At two years old, Aimee was already stealing her Mum’s red lipstick. By 18, she was Ireland’s leading makeup artist. And by 23, she’d single-handedly launched her own award-winning beauty brand.

Aimee spent years learning everything there is to know about makeup and most importantly what real people want from it. From sitting with customers, to listening to their concerns she understood that people don’t want to spend ages perfecting their makeup with a huge pile of products, nor should they. They want to feel fantastic in five minutes with a few products they trust. So, she created a beauty brand that does just that.