Irish Beauty Brands You Need To Know
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2 hours ago
Female-led Irish beauty and wellness brands are having a moment. We head across the Irish Sea to find out why so many niche and natural brands are scaling globally.
Straight talking, social media savvy and born storytellers. These are some of the hallmarks of a new wave of Irish beauty and wellness brands that are making a splash both at home and abroad. From manicure sets and makeup to supplements and skincare, these innovative, ‘conscious beauty’ companies are part of an Irish cosmetics export market set to be worth a cool $10.5 billion this year. We speak to some of the powerhouse female founders to find out why business is booming.
The Nail Health Innovator: 14 Day Mani
What originated at Suzanne Cummins’ Howth kitchen table 14 years ago has grown into a multi-category nail health business with more than half a million gel kits sold worldwide. The DIY sets are stylish, easy to use and, importantly, gentle on your nails. UK-based fans can now experience the brand’s nasties-free formulas first hand (literally!) at London’s Neville Hair & Beauty. The range of classy polish colours needs to be seen to be believed.
How did it all begin?
‘I started 14 Day Mani because salon-quality gel simply wasn’t accessible to people with busy lives. We set out to make professional gel practical and affordable for both consumers and nail technicians.’
14 Day Mani
What makes your approach different?
‘We’ve always focused on nail health and education, not just colour or wear time. It’s about knowing when to wear gel, when to pause and how to look after your nails properly long term. Our formulas are vegan, cruelty-free and carefully created to be easy to apply and remove. They also exclude harsh chemicals like HEMA, TPO and TT, often found in traditional gel polish.’
Hero product?
‘Gel Break, a bamboo-infused treatment that helps to repair and protect nails, is our hero product right now because it reflects how people think about nail care today. It’s about recovery and restraint, not just adding more.’
14daymanicure.com | To book 14 Day Mani Gel Manicure and Builder Gel services, £74, go to nevillehairandbeauty.net
The Ground-Breaking Spa Brand: GROUND Wellbeing
Founded by Cork-based Peigin Cowley, GROUND is a pioneering holistic skin and wellness brand tackling such ‘unsexy’ issues as insomnia, burnout, gut health, menopausal symptoms and even cancer recovery. It recently launched at Fairmont Spa & Wellness, Windsor Park, with four signature massages.
How did you get off the ground?
‘GROUND was launched deep in lockdown as a way of showing people how to take care of themselves at home through self-care rituals. These rituals focused on hormone fluctuations, anxiety, sleep, pregnancy, children with neurodiversity, and people going through cancer.’
What’s your point of difference?
‘We’re a therapist-centric brand with world-class trainers, and from the very beginning we focused on the power of touch and therapy.’
How has the brand grown?
‘Turnover is now over two million euros a year, and we made a profit in year five, which is a huge milestone for us. The growth has largely come from training therapists, working with high-end hotels and word of mouth. We produce and manufacture our own essential oil blends, bath salts and balms.’
GROUND Wellbeing
Challenges and highlights?
‘We probably entered some very difficult markets too early, particularly the Middle East, and learned the hard way how much resource and capital are required for compliance, trademarking and legal processes. However, we are tenacious, hard-working and keep moving forward.’
Favourite ritual?
‘Personally, anything related to sleep and settling the nervous system. The ability to move from high-stress moments into low stress, calm and regulation really matters.’
What’s the craic with Irish beauty/wellness brands?
‘The Irish are like the mafia; we are deeply loyal to each other. We raise each other up, we give each other opportunities and we travel in packs. Enterprise Ireland is also brilliant at [offering] initiatives to help us enter new markets.’
The Grounding massage, 60min, £180. fairmont-windsorpark.com | groundwellbeing.com
The Modern Self-Tan Expert: Bare by Vogue
Avid fake tanner, Dublin-born TV presenter and podcaster Vogue Williams started her own tanning range in 2019. The products are made in Ireland and the UK, are cruelty free, pregnancy-safe and formulated for all skin tones.
Why launch a self-tanning company?
‘Bare by Vogue started as a passion project with my business partner Kieran Walsh [founder and CEO of Ireland’s National Beauty Distribution]. I’ve been obsessed with tanning since I was 15 and knew exactly what I wanted from a tan. Although I loved the products, they were missing key elements. We saw a gap in the market for a tan that didn’t look fake, didn’t smell like biscuits and cared for your skin.’
