Suzy Griffin caught up with Aimee Connolly, the owner of Sculpted by Aimee and founder of the Sculpted MakeUp Academy, to discuss 2020, the power of Instagram, and her future plans.
You had a very busy 2020. Can you tell us what your highest and lowest moments were?
All things considered last year was a really interesting one and, dare I say, a positive one in business despite the challenges the pandemic brought.
My biggest high would probably be the amazing coverage we have had in the UK, our products have been fabulously modelled by girl crushes such as Holly Willoughby and Tess Daly. Seeing them in Sculpted was such a cool moment! We've also explored online and virtual elements of the business lots this year, it’s definitely brought a huge new avenue to light for us that we’ll keep regardless!
Lowest would have to be the issues we have had with freight delays and limitations. It’s difficult when you work as hard as you can to get shipments here but sometimes, with Covid, it was just impossible to get stock here on time. It’s definitely a small issue in the grand scheme of this year’s challenges but it’s one that affected us the most.
Your rise as a self made beauty entrepreneur has been so impressive, what do you think you need to succeed as a young entrepreneur in the world these days?
Firstly, thank you very much, it’s really nice to hear that!
I think in any type of entrepreneurial role you need to be really passionate and dedicated to the business/project/brand. It’s relentless in terms of hours, challenges, always being 'on’ but when you love what you do it makes it slightly easier.
In terms of being a ‘young’ entrepreneur I know sometimes age can be a point of concern for some. I definitely would have been paranoid for people to know my age when I was starting out for fear they would think less of me or my experience but now a few years later I don’t even think about it (nor am I that young anymore)!
Age shouldn’t matter provided you’re knowledgable in your area and confident in your journey.
You studied business in college, was beauty always what you wanted to focus on or did you have other business ideas too?
Yes, I studied Commerce & French in UCD but prior to that I had been working part time as a makeup artist for four years since transition year in school. I kept working part time in the beauty industry until I graduated from college and then knew that I wanted to stay in the world of makeup but create a business around it which is what lead me to developing my own brand.
Beauty brands from Instagram stars continue to shake up the beauty industry, do you find the beauty market is getting tougher to compete in with all the emerging brands?
I think, ultimately, quality is what will keep your brand in the forefront of consumer’s mind and we are very lucky to have such a loyal customer base in Sculpted wearing our base products daily. It’s just amazing. The beauty industry is a very competitive market for sure, but I also believe when you look at the volume available that there is room for everyone.
I think Instagram influencers have definitely accelerated that growth and it’s great to see people having the confidence in their own ventures. I feel my journey is different where I had started the brand as a makeup artist not due being on Instagram but built my presence online - whatever that size presence may be, haha - in line with the brand’s growth. I knew starting out that I couldn’t rely on ‘followers’ or Instagram but I was really excited for the hard work behind the scenes and the business element involved.
Your lovely mum often features on your Instagram, as she's also her own boss was she a big inspiration to you growing up?
Yes, mum has been a hard worker for as long as I can remember. She also started her own business after a career break in an entirely different industry in her 40s which I think is so admirable. It really shows how you can do anything you want, at any age. She works unbelievably hard and is such a supporter of my business and my work too.
We can't wait to see what you do next! Any goals or plans for 2021 that you can reveal to us?
Thank you! We have so many plans for 2021, both in terms of product launches, events and new markets. Let’s just say we don’t move slowly, there is always a big goal in my mind.
