Page 56 - EXPORT MAGAZINE

REPOR T

THE INSPIRATION & INNOVATION

OF IRISH BEAUTY

Over the last decade Ireland’s beauty sector has become
one of the most dynamic and distinctive in the world.
Being both intrinsically Irish and absolutely international
is one of the signature characteristics of Irish beauty.
Brands are not limited by mass trends or destination
styles, they are defined by inspiration, innovation,
enterprise and their own individuality.
An approach that is seeing Irish beauty businesses
becoming some of the most globally talked about
names in the industry. Brands like Pestle & Mortar,
Sculpted by Aimee, The Burren Perfumery, VOYA,
Inis, Skingredients, The Kind Brand Company are
being joined by the likes of GROUND Wellbeing,
AYU Cosmetics, The Smooth Stick Company,
Ella & Jo and Seabody, on the global stage.
The domestic and international success of the beauty
sector is creating a thriving industry in Ireland, supported
by Irish consumers and retailers alike and is making Irish
beauty one of the biggest emerging markets of the 2020s.
A position reinforced by how the sector has evolved to
include a greater diversity of categories in beauty and
personal care. What unites Irish beauty brands is their
strong commitment to quality, excellence, originality
and sustainability. Qualities that are shaping the
industry not just in Ireland but around the world.

SIGNATURE ENTERPRISE
The double-digit growth of the Irish beauty sector
is helped by organisations such as Enterprise Ireland.
This government trade and innovation agency,
with 39 international offices, works with Irish companies and
founders to assist with their international growth strategies.
They invest in and support the development of companies
by providing a platform that actively helps their brands
with market discovery, entering new markets, facilitating
introductions as well as making available the tools
for ongoing success such as digitalisation roadmaps,
e-commerce optimisation and eco-advisory. IRELAND & THE GLOBAL MARKETPLACE
Research and bringing a science-led approach to product The authenticity of Irish brands is an important asset with
formulation is also a key focus for Enterprise Ireland, international markets. Jane Greene, Senior Market Advisor,
this often plays an important role at the foundation stage Consumer Retail & Digital Technologies DACH, Enterprise
of Irish brands. One of the many businesses that they Ireland explains, “Irish brands have a strong reputation in
have helped is Bánór skincare, whose founders benefitted DACH markets, and despite the high level of competition
from an Innovation Voucher which enabled them brands such as GROUND Wellbeing, Pestle & Mortar,
to work with a research scientist at a leading facility. TanOrganic and Fragrances of Ireland are expanding their
This level of support, interaction and commitment is footprint each year. New names, particularly those in the
demonstrated by the rising number of Irish entrepreneurs in natural and science-led categories, are gaining traction and
the beauty and cosmetics sector. interest across the different channels and younger generations.

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