The Irish beauty brand Poco, founded by Pippa O'Connor Ormond, has recently launched in the UK, offering a range of makeup and skincare products designed with hydrating formulas and universally flattering colors. The brand, which has been available in Ireland since 2023, has now expanded to Selfridges and online retailers in the UK.
Poco aims to provide a balance of thoughtful formulations and accessible luxury, with products that cater to all ages. A mascara, for example, is priced at £26, compared to £37 for a Chanel equivalent. The brand's makeup is described as creamy and blendable, with designs noted for their simple, chic, and durable aesthetic.
Pippa O'Connor Ormond, 42, serves as the brand's ambassador. With a significant following on Instagram, she has a background that includes a fashion line, a blog, and reality television appearances. She is married to TV presenter Brian Ormond and has three children.
Since its inception, Poco has experienced substantial growth. It was recognized as the fastest-growing Irish beauty brand in 2025 and has reported triple-digit year-on-year growth. In Ireland, it holds the position of the number one skincare brand in Brown Thomas department stores, which are part of the Selfridges Group.
Among the products highlighted are the Universal Glow Treatment SPF 30, a hydrating primer with a light tint; the TFD Brow Pen, featuring a fine nib for natural-looking brow enhancement; Dreamglow Hydrogel Eye Patches, infused with hyaluronic acid and ceramides for under-eye refreshment; and the Suede Sculpt contour stick, designed to create youthful dimension.
Several other Irish beauty brands are also gaining attention. Brow Aid, founded by Kim O’Sullivan, focuses on natural-looking brow products. Sculpted by Aimee, by makeup artist Aimee Connolly, offers easy-to-blend formulas. Hildun Beauty, created by ex-beauty writer Suzy Griffin Dunne, features high-performing products, including a kajal liner that has been compared to Victoria Beckham's offering. Darlo is known for its heat-activated Bounce rollers, which are frequently selling out.
Additionally, the article notes the importance of everyday beauty tools and products, such as spoolie brushes for brow grooming and micellar water for cleansing and hydration. The launch also coincides with the release of new fragrances, including options from Estée Lauder, Neal’s Yard Remedies, and Jo Malone London.