $10 million in annual revenue by its second year. It now turns over tens of millions every year and has held that scale for well over two decades, with operations across Australia, the United Kingdom and the United States. Built from the ground up, the brand reaches customers through television, retail and digital channels, reflecting Penny's instinct for what works, her commercial edge and her ability to connect directly with consumers.
Alongside running the business, Penny is deeply committed to advocacy for children and vulnerable youth. She has been a Whitelion ambassador since 2014, working closely with young people facing disadvantage. She is also an ambassador for Fruit2Work and Kids First Australia.
Her involvement is hands on. Penny has spent years volunteering in juvenile detention centres, speaking in schools and working directly with at risk and homeless youth. She is known for rolling up her sleeves and showing up where it matters most.
As a current foster mum, adoptive parent and devoted mother, this work is deeply personal. Her advocacy is grounded in lived experience, resilience and a belief that every young person deserves safety, support and the opportunity to build a better future.
In recent years, Penny has stepped in front of the camera as the creator and host of In The Driver's Seat. During its broadcast run on the Ticker network through to the end of 2025, the show reached more than 1.9 million monthly viewers in the United States through Ticker's distribution, generated over 9 million views per episode in its strongest quarter and held audiences for an average of more than 11 minutes per 13 minute episode.
Through the show, Penny interviews leaders, founders and unconventional thinkers, uncovering the real stories behind success. Known for her sharp wit and natural humour, she has a rare ability to disarm even the most guarded guests. She asks what others won't, says what others avoid, and does it with warmth, intelligence and just enough cheek to keep people leaning in. New episodes are currently in production.
Despite her public profile, Penny has always kept her personal life firmly out of the spotlight. Her story has only been touched on in Leadership Matters, the meetmagic✨ publication featuring global leaders, entrepreneurs and change makers, with the foreword written by Rory Sutherland. Her chapter traces the path from a difficult childhood and leaving home at fourteen to building the business she runs today.
Whether in business, in the community or on screen, Penny Lane represents a rare balance of commercial success, authenticity and impact, with a sense of humour that keeps it all very real.
Lets connect https://hoo.be/pennylane
Leadership Matters. A meetmagic✨ periodical that will inspire you. Featuring Penny Lane
Founder of meetmagic is Carl Gough
Purchase The Book Here ➡️ https://www.meetmagic.org/leadership-matters
