Make-up mogul Aimee Connolly charts her rise to the top
She learned her craft at department store make-up counters, but Aimee Connolly always had her sights set higher. With the launch of Sculpted by Aimee, she became a new name in the Irish beauty industry and her makeup products are quickly becoming cult favourites. Here, the entrepreneur talks about her road to business success and her go-to products at the moment
When did you realise that beauty and make-up were going to be your profession?
I was always what you’d consider a ‘girlie girl’, so anything pink or glittery, I was all about it. When I started working in makeup at 16, I hadn’t yet studied it, so my experience was limited, but I quickly realised how passionate I was about the area. Working on beauty counters, I enjoyed both the creative and the customerfacing side; I love how makeup can make you feel and give you a boost. I studied Commerce and French in college and I’m lucky to have been able to combine my business knowledge with my beauty skills to create my own cosmetic brand.
What was your first job in the beauty industry?
I worked part-time in Urban Decay cosmetics every weekend during 4th, 5th & 6th year in school and loved it. It did wonders for my confidence too.
When did you take the leap to become your own boss and were you nervous?
I worked at weekends as a makeup artist on counters for four years and then decided to go out on my own at the age of 20. My freelance work started off part-time as I was studying for my degree. When I graduated at 22, it was a natural progression to work for myself. It didn’t scare me as it all happened quite organically, I just went with the flow! I now have my own makeup brand and we currently have 11 employees, are stocked in 400 Irish retailers and sold 250,000 products in 2020. I’m extremely proud of this achievement as my brand is entirely self-funded. I’ve been saving to set up my own business since I was 16!
Who gave you the best advice setting up your business and what was it?
My mum has always been a great role model for me in business; she set up her own company in an entirely new area for her in her 40s and has always encouraged and instilled confidence in me. She has always advised me to go with my gut and believe in myself. From her, I learned about the value of hard work, honesty and commitment and these are values I have brought with me to Sculpted by Aimee.
What was your vision for Sculpted by Aimee when you began?
My vision has always been to be a brand that offered great quality, multi-purpose products, that simplified the process for customers, while being affordable, accessible and a delight to have in your makeup bag. The idea is pretty much the same to this day. This year, we are planning to launch nine new products and have some really exciting innovations in the pipeline. Our focus is always on bringing the best products to our consumers and catering to their ever evolving needs.
How big a role does social media play in building the brand and does it ever get exhausting to keep up with that side of things?
Social media, and particularly Instagram, is a huge part of my business strategy. It’s an amazing platform for education where we can do tutorials, showcase our products and connect with customers. With social media, there is a tendency to always be on and I can fall into that trap. As I have my own Instagram profile as well as one for Sculpted, I find it can be a lot at times; however, I’m trying to manage my time better and make sure I
“I worked at weekends as a makeup artist on counters for four years and then decided to go out on my own at the age of 20”
take a break. With Sculpted, we also have a policy that we don’t use filters or Photoshop on social media or in any of our campaign imagery. We’re all about celebrating a realistic beauty aesthetic!
What is your favourite Sculpted by Aimee product and why?
I find this question so hard to answer as all my products are like my children (I don’t actually have children so I can say that!). I’m going to base my answer on my current obsession and that is the Bronze Base face tan. It’s one of Sculpted by Aimee’s original products and it has honestly been a lifesaver in the last three lockdowns. It’s a gentle facial tanner that won’t dry out your skin or clog the pores and gives a gorgeous, fresh, bronzed glow to the skin.
What else is in your make-up bag at the moment that you love and why?
I love the Benefit Gimme Brow, I always have! It’s such a super simple top-up for the brows that doesn’t take long or look too strong. It’s my five-second fix in the mornings!
What make-up trend do you think is short-lived and which one do you think will stick around?
I think the trend of natural, dewy skin will always have a place in the make-up world. It’s certainly what I’ve based the Sculpted by Aimee ethos on but I think because it’s so flattering on all ages, it’s one that will never go amiss. A trend that I don’t think will stick around is the heavy HD brows that you’ll find on your Instagram scroll. They’re already being overtaken by the lamination trend and a more feathered natural brow and I think we will continue to see fewer of them.
What are your top three key make-up products that you think people should invest in?
A foundation is as the name suggests, the basis of your look. Choosing the right colour, finish and ingredients for your skin can have such an impact on any makeup look and also on how you feel. A mineral is fantastic as it is so much kinder on the skin. A good under-eye concealer; a product like this can fake a good night’s sleep, brighten your complexion and give you a youthful glow. Having a nice, bright and hydrated under-eye can make such a difference to your overall makeup look. Get yourself a go-to palette for your makeup bag. I love convenient, multi-purpose products that are quick and easily to apply. For me having bronze, blusher, highlight and shadows in one palette is a no-brainer and makes all the difference to the time you spend on your makeup.