Irish cosmetic brand, Pestle & Mortar Cosmetic has its sights set firmly on expansion in the USA. The company, which was established in December 2014 by husband and wife team Sonia and Padraic Deasy has experienced rapid growth and has developed and launched six skincare products in just over two years.
Pestle & Mortar’s turnover reached over €2 million in 2016 with products sold through key retailers and specialist skin care providers in Ireland, the UK and America. Retailers at home include Arnott’s and Avoca while Liberty in London and ABC Home in New York are stockists abroad. The company also sells direct to the consumer through its online platform and to high end day spas. Such has been the success of the business that QVC in America has asked to stock and sell all of the products starting with the Pestle & Mortar Superstar Retinol Night Oil. QVC is the largest home shopping television station in the world, established in 1986 the station has a reach of over 200 million households worldwide. All told, some 106 million American viewers tune in to QVC and the platform’s vast reach as a retail channel is strengthened by its unique ability to weave fascinating backstories.
QVC is an acronym for ‘quality, value and convenience’ and the station is widely known as the ultimate shop window for those people wishing to sell to a captive audience. To get a slot on this coveted sales platform is a highly competitive and difficult process but hugely rewarding as it opens up a massive potential new audience and sales pipeline. The Pestle & Mortar Superstar Retinol Night Oil will feature on the station in early March when Sonia Deasy will travel to QVC’s Pennsylvania studio to go on air to talk about and sell the product. Sonia will appear on air with a QVC anchor and the seven-minute slot could prove to be a major turning point for the brand in the USA.
Sonia said, “We have had a lot of interest in our products in the states and knew through our US stockist and through the figures reflected in our online sales that there is a substantial appetite across the pond for the range. Our online sales in America have also been growing at a steady pace with customers buying one product and then returning to purchase the full skincare suite. The American consumer is highly educated when it comes to cosmetics and skincare, they are discerning and want products that are active and results driven. Although our range is high end, all the products are affordable and it is each of these elements that make us attractive to QVC, they know Superstar will be a big seller”.
Superstar is a non-irritating, anti-ageing retinol night oil that repairs and revitalises the skin. This anti-ageing powerhouse helps increase the production of skin-plumping collagen, increases the firmness and elasticity of skin and softens the depth and overall appearance of wrinkles over time.
“The star ingredient in this lightweight, fast-absorbing night oil is Hydroxypinacolone Retinoate (HPR). HPR is the next generation of retinoid; a potent ester of retinoic acid that works similarly to prescriptive Tretinoin (Retin-A) but without the irritation,” said Sonia. “We formulated the product with a superior blend of cold-pressed oils, which are extracted by pressing seeds to make sure you are left with a clean, pure facial oil full of essential nutrients. It is also packed with vitamins E, C and B, along with Omegas 3 and 6, that work together to provide skin with maximum beauty benefits. Pestle & Mortar is an Irish brand and Superstar is made in Ireland. All of our products are free from parabens, mineral oil, silicones, sulphates, propylene and animal derived raw materials.”
Pestle & Mortar’s first product to the market was a Pure Hyaluronic Serum, the lightweight, clear serum quickly made waves in London and New York with beauty editors dubbing it as ‘botox in a bottle’. The serum garnered a cult beauty following and although it was a small, niche brand in a world of cosmetic giants it grew a loyal fan base who were ready to purchase when the next product, the Hydrate Moisturiser hit the market some six months later. More products where launched in quick succession including the aforementioned, Superstar Retinol Night Oil and the newest release, the Erase and Renew Double Cleansing System which features a makeup removing balm and an illuminating lightweight gel cleanser.
