wonder woman: CLAIRE GREAVES

Strong. Funny. Creative. That’s how Claire Greaves describes herself – and we totally agree – three words that perfectly capture the woman behind some of Australia’s most culturally influential brands…

Claire has built a career that blends artistry, strategy and serious cultural currency. With award-winning recognition for her work, she first co-founded P.E Nation, a fashion powerhouse known worldwide for its layered storytelling and forward-thinking design. In 2023, she teamed up with long-time friend and comedic force Celeste Barber to launch BOOIE. The concept was clear: elevated, high-performance beauty that never talks down to its audience. Within six months, BOOIE was up and running – bold, smart, and instantly successful.

Like P.E, Claire is across every aspect of the business: manufacturing, margins, marketing and long-term growth. She’s not just designing products, she’s scaling companies.

Claire’s creative reach also extends into hospitality. She was one of the creative forces behind Byron Bay’s Sun Ranch, a design-led property that made headlines for its originality and cultural pull. Now in new hands, the project continues the legacy she helped shape.

As a solo artist, Claire pours her emotions into bold, emotive artworks that chart her personal journey of growth, independence and self-discovery. Her use of vivid colour and layered composition offers a raw, expressive window into life’s shifting terrain – equal parts beauty, vulnerability and freedom.

Across every venture, Claire brings a rare hybrid of creativity and operational control. She doesn’t just have vision — she knows how to commercialise it. Equal parts instinct and intelligence, she’s redefining leadership in the consumer space.

We asked Claire the bellamumma q’s and here’s what she had to say…

You, in three words? Strong, funny, creative.

What drives your inspiration? My emotions drive my inspiration. I feel deeply and passionately, and I’m moved by colour and connection.

Your job title? Creative Director and Founder.

Your very first job? Dishpig in a café, I lasted two shifts. Then I worked at McDonald’s, but I had a Fimo jewellery side hustle. I used to sell my Dinosaur Designs to my mum’s friends.

Childhood dream job? To be a vet, only because I didn’t know there were any other options other than secretary, doctor or vet. I was probably seven at the time.

The backstory of your business? Which one? For BOOIE… I was having lunch with CB (Celeste Barber), and she was telling me about her idea for a beauty line for her people — no fuss, the best version of you, get you out the door in five minutes. It was for women who don’t want a complicated make-up routine. I said straight away, I’ll do that with you. Within six months, we were up and running.

Take us through a typical day. My alarm goes off at 5.30am, but I’ve probably been awake since 4ish. I meditate sitting in bed next to my daughter (who still likes to sleep in my bed sometimes). I get up and walk/run with my dog around Avalon, watching the sunrise over the ocean. I’ll probably post a story on Insta because it’s magic. When I get home, I do a quick 7-minute bodyweight workout, then it’s all about waking my kids, making lunches, and a smoothie for me.

At 7am my niece walks in, she helps get my kids up and ready for school so I can get to work. My drive is just over an hour, and I love it. I listen to podcasts (mainly DOAC or Emma Greede), sing really badly and loudly to music, or call friends and family.

I get to the office around 8.15am, catch up with my CEO at P.E Nation, then head into BOOIE meetings at 9. From there, I bounce between BOOIE and P.E all day depending on what’s happening. I leave at 4, with the drive home filled with more calls.

Evenings are kid pick-ups, sport training, dinner, homework, and more emails. I try to put my phone down, have a bath, then play the game with my kids called “we’re not tired”. I’m usually in bed by 8.30/9pm reading, yelling intermittently for them to shower and sleep (which they eventually do by 9.30). Then, sleeeeeep.

What brightens your day? My friends and family because they are funny as f***, and seeing the sunrise over the ocean.

Three must-haves in your life? My kids, my friends, my family.

Best life advice you’ve got? Let go. Life is a game and nothing actually matters. We are all spirits living a human experience, so just enjoy it. If it’s not enjoyable, don’t do it. Leave, let go, change, and start again.

How do you unwind? I dance in my kitchen to really loud 90s techno.

Favourite colour? Red.

Lucky number? 3.

Favourite animal? Dogs.

Claire Greaves is a true Wonder Woman – leading with creativity, intelligence and instinct. She’s not just shaping brands, she’s shaping the way we think about beauty, business and balance. We love her!!!!

Connect with Claire:

clairelougreaves.com
instagram.com/clairelougreaves
booie.com
pe-nation.com