From lashes to legacy: A mission to empower women in beauty

A globally certified master lash and brow technician is on a mission to upskill and empower women to achieve financial freedom in the beauty industry.

Aitutaki-born Tapu Elia, who represents the villages of Uarea (Aitutaki) and Kimiangatau (Mauke), is the Director of Bubu’s Lashes and Lead Educator for the Polynesian Beauty Academy.

Elia shared with Tofiga Fepulea'i on Island Time that her passion for beauty started with her love of lashes and the desire to help others enhance their beauty.

“We're all given a gift from God, and sometimes it just sits with us as a thought, and then sometimes something pushes you over the edge to do something for yourself.

“For me it really was that I love making myself beautiful, making my friends and my family feel beautiful.

“I'm really happy to be here to be able to teach other women how to break into the beauty industry and also, of course, earn a good income from it as well.”

Based in the Cannons Creek Shopping Centre in Porirua, Elia transitioned from governance to the beauty industry eight years ago.

Having received lash extensions for over 20 years, she hesitated for three years before seizing the opportunity to learn the skill.

"I resisted it for a good three years, but then I jumped ship from working in government straight into beauty, and here I am eight years later."

Nearly a decade later, Elia owns her salon, Bubu’s Lashes, allowing her to take charge of her career.

In 2022, she even campaigned for the Porirua mayoralty, although she lost to the current mayor, Anita Baker.

Elia emphasises that the transition from governance to beauty was not easy. She trained locally and then expanded her education with courses in Auckland. Initially, she worked from a spare bedroom at home for three years before opening a storefront.

During that time, many people asked her to share her skills and knowledge, and after three years of persistent inquiries, she decided that education was her next calling.

Her business name comes from a family nickname - she is still affectionately known as ‘Bubu’.

"It’s really catchy, easy to remember, and has a sweet sound to it," Elia shared about finding the perfect name for her company.

Elia is dedicated to creating a multi-generational impact by allowing Bubu’s Lashes to serve as a co-working space for other Pacific creatives.

She conducts lash and brow artistry training from her central hub in Porirua. Last year, the academy extended its reach to the Pacific Islands, offering training sessions in Sāmoa, Rarotonga, and Fiji in partnership with local beauty entrepreneurs.

Having trained around 250 students, Elia aspires to expand the Polynesian Beauty Academy to Dubai, Southeast Asia, and the United States.

Her training programmes are available in person and online. Students have three months of access to video tutorials, learning modules, and text-based materials.

Photo/Bubu's Lashes

Recognising that people learn differently, she offers audio, visual, and written content to accommodate various learning styles.

Elia sees her work as more than just beauty, and she wants to pass down a legacy that helps women gain financial independence and build sustainable careers in the beauty industry.

“I’d love to be the Pacific face, the household name for lashes and beauty and teaching.”

Find more information and the 2025 enrollment schedule for the Polynesian Beauty Academy here.