Sonia McDonald Launches Affirm by Sonia
Announcement posted by LeadershipHQ 05 Sep 2025
Brisbane, Australia - 5th Septmber 2025 - Leadership expert, author, and CEO Sonia McDonald has officially announced the launch of her groundbreaking new brand, Affirm by Sonia. A fusion of skincare, rituals, and affirmations designed to empower women from the inside out.
Unlike traditional beauty brands, Affirm by Sonia is built on a bold belief: great skin starts with great self-talk. Each product pairs high-performing, skin-loving formulations with daily affirmations to remind women of their worth, strength, and radiance.
"I didn't create Affirm by Sonia because the world needed another skincare brand," says McDonald. "I created it because I know what it feels like to look in the mirror and think, not enough. Affirm is about changing that story—it's about looking at yourself and saying, I am enough. I am radiant. My presence is my power."
From skincare and haircare to candles and rituals, Affirm by Sonia delivers more than surface-level beauty. It's about rewiring the brain through repetition, pairing affirmations with self-care routines, and harnessing the science of neuroplasticity to create lasting confidence.
With this launch, Sonia McDonald expands her mission beyond leadership and personal growth into a movement of self-belief and empowerment.
About Sonia McDonald
Sonia McDonald is an internationally recognised leadership expert, CEO & Founder of LeadershipHQ, and author of several acclaimed books including Leadership Attitude and Just Rock It!. With over 30 years of experience empowering leaders and communities, Sonia is passionate about courage, kindness, and authenticity. Affirm by Sonia is her newest venture, uniting self-care with self-belief.
About Affirm by Sonia
Affirm by Sonia is more than skincare—it's a self-belief revolution. Each product is thoughtfully crafted to nourish both skin and soul, combining powerful botanicals with empowering affirmations. The mission: to remind every woman that she is enough, radiant, and unstoppable.
Media Contact
Sonia McDonald
ceo@affirmbysonia.com
0424 447 616
https://www.affirmbysonia.com/