Sticki and DataSauce win Bondi Sands and John Frieda

Two of Australia's most recognised beauty names have come on board. Bondi Sands and John Frieda have each appointed us to lead their micro influencer strategy and execution, with sister agency DataSauce managing paid media across both accounts. It is a remit that spans campaign support, retailer promotions, new product development, and always-on creator programs built to drive genuine bottom-funnel impact, not just impressions.

The appointments reflect something we have been watching build across the category for some time. Beauty brands are no longer treating micro influencers as a reach play. The brief has shifted toward relevance, specificity, and performance, and that requires a fundamentally different operating model. Scale without data is just noise. What Bondi Sands and John Frieda need, and what we are built to deliver, is the ability to match the right creator to the right product moment, repeatedly and at volume.

For Bondi Sands, the work extends well beyond upper-funnel activity into localisation and retail. For John Frieda, the focus is on building meaningful connection with younger audiences through sustained social engagement across the year. Different briefs, different audiences, but the same underlying logic: an always-on, data-led program that earns relevance rather than renting it.

AdNews covered the news as part of a broader conversation about how beauty brands are rethinking their creator investment in 2026. Read the full piece over on AdNews here.