Much like how K-beauty is light-years ahead in skincare, Irish founders are making similar waves within the make-up space. Over the last few years, we have seen a boom of brands coming from the island, which have either gone viral or garnered cult appeal. Some of these, like Sculpted by Aimee, are breaking through to the mainstream and are now stocked in major retailers.
"As a founder and make-up artist myself, I'd be the first to admit that the beauty industry is incredibly saturated. That's exactly why, for Irish brands to truly stand out, creating products that genuinely deliver on their promises is paramount," founder Aimee Connolly tells Marie Claire UK. "The Irish are an extremely tenacious people, and the level of support from Irish consumers is so high. So what makes our brands resonate is that we're built on genuine needs and feedback from our customers. We're not just throwing products out there; we're listening, adapting, and creating solutions that truly work for real people. This authenticity builds an incredible amount of loyalty. People feel like they're part of the journey, and that's something big—global brands often struggle to replicate."
