In Episode 17 of the BITE BIG podcast, Amber Bonney sits down with Shamini Rajarethnam, CEO of Rationale Skincare, to uncover how heart, humility and razor-sharp focus have helped her transform a cult luxury brand into a globally recognised force without selling out or burning out.
This isn’t your typical CEO story. It’s a masterclass in quiet conviction, discipline, and the kind of leadership that puts people before process and still gets extraordinary results.
Sham’s mantra is deceptively simple: “Nobody cares how much you know until they know how much you care.” It’s not just a sweet sentiment, it’s the operating system behind her success.
From early career logistics gigs with her dad to global boardrooms, this idea of leading through connection has become her north star. “People want to feel seen,” she says. “It’s not about ‘How was your weekend?’, it’s about what matters to them. That’s where trust begins.”
In a world that fetishises hustle and celebrates ‘expertise’, Sham’s take is a radical reset. Care is not a soft skill. It’s a strategic advantage.
With more skincare brands than TikTok trends, the temptation to chase quick wins is real. But under Sham’s leadership, Rationale has doubled down on focus. No flashy fads. No knee-jerk launches.
“What defines us is what we say no to,” she explains. And she means it. Product innovation is deeply considered. Global expansion is nuanced. Even packaging design is interrogated for its integrity and user experience.
This kind of brand discipline? It’s rare and powerful. Especially in an industry hooked on novelty and short-termism.
Forget ping pong tables and Friday drinks. At Rationale, culture is a leadership commitment, not an HR initiative.
Sham spends exponential time on her people. Not because she has to, but because she knows it drives everything else. “A happy team wants to make each other’s dreams come true,” she says. “That’s where performance starts.”
From redefining the value of People & Culture teams to building resilience through learning, she leads with the belief that empowered teams create enduring brands. And when done right, the business thrives, even when the boss is on maternity leave.
Some companies write DE&I policies. Sham lives them. As a woman of colour in a global leadership role, her perspective on representation is sharp, personal, and deeply pragmatic.
“You don’t know what you don’t know until someone different shows you,” she says.
Whether it’s a male team member challenging packaging design or skin diversity reshaping R&D, Rationale’s innovation is powered by lived experience. It’s not just ethical it’s effective.
When Rationale decided to build a world-class facility in regional Victoria during a pandemic, expand into the US, and bring a new partner on board (all at once), Sham bit big. And then chewed like hell.
But she’s also quick to call out the other side of bravery: knowing when to stop. Quitting isn’t failure. It’s focus.
“What excites me most,” she says, “isn’t winning, it’s watching my team rise after a loss. That’s where the real leadership shows up.”
Despite the title and tenure, Sham is refreshingly honest about doubt. “I didn’t think I could do the CEO role,” she admits. “I had to borrow belief before I could build it.”
Today, she backs herself and others. She speaks about embracing vulnerability, asking the ‘stupid’ questions, and being endlessly curious. Because confidence isn’t the absence of fear. It’s doing it anyway.
Her favourite recent life-hack? Mel Robbins’ “Let Them” theory: Let people think what they want. Let them go. Let them underestimate you. Just let them and get on with it.
Shamini Rajarethnam is a rare breed of leader: commercially fierce, culturally grounded, and philosophically committed to better ways of working.
Her story is proof that enduring brands aren’t built by chasing noise, but by nurturing integrity. That real impact requires real care. And that bold leadership is often quiet, intentional, and deeply, deeply human.
Want More?
🎧 Listen to the full episode; Amber Bites Big with Shamini Rajarethnam, via Spotify, Apple, or wherever you get your podcasts.
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