Retail Times’ Q&A with beauty and skincare brand Ella & Jo

Created by makeup artist, Charlene Flanagan, and skin therapist, Niamh Ryan, the skincare brand Ella & Jo came to life in Ireland 2017 with the co-founders noticing a gap in the market for functional and fun products that made the everyday lives of women easier, whilst delivering amazing results. Ella & Jo promote self-care and empowerment to women by creating impactful and innovative products that save time and effort and help women to feel better about themselves. Retail Times asks the duo about their brand, women empowerment and beauty trends

Q: What was the genesis for the brand and what are your respective backgrounds/areas of expertise?

We both have extensive experience in the beauty and skincare spaces. Niamh has owned a skin clinic for over 13 years and trained with the biggest skincare brands in the world. Using this knowledge and training, she’s educated clients on skincare and helped them find the right fit for their skin goals.

Charlene has a wealth of knowledge and extensive experience working on people’s skin as a renowned bridal makeup artist and beauty media contributor.

Ella & Jo came from a real consumer need and it started with one product; a makeup brush cleaner which cleaned brushes in minutes without water. It has since grown from there and the range includes everything from the first brush cleaner product right through to the Ella & Jo Nourish & Glow Superfood Face Oil.

Q: How important is self-care and women empowerment and what role does beauty play here?

Self-care and women empowerment are so important to us at Ella & Jo. Self-care is essential – you can’t pour from an empty cup. With this in mind, we’ve created a range that not only delivers results but also gives you moments of joy and self-care in your everyday life.

We have created rituals that take back moments of the day for you to breathe, reset, and relax. By creating gorgeous, spa-like experiences at home with every ritual, we are empowering women to own their skin ritual time as moments for themselves and not apologise for taking this time for themselves.

Empowerment comes from self-confidence which comes from valuing yourself – including your time and your needs – and our rituals recognise the need for self-care within women’s everyday lives.

Q: What are the top beauty trends for 2025 and what NPD does the brand have to meet these new product themes and ideas?

1. Undetectable Beauty

Building on the popularity of the ‘clean girl’ aesthetic, this trend highlights skincare products that enhance your natural complexion with subtle improvements. Think smoother pores, more even skin tones, and a radiant, all-day glow. A must-have for this look is Ella & Jo’s 3-in-1 Hyaluronic Skin Mist. Portable and convenient, it keeps your skin’s natural glow intact wherever you go.

2. Flawless Face Base

Over the last few years, we’ve seen how primer has dominated the makeup industry, however, now people are turning towards more innovative skincare products that can easily offer beauty enthusiasts this 2-in-1 solution. Our go to product for this is Ella & Jo’s Hydrating Hyaluronic Serumas it works to shrink pores, smooth skin texture, and repair dryness and flakiness, creating a flawless base for makeup to cling to.

3. Preventative Solutions

Instead of focusing on skincare treatments to tackle current skin concerns such as acne, wrinkles, and hyperpigmentation, skincare enthusiasts are searching for innovative products that work to maintain and enhance the skin ahead of such problems arising. Innovative moisturisers like Ella & Jo’s Hydrating SPF Day Cream not only provide hydration for the skin, but also provides protection from UVA, UVB, blue light, and pollution.

Q: To what extent are skincare beauty standards important? What impact does social media have on the beauty market?

Skincare beauty standards and authenticity in the market are so important – not only for regulatory standards but personal standards and the values that brands hold themselves to, too.

The beauty industry has such a valuable place in society in terms of working to build people up, showing them how to showcase themselves and find time for their own joy in a busy world.

The impact that social media has had on the beauty market is a somewhat catch-22 situation. It’s both positive and negative. The rise of TikTok has definitely influenced the skin-savviness of the younger generation which is beneficial, but it can have the opposite effect if ingredients that are too strong for younger skin are used.

Q: What are your future brand plans?

Since winning Best New Prestige Brand in the UK 2024 with the CEW, we are in discussion with some super retail partners. The right fit is so important for us, we are such an experiential brand – we want customers to be able to touch, feel and experience the brand so that is really important to us when deciding who to work with in a new market.

We are also looking at global growth. We have our eyes firmly on creating long-lasting engaging customer experiences by working with the right retail partners in each key market for the next 3-5 years. We love what we do, we love our products and the experiences they create, and we want to share that with the world!