Ethos Beauty and Wellness is Ireland’s first and only subscription box committed to supporting Irish brands. We had a chat with the founder Eileen about her great loves, and her latest love Ethos.
Tell us a bit about you?
I’m a mum of 3, originally from Galway but living on the east coast of Ireland since 2005. I spent 16 years working in the Financial Services & Asset Management industry before setting up Ethos Beauty & Wellness at the end of 2021. My interests include Beauty & Fashion, Travel, Sport, Food, Music & Movies, and of course last but definitely not least … all things related to Kids! Guilty of having sub folders within Pinterest for all of the above.
Tell us about your business?
Ethos Beauty and Wellness is Ireland’s first and only subscription box committed to supporting Irish brands. It’s mission is to showcase the best products that Irish brands have to offer in the skincare & cosmetics industry. Each month I curate a collection of skincare, cosmetics and wellness products, most of which are produced here in Ireland using the finest local ingredients.Ethos Beauty & Wellness puts a smile on customers faces and delivers premium Irish products month after month all whilst supporting so many other local and national Irish businesses.
Who is your target customer?
My target customer is women who want a little slice of luxury delivered to their door each month in the knowledge they will receive premium or cult products from innovative Irish brands. These are all hand selected and delivered at a fraction of the cost if they were to buy the products individually.
I do all the research so they don’t have to!
It’s such a treat to receive this but we all know that self-care is a necessity, not a luxury.
Everything we use on our skin is absorbed into our bodies. Therefore using more natural, ethically produced plant based skincare products seems the best approach especially when it comes to skincare.
Customers who love Ethos will typically also be interested in supporting Irish business and brands and understand the value of the quality Irish ingredients used to produce these products as well as the time, effort & craftsmanship that has gone into creating, blending and getting these products to market.
Ethos customers will most likely be conscious of the role we all have to play in being eco-friendly and selecting & shopping more sustainably and will support brands who have this as one of their core values.
What problem do you solve for them?
I have an opportunity with Ethos to introduce customers in Ireland to the premium products produced and available here. I continuously research Irish brands and the products available on the market, what’s new, cult products and those that are multi award winning at various beauty awards.
Ethos gives customers an opportunity to experience the products. The feedback on brands featured to date has been exceptional so I believe Irish customers will make the switch to some of these brands once they’ve had the opportunity to explore and discover what they have to offer.
Have you always been entrepreneurial?
I wouldn’t necessarily have described myself as entrepreneurial in the past but I’ve always had a very good work ethic, I’m self-motivated, I don’t shy away from a challenge and I enjoy learning new skills even if it is daunting to begin with!
Where did the idea for your business come from?
I’d been subscribed to other beauty subscription boxes in the past that delivered new products each month and these were very good value but I found the quality of products was poor and I ended up with a lot of sample size products that I didn’t need or use.
I wanted to create something unique, that gave the customer the products they need and use regularly, all full size and of premium quality, like an online boutique for Irish brands exclusively. This is a key differentiator to other subscriptions. We offer the option to try these products but at full size to get the full experience.
There are a number of extremely high quality products produced here in Ireland. My aim is to introduce these products and brands to customers who may have opted for international brands in the past but want to make the switch.
Who has been your biggest inspiration in growing your business?
I’m very lucky to have a very supportive husband, family and friends network who have been there for me on this journey. I’m inspired by so many entrepreneurial female leaders who are in business today juggling family life, backing themselves and setting a wonderful example for all our sons and daughters. However, If I was to pick my biggest inspiration it would be one of my sisters who changed career herself in her early 40’s and has excelled in her new role. She taught me every skill is transferable!
You use all the skills, competencies and life lessons learned along the way in your new career path but you need to be willing to take some risks and back yourself.
What do you love most about having your own business?
I love the flexibility it gives me as a working mum and the variety of roles & tasks involved in having your own business; from researching brands/products, speaking to the brand owners & hearing the brand story as well as their story, website production, photography, digital marketing and also getting to speak to customers and traders at local farmers markets.
If any, what challenges have you experienced as a woman in business during your overall career?
During my career in the financial services industry there were certainly challenges around opportunities available and the gender pay gap but ultimately my decision to leave the industry was more to do with work life balance, soaring childcare costs and a desire to work on something I enjoyed and felt passionate about. Ethos never feels like work!
What are the most important things to progressing as the owner/Director of a business? These could be characteristics, values, skills etc
You have to be self-motivated and driven to succeed. Being disciplined with your time and willing to work out of office hours, late evenings and/or weekends is a reality. Take risks but have some homework done first!
What have been some make or break moments in your career? Important client meetings, presentations, procurement pitches etc
In my Financial Services career I’ve taken part in many client meetings/presentations and travelled to cities like New York, Boston, Hong Kong & London with various roles … but there’s nothing quite like carving out your own destiny, taking back control and planning your own career, and of course creating, owning and designing your own brand.
What is your number 1 tip for anyone struggling to overcome entrepreneurial overwhelm and keep going?
One step at a time, it can certainly be overwhelming as there are so many decisions to make and tasks to accomplish during the establishment stage. Prioritise your task list and do something every day to propel your business.
Connect with other small business owners and/or join a local women’s network. Take the time to attend networking events as these can be invaluable in terms of advice and connections especially if you are the only person involved in your business.
Also .. don’t compare yourself to others, Find your niche and just go for it!