Poco Beauty launches in UK via Selfridges
Irish brand Poco Beauty has entered the UK market through an exclusive retail partnership with Selfridges, both online and in all four of the department
Irish skincare and makeup brand Poco Beauty has launched in the United Kingdom through an exclusive partnership with department store chain Selfridges. The brand is now available on the Selfridges website and across its four stores in London, Manchester, and Birmingham, following the launch of Poco Beauty's own UK direct-to-consumer site in June.
Founder Pippa O'Connor Ormond expressed her enthusiasm for the move. "I'm thrilled for Poco Beauty to be making its first step into the UK market and to be debuting at Selfridges nationwide," she said. She described Selfridges as an iconic destination known for supporting innovative beauty brands, calling it an ideal partner for this phase of growth.
Brand background and growth
Pippa O'Connor Ormond founded Poco Beauty in November 2023. The entrepreneur and CEO has overseen triple-digit year-on-year growth for the brand. According to the source, Poco Beauty is now reportedly the top-selling skincare brand across the Brown Thomas Group in Ireland. The brand's product range spans skincare, colour cosmetics, self-tanning, and accessories.
The Selfridges product assortment
The initial assortment at Selfridges features 29 products from Poco Beauty. The launch is led by the Universal Glow Original, a multi-purpose product described as a hybrid primer, SPF, colour corrector, and skin booster. Poco Beauty claims this product has sold more than one million units.
A selection of key launch products and their prices are listed below.
| Product | Price |
|---|---|
| Universal Glow Original | £32 |
| Skintuition Foundation | £32 |
| Skintuition Concealer | £23 |
The rollout also includes the Korean-formulated Dreamglow skincare line. This range features items like hydrogel eye patches, toning pads, and transforming hydrogel masks.
Formulation and ethics
O'Connor Ormond develops products with cosmetic chemists and formulators based in South Korea, Italy, the UK, and Germany. The brand's everyday makeup is formulated in Italy, while the Dreamglow skincare line is formulated and manufactured in Korea. All Poco Beauty products are vegan and cruelty-free.
Irish brands expanding in Britain
Poco Beauty is part of a broader trend of Irish-founded beauty brands building physical retail distribution in Britain. For example, makeup brand Sculpted by Aimee launched at Selfridges in 2024 after opening a flagship on Carnaby Street and securing distribution through Boots. Fragrance label Stories Parfums entered Boots' Broadgate Central concept store in 2025. Skincare brand Ella & Jo has used Boots distribution and an Oxford Street pop-up to reach UK consumers. Another brand, Pestle & Mortar, has combined international distribution with owned retail stores. This collective movement signals Irish beauty businesses actively expanding beyond their domestic market.
