Brainz Magazine Exclusive Interview
Tom MacPherson Le Maire is a seasoned luxury and skincare expert with over 20 years of experience in the industry. Specializing in luxury hotel and spa channels, he is passionate about hospitality and the integration of innovative wellness concepts. Tom has worked across multiple channels, supporting go-to-market strategies for a number of emerging skincare brands. His career began with industry icons like The Body Shop, followed by nearly a decade at Clarins, where he honed his expertise in fast-paced commercial retail. During his time at Clarins, he held senior roles in training and field management, overseeing more than 70 staff members and driving significant business revenue.
Transitioning to work with SMEs and challenger skincare brands, Tom sought to amplify the voices of smaller brands often overshadowed by larger budgets. He led the EMEA region for Intraceuticals, an Australian oxygen facial brand, and later helped launch the Icelandic skincare brand BioEffect in Space NK, while also developing their spa and clinic division. He then established his own consultancy, collaborating with brands like Aromatherapy Associates across EMEA, Swedish skincare brand Swiss Clinic (launching them in Harvey Nichols), and The Hut Group. Following the pandemic, Tom joined British luxury skincare brand 111SKIN, where he has spent the last five years overseeing their global spa division and export markets across MEA and LATAM. His extensive network within luxury hospitality facilitated 111SKIN’s successful entry into major hotel groups worldwide, including Mandarin Oriental, Marriott Luxury, Four Seasons, Rosewood, ACCOR Luxury, Hilton Luxury Brands, and Kempinski. Under his leadership, the brand’s spa channel grew exponentially, with high-profile partnerships like the Ritz-Carlton Yacht Collection and other iconic global properties.
Known for his servant leadership style and a “feel the fear and do it anyway” mentality, Tom is also a passionate lover of fine food, wine, and culture. A proud bon vivant with French roots, he often spends his leisure time in Paris, where he enjoys embracing the city’s culinary and cultural offerings.
What inspired you to start your journey in the skincare industry?
It was actually quite by accident; I had studied French at University, then I decided I wanted to become a counselling psychotherapist. Whilst I was completing those studies, I started work at a young age with The Body Shop. I had been obsessed with the smells and products since being a kid. I used to also watch my Nan apply her Elizabeth Arden mousse foundation and skin care; I was always so intrigued. At The Body Shop I had the honour of meeting Dame Anita Roddick who was so inspiring. She was a real trailblazer, and I was hooked on products, lotions, and potions. From there, the rest is history, my addiction to the skin care and beauty industry was well and truly formed.
111SKIN draws on science and innovation. Can you share some of the unique challenges or breakthroughs in the spa industry with this approach?
In honesty, the spa industry can be on occasions very set in the way things are done, particularly wellness concepts and brand partnerships. When I met our founders Dr Yannis & Eva Alexandrides 5 years ago, I was both inspired and fascinated with the way 111SKIN was breaking traditional paradigms. I was genuinely amazed at the efficacy and luxury of the products which is this symbiotic connection they have as 2 founders. The biggest challenge I guess was the world we were living in at the time in summer 2020. I am sure we all remember! For us to embark on the launch of a major spa concept was kind of insane, but we knew it could work. When the pandemic abated, we all knew that people around the world would want to get back to the things they missed the most, spa and wellness is all about human interaction and energy. I knew there would be a V-shaped recovery in this industry. Furthermore, I knew that hoteliers and spas were now looking for brands backed with results. This is where 111SKIN wins through, it’s grounded in science given Dr Yannis is a leading plastic & reconstructive surgeon. We were delivering on what the industry was asking for, clinical and medicinal wellness.
What trends do you see being crucial in the wellness sector in the coming years?
I think I see some old trends being recalibrated and some new ones taking precedence. A significant focus will be on how we reconnect with our senses and visiting wellness destinations to detox completely from the never-ending stimulus on our senses. Burnout and being forever connected and “on” have taken a huge toll. Longevity and complete repair of the mind and body internally and externally is already playing a huge role. Admittedly, it is the new buzz word, however, more than ever before, guests and travellers need fully encompassing programs in wellness locations, not just a snatched 60-minute massage in between a plethora of activities. As part of this, supplements will become ever more important, whilst the ingestible industry has been plagued with over-regulation, it’s a multi-billion dollar market. Supplements that are on the rise are ones that focus on repair and cellular longevity. This is why at 111SKIN Dr Yannis has re-imagined this offering with our Ultimate Repair Complex. Another significant emerging trend that will be here to stay is teen wellness, with social media being a huge part of a teen’s daily existence, many resorts and hotels are developing their teen services to help them disconnect. In terms of regions pushing boundaries for me, it remains the Middle East. Initiatives such as Red Sea’s AMAALA project in Saudi Arabia will be something we have never seen before. The GCC and in particular the UAE are investing huge sums in transforming health outcomes linked to wellness. The mentality of the Middle East means they are not afraid to challenge existing archetypes. This is the reason I have felt a lot of passion for the region for over 10 years.
