Tahira Matthews and Anna Stark decided to take the leap and join forces with their over 20 years of combined experience to open their own agency, and Stark Matthews was born.
That was now 10 years ago, and the co-directors are celebrating this huge business milestone.
What started out in their apartment, with no key clients, has turned into one of Australia's major players in the beauty PR space.
BD spoke with Tahira about how the business has evolved, the changes she's seen in the industry and her advice for someone starting out in PR.
Congratulations on 10 years of Stark Matthews – such a huge achievement! What does this milestone mean to you?
Thank you! Reaching the 10-year mark feels a little surreal. From starting out in Anna’s apartment without an anchor client (bold move!), to now working with some of the world’s most iconic beauty brands – it really does feel like a dream.
Anna and I tend to run at a million miles an hour, so this milestone has been a great excuse to pause and celebrate properly with our team.
It’s also a reminder that Stark Matthews is much bigger than just the two of us. More than anything, we’re grateful – for our clever team, our wonderful clients, and the incredible trust that’s been placed in us over the years.
What is a standout moment you think of when reflecting on the past decade?
Honestly, there isn’t just one. The past 10 years have been filled with so many pinch-me moments – from working with the clients of our dreams, to launching global campaigns and bringing brands to life through incredible events. I know that’s the classic cop-out answer, but it’s true.
What stands out more than any one campaign is the variety. We love that no two days (or briefs) are the same – it keeps things fun, challenging, and creatively fulfilling.
How has Stark Matthews evolved?
In so many ways – you have to in this industry. But our values have stayed the same.
We started as two beauty-obsessed PRs in a Bondi apartment and now we’re a team of 10 clever, passionate women in our fifth (and favourite) office space, right by Pitt Street Mall. While the scale and scope of our work has grown, that same energy and love for what we do remains.
We’ve always been strategic, but today we’re also more digitally fluent, more confident creatively (and luckily, our clients keep saying yes), and working across a wider mix of services.
Importantly, we’ve kept our boutique feel. Clients are often surprised – in a good way – by how hands-on Anna and I still are. That’s something we never want to change.
What key industry changes have you seen over the last 10 years?
So many! Influencer marketing has gone from a nice-to-have to a must-have, and the definition of “media” now includes everything from Substacks to TikTok. The speed, style and scale of storytelling has completely shifted.
We’ve also seen a rise in purpose-led brands and a welcome push for more diverse, inclusive representation. And consumer activations have gone from ‘fun extra’ to essential - bringing a brand to life in the real world creates powerful, two-way connections.
What do you love most about working with brands and media? How do you foster these relationships?
We genuinely love bridging the bridge between the brands we believe in and the people who help tell their stories. Getting to work with such smart, creative journalists and creators every day - and calling that a job? Very lucky.
It’s PR 101, but we take time to understand what matters to each person we work with. We treat our clients’ brands like our own, and we’re always in it for the long game — never just a quick transaction.
Also, being beauty specialists means we’re deeply immersed in this space. We’re not spread thin across unrelated industries — and that shows in the work.
What do you think the future of beauty PR looks like?
It’s evolving fast – and that’s what makes it so exciting and keeps us energised. We see beauty PR becoming even more integrated, where earned, owned, influencer and consumer strategies work seamlessly together.
Authenticity will only grow in importance, and brands need to show up in a way that feels both purposeful and personal. We also think there’ll be a stronger focus on meaningful partnerships and long-term relationships over one-off moments.
It’s no surprise that future is creative, strategic, and values-led.
If you could give someone starting out in PR advice, what would you share?
Someone actually asked me this same question in a job interview yesterday. My advice is to be curious, kind, and genuinely interested in learning. So much of PR is about building trust and being the person people want to hear from. Say yes to learning opportunities, ask questions, and don’t be afraid to roll up your sleeves – those behind-the-scenes moments are where the magic (and growth) happens.
And remember, PR isn’t just about being loud – it’s about being clear, considered and creative.
Oh, and always triple-check names in emails!
What's coming up next for Stark Matthews?
We’re energised, inspired, and ready for what’s next.
The past 10 years have laid such a solid foundation and now we’re building on it with fresh creative thinking, exciting new brand collaborations, and even more memorable moments for media and consumers.
We’ve got bold campaigns in the works, fun events that will turn heads (and fill feeds), and a continued focus on championing the brands we believe in.
What key services of the agency would you like to highlight?
We’re known for our events, creative mailers, and increasingly, our consumer activations (people ask about them a lot). But it’s our always-on PR work that we’re most proud of.
Creating that steady drumbeat of earned media and organic social coverage is far trickier than pulling off a splashy launch – and we do it consistently, month after month. That’s where the real magic (and value) is.
How can brands and press get in touch?
Check us out on Instagram or reach out to me via: tahira@starkmatthews.com.au.
Supplied image: Tahira Matthews and Anna Stark
