Launched: 2016
Key Executives:
2025 Full Year Expected Revenue Range: $30 to $50 million
2025 Projected Offline Distribution Points: 700
Primary Category: Color Cosmetics
Other Categories: Facial Skincare
Key Markets: Ireland, United Kingdom, United States
Retail Partnerships: Boots UK & Ireland, Selfridges, John Lewis, ASOS, Brown Thomas
Primary Distribution Channel: Wholesale
Other Distribution Channels: DTC, Third-Party E-Commerce, Travel Retail
Funding Rounds: Self-funded
Accelerator Program: Endeavor Global
I started working in the beauty industry at the young age of fifteen while still at school and studying full time. I continued to work part time until university where I started my degree in business and French, and at this time decided to freelance for myself. I discovered quite quickly into my time on the makeup counter that I not only loved beauty and working with people, I loved problem solving and the boost that gave customers and, in turn, me.
Before launching the brand, I founded a makeup academy where I took my love of teaching to new heights offering classes for the everyday user and the aspiring pro. This ethos of making it simple was rooted in my approach and was the euphoric moment of deciding to launch my own brand. In a world of so much choice, it does not have to be that complicated. A few good products that can do more than one thing, that make you feel good, is all that you need. In an industry that has undergone so much change since the pandemic on prioritizing slow beauty and empowering the user with knowledge and skinimalism at the forefront, we believe that our heritage ethos could not be more relevant for the world we’re living in.
Insights provided by Aimee Connolly, Founder + CEO
Key business initiatives for 2025?
I would divide our initiatives into people, product, brand, and growth.
People: We plan to continue to expand our team globally while maintaining and protecting a culture that we’re so proud of. Community will continue to drive many of our initiatives and decisions as we continue to expand our beauty collection and develop our products with them.
Product: Skin and complexion are key product initiatives for 2025, with South Korean innovation in formula at the helm.
Brand: We are currently undergoing a brand refinement project to take us into the next stage of growth, which will be deployed gradually, as well as awaiting our B Corp application and continuing our sustainable packaging efforts and what change we can drive there in the next two years.
Growth: We have major plans to continue growth across the UK and to build on existing success while we also execute our US launch, with NYC as our focal point.
What are you most proud of having accomplished?
Honestly, I feel so lucky to say that there are so many things that I could write here. We are lucky in a high-growth scale up that we’re constantly celebrating the many wins (along with experiencing plenty of challenges!), but I think one of the biggest areas of pride comes down to the people, for me. I am so genuinely proud that an idea I had finishing college has resulted in providing for 90+ livelihoods to date and a collective of the nicest people, which is so important to me. And that is the internal people; externally the group of insane loyalists that champion Sculpted every single day is quite surreal, and I will just never take it for granted.
What has been the biggest surprise?
I really don't want this to sound too cliche but how easy the hard work and long days are when I feel so genuinely passionate about what we’re building. This industry is relentless; some days are really (really) tough and some days are amazing, but either way, my passion and determination have not faltered even 1%.
What fuels your competitive advantage?
How we are grounded in education in whatever way you look at it—whether that’s the customer experience at the flagship store level, our community activations, the hybrid function of our products—whatever way you approach us, you should feel empowered when you leave us.
Insight on the future of the beauty industry.
I think the beauty industry is extremely fast paced, and there are no signs of a slowdown. I think we are continuously moving into a world where online and offline become increasingly more blurred. In a world that is going to be assisted by AI in mega ways really fast, the need for in-person and that tactile connection won’t be overtaken; I see this and the pace of the digital world running in tandem. Community is another element that has been core to some brands like us since the beginning, but for others it is only now becoming part of their strategy knowing that it’s a future driver. I think community and users are going to open up a whole new world of social advertising and commerce, and affiliate programs will most likely be extended to them regardless of followings—or at least it’s something we are exploring. We’re moving away from just a brand that people want to buy product from to a brand that people want to associate themselves with, in more ways than one. The expectation on brands is only going to grow.
What is the best piece of advice you’ve been given?
It comes from my mum and as someone who “feels” so much, it speaks to me daily and that is to “go with your gut.” I think your intuition as a founder is so crucial, and I have learned that sometimes not deciding is a decision in itself as you’re just not clear yet. My mum has always instilled in me to trust myself and to go with my gut, and thankfully it leads me a lot in work and something I hope to always have.
What is the best mistake you've ever made and what did you learn?
Like many companies in high growth, we’ve hired a lot of people in a short amount of time and as much as you try, you don’t always get it right. I made a key hire last year on the basis of their “grand” CV and big company experience they were bringing. I didn’t feel 100% on the candidate at the time but was being guided more by hope vs. by what my gut was telling me. Nearly twelve months later, I unfortunately had to let this person go as a lot of my frustrations or fears did come to light. I view this as a mistake, as I should have listened to myself sooner instead of hoping that big company experience was going to be more valuable to us. However, as the question suggests, it was a massive learning. I am so clear now on whether the candidate is a fit or not; I’m more so hesitant on big corporate experience as they are not always the doers, and depending on what we need, this may not suit. I am also now very clear on the importance of that cultural fit because when someone is off, it spreads chaos among that team and, in turn, others. I think I managed the situation with dignity and as much transparency as needed with the team, and thankfully the team is even stronger, but it could have had a much bigger impact.
What advice would you give to someone contemplating launching a beauty brand?
Be really clear about what your business is, what problem it is solving, who your competition is, and where your customer is. That might sound very broad, but the biggest thing I always say to those I mentor or even have a coffee with is, before you launch (and by the way I think, go for it) imagine the situation where a buyer asks you “why would I take your brand in vs. another?” Be all over it and be prepared to work really hard. And when you have a vision of what that hard work could look like, double it.
If you could change one thing in the beauty industry what would it be?
More of an alignment between EU and FDA regulations, so that brands can globalize easier but also so that there is more of a single source of truth across the globe to avoid scare mongering in some cases and to bring up the accepted standards in other cases.
