Ageless by Rescu evolves into Ageless Radiance Club—now on all platforms
I’m so happy to announce a new chapter in our journey, we have moved the entire platform under one brand name, a new ID that steps fully into a new direction. Ageless Radiance Club. After 19 remarkable years, it feels like both the brand and I have evolved, being being Rescu’d.
I founded Rescu.com.au in 2006 as Australia’s first distributor-owned online shopping destination for beauty. Back then, I was introducing 36 beauty brands I had imported directly to consumers- a bold move in a market where department stores dominated. I had to ask my retail partners for permission to bypass traditional sales channels, and one famously brushed me off, saying, “I’m into bricks and mortar, not clicks and mortar. Knock yourself out, Bahar.” And so, I did.
Alongside our digital store, I launched The Rescu Report, a curated digital publication featuring insights and interviews by top beauty writers, offering ahead-of-its-time content before the rise of Instagram, influencers, or even platforms like Substack.
Then came 2008 and the GFC, which nearly wiped me out. I had to fold the distribution business, sell off assets, and repurpose Rescu.com.au into a media business. It was the ultimate pivot, turning heartbreak and financial loss into a new opportunity. Armed with a loyal subscriber base, the Rescu.com.au URL, and my black book of experts, I launched a new vision: a platform for expert-led advice to support women during tough times.
With an all-star team, including Alex Perry on fashion, Joh Bailey on hair, John McGrath on real estate, and Anthony Bell on finance plus the best minds and voices on the subject of health, beauty and women’s lifestyle, Rescu.com.au grew, becoming one of Australia’s first and best independent women’s lifestyle sites. Over the years, I expanded our reach with the Rescu Me book, events, and RescuTV on YouTube, where stars like Miranda Kerr, Elle Macpherson, Eva Longoria and Kim Cattrall shared their wisdom and secrets from our studio in Edgecliff. The Rescu universe was a big deal and I was approached by Harper Collins to write a book, which was published 10 years ago this month.
During the pandemic, I launched Ageless by Rescu as a second brand with a digital magazine, podcast, and refreshed website. And today, I’m thrilled to reveal our evolution into the Ageless Radiance Club. Taking the energy, vision and brand we developed for our event, it seemed a perfect time for the consolidation of all the platforms under the Ageless Radiance Club banner. The brand is a dedicated destination for uplifting conversations, expert-led content, inspiring events, and, most importantly, a space for our community.
Here’s to a radiant new chapter with Ageless Radiance Club- stay tuned for extraordinary events and early-release tickets as we bring the Ageless experience nationwide. The best is yet to come.
