Browaid’s founder on cracking the UK market and riding the Irish beauty wave

By Alessandro Carrara | Published: 19-Sep-2025
Colour Cosmetics

The Irish beauty brand, founded by Kim O'Sullivan in 2020, is betting on its recently launched duo of products to help it make a splash in the UK

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Browaid entered the UK beauty market in 2025, with plans to cement its Irish-fueled brow care and styling products to a new host of consumers.

The brand, founded by Kim O'Sullivan in 2020, was established to offer a line of products that blend skin care with make-up, with an emphasis on keeping brows healthy.

Although Browaid has become a staple in its home country, Ireland, O'Sullivan told Cosmetics Business that cracking the UK market is not without its challenges.

“I have been working in brows in Ireland for 17 years and have built a reputation as a trusted brow master, but in the UK, I am not known,” said O'Sullivan.

“That is why we want the products to speak for themselves.”

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