Irish entrepreneur Suzy Griffin Dunne founded cruelty-free colour cosmetics range Hildun Beauty to “bridge high-performance formulas with skin-first integrity.”
The brand’s debut llaunch sold out within 48 hours of hitting the market and the range has already picked up multiple beauty awards and become a favourite among top makeup artists.
We spoke to her about how she built the business.
Cosmetics Design-Europe (CDE): Hi Suzy, why did you decide to create your colour cosmetics brand Hildun Beauty?
Suzy Griffin Dunne (SGD): I’ve always been a beauty obsessive and pursued a path in media, with beauty writing as a passion project on the side. As part of the job, I had access to luxury, top-shelf beauty products – think £60 lipsticks – items I wouldn’t have typically splurged on myself. Then during maternity leave, I had time to reflect and realised I wanted to create my own beauty brand. I wanted to create a range that worked with the world’s leading luxury manufacturers to develop bespoke, high-performance formulas, products that felt luxurious but were priced more fairly. And that’s how Hildun was born.
CDE: What happened next? How did you start up the brand?
SGD: Hildun began as a side hustle, launched with just two products: our Silk to Set Kajal Liners in Noir and Chocolate. I started by reaching out to manufacturers behind some of the biggest global beauty brands, visiting factories and immersing myself in their labs.
Initially, I wanted to launch with lipsticks, but I quickly realised I could create a standout eyeliner formula much faster and more efficiently. That shift in direction became a recurring theme; as a small, nimble brand, we can pivot quickly, something that’s much harder for bigger brands with rigid plans and larger teams.
There have been times I’ve scrapped entire product categories because the final samples didn’t meet my standards, and some manufacturers won’t work with me anymore because of that. But I still stand by this: if what I’m launching isn’t the best-performing product I’ve personally ever used in its category, I won’t release it. I wouldn’t be able to sleep at night.
CDE: Hildun Beauty has quickly gained popularity with both beauty shoppers and professional makeup artists. What sets you apart from other colour brands?
SGD: It’s all about the formulas. Our products deliver high-performance, luxury textures you can feel from the very first swatch. The way they surprise and delight new customers never gets old – that moment of discovery is what drives me.
CDE: Can you share more about your R&D process? How do you decide which products to develop next?
SGD: Everything starts with a clear vision of the product I want to create. From there, I seek out the best-in-class manufacturer for that category, often based on what they’ve already produced.
For example, when I developed the Melting Moisture Glossy Balm, I approached the top glossy balm manufacturer in Korea. I pitched a lipstick/balm hybrid, which was something entirely new for them. They embraced the challenge, and together we created a unique formula that launched last November and became an instant bestseller.
That said, innovation can sometimes lead to confusion. Because the balm looked like a lipstick, performed like a gloss, and wasn’t retractable, some customers weren’t sure how to use it. So, I decided not to continue production of that formula. Instead, I flew back to Korea in January to rework it into a retractable version, which, I’m happy to say, is even better and will launch in August.
CDE: What’s currently in the Hildun Beauty NPD pipeline?
SGD: We have a number of exciting developments in progress. Not every concept makes it to launch, so we keep several projects in motion at once. Over the next 12 to 18 months, you’ll see innovations in brows, mascara, complexion, and more lip and eye categories.
CDE: Do you have any expansion plans for the business?
SGD: Definitely. We’ve seen over 100% year-on-year growth, and we’re expanding the team and exploring new retail partnerships. The momentum is encouraging.