Latest news with #SculptedbyAimee
Irish Examiner
3 days ago
- Entertainment
- Irish Examiner
Sally Foran: Here's why you should make the switch to brown mascara
Brown mascara may be trending in 2025, but for me, it's been a staple for years. With my fair colouring, I've always found that brown offers a softer, more natural-looking definition compared to black, which can feel harsh, especially during the day. Also, I've noticed that black mascara can accentuate lines and look overly stark, while brown creates a more flattering, youthful effect. Beyond personal preference, brown mascara aligns perfectly with the shift toward minimalist and 'clean girl' beauty, a trend embraced by makeup artists (who recommend true brown shades without red or orange undertones for brunettes, and warmer browns for blondes and redheads). With top brands expanding their brown mascara offerings, it's clear that this warm, wearable shade is having a well-deserved moment, thanks to its ability to enhance natural features without overwhelming them. These are some of our favourites. Pillow Talk Push Up Lashes 1. Pillow Talk Push Up Lashes in Dream Pop A flattering berry brown hue designed to make blue and green eyes pop. Delivering the same instant length, weightless volume, and 24-hour vertical lift as the original, this bold yet wearable shade adds a soft warmth and richness that enhances natural eye colour without overpowering. The precision paddle brush lifts from root to tip, gripping every lash for a fanned out, false lash effect, with no clumps or flaking. In consumer trials, 96% said lashes looked magnified and lengthened, while 93% reported volumised definition. €29, Brown Thomas POCO Beauty Empower Mascara 2. Poco Beauty Empower Mascara A rich chocolate brown mascara in a high-performance, water-resistant formula that delivers instant volume, dramatic length, and smudge-free definition that lasts. It features a precision-engineered wand that lifts, curls, and separates for a false lash effect with no clumps. Infused with nourishing jojoba oil, it conditions and strengthens lashes with every wear, while the vegan-friendly formula offers buildable coverage that stays put all day, but melts away effortlessly upon cleansing. €24, Arnotts Rimmel London Thrill Seeker Extreme Volume Mascara 3. Rimmel London Thrill Seeker Extreme Volume Mascara in Cappuccino Inspired by the brand's cult favourite lip liner and the rising 2025 Pantone Mocha trend, this is a rich, warm shade. The formula combines a trio of conditioning waxes with a tower fiber brush to deliver volume, 24-hour wear, and bold colour payoff, minus the smudging or clumping. Cruelty-free and buildable, it enhances all eye colours with a softer, more natural lift than classic black. €15.99, Boots MyMascara by Sculpted by Aimee 4. MyMascara by Sculpted by Aimee A volumising, high-pigment mascara that delivers fuller, lifted lashes with a false lash effect in just one coat. It features a curved wand for easy definition and all-day wear without smudging or flaking. Enriched with Pro Vitamin B5, the formula nourishes and conditions lashes, making it ideal for sensitive eyes. It's vegan and cruelty-free too. Enhances all eye colours, but especially blue and green. €19, Meaghers pharmacy Bellamianta Lash Illusion Mascara 5. Bellamianta Lash Illusion Mascara Harnessing innovative tubing technology, Lash Illusion wraps each lash in flexible, smudge-proof tubes for a lash extension effect that lasts up to 24 hours. Its ultra-precise silicone wand fans out every lash for clean, clump-free definition and is buildable too. Perfect for those who struggle with panda eyes. €23.99, Benefit's Bad Gal Bang Volumising Mascara 6. Benefit's Bad Gal Bang Volumising Mascara A cult favourite and for good reason... this claims to deliver an eye-popping 36-hour wear time. Expect massive volume, dramatic lift, and serious length, without clumping, smudging, or flaking. The secret lies in its custom big slimpact brush, which grabs every lash and a lightweight, buildable formula infused with ProVitamin B5 to help strengthen over time. Whether you're heading to the office or dancing 'til dawn, it'll keep your lashes bold and defined from the first swipe to last call. €30, Benefit Boutique AYU Volume Lashes Mascara in Brown 7. Ayu Volume Lashes Mascara Infused with hyaluronic acid to keep lashes hydrated (mascaras can be drying). This Irish brand's formula creates volume and length that won't flake or smudge. It has an hourglass shaped brush to hug lashes creating a natural curl. The highly pigmented liquid has a rich consistency, leaving lashes fanned out and full of volume. It's also vegan, cruelty free, dermatologically tested and paraben-free. €24.00, Kilkenny Design Flormar Hero Volume & Curl Brown Mascara 8. Flormar Hero Volume & Curl Brown Mascara Another hourglass-shaped applicator with a rich, warm brown tone for a softer, more natural everyday look. Infused with moisturising glycols and Vitamin E, it nourishes lashes while delivering smooth, non-clumping definition. It's also the most pocket-friendly mascara on our list. €8.95, Penneys Prices correct at time of print
Fashion Network
30-07-2025
- Business
- Fashion Network
Sculpted by Aimee clinches Cult Beauty as key stockist
Irish skincare and make-up brand Sculpted by Aimee has just launched (30 July) on digital beauty retailer Cult Beauty with the strategic partnership 'marking a significant milestone' in expanding its reach to a wider beauty audience. That means THG-owned Cult Beauty will now offer a permanent selection of Sculpted by Aimee products, including HydraTint, Second Skin, Brighten Up, MyMascara, Lash Lift, Bare Basics, Liquid Lights Blush, Cloud Cream, HydraGlo and Beauty Base Protect. And in an 'exciting first' for the website, Sculpted by Aimee will also launch with an exclusive collaborated edit, featuring some of the brand's most popular products, including: eliminating primer Beauty Base Mini - Rose Gold; hydrating moisturiser Cloud Cream Mini; LashLift Full Size - Black mascara; and Lip Oil (full Size). The edit is priced £45 instead of £77. Aimee Connolly, founder and CEO of Sculpted by Aimee, said. "This collaboration represents a huge step forward for our brand, allowing us to connect with a new generation of beauty lovers and further our mission of creating accessible, high-quality products that empower everyone to feel confident in their own skin.' Another part of its bid to reach to a wider beauty audience Sculpted by Aimee embarked on its first-ever Base Camp pop-up tour in June, taking in Dublin, Birmingham, Manchester, Liverpool culminating in a final stop in London's Covent Garden.