How do you stand out in a crowded market?
‘Our USP is the balance between high-performance self-tanning and skincare. Every product is formulated to deliver a natural, streak-free glow while actively caring for the skin, using ingredients that hydrate, smooth and support long-term skin health.’
Milestones?
‘Since our launch, we have evolved into a trusted beauty brand with a loyal customer base and a highly engaged community. A major milestone has been becoming available nationwide in Boots UK.’
Bare by Vogue
Hero product?
‘The Bare by Vogue Self Tan Foam: formulated with ingredients including super peptides and nourishing botanical extracts, it helps to hydrate, smooth and support the skin while tanning.’
Your take on the rise of Irish beauty?
‘They combine creativity, authenticity and a deep understanding of their customers. Many of us are solving problems we’ve experienced ourselves, which makes the products feel honest and considered. People are passionate about quality and storytelling, and that resonates with consumers beyond Ireland.’
The Multi-Tasking Makeup Guru: Sculpted by Aimee
Leading Irish makeup artist Aimee Connelly launched her award-winning beauty brand in 2016 when she was just 23. With a focus on quality and multi-use products, she’s all about simplifying makeup routines.
What inspired Sculpted by Aimee?
‘My love of beauty started early. I was probably stealing products from my mum’s makeup bag aged two! I went on to work on beauty counters, did a degree in business and French, and realised I wanted to combine my two passions: business and beauty. Launching Sculpted by Aimee felt like the natural next step – a way to create something that would make people’s routines easier, more joyful and a little less complicated.’
How is it different though?
‘No fuss – that’s our mantra. Korean skincare is totally amazing, but 12-steps can feel like a marathon. We pack all that technology and innovation into sustainable skincare solutions, whereby three or four high-performance products do the heavy lifting. Our makeup follows the same philosophy; designed to make beauty effortless.’
Sculpted by Aimee
Business growth?
We started with a simple face palette and a hand-cut makeup brush. Yes, I literally cut them myself to get the perfect shape! Our complexion collection now spans over 100 shades and finishes. We also have multiple palettes and a top-tier skincare line.’
Challenges?
Growing Sculpted has been such a learning curve from understanding different markets, like the UK, to building a team I could trust to share my vision. There’s always a balance between staying true to the brand and pushing into new opportunities.’
Hero product?
HydraTint. It’s a sheer, skin-perfecting tinted serum and the epitome of our makeup-meets-skincare philosophy.’
Secret to success?
‘It’s a mix of authenticity, creativity and community. Irish female founders are often building brands with real care and personality. There’s a focus on quality, simplicity and thoughtfulness, which really resonates with people who are tired of overcomplicated products or impersonal beauty giants. There’s also a confidence and pride in Irish talent; a sense of “we’re doing this ourselves”, that feels really inspiring and relatable, especially in a market like the UK that loves discovering brands with a strong founder story behind them.’
The Healthy Hair Leader: The Smooth Company
Dublin-based founder Aine Kennedy shared her journey from start up to international hair brand on TikTok (150million organic views and counting) and her products are now stocked in top retailers around the world with a strong celebrity base. Hair hero is the award-winning Smooth Stick, enriched with biotin, vitamin E and aloe vera, to keep hair healthy and smooth all day.
Take us back to the beginning…
‘I couldn’t find anything that would style my hair without leaving it with residue and having to wash it out afterwards. I spent two years looking for a manufacturer and perfecting the formula and launched the Smooth Stick in 2022. It’s still our number one best seller.’
How did you achieve stand-out so quickly?
‘We don’t just sell products; we solve real everyday problems with innovative solutions. Everything we launch starts with, “What do people actually struggle with?”. You don’t need to be a pro to use our products; they’re designed to make you feel instantly more put together. Our customers are also part of our growth. We listen, we respond and we build with them, not just for them.’
The Smooth Company
Tell us about that growth?
‘It’s grown way faster than I ever imagined. What started as one hero product has turned into a full award-winning range with international customers, professional celebrity stylists using our products, airline partnerships, and new launches constantly in the pipeline. Social media changed everything for us; once people saw the product in action, it spread like wildfire.’
Highs and lows?
‘The biggest challenge has been keeping up with demand and scaling quickly without losing quality or our brand feel. Highlights include seeing people all over the world tag us, use our products or message us saying they can’t live without them. Also, seeing huge UK influencers, such as Molly Mae, organically using products like Smooth Stick and Mane Master, is so surreal and cool.’