Sonia and Padraic Deasy also own and run a successful photography studio in Newbridge Co. Kildare. Padraic is regarded as one of the leading portrait photographers in the country and was named as the European Photographer of the Year in 2011. The couple are no strangers to e-commerce and also own an online business called Seamless which sells photography products and consumables mainly aimed at professional photographers. Pestle & Mortar Cosmetics will continue to grow and the duo plan to release three more products in 2017 and hope to break into new markets across continental Europe. “We are thrilled with progress,” said Sonia who is also a busy Mum of five children, “we will continue to build the brand and have our sights firmly set on the USA for the first part of the year, after that we plan to focus on Germany and France. Cosmetics is a competitive place, you have to continually innovate and break new ground and that’s what we intend to do.” Superstar retails for €76.00. For more information see www.pestleandmortar.com
For further press information, photography, samples or to interview Sonia Deasy please contact Aileen O’Brien, O’Brien PR (045) 407017 mobile (086) 8403624 email firstname.lastname@example.org
NOTES TO EDITORS
Padraic And Sonia Deasy. Padraic and Sonia Deasy are a husband and wife team. Motivated and inspired by their ﬁve young children, aged from 10 down to 4, Padraic and Sonia have managed to create a loving home while not compromising on running their businesses or pursuing their passions. Together they have reinvented the portrait studio, launched the international e-commerce store Seamlessphoto.com and are taking beauty world by storm with their new range of beauty and skincare products, Pestle & Mortar Cosmetics.
Deasy Photographic: A Family Business. To understand Padraic and Sonia Deasy, you have to know their roots. Padraic and Sonia run Ireland’s premier family portrait studio, Deasy Photographic. Padraic is a second generation photographer and it is hard to imagine the modern photographic industry in Ireland without him. Constantly pushing to deﬁne and improve his style of photography, his talent was recognised by the highest level in 2011 when he won European Portrait Photographer of the Year. When Sonia joined the company back in 2006 she took her background in the fashion industry and guided Deasy Photographic into the 21st century with streamlined products, contemporary branding and introduced a whole new way of selling photography. This business partnership led to the creation of Padraic and Sonia as a stand-alone brand that would take them to every corner of the globe.
All The World’s A Stage: Inspiring Photographers. Education has always been a passion of Padraic and Sonia and when they speak, people listen. Due in part to the success of Deasy Photographic, Padraic and Sonia have been invited to speak at the top photographic conferences and exhibitions all over the world including speaking engagements in Brazil, Germany, France, Switzerland, Austria and Canada with major tours all across Australia and America. Constantly speaking to packed houses, Padraic and Sonia Deasy have inspired legions of photographers to take their art to the next level while also offering priceless business advice.
A World-wide Operation: Seamless Photo Online Store. It was while Padraic and Sonia were on tour that the idea of Seamless Photo came to be. Through their conversations, Padraic and Sonia became aware of an opening in the market for a single brand providing photography accessories, consumables and complete photographic solutions at competitive prices. 4 years later, Seamless is a thriving e-commerce website that sells into more than 20 countries with dedicated US, Canadian, UK and Australian stores. At the heart of Seamless is the concept of being for photographers by photographers. As a result of Padraic and Sonia’s standing in the photographic industry, they were able to attract some of the biggest names working in photography today to design products and help spread the Seamless message. With a growing community of thousands, Seamless has only begun to reach its full potential.
Skincare That Delivers Results: The Launch Of Pestle & Mortar Cosmetics. Travelling the world and running several businesses is not an easy thing to do, especially for a mother of ﬁve! From dry air on airplanes to air-conditioned conference halls and from board meetings to reading bed-time stories, it can wreak havoc with your skin. This desire for a hassle free skincare solution, with immediate and sustainable results, was what brought Sonia Deasy to start researching different hydrating formulas. Launched in early 2014, Pestle and Mortar Cosmetics is already making waves in the beauty industry.
It’s All About Family. The world is a big place and if you don’t take the time to remember where you are coming from, it’s very easy to get lost. That is what makes the team of Padraic and Sonia Deasy so special; they know exactly what’s really important. Despite running one of Ireland’s most successful portrait studios, guiding Seamless Photo and launching a skincare revolution, on most days they can still be found at 6.00pm at their kitchen table having a family dinner with their children.