Daily Mirror
25-07-2025
- Lifestyle
- Daily Mirror
'One simple beauty swap has transformed my make-up and it's so affordable'
After discovering brown mascara, Mirror writer Niamh Kirk gave her verdict on the Sculpted by Aimee LashLift brown mascara - and says it's completely changed her daily routine I have probably had the same makeup routine for a decade - so trying new things has always been a scary thought. But as I get older, and my face changes, I have been a little more open to new products and when I find something that earns a permament spot in my makeup bag, I won't stop raving about it. I admit, I do stick to what I know, especially when it comes to mascara. I have always opted for classic black and finding a good one is no mean feat. However since discovering a new brown mascara, it's totally transformed my whole makeup look. I think brown mascara has always been a no-go zone for me, as my lashes are already very dark, so it seemed like the obvious choice to stick to black. But when I came across the Sculpted By Aimee LashLift brown mascara my opinion changed. As soon as I applied it, it completely softened my features, I have very, very dark thick eyebrows, so I noticed how much of a difference the brown made. Don't get me wrong, it toned down my makeup, but I think for a day-to-day look it's better as it's a lot more natural. I used to want really dark, thick lashes, heavy eyeshadow and eyeliner - I admit, looking back it perhaps wasn't my best look, but we all have those eras of makeup we choose to just pretend didn't happen. So as I've got older, I've swayed more for a natural look and I am really enjoying more of a natural look. My eyebrows have even followed suit. As much I loved 2016 eye makeup with heavy eyeshadow, thick eyebrows and false eyelashes. I have really toned down my eyes, including hardly filling in my eyebrows - and I feel like the brown mascara is the newest change I have made in a mission to strip back my daily makeup look. I am also very fussy when it comes to mascara as can be prone to having black undereyes after a few hours, so for me it's important a good mascara won't budge - and I didn't notice this happening with the Sculpted by Aimee LashLift one. It lifted my lashes after a few coats thanks to the wand's multi-level bristle technology, designed to apply the product from the root to the tip of your lashes, with the nourishing, weightless formula to separate and coat each lash. Formulated with lightweight polymers, and minimal waxes, the bristles glide effortlessly through lashes, preventing any clumping, and delivering a lifting effect. And it's not just me that has been raving about it, with shoppers rating it an impressive 4.4 out of 5 as one person said: "Love this product, the colour is amazing, I'm never a brown mascara girl but you have converted me!! It's fab and what it does, is in the name!" While another said: "It's really beautiful one that gives lash lift, deep black eyelashes and holds well for the whole day but it goes flaky on me and that's a big downside." A similar mascara is the Lancôme Lash Idôle Mascara Brown currently on offer for (£22.40) Providing up to 24 hours of visible lift, volume and length, the formula offers one-swipe saturation while fanning out every last lash - while creating a soft look on the eyes. Alternatively, a cheaper option is the Revolution Wrap Lash Tubing Mascara (£10.99) that contains the revolutionary tubing technology. It is made with a nourishing formula of Shea Butter, Carnauba Wax And Castor Oil to care while you wear.