What principles do you swear by in business?
My first is integrity, it is non-negotiable for me. Actions should always follow words. You should never overpromise and underdeliver. If your actions do not align with the values or words you espouse, you lose people’s trust. Without that it’s a slippery slope in any business relationship. My second- Have purpose and a why, people don’t buy or care about what you do, they care about why you do it. Knowing your why and purpose makes you authentic, and it becomes so much easier building relationships. Guess what? People want to do business with people they like, admire, and have fun with. I always say the best deals are done in a nice eatery with a good bottle of wine! My third is to take risks, nobody achieves anything by playing it safe, be bold, fail fast, learn, and go again. Be decisive, own your decisions and be accountable.
How do you maintain balance in your life? Do you have a skincare or wellness routine that you swear by?
Balance is important, honestly at times it’s tough, I travel a lot with work, so it’s important to take those micro moments and some time away. As a hedonist and extreme extrovert, my husband, family, and friends all recharge me and it helps me relax and turn off. I love to go out for beautiful meals and weekends away. In terms of skin care and wellness routines… My evening skincare routine is 5 minutes where I clear my head, applying my favourite 111SKIN serums and moisturisers. The sensory experience of skin care is as important as the results. My nighttime routine is a must and something I never miss out. Other than that, I can always be found in a spa somewhere, of course, I always take the time to have a treatment as I can really escape to another world and quiet any noise in my head. My mind always races given my adult ADHD so it’s important for me to find moments of reset and clarity.
Who has inspired you and why?
Many people have inspired me, my mother, because it’s her natural kindness, warmth, and non-judgmental attitude to life, I try and emulate. My father’s direct approach to life and education, he schooled us hard but taught me to never accept mediocrity and strive for the best in life. I also have three very close mentors who are friends and also in the industry. They have taught me so much and understand me so well. Mentors are important and can really aid your development. From a business leader standpoint, Steven Bartlett is someone I have a lot of respect for. He’s a genuine thought provoker, boundary pusher and is prepared to challenge the status quo. Misfits and rebels move ideas forward always. He has built phenomenal businesses whilst maintaining the best culture.
What are your aspirations for 111SKIN’s spa business in the next few years? Are there any exciting developments or goals you’re particularly looking forward to?
We always set ourselves ambitious objectives at 111SKIN. Our spa business is something we are proud of. We work now with over 110 5-star hotels around the world, with over 40 of those being Forbes 5-star properties. Our goal is to keep expanding with all our key partners; Mandarin Oriental, Four Seasons, Ritz Carlton, Fairmont, Raffles, Rosewood, Kempinski, we really have some relationships to be proud of. We strive always for best-in-class partnerships where we can add value. We will continue to push boundaries on treatment innovation, strategic partnerships, and further growth in our spa business, particularly in North America and APAC.
What do you love most about your work?
So many things! Mostly the variety, one day is always different from another. I could be in my home office, voice noting partners and my team, to putting a spa pre-integration plan in place, or flying to another side of the world, to presenting and meeting with export partners for a market strategy. My passion is people, and my work gives me the perfect chance to be around people and bring value to every relationship I own. Mostly it’s the satisfaction that your work and advice allow somebody’s business to grow.
What advice would you give to someone passionate about entering the beauty industry?
I would say do it from the bottom up if you want to go far. Learn every role, understand a shop floor, understand a beauty salon, understand the daily challenges. Earn your stripes through lived experience. It reinforces your expertise down the line as credible. Be passionate, work hard and search for opportunities to grow and learn. Most importantly, build a network. My father used to drill home the importance of networking and strong relationships. He always told me they are your soft power in life. How right he has been over the years as they support and save you. It also exposes you to right-minded people who can contribute to your development.
What does leadership mean to you?
One of my favourite topics. As Simon Sinek said so accurately, “leadership is not about being in charge, it’s about taking care of those in your charge”. Leadership is a privilege, you must adopt a servant leadership approach. You treat your team how you wish them to treat your best partners. Naturally, there are times for feedback, boundaries and direction. You must however create a circle of safety for them to be able to make mistakes in a safe environment and grow. There is nothing I would not do for my team and have an open door anytime for them to access support, advice, or just talk. I have seen so many examples of poor leadership over the years, I have always sought to lead by example and create a culture of trust for any teams I have managed.
