Poco Beauty enters UK through exclusive Selfridges partnership

Irish skincare and make-up brand Poco Beauty has bolstered its UK presence through an exclusive partnership with Selfridges as it expands its international retail footprint.

The brand is now available on the Selfridges website and across all four of the retailer’s stores in London, Manchester and Birmingham. The rollout follows the launch of Poco Beauty’s UK direct-to-consumer website in June.

“I’m thrilled for Poco Beauty to be making its first step into the UK market and to be debuting at Selfridges nationwide,” said founder Pippa O’Connor Ormond. “Selfridges is an iconic retail destination known for championing innovative beauty brands, making it the ideal partner for our next phase of growth.”

Founded in November 2023 by entrepreneur and CEO Pippa O’Connor Ormond, Poco Beauty has achieved triple-digit year-on-year growth and is reportedly now the number-one skincare brand across the Brown Thomas Group in Ireland.

Poco Beauty operates across skincare, colour cosmetics, self-tanning and accessories. Its Selfridges assortment includes 29 products, led by the £32 Universal Glow Original, a hybrid primer, SPF, colour corrector and skin booster that the brand says has sold more than one million units.

Other launches include the £32 Skintuition Foundation, £23 Skintuition Concealer and Korean-formulated Dreamglow skincare. The latter range includes hydrogel eye patches, toning pads and transforming hydrogel masks.

O’Connor Ormond researches and develops the products with cosmetic chemists and formulators based in South Korea, Italy, the UK and Germany. The brand’s everyday make-up is formulated in Italy, while Dreamglow is formulated and manufactured in Korea. All products are vegan and cruelty-free.

Poco Beauty joins a wider group of Irish-founded brands building physical retail distribution in Britain. Sculpted by Aimee launched at Selfridges in 2024 after opening a Carnaby Street flagship and building distribution through Boots.

Fragrance label Stories Parfums entered Boots’ Broadgate Central concept store in 2025, while skincare brand Ella & Jo has used Boots distribution and an Oxford Street pop-up to reach UK consumers. Pestle & Mortar has also combined international distribution with owned retail as Irish beauty businesses expand beyond their domestic market.