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REPOR T

What resonates so well in these markets is the undeniable
connection of Irish brands with their natural landscape and
locally-sourced ingredients, as well as their creativity, genuine
originality and product advances. We always advise any of our
brands looking for international growth to share their brand
story and expand their audience reach, which is one of the
reasons we emphasise and support digital development.”
Italy is another country of focus, “Italy remains a very
competitive market for Irish brands, where it will take time
@Bánór
and communication efforts to succeed as well as having
good multi-dimension distribution strategies.” advises
Roberta Di Gesú, Market Advisor Italy. “A key of opportunity ‘Fresh from the farm’ brand Bánór are the first in Ireland
is the natural sector in which Irish beauty brands lead the way. to use sheep’s milk in their products, their concept
This is a growing consumer sector in Italy with consumers illustrates a next generation approach to the inclusion
in 2023 purchasing approximating € 1.8 billion of of the many dimensions of sustainability.
beauty products with sustainable or eco-friendly claims. A path already established by the multi-award winning
With Irish beauty sustainability leadership, we are looking The Handmade Soap Company whose leading eco-credentials
forward to introducing more brands to the market.” are recognised globally, were the first Irish personal care
Ireland’s regulatory framework, stringent standards for brand to achieve B Corp certification.
product safety and environmental sustainability as well as The Kind Brand Company and Gardiner Family Apothecary
geographical diversity (urban and rural) deliver benefits are two further brands that have achieved the B Corp
for international partners. Innovation is another important designation. Irish beauty’s leading standards in sustainability
value; whether through ground-breaking science, advanced have been recognised with multiple industry accolades
pharmaceutical grade manufacturing and research including Cosmoprof’s prestigious Green & Organic
laboratories, Irish beauty has a pioneering reputation. award which in 2023 was presented to Nunaïa Beauty.
One of the newer science-led brands is Doctrine, The brand’s latest launch, Earth Blossom Moisturising
who are rapidly gaining an impressive reputation Cream is already being tipped as a future award-winner.
for their innovation and ‘formulation matters’ ethos. With more and more consumers prioritising clean
Irish entrepreneurs are well-known for breaking new ground, and sustainable beauty, Irish brands are well-placed
whether with ingredients or redefining categories. to lead this category. This cultural shift towards
Suzanne Jackson’s, Founder of SOSU Cosmetics environmental consciousness is reflected in the theme
ahead-of-the-curve approach centred on bridging ‘Driven by Purpose, Perfected by Nature’ for Enterprise
the gap between the consumer and the professional. Ireland’s 2025 Ireland Pavilion at Cosmoprof.
She channelled her make-up artist and influencer
background to create a landmark brand that stays A SHOWCASE OF IRISH BEAUTY
relevant through its continual evolution, which is also 2025 will see the return of Enterprise Ireland’s showcase
helping to driver younger generations to the sector. Ireland Pavilion at Cosmoprof. This highly popular
destination is designed to offer the opportunity to both
NATURAL & SUSTAINABLE INSPIRATION established and new Irish brands to participate in the
Ireland’s strong reputation for high-quality, natural, and show. “As the largest beauty event in Europe and one of
sustainable products, often featuring locally sourced ingredients, the leading global trade shows for the sector, Cosmoprof
makes brands stand-out in the global beauty market. Seaweed is an important platform for Irish brands with international
is one of the country’s most inspiring natural resources and ambitions.” explains Rachael James, Senior Development
is featured in some of Ireland’s best skin and body care. Advisor, Consumer Products, Enterprise Ireland. “It provides
Brands like VOYA, Seabody, Inis and Green Angel have a valuable opportunity to drive awareness on a global scale
harnessed locally sourced seaweed’s powerhouse of nutrients and for companies to position themselves in front of buyers
and bioactive compounds to create luxury oceanic-based and distributors. This year’s line-up will feature new-to-
products. Kinvara Skincare sources premium plant-based the-pavilion brands, Bánór, Cosmetic Creations, Formulae
ingredients, many of which are local, while Soak Wellness Prescott, Kinvara Natural Skincare, Regency Fragrances,
captures the benefits of the sea and organic herbs in their SOSU Cosmetics and returning will be Elave Sensitive
therapeutic range. The uniquely Irish artisan perfumer Skincare and Green Angel Skincare. We are greatly looking
Cloon Keen selects oils from growers who know how forward to welcoming distributors and buyers from around
the weather, soil and the seasons can affect the scent the world to the Ireland Pavilion and introducing them to
of raw materials to create their world-class fragrances. what makes Irish beauty so different and so successful.”

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