Meet The BrandLAB Team
Deon St.Mōr
Founder | Creative Director & Brand Architect
Deon St.Mōr has spent more than 30 years building brands that people genuinely connect with. Not just brands that look good, but brands that find their market, earn loyalty, and grow into something real.
His career started at DDT Design, a multidisciplinary design practice that became the foundation for everything that followed. From there came D1 Design, then MO, then U.U, a high-end homewares and bath and body retail concept on Little Bourke Street in Melbourne, and then MOR Cosmetics, the brand that put everything into sharp focus.
MOR Cosmetics is where scale happened. Founded in 2001, MOR grew to rank 12th on the BRW Fast 100 with 169 percent revenue growth, and expanded across Asia Pacific into Japan, China, South Korea, Taiwan, France, Scandinavia, Italy, the UK, and the US. That kind of global reach doesn't happen by accident. It happens through relentless focus on brand integrity, the right retail partnerships, and knowing exactly how to make a product feel essential in any market it enters.
Since MOR, Deon has continued building. St. Jerome's The Hotel, the world's first rooftop glamping hotel in the Melbourne CBD. LiquidLABS, a brand transformation and repositioning agency working with brands at pivotal moments of reinvention. And now The BrandLAB, a platform purpose-built to do for indie brands what took him years to figure out the first time.
That experience is the point. Deon brings the perspective of someone who has sat on both sides of every conversation The BrandLAB has. He knows what makes a brand retail-ready because he has made brands retail-ready, in the most demanding markets in the world.
At The BrandLAB, Deon leads brand strategy, partner curation, and the overall vision for how indie brands find their place in market. He is the reason the brands The BrandLAB works with show up sharp, credible, and ready.
Seray Izlemek
Co-Founder | Sales, Retail & Commercial Strategy Director
Seray Izlemek knows how retail actually works. Not in theory. In practice, at scale, across some of Australia’s most competitive pharmacy, beauty, lifestyle and specialty retail channels.
With more than 25 years of experience spanning premium pharmacy, department stores, boutique retail, giftware, museums and lifestyle channels, Seray has built her career from the ground up, progressing from Business Development Manager through to Pharmacy Sales Manager and national commercial leadership roles.
Seray has led representatives, department store teams and national sales networks, facilitated trade fairs, APP Conferences, SIGMA PACC events and national agent conferences, while building the commercial frameworks that turn brands into long term growth stories.
From retailer relationships and visual merchandising through to training programs, territory management and sell through strategy, she understands what drives performance beyond simply securing shelf space.
One of her defining chapters was at MOR Cosmetics, where she led the launch of MOR Essentials and Premium into the pharmacy channel, placing the brand into more than 1,300 pharmacy doors within the first year and delivering more than 120 percent year on year growth across key categories.
What sets Seray apart is simple. She does not just help brands get onto shelves. She builds the relationships, structures the pathway and creates the strategy that helps brands stay there and grow.