Orla Hennelly

Studying Fashion Buying and Management at TU Dublin gave me a strong foundation that I continue to use in my business every day. The course was led by an industry-experienced academic team, which meant the learning was grounded in real-world insights rather than just theory. I developed practical skills such as using Excel for planning and analysis, as well as writing press releases and understanding how to position a brand effectively.

A key part of the course was the internship opportunity, which led directly to a buying role that I remained in for seven years. That experience gave me invaluable commercial awareness, from product selection to understanding customer behaviour, all of which now directly inform how I develop and grow my own brand.

Yes, that mindset really developed during my internship and early stages of my buying role. Being so closely involved in product selection, analysing trends, and understanding what customers were actually buying gave me a clear insight into what makes a product successful. I started to realise that I not only understood the process, but that I had my own ideas for products that I believed would be successful.

ItsBeautyCheats was born in November 2023 with just one product, LobeLifts. The idea came from a real personal need. After choosing large, statement earrings for my wedding in December 2022, I became concerned about both the discomfort and the appearance of stretched earlobes. When I couldn’t find a product on the market that properly solved this problem, I saw a clear gap and decided to create my own solution.

I was excited by the potential of turning a simple problem into a product and seeing how far I could take it. That combination of personal experience, market gap, and curiosity ultimately pushed me to take the leap and build something of my own.

The early days were intense and very hands-on. At the time, I was balancing two other roles, lecturing and working as a Marketing and Ecommerce Manager for a jewellery brand, while building the business in every spare moment I had. Evenings, weekends, and any gaps in my day were dedicated to getting It’s Beauty Cheats off the ground.

I was doing everything myself, from building the first website to creating content, managing social media, and packing and posting every order. It was a constant juggle, but it also gave me a deep understanding of every part of the business from day one.

Those early stages were demanding, but they built the foundation of the brand and proved to me that I could take an idea and turn it into something real.

I genuinely believe the biggest driver of our growth has been the support of Irish women at every level. From loyal customers who purchase, leave reviews, and share their experiences, to influencers who have organically given the brand a shoutout, that community support has been invaluable.

We’ve also seen strong interest from other business owners who are keen to stock our products, which has helped expand our reach even further. That combination of word-of-mouth, social sharing, and retail support has created a powerful ripple effect.

It’s been incredibly organic growth, built on trust and real customer advocacy, which has made a significant difference in how quickly and sustainably the business has grown.

One of the toughest lessons has been realising that, as a business owner, there’s no one to fall back on when things get difficult. You’re ultimately responsible for every decision, which can be challenging, especially in the early stages when you’re still learning.

There’s also a lot of independent decision-making involved. You have to trust your instincts, move quickly, and take ownership of the outcomes. When things go wrong, there’s no one else to blame which can be tough, but it’s also where the biggest growth happens.

On a tough day, the hardest part is finding the time to do everything. Running your own business means you’re responsible for every aspect, from product development and marketing to customer service and operations, and it can feel like there’s never enough hours in the day.

At the same time, you’re trying to maintain some sort of balance and have a life outside of the business, which isn’t always easy. It’s a constant juggle, and switching off can be difficult. That said, even on the hardest days, you know it’s all building something that’s yours, which makes it worth it.

The beauty space is incredibly competitive, but I’ve carved out my own space by focusing on solving real-life problems rather than simply selling beauty products. Every product I create is designed as a practical “beauty hack”, something that genuinely makes everyday routines easier for the customer.

That approach naturally sets the brand apart, as we’re not competing directly with traditional beauty products. Instead, we’re offering solutions that people didn’t even realise existed but immediately see the value in once they discover them.

Because of this, there’s very little direct competition in the space we operate in. By staying focused on innovation and problem-solving, I’ve been able to build a distinct identity that resonates strongly with our audience and keeps them coming back.

I would say just start. Focus on having a strong product or service that you genuinely believe in, because that’s what will carry you through. Your website, branding, and processes can all evolve over time. What matters most is taking that first step. If your core idea is right, then you can figure everything else out along the way!

All the time! Especially when things go wrong or feel overwhelming. Running your own business comes with constant challenges, and there are definitely moments where you question it. But for me, the good always outweighs the bad. The wins, the customer feedback, and seeing something I built continue to grow make it all worth it.

People are often surprised by how much of the business I still do myself, even as it continues to grow. From product development to marketing, customer experience, and day-to-day operations, I’ve been involved in every aspect.

That hands-on approach has given me a deep understanding of the business and allows me to stay very close to both the product and the customer. While I plan to scale and build a team over time, having that foundation has been incredibly valuable in shaping how the brand has grown.