From her humble beginnings to the brink of international acclaim, Suzie O’Neill is a visionary behind Ayu Cosmetics. Celebrating ten years of innovation and success, Suzie shares the remarkable story of her journey from makeup artist to CEO of a thriving company that empowers women.
In 2014, leveraging her extensive background in makeup artistry and education, Suzie launched Ayu Cosmetics. The brand started with a line of premium makeup brushes, setting the foundation for a diversified product range that includes skincare-based cosmetics and self-tanning products—all designed to enhance natural beauty.
Core Values and Educational Approach
Ayu stands out for its dedication to vegan and sustainable practices, such as using synthetic brush hairs and handles from regenerated forests and striving towards plastic-free packaging. This commitment reflects Suzie’s philosophy of ethical business practices that respect both the planet and the consumer.
“We’re a trendless brand,” explains Suzie. Ayu focuses on products that are timeless, user-friendly, and educational. The brand prioritises helping customers understand product usage to ensure they achieve the best results, embodying the company’s mission of enhancing customer confidence and satisfaction.
Championing Real Beauty and Community Engagement
Suzie emphasises authenticity and relatability in Ayu’s marketing to reflect real-world beauty standards. “I’ve been working in the beauty industry for over 20 years, but it’s an industry I struggle with a lot because I don’t like that we’re always seeing perfection represented,” she continues. “At Ayu, we use real models – real women – in all of our shoots because we don’t want to show ‘perfect’, we want imperfect, we want relatable, we want customers to see themselves in our people so they can see there’s room for them to aspire to be that too.”
Expansion and Innovation
In 2022, Ayu introduced AyuGlo, a line of natural, hydrating self-tanning products that quickly gained market approval. The innovation continued with a unique fragrance developed to enhance the user experience, demonstrating Ayu’s commitment to high-quality, sensory-pleasing products.
Looking forward, Suzie is set on taking Ayu to the international stage, with plans to establish a significant presence outside Ireland. Ayu’s vision includes expanding its footprint while maintaining quality and community-centric values that have contributed to the brand’s success.
Reflections and Entrepreneurial Insights
Reflecting on her entrepreneurial journey, Suzie shares the challenges and victories of scaling a business that started witha simple idea at her kitchen table.
“I always knew I was going to work for myself. I had a few businesses before Ayu – I had a beauty salon for a few years,and when spray tan first came out, I ran a mobile tanning business with my sister called Golden Girls. I’ve always worked hard but it had to be according to my own diary, not someone else’s. That’s definitely a driver for me – to be the master of my own destiny. And I was always into beauty so I knew that was the area my work would be in, I just didn’t know exactly what that would be until that eureka moment when I was teaching those students over ten years ago.”
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