On how Ireland inspires, how she keep paces with the industry and what’s coming next …
What’s new? “We have just launched our new Mini Ayu Skin Everyday Essentials Discovery Sets. We have been working on these products for a very long time, so as a team, we are very excited to have them finally come to market. These products have been formulated with premium ingredients and truly deliver on their promises.”
How do you stay relevant in a crowded market and keep pace with trends? “I have always said Ayu is a trendless brand: we concentrate on the core essentials and spend our time ensuring that what we do is the best.”
What impact does your environment have on the brand? “I believe your environment is everything, from the place you work to the people you work with. We built our own warehouse and office building last year, and it was one of the best things I have done for the business. It has given us a space that is our own, where we can be creative and really make it ours. Equally, the team you have around you can make or break your business, as a very wise person once told me. If there are six of you in a boat and one is paddling the wrong way, you are all done for!”
What are your plans for 2026? “We are diving even deeper into base products next year. Skin is an area I am very passionate about and where I feel most comfortable, so you will see a lot more in this space for 2026.”
What’s your favourite Irish brand? “This is a hard one, as there are so many amazing Irish brands out there right now. I recently had Nancy from The Belle Brush visit our office, and she very kindly gave me some of her brushes. They are amazing, and so I have since expanded my collection as my daughter is in love with them too. I love her story, she is an incredible businesswoman and so nice.” www.ayucosmetics.com
