BROW AID founder Kim O’Sullivan has revolutionised the brow business within Ireland by bringing HD Brows to the forefront. Kim established the PhiAcademy in 2017, Ireland’s first elite Microblading Training Academy. Kim set up BROW AID in 2020, and has since gone from strength to strength.

How did you get the idea for BROW AID?

BROW AID was born from my 24 years as a brow and make-up artist, working closely with clients who struggled to find high-performance, easy-to-use brow products. I saw a gap in the market for a brand that delivered salon-quality results at home, and optimised brow health, which is something most brands overlook. I wanted to create beautiful brow styling staples designed to enhance, strengthen, and transform brows like never before.

What did you work as before going into business for yourself? What convinced you to make the leap?

I spent 14 years working in Brown Thomas as a Lead Make-up Artist for Giorgio Armani cosmetics before launching my own brow salon and training academy. I built a career around perfecting brows, training artists, and understanding the beauty industry inside-out. The leap into product development felt like a natural progression, but the pandemic was the catalyst as my two businesses were forced to close. BROW AID wasn’t about business; it was about raising the standard in the brow arena. I wanted to create something special that reflected my expertise, and delivered real results.

Is money a big motivator for you?

Growth, and impact, are my biggest motivators. Money is a tool that allows me to build, expand, and create opportunities for my brand, my team, and my customers. I’m driven by a desire to keep pushing the boundaries in my industry, and financial success is a by-product of doing that well.

Are you confident about your retirement? Do you feel like you have enough squared away?

I’ve always been intentional about planning for the future, so I have a pension in place. Building a business is a long game, and I’m focused on growth now, but it’s reassuring to have that retirement plan. My husband works in banking, so I have him to thank for that. He’s great with forecasting for the future.

Do you invest in shares? Do you follow the stock market?

I don’t currently invest in shares, but I do keep an eye on business trends, and market shifts, that impact my industry. For now, my biggest investment is in my own brand, and I’m fully committed to growing it globally.

What’s the best money advice you’ve ever gotten?

Protect your intellectual property (IP) and read everything twice! Early on, I learned that IP is one of the most valuable assets a brand can own. Whether it’s trademarks, formulations, or unique product innovations, safeguarding what you create is key to long-term success. I’ve also seen how costly mistakes can be when contracts aren’t read closely. No matter how exciting the opportunity is, take the time to go through every detail, every word – no matter how small. It will save you from agreements that don’t serve your best interests.

Brow AID is available online and in 80 stores including Brown Thomas, Arnotts and Dunnes Stores. @browaidofficial

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