Ayu founder Suzie O'Neill: 'Other makeup artists use models with perfect skin, we use people with texture'

With a rapidly growing fanbase of over 500,000 customers online, word-of-mouth Irish beauty brand Ayu is set to become a main player as it launches in Boots.

Suzie O'Neill at the opening of the Ayu Cosmetics Store in Mahon Point Shopping Centre in Cork. Picture: Brian McEvoy

Another Irish beauty brand has just landed in Boots — the award-winning Ayu Cosmetics.

The vegan beauty brand, founded by Suzie O’Neill, has already become a real word-of-mouth success with its 500,000-strong community online, but with shelves stripped bare on opening weekend, all signs are pointing to the brand becoming a real contender in Ireland’s booming beauty business.

“Our launch was incredible,” the 42-year-old mum-of-two says when we catch up post opening weekend. “We sold out of a lot of products, which is amazing.

“It was so nice to actually get to see and talk to customers. Regina, the manager in Liffey Valley Shopping Centre, commented on how nice our customers were, which I thought was such a testament to them.”

The Kildare native has worked in the beauty industry since the age of 18 — first as a beauty therapist in various spas, then as a beauty educator in college and for a number of international brands, before eventually taking the plunge herself. She credits her mum with identifying where her skills lie.

“I was always super artistic in school, never academic, I failed my Leaving. Mum was like, ‘look, you love makeup, why don’t you do that?’ So I ended up studying beauty therapy and I absolutely loved it.”

What inspired O’Neill to create her own brand was something she had seen time and time again throughout her career — beauty that felt too expensive or too overwhelming. She wanted to create products that felt luxurious, but weren’t overly complicated, and to highlight the importance of tools and education, too.

Education is key, she says, because too many women feel overwhelmed at beauty counters.

“I’d like to think that anyone who uses Ayu products gets the feeling that we care, because we do,” she says. “For us, it’s about making sure you have the right products for you, and that they make you feel amazing.”

She doesn’t believe in the hard sell; in fact, O’Neill describes herself as “the worst saleswoman”. (The lack of the pushy upsell is no doubt one of the reason’s fans love the brand.)

“For me, authenticity is definitely key,” O’Neill says.

“Over the years, I could never relate to any advertising campaigns. When working on shoots, I noticed other makeup artists always used models with perfect skin, which wasn’t helpful to anyone with different concerns. So we always use real people with real texture, and we show that in videos to educate people, because if you can’t see it, how can you do it?

“Because of social media, a lot of people think erasing lines and individuality is normal, but it really isn’t. I wish we could get rid of the trend of constantly erasing everything.

We are all about enhancing what you have, rather than hiding [anything] and I think that sets us apart.”

It’s a message that comes through strongly in their recent ‘Nothing to Fix’ campaign, and one she recently took on head-on in a viral Instagram post that took on toxic positivity, hustle culture, and the unrealistic standards constantly being presented, particularly to younger girls.

“Sometimes I really struggle with the industry I am in,” she admitted, “because I feel like it’s constantly making people feel bad about themselves.”

Ultimately, O’Neill and Ayu’s philosophy is that skincare and makeup should be moments of self-care, not obligations.

Looking to the future, O’Neill says she wants to expand into more Boots and cement the brand in Ireland.

“Even though we’ve been around a long time, we’re still quite unknown. I’d love everyone in the country to know who we are, what we do and why we do it.”

The star products

1. Instant Under Eye Concealer, €18

Ayu's Instant Under-Eye Concealer

Suzie O’Neill’s personal favourite product is also the brand’s bestseller — the concealer.

“It’s my everyday, never ever without product,” she says. “You’ll never see me outside the house without it on.”

2. La Crème Cellulaire Nuit, €68

Ayu's La Crème Cellulaire Nuit

One of its latest additions, the redness-calming night cream, is designed with confidence — not concealment — in mind.

“The night cream has transformed my skin,” O’Neill says. “Before, I would never go outside without makeup, but now I can, as it has calmed my redness so much.”

3. Long Wear Cream Shadow Stick

Ayu's Long Wear Cream Shadow Stick

The perfect ‘one and done’ eyeshadow in a creamy, twist-up stick that delivers colour in one swipe, glides on smoothly without tugging, sets for long-lasting wear, and resists creasing throughout the day, with the added bonus of waking up tired eyes. Dusty pink is my favourite shade.