Irish Independent
24-07-2025
- Entertainment
- Irish Independent
Louise McSharry: Many sections of the beauty industry ignore people over 40 – here are three brands that love us
I used to feel like I belonged. That every product was for me and that the world was my cosmetic oyster. These days, it's a little different. While I don't subscribe to hard and fast rules about 'age appropriateness', much of the space feels targeted directly at women in their 20s and 30s, and not really interested in women like me. You may well be rolling your eyes if you're older than me. I'm obviously not the first person to raise this issue, and I know how frustrating it is to hear someone suddenly appreciating a reality you've been shouting about for ages because it's finally impacting them. Still, better late than never. I'm here, I see the problem and I have some suggestions for you. While many sections of the beauty industry would like to ignore people over 40, there are some brands which not only cater to us, but treasure us. Here are three beauty brands that embrace the beauty of women past their 30s. Jones Road ( — Make-up artist Bobbi Brown's second beauty brand was created out of her own need for products that delivered on her mature skin. She wasn't interested in looking younger, she simply wanted her existing face to look a little better. The result is products which focus on hydration, and pretty tones which elevate your natural beauty. I recommend (1) Miracle Balm, a tinted balm which can be tapped on the lips or cheeks to add glow and hydration. Sculpted by Aimee ( — Aimee Connolly may only be in her early 30s, but her brand has been accessible for people of all ages from the outset. This may come down to her close relationship with her mum, who regularly features in social media content, or it may simply be an astute recognition of the broadness of her customer base. One way or the other, she deserves credit for creating products and content which can be appreciated by a wide range of make-up lovers. I recommend (2) Second Skin Dewy Foundation, a beautifully hydrating complexion product which leaves skin looking healthy and gorgeous. Trinny London ( — It probably comes as no surprise that a brand founded by a woman over 50 caters brilliantly to mature skin and style, but it's still worth noting. Not only does the range of beauty and skincare work beautifully on older skin, it's also incredibly easy to use. You can do a full face of make-up with your fingers, and look healthy, fresh and gorgeous throughout. I recommend (3) BFF All Day Foundation, which beautifully evens the skin tone and covers what it needs to, without looking cakey or too much. (Full disclosure: I recently worked with Trinny London, but I simply couldn't write a list like this without including the brand.) (4) Sarah Creal ( — Unfortunately, this brand isn't available in this part of the world yet, but if you find yourself in the US, I highly recommend you check it out. This very cool brand is aimed at 'babes 40+' and I want the entire range. You'll find the products in Sephora. Buying Irish In my opinion, there is a fair amount of unnecessary panic projected on to people during pregnancy. If you listened to everyone about what you should and shouldn't do, you would end up incredibly confused and potentially having an anxiety attack. Having said that, it's understandable that many desire total confidence in the products they use when they're expecting. Skn to Skn (from €37 via is a brand created by Irish woman Sarah Stokes specifically with pregnancy in mind. Developed in consultation with consultant dermatologist Prof Catriona Ryan, the products are not only pregnancy-safe, but formulated especially for hormonal skin. Something old... Mason Pearson is a name which has been synonymous with high-end hair brushes since the early 20th century. Mason Pearson used the knowledge he gained working in the wool processing industry to develop an innovative rubber cushion hairbrush. The product is largely the same as it was in the 1920s, and has inspired many similar brushes to be developed by other brands. Available in a variety of sizes and tufts (types of bristle combinations), there is a Mason Pearson brush to suit every hair type and need. I like the Popular Bristle and Nylon Hairbrush, or BN1 (€197.77 via in blue. The combination of nylon and boar bristles works beautifully on long hair to bring out its gloss via effective oil distribution, and the powder blue colour will give your hair routine a hint of old school chicness. ... Something new I'm a big believer in buying once and buying well. It hasn't always been that way, once upon a time, my purchases were made impulsively and with minimal thought but these days, I think carefully. Researching a product and choosing one which will bring pleasure each time I use it is a better way to live. With that in mind, I'd like to highlight Oribe's beautiful new six-piece collection of hairbrushes. Made from Italian cellulose resin, each brush is handcrafted to deliver perfectly balanced weight, grip and control. The Italian Resin Flat Brush (€112 via is the one I think most of us would get the most use out of. It features a combination of boar bristles and nylon pins to ensure detangling and even distribution of the hair's natural oils, resulting in peak glossiness for your hair. Aside from that, it's absolutely beautiful, and would certainly add glamour to your daily routine.
Cosmopolitan
15-07-2025
- Lifestyle
- Cosmopolitan
Best brown mascaras 2025, tried and tested with pictures
Mascara is a staple in pretty much every makeup routine. But, like many, I've always opted for black mascara and it wasn't until I landed on the right side of TikTok where I discovered the benefits of wearing brown mascara. Brown mascara can be the key to a no-makeup makeup look, adding a soft and natural enhancement to your eyelashes for day-to-day. But also, when paired with the right shades of eyeshadow and eyeliner (there's more on that to come), brown mascara can add a warm and sultry effect to your eyes. Date night glam, locked. Aimee Connolly, makeup artist and founder of Sculpted by Aimee, says that brown mascara is much softer than black so it's always handy to keep in your kit for natural makeup looks. 'Black mascara is your go-to for drama, definition and making a bold statement. Brown, on the other hand, offers a much softer and natural effect. It defines and lengthens, but in a way that looks less stark and more harmonious with your natural features,' Aimee tells Cosmo. 'It gives you that polished, awake appearance without looking like you're wearing a lot of product,' she adds. Scroll further for more insight into why you should go for a brown mascara over black, as well as the best tubes to try, tested by the Cosmo beauty team.
