Sally Foran: Eight things I've learned from a decade as a beauty influencer

Sally Foran, better known as @IrishBeautyFairy, reveals her expert make up and skincare tips

Sally Foran: Skincare trends come and go, but SPF is non-negotiable. Picture: Nina Val

1. Less is more

The K Beauty 12-step routine was trending when I started my account. I dabbled in it myself before realising I was wasting vast sums of money and time. Our skin is a barrier, and there is only so much it can absorb. Plus, layering too many products can cause pilling, resulting in your makeup not sitting properly on the skin. Not a good look.

2. Consistency is key

No skincare product will work instantly (despite what the marketing might claim). Products generally need at least eight to 12 weeks of consistent usage to achieve the desired results. I’m regularly asked what I’ve had ‘done’ – it’s a consistent skincare routine, with ingredients specifically tailored to my individual concerns, over years. That’s what yields results.

3. Always double cleanse in the evening

Without proper cleansing, pores can get blocked, and skin can get rough and dull, clogged with sweat, oil, make up and dirt. Subsequently, applied products are rendered useless if they cannot get past the dirt and makeup. You should ALWAYS double cleanse in the evening – even if you aren’t wearing any makeup. Here’s why.

Your first cleanse removes surface dirt, spf, pollution and, makeup. Your second cleanse actually cleans your skin. You can double cleanse with the same product (although if using oils or balms they can leave a residue, which may potentially cause breakouts, so it’s advisable to follow up with a cream, milk or gel). One cleanse is sufficient in the morning (dry or sensitive skin types can simply splash their faces with water if a morning cleanse irritates). Don’t splurge on your cleanser – most of it goes down the plug hole! Save your money for active skin care ingredients like serums instead. And no, wipes don’t count as a cleanse.

4. SPF is your BFF

Skincare trends come and go, but this is non-negotiable. According to the US Environmental Protection Agency, up to 90% of visible signs of skin ageing, like wrinkles and age spots, are caused by UV radiation.

More worryingly, skin cancer is the most common cancer in Ireland, with over 11,000 new cases diagnosed every year. The National Cancer Registry of Ireland (NCRI) expects this number to double by 2040. Even on cloudy, wet days, UV rays are high enough to cause damage, so it is important to make SPF application a part of your everyday routine.

You should be topping up every two hours if you are outside, sitting by a window or in the car (UV can penetrate glass). SPF can also help prevent skin issues like redness (especially rosacea as UV rays are its number one trigger), hyperpigmentation, broken capillaries, enlarged pores, moisture loss and an impaired skin barrier, all issues that you may have to invest in expensive products and/or to treatments to correct in the future. Again, like your cleanser, just find one that you like using. The most important thing is it contains a broad-spectrum that shields from both UVA and UVB rays to protect from ageing and burning.

5. Don’t neglect your neck

Most of us are pretty good at looking after the skin on our faces, but we frequently neglect our poor necks. The skin here is thinner, more sensitive and has fewer oil glands, so without moisturising it can become crepy, lose firmness and start sagging, leading to the dreaded turkey neck. ‘Tech neck’ referring to the visible horizontal lines and wrinkles that appear due to prolonged periods of looking down at screens has also become an issue in the modern world. The solution? Bring all the products you use on your face, down your neck (patch test actives like retinol, vitamin C and exfoliating acids first).

6. You don’t need to spend a lot to see results

You don’t have to spend big to see results. Skincare has come on in leaps and bounds in recent years and many affordable products perform just as well if not better, than their more expensive counterparts. It’s worth noting too, medical grade skincare is not a regulated term, just a marketing one. Sometimes the only difference between pharmacy and luxury brands is smell, packaging and celebrity advertising.

7. Ease up on exfoliation

The skin on our face needs to be treated as respectfully as a cashmere jumper. We have all been guilty of over-exfoliation (hello apricot scrub!), but in 2025, no one needs to effectively take a brillo pad to their delicate facial skin (keep that for feet instead). Exfoliation has now advanced from rough, physical scrubs to chemical exfoliants that work to whisk away dead skin cells while also smoothing skin texture, giving pores a clear out and boosting skin hydration. Not an abrasive shell or scratchy bead in sight! These are a much gentler alternative while also being more effective as they penetrate deeper.

There are three main types of chemical exfoliants – AHAs (glycolic and lactic acids - best for normal to dry skin), BHAs (salicylic and benzoic acids – best for the oily and blemish prone) and PHAs (galactose and lactobionic acid - best for sensitive and easily irritated skin). Usage-wise, two to three times a week is sufficient for most.

8. Get your beauty sleep

After your evening skincare (my rule is to do it straight after dinner, before I settle down on the sofa and get too tired!), the most important thing is sleep. Not getting enough sleep affects everything from plumpness to dark circles and texture. Dehydrated patches, undereye bags and ashy complexions are all byproducts of sleep deprivation. A lack of sleep can also increase cortisol, the stress hormone, which can cause inflammation, thinning and sagging of the skin, as it breaks down collagen. It also decreases melatonin which fights things like age spots and fine lines. It’s not called beauty sleep for nothing!