Smiths Collective Brands Appoints Casey McKenna to Position of WA State Manager.
Written by Editor in Chief for Mocha Group – Louise May
Renowned for celebrating innovation, uniqueness, the highest quality of professional salon-only products and the hair industry, Smiths Collective Brands is excited to be expanding their team with the appointment of Casey McKenna as West Australian State Manager.
In a career shaped by creativity, connection, and a deep passion for making a difference, Casey brings over 26 years of industry experience to the role of WA State Manager, having worked within the industry as a hairdresser and salon manager for 13 years, and 13 years within corporate as an educator and business consultant.
A powerhouse within the industry, Casey has also achieved acknowledgements along the way including Apprentice of the Year finalist, Educator of the Year, Representative of the Year, Best on Ground, Rising Star, State of the Year, and working backstage at Fashion Weeks and multiple hair shows with the industry’s elite talent.
“I was genuinely thrilled by the opportunity to join Smiths Collective Brands as the WA State Manager; it came at a time when I was ready to step into a new era within the hairdressing industry. This role allows me to combine my knowledge, experience, and passion in a meaningful way,” says Casey.
“I am so inspired to work with Smiths Collective Brands because of what they represent – innovative boutique brands, a strong family foundation, and an incredible culture built on shared values. The vision that Jane and Brian are creating truly resonates with me, and I’m excited to contribute to the continued growth and success of the business.”
Appointing Casey to the role of WA State Manager has been a natural progression for Smiths Collective Brands, as the company continues to inspire creativity and push boundaries with their portfolio of high-performance, boutique brands. Smiths Collective Brands has a steadily growing presence within the WA hairdressing industry, and Casey’s appointment will continue to foster this growth with her wealth of knowledge and passion for an industry she wholeheartedly loves.
Says Brian & Jane Smith, Co-founders of Smiths Collective Brands, “We are thrilled to welcome Casey to the Smiths Collective team. We are in awe of her well-earned reputation for leadership, genuine connection, and contagious enthusiasm, and for her incredible ability to inspire and empower those around her!”
Established in the global hairdressing industry since the 1960s & 70s respectively, founding Luxury Beauty Concepts in 2005 and rebranding to Smiths Collective Brands in 2021, Brian & Jane continue to evolve and embrace the changing industry landscape, utilising their knowledge and experience to continue to offer a personalised approach in the way they do business.
Says Casey, “I love representing the SCBs portfolio. Our brands are exciting, innovative, and truly offer something for every salon. They are client-centric collections that align seamlessly with our partners and deliver exceptional service and retail opportunities. Having a diverse portfolio allows me to provide my clients with a personalised, customised experience—offering beautiful, boutique brands that meet the unique needs of every salon and every guest.”
A hallmark of Brian & Jane’s industry longevity has been an unwavering focus on delivering high-end, high-performance products to the Australian/New Zealand hairdressing industries from brands like REF Stockholm, Pure Elements/Pure Pact, Color Defence, INNOluxe, and FABRIQ. This has been underpinned by the belief that to be successful a point of difference is required, coupled with listening to clients’ needs, the ability to change and adapt, and not only giving advice but also receiving it.
Says Casey, “As 2026 approaches, I cannot wait to continue to build strong brand love and awareness for our beautiful collections, creating excitement and momentum throughout the WA market. My goal is to grow and elevate our brands to the next level while delivering an exceptional, client-centric experience and building strong meaningful relationships. I’m committed to supporting our WA salons, helping them evolve, thrive, and reach new heights alongside their partnership with Smiths Collective Brands.”
Brian & Jane mirror these sentiments and approach:
“Casey brings a fresh energy that perfectly reflects the Smiths Collective spirit. Her passion for supporting salon growth, combined with her deep industry insights, makes her a valuable partner for our clients and an exciting addition to our team.”
