Poco Beauty has crossed the Irish Sea. The three-year-old skincare and make-up label has struck an exclusive UK partnership with Selfridges, going live online and across the store’s four sites in London, Manchester and Birmingham. It’s the brand’s biggest retail move to date, following a UK direct-to-consumer launch back in June.

What is Poco Beauty?

Poco Beauty was founded in November 2023 by O’Connor Ormond, a model and influencer known to her 440,000-plus followers as @Pipsy_Pie, who spent close to two decades working towards launching her own label.

Since launch, it’s posted triple-digit year-on-year growth and become the number-one skincare brand across the Brown Thomas Group in Ireland – no small feat in a market that already has plenty of homegrown competition.

The brand’s first product, Universal Glow Treatment, became an instant hit on release and set the tone for what followed: hybrid skincare and make-up formulas that give the skin the love it so deserves.

The formulas are developed with chemists across South Korea, Italy, the UK and Germany: everyday make-up comes out of Italian labs, while the brand’s Dreamglow skincare edit is formulated and made in Korea. Everything is vegan and cruelty-free. The Selfridges edit spans 28 pieces across make-up, skincare, and tan.

“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.”

We tried the collection – here are the Poco Beauty products you should really buy

Firstly, and as per the title of this piece, it’s worth saying that both the skincare and make-up products are incredibly high-quality. But there were definitely a few that stood out to us upon testing and trying, namely:

Skintuition Complex Protect Foundation SPF50 PA+++, £32 – packed with hyaluronic acid and niacinamide, this foundation feels more like a CC cream but offers fantastic, buildable coverage that looks natural. It also has SPF50+, which, for a make-up product, is quite impressive.

Universal Glow Original, £32 — the product that started it all, and it’s a best-seller for a reason. Part primer, part SPF, part colour corrector, it’s the brand’s do-everything hero and has reportedly sold more than a million units since launch. It gives you a healthy glowy, dewy finish – like a skin-enhancer.

Essential Beauty Water, £22 – this micellar-style cleanser is brilliant. It dissolves makeup like a dream: sweep it over your face and watch it lift everything away. Absolutely the surprise of the edit – a powerhouse, but still feels nourishing and gentle.