Page 78 - EXPORT MAGAZINE MULTISECTOR

REPOR T

IRELAND

THE bEAUTY DESTINATIoN

EVERYoNE IS TALKINg AboUT

Ireland’s reputation in the beauty world is going from strength to strength.
It’s not just about the well-established firms either, the country is fast becoming
recognised as an incubator for the future of beauty on the global stage.
Known for the quality and authenticity of products, the rich bounty of Irish
beauty brands are being sought after around the world. Names like VOyA,
Fragrances of Ireland, Pestle & Mortar, The Handmade Soap Company
and Formulae Prescott already enjoy global recognition.
One of the reasons that Irish beauty is so dynamic and interesting
is the convergence of individuality, innovation and inspiration that equates
to a winning formula. You will find founders influenced by the Irish landscape, by
travels, heritage or a ground-breaking ingredient; their vision is not simply about
being another beauty brand but to create products that will make
a difference. Their stories are often characterised by a rare level of passion
and purpose that is leading Irish companies to break new ground across
a wealth of beauty categories.

The business Side Irish brands is an entrepreneurial approach that is intertwined
The year-on-year double digit growth of the Irish beauty category with their founding concept. Rarely constricted by what
clearly demonstrates the strength of the sector. When you others do and have done, many Irish brands are born from an
look at brands Ella & Jo, Skingredients, The Burren Perfumery, authentic passion that continues to set new standards on the
Seabody, AyU Cosmetics, The Handmade Soap Company, global stage. Whether driving change for good or advancing
Sculpted by Aimee and health supplement brand Sisterly you performance, our highly individual and frequently ground-
understand how they are playing a big part in this commercial breaking brands are delivering best in class results.”
success across all the categories within beauty and wellness. Rachael James goes on to say “An important value added
A further component is the well-established reputation of asset with Irish businesses is their customer-centricity which
Ireland’s pharmaceutical grade manufacturing and research comes through an innate ability to connect, engage and
laboratories which is also contributing to Ireland’s recognition proactively evolve. This translates into sales, positive business
as an increasing influence in the beauty industry. Irish brands growth and an exceptional level of customer loyalty.”
excel at the more intangible side of what makes a business
succeed. With many this starts with a forward-looking mindset Enterprise Ireland – Taking Irish Brands Global
and a distinctive vision about what they want to achieve which With many Irish beauty brands targeting global growth,
is often aligned intuitively to a gap in the market. The equation Enterprise Ireland, the Irish government’s trade and innovation
grows stronger when you add in the contributing factors of an agency and the number 1 VC in Europe according to Pitchbook
emphasis on sustainability, passion for quality at every level, has taken a very proactive role in helping Irish businesses to
innovation in ingredients and techniques as well as a focus achieve global growth. This support comes with a network of
on customer-centricity. Rachael James, Senior Development 39 international offices that help Irish companies to develop the
Adviser Enterprise Ireland explains, “A strong characteristic of most effective and sustainable strategy for new markets.
One of the busiest offices for beauty is Germany where Jane
Greene, Senior Market Adviser for Enterprise Ireland DACH
is based, “Ireland has long held a strong affinity with the
German market both in tourism and commercial terms. Within
the beauty sector, the German market values Irish brands that
evoke nature, our distinctive
landscape, originality and
science-led innovation.
Germany is one of Europe’s

72 www .e xpor tmagazine.net
72 www.exportmagazine.net