Kash Beauty: The Irish Makeup Brand Redefining Modern Glamour
Kash Beauty has rapidly become a standout name in the global cosmetics industry, known for its high-quality products, bold creative vision, and strong influencer-driven identity. Founded in 2020 by Ireland’s most followed beauty influencer, Keilidh Cashell, the brand blends artistry, innovation, and authenticity in a way that resonates with makeup enthusiasts worldwide. Based in Mullingar, Co. Westmeath, the company has grown from a passion project into a respected beauty label with a dedicated customer base and a skilled team supporting its mission.
The Vision Behind Kash Beauty
The Influence of Keilidh Cashell
At the heart of Kash Beauty is Keilidh Cashell, a renowned Irish makeup artist and online personality. Widely known as Keilidh MUA, she built her career creating engaging beauty content, experimental looks, and educational tutorials. Her creativity, confidence, and relatable style attracted millions of followers, establishing her as a leading figure in the beauty industry.
Motivated by her audience’s demand for professional-grade products and her personal desire to create a brand that reflected her artistic identity, Keilidh founded Kash Beauty with a simple but powerful mission: to make high-impact, accessible cosmetics that empower wearers to express themselves boldly.
Company Background and Foundations
Founded With Purpose
Kash Beauty was officially founded in 2020, a year that marked a major milestone in Keilidh Cashell’s entrepreneurial journey. Rather than following traditional cosmetic industry models, the brand was built with a community-first approach. It prioritised cruelty-free formulas, strong pigment quality, and modern packaging that appealed to a new generation of beauty lovers.
Headquarters and Industry Presence
The brand operates from its headquarters located at Mullingar Business Park, Mullingar, Co. Westmeath, positioning itself at the centre of Ireland’s growing beauty manufacturing scene. As a company within the Personal Care Product Manufacturing industry, Kash Beauty has expanded its reach while maintaining a small but efficient team, having started with a company size of just 2–10 employees. This compact structure allows the brand to remain agile, creative, and innovative.
Kash Beauty’s Specialties and Product Focus
Specialties That Set Kash Beauty Apart
Kash Beauty specialises in producing high-quality cosmetics, particularly celebrated for their rich pigmentation, durability, and modern colour stories. Their product collections are designed to cater to both everyday wearers and professional artists, reflecting Keilidh Cashell’s makeup artistry background.
Key Product Categories
1. Eye Products
The brand is best known for its exceptional eye products—including eyeshadow palettes, liners, and lashes—each crafted to deliver bold, striking results. Palette launches often feature unique, artistic themes inspired by Keilidh’s personal style.
2. Lip Products
Lipsticks, glosses, and lip kits form another popular category, offering a blend of comfort, long-lasting colour, and trend-forward shades.
3. Complexion Essentials
From blushers to setting powders and sculpting tools, Kash Beauty supports flawless, glowing complexions suitable for all skin types.
4. Tools and Accessories
Brush sets, sponges, and beauty tools round out the brand’s offerings, ensuring users have everything required to complete a full, polished makeup look.
The Brand Philosophy and Customer Appeal
A Brand Built on Confidence and Creativity
Kash Beauty is more than just a cosmetics label; it represents a mindset. Keilidh Cashell built the brand around the belief that makeup is a form of self-expression, not merely a beauty routine. This philosophy has guided the brand’s growth and influenced every collection, visual campaign, and product launch.
Community-Driven Growth
The brand’s popularity is strongly linked to its engaged online community. Fans appreciate Keilidh’s authenticity, experimentation, and willingness to share behind-the-scenes insights into product creation. This transparent relationship has helped build trust and loyalty, allowing Kash Beauty to thrive in a highly competitive market.
Why Kash Beauty Continues to Rise
Commitment to Quality
Each product undergoes rigorous testing to ensure high performance. From smooth formulations to long-lasting wear, the brand consistently meets the expectations of both casual consumers and makeup professionals.
Trend Awareness and Innovation
Because the brand’s founder is deeply embedded in the influencer and fashion space, Kash Beauty stays ahead of emerging trends. Collections often reflect global makeup movements while maintaining a distinctly Irish flair.
Ethical Values
The brand’s commitment to being cruelty-free and vegan-friendly appeals to the modern conscious consumer. This ethical stance aligns with Keilidh’s personal values and strengthens the brand’s identity.
Future Potential of Kash Beauty
With its strong digital presence, influencer-led branding, and expanding product range, Kash Beauty is well-positioned for continued global growth. As beauty consumers increasingly prioritise authenticity and creativity, brands like this—founded by real artists with a genuine passion for makeup—stand out naturally.
Quick Info
| Category | Details |
|---|---|
| Brand Name | Kash Beauty |
| Founder | Keilidh Cashell (Keilidh MUA) |
| Founded | 2020 |
| Industry | Personal Care Product Manufacturing / Cosmetics |
| Specialties | Makeup, Beauty Products, Cosmetics |
| Website | https://kashbeauty.com |
| Headquarters | Mullingar Business Park, Mullingar, Co. Westmeath, Ireland |
| Product Focus | Eyeshadow palettes, lip products, complexion products, beauty tools |
| Brand Values | Cruelty-free, vegan-friendly, trend-focused |
| Target Audience | Makeup enthusiasts, artists, beauty consumers |
| Founder’s Background | Irish makeup artist and influencer with a global following |
Conclusion
Kash Beauty has quickly established itself as one of Ireland’s most exciting cosmetic brands. Founded by celebrated influencer and makeup artist Keilidh Cashell, the company blends creativity, expertise, and ethical values to deliver cosmetics that inspire confidence. From its headquarters in Mullingar, Co. Westmeath, the brand continues to lead with innovation and purpose. With specialties rooted in high-quality cosmetics and customer-centred values, Kash Beauty is set to remain a powerful force in the beauty industry for years to come.
