beauty · inter vie w
What's the one quality you'd most like Pestle & Mortar to be known for? Simplicity. You described naming Pestle & Mortar as important as naming one of your children... how much does a brand name contribute to business success? The name of the brand is paramount to success. It’s not just a name – it’s a story. People identify with the story behind the brand. Emotional appeal cannot be ignored in business – customers are real people and everyone loves a story. What was the biggest challenge in building your brand? It was a process and so the challenges were small and frequent rather than large and sudden. I had a clear vision for the brand and a defined path. I ran into challenges along the way of course, but I enjoy challenges! What has been the biggest business highlight since launch day? Appearing on QVC USA for the first time. It’s not easy to get a slot first of all, and then the process is quite gruelling. The USA is a huge market and for an Irish beauty brand to be featured on the largest shopping channel in such a vast marketplace was definitely a highlight. Which of your products would you recommend to everyone? Pure Hyaluronic Serum and the Double Cleansing System and…..all of them really but these two are a must if you have to choose! What advice would you give to someone completely new to skincare? Double cleanse. It is a ritual that will transform your routine and it is the first step in the right direction. At what age should women start using Retinol Superstar? The skin starts to actively lose elasticity and show signs of ageing when you hit the late 20s. This is the time when most dermatologists recommend starting to use a retinol based product.