POCO Beauty's Pippa O'Connor Ormond: ‘I’ve had loads of setbacks — nothing comes easy'

“My kids won’t let me pick them up at the school gate. I’ve to wait at the inn down the road.” 

Any grandiose notions the 40-year-old author, former model and entrepreneur may have are immediately quashed by her three sons, Ollie, 11, Louis, 8, and Billy, 3 who remind her to stay grounded.

“They want a bit of independence but I think they’re secretly proud. They’d say; ‘Oh, that girl is wearing a Poco top, or my teacher said she’s wearing Universal Glow.’ They’re saying it to me with a grin on their face.” 

I’m making my way to the private shopping room in Brown Thomas, Cork, with Pippa