The Supplements Supremos: SISTERLY
Dublin-based SISTERLY was founded in 2020 by three friends with the shared goal of creating a premium, science-led supplement brand specifically for women. Determined to address the gaps in women’s health research, barrister Jennifer O’Connell, former investment banker and nutrition coach Aoife Matthews and marketing executive Louise O’Riordan, developed their unique formulation, The Elevator, combining 23 nutrients in one sachet.
What got you going?
‘We started as three founders with a shared frustration at how complicated and overwhelming supplements had become for women. From there, it was about assembling the best science team we could and creating a product we’d be proud to recommend.’
The SISTERLY team
How is SISTERLY different?
‘Our product is specifically formulated for women, optimally dosed, and uses nutrients in their most effective natural forms. It’s delivered as a simple daily powder sachet, removing the need to dip into multiple pots and pills every day.’
Growth trajectory?
‘We’re now stocked in select retailers such as Harrods, Brown Thomas and John Bell & Croyden, but our real growth has come through referrals, allowing us to build a close relationship with our customers. We host regular sea swims, dance classes and educational panel talks to help optimise all areas of health for the women in our community.’
Biggest hurdles and highlights?
‘One of the biggest challenges was taking the time to perfect the formulation and resisting the pressure to rush to market. Highlights include seeing SISTERLY on the 5th floor of Harrods, being named best multi-nutrient for hormone health by Vogue and reading heart-warming customer reviews that confirm we’re genuinely improving women’s health.’
Hero product?
‘The Elevator. It’s an all-in-one multi-nutrient designed to deliver women’s daily essentials in one simple powder sachet. It took three years to develop. Later this year, we’re launching a version that is specifically formulated for women who are pregnant or breastfeeding.’
SISTERLY
Why are Irish beauty brands making such a splash?
‘They are succeeding because they’re built on transparency, authenticity and quality, with a sense of personality that feels refreshing. Many female founders, including us, are solving problems they’ve experienced personally, which brings real credibility.’
The Biotech Trailblazer: Seabody
Seaweed is at the heart of cellular biochemist Dr Helena McMahon’s science-driven, marine-powered skincare and wellness brand, launched in 2021. Dr McMahon, who grew up on Ireland’s Atlantic coast, describes the ocean as a ‘pharmacy’, offering an abundant supply of bioactive compounds that can be used to support both skin and body wellness. A Country & Town House Future Icons brand, Seabody can be found at The Gleneagles Hotel Scotland, Chewton Glen in Hampshire, and W London.
Dr Helena McMahon
Tell us your story?
‘I’ve had the privilege of following my scientific curiosity through a research career spanning regenerative medicine, functional ingredients and sustainability. Seabody is where that work comes together, at the intersection of cellular health and marine bioactive discovery. I saw an opportunity to return to something far more refined: nature’s own molecular design, translated into products and experiences that feel intuitive, restorative and effective.’
What makes your brand unique?
‘We are biology led, not trend led. Our formulations are built around clinically researched marine bioactives that work with the body’s natural systems rather than overriding them. We focus on cellular renewal, regeneration, protection and long-term skin resilience, not quick cosmetic fixes. It’s slow beauty but it’s also precision biology.’
Seabody
Hero product?
Our Glycan Enrich moisturiser. It works at a cellular level to support skin rejuvenation, barrier strength and long-term resilience. Glycan is one of those products that changes how you think about skincare. Once you use it, you don’t really go back. It becomes the foundation of your routine because it supports the skin’s biology rather than masking it.’
Your take on the growing Irish beauty scene?
‘In some ways, it feels like the younger, quieter sister of K-beauty. It brings the same discipline and respect for formulation, but with a more understated, luxury sensibility. Many of us are problem-solvers first, entrepreneurs second, and that shapes how our brands are developed. We support each other, share knowledge and many of us have become friends, which is quite special.’
The world appears to be your oyster…
‘The UK is one of the most influential and discerning beauty markets in the world. It’s quick to recognise brands that are intelligent, original and genuinely well made. Irish founders build with a global outlook from the very beginning, designing to meet international standards of quality, performance and sustainability. That’s why Irish brands resonate: they deliver credibility while still feeling niche, founder-led and distinctive. It feels like it’s only just getting started.’
seabody.com; johnbellcroyden.co.uk
