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Poco Beauty lands at Selfridges: The Irish brand redefining elevated, effortless beauty arrives in the UK
Founded in 2023 by entrepreneur and CEO Pippa O’Connor Ormond, Poco Beauty has rapidly established itself as one of Ireland’s most talked-about beauty brands. Known for its consistently sold-out products, the brand now launches in the UK exclusively at Selfridges, bringing its signature edit of effortless, everyday beauty products to one of the world’s most influential retail destinations.
As a brand founder, mother and creative director, Pippa understands the power of feeling confident in your own skin. When she launched Poco Beauty, it was with a clear vision: to offer a tightly edited collection of elevated, multi-use make-up and skincare essentials that work for real life - effective, elegant and effortless. Since launch, the brand has become known for its skin-loving formulas.
Rooted in simplicity, Poco Beauty creates products designed to enhance natural features with a clean, fresh finish.
Working with leading experts in dermatology and cosmetic product development, Pippa has carefully created a range of high-performance, skin-loving formulas designed to become everyday essentials.
“I wanted to create a beauty brand that fits effortlessly into real life – for busy women who want to look fresh and feel pulled together without overthinking it,” says Pippa O’Connor Ormond. “It had to be simple, effective and beautiful.”
Originally launching in 2023 with the Universal Glow Treatment SPF 30 (£32) - an all-in-one primer, SPF, colour corrector and skin booster - Poco Beauty quickly became a beauty phenomenon in Ireland.
Impressively, the cult-favourite product is now the no. 1 skincare product across the Brown Thomas Group. Loved for its ability to simplify beauty routines while delivering radiant, healthy-looking skin, Universal Glow has built a loyal community, with four in five online customers returning to repurchase within 120 days. Backed by independent clinical testing, the formula has been proven to increase skin hydration by 60% in just 30 minutes following a single application.
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Following the success of its hero product, Poco Beauty expanded its range to include the Skintuition Foundation and Concealer, alongside the recently launched Dreamglow collection. Each product is designed with a versatile, time-efficient approach in mind, catering to consumers seeking high-performance results with minimal effort.
Hero products from Poco Beauty, launching at Selfridges include:
The Universal Glow Collection which includes:
The iconic Universal Glow Original (£32) - an all-in-one make-up primer, SPF, colour corrector and skin booster that has sold over one million units since launch.
Universal Glow Vitamin C & Hyaluronic Acid Serum (£39) - a lightweight, radiance-enhancing formula that nourishes the skin.
The Universal Glow Illuminating Eye Cream (£32) - enriched with Niacinamide and Vitamin E, it evens skin tone, intensely hydrates and leaves a plump and revitalised appearance.
Skintuition Foundation (£32) and Skintuition Concealer (£23) - breathable and weightless complexion products infused with multiple skin-beneficial ingredients
Dreamglow Collection - Korean-formulated skincare that nourishes, illuminates and enhances overall skin health.
The range includes the Dreamglow Hydrogel Eye Patches (£36), Toning Pads (£38) and Transforming Hydrogel Masks (£29/£12).
The brand launched its UK website in June: www.pocobeauty.com, and has now launched exclusively at Selfridges, marking a major milestone for Poco Beauty in the UK.
Launching in-store nationwide across London, Manchester and Birmingham and online, the brand’s in-store presence in Selfridges’ iconic Beauty Hall allows customers to immerse themselves in the Poco Beauty universe and experiment with the products in person.
All Poco Beauty products and tools are vegan and cruelty-free.
