Linda Stinson is reshaping the beauty landscape with her groundbreaking beauty brands Bellamianta and Iconic Bronze. Transforming personal challenges into entrepreneurial triumphs, Linda’s journey is a testament to her resilience and vision for a beauty industry that embraces innovation, quality, and inclusivity.
A Dream Ignited
Born in Co Tyrone as the second oldest of seven children, Linda dreamed of owning a business that reflected her values from an early age. She initially pursued acting but soon embarked on a diverse career in Belfast’s civil service. Her roles varied from assisting job seekers to working with underprivileged communities, each contributing essential skills to her future endeavours.
Despite the challenges at a child support agency, Linda’s creative side thrived through music, leading her back home toher next chapter in the insurance sector.
Reflecting on her path, Linda recognises the relevance of these experiences to her later success. “There are elements to all of those jobs that are very relevant to what I’m doing today,” she says.
The turning point came when Linda asked herself what she truly wanted to do. “The acting thing didn’t happen for me, but I always loved that behind-the-scenes, theatrical side to it… So I trained as a beautician and landed a job as a manager at Urban Decay.” This role, followed by positions at Benefit Cosmetics and Space NK, honed her industry knowledge, marketing expertise, and passion for clean, effective products.
“I’d get to meet those brand owners and hear their stories. I always wanted to own my own business but at that time, I just wasn’t sure what it was that I wanted to actually do. Listening to those businesswomen tell their stories, I quickly realised that if you have one hero product, you can start your brand from your kitchen table. You don’t need to be a multi-millionaire. If you have the passion, drive and belief in your product, you can make things happen.”
Birth of Bellamianta and Iconic Bronze
Linda’s entrepreneurial leap was sparked by a personal tanning disaster on her wedding day. “I have eczema and woke up to discover the area under my arms had turned green.” Identifying a gap in a skincare-led tanning product, Linda embarked on creating Bellamianta.
Determined to maintain control over her creations, Linda found a factory in Ireland that allowed her to own her intellectual property. “I was the one who was going to be formulating the product with the chemists… I wasn’t about to hand over control.”
Bellamianta, a skincare and ingredient-led tanning product range made in Ireland, was born. That was in 2015 and the brand has gone from strength to strength ever since, picking up stockists all across Ireland, including pharmacies like McCabes, MediCare and McKeevers as well as Dunnes Stores, and recently being named Boots’ number one-selling Irish tanning brand.
“We’re approaching nine years in business now and just about to move into brand new warehouses, so we’ll have a total of 23,000 square feet between offices and warehouses. To have a fully-fledged distribution business within our own offices and 30 staff… We’re creating employment in a type of business that would never have been found around Tyrone before. It’s exciting.”
Iconic Bronze was added to Stinson’s entrepreneurial portfolio in 2017 when she spotted a need for a tanning product that was still skincare-led but at a lower price point to appeal to a younger market. The gamble paid off, with the brand becoming one of Primark/Penneys’ bestselling tanning brands. Last year saw Bellamianta reach a turnover of €4.5 million, while Iconic Bronze reached €1.8 million.
Vision for the Future
With eyes set on global expansion and driven by a philosophy of accessibility and excellence, Linda is navigating the brands toward international recognition. “We have distribution in the UK and have started distribution in other parts of Europe, like Lithuania and Sweden. We’ve entered into six different territories in the past year. I’ve recently been awarded Export Champion by the Department of Trade and Industry in Northern Ireland because 55 per cent of our business is coming from exports”.
The Bellamianta team attended Cosmoprof in Bologna for the first time this year. The event is the most important beauty trade show in the world. “We were there last year with Iconic Bronze through Enterprise Ireland, but I wanted time to put the investment into the stand to make it truly beautiful”.
Linda wants to continue investing in TikTok Shop, which contributed significantly to the brand’s growth last year. “We’re currently looking at the US and Australian markets now. I’m also planning to open my first standalone retail store this year and am currently on the hunt for the right premises.”
Family at the Core
Central to Linda’s mission is the role her family plays in her life and work. She has three daughters: Holly (14), Ruby (8) and Savannah (6). “I first launched Bellamianta online while I was in the maternity ward after giving birth to Ruby… I think there’s something seriously wrong with me,” she laughs.
“My mum, sister and father all work with me. We’re very entrepreneurial in my family. Both my parents worked extremely hard and instilled an extraordinary work ethic. Two of my sisters have started their own businesses – one has her own candle and diffuser company, Sass & Boho, with a manufacturing plant in Cookstown in Co Tyrone; another started out working with us as a marketing assistant and then a marketing executive and she’s just opened her own company, and Bellamianta and Iconic Bronze are going to be among her first clients. She’ll be doing our digital advertsfor the likes of Shopify and TikTok.
Empowering Women and Staying Grounded
True to her roots, Linda Stinson’s dedication to empowering women in business is unwavering. By leveraging her platform and the success she has achieved, she extends her expertise through consultancy services to salon and clinic owners, fostering growth and innovation within local and entrepreneurial communities. Linda’s commitment to empowerment goes beyond professional advice; it’s about nurturing a supportive ecosystem where women can thrive.
Despite her success, Linda remains grounded and focused on the core mission that started it all – making people feel good about themselves. “I’m my own biggest critic, and do experience a little bit of impostor syndrome from time to time, but sometimes I stop and look back on what I’ve achieved and remind myself that I didn’t have financial support when I was starting out.”
As Linda Stinson continues to pioneer in the beauty industry, her story serves as an inspiring reminder of where passion, innovation, and resilience can lead.