Suzie O'Neill

Suzie O’Neill is the founder and CEO of AYU Cosmetics, an Irish vegan and cruelty-free beauty brand. She trained at the Fernanda Scappaticci College of Beauty in Dundalk and began her career as a makeup artist and educator before launching AYU in 2014.

Suzie O’Neill founded the company after seeing how difficult it was for students to find affordable makeup without losing its high quality. Her first product line focused on professional brushes and later expanded to cosmetics and self-tanning products such as AyuGlo, featured in Think Business Ireland .

AYU now employs more than 10 people, and the brand’s sustainability ethos includes vegan formulations, synthetic brush hairs, and eco-conscious packaging made from regenerated forests, which she described in the Irish Examiner as “creating products that enhance, not mask, natural beauty.”

Education

• ITEC / CIBTAC Diploma in Beauty Therapy – Fernanda Scappaticci College of Beauty, Dundalk
• CIDESCO International Certificate in Beauty Therapy
• ITEC / VTCT Internal & External Assessor Certification

Training & Experience

• National Trainer, Decléor & Carita (2005–2007)
• Head of Education, Casey Beauty (2007–2011)
• Beauty Therapy & Makeup Educator, IBHT (2011–2013)
• Founder, AYU Cosmetics (2014–present)

Certifications & Memberships

• AYU Cosmetics operates as a certified vegan and cruelty-free brand, using synthetic materials and sustainable packaging verified by independent suppliers.
• Active participant in Irish beauty-industry events and small-business networks.

Contributions & Media Features

• As seen in the Irish Examiner : “Saturday with Suzie O’Neill, Founder of AYU Cosmetics” (2023)
• Featured in Think Business Ireland : “How Suzie O’Neill Grew AYU into an Award-Winning Irish Beauty Brand”
• Interviewed in Hi Style : “The Journey of Suzie O’Neill – From Beauty Therapist to Entrepreneur”
• Guest on the Fabuwellness Podcast : “The AYU Story with Suzie O’Neill”
• Appearance on YouTube – Ask the Expert with Suzie O’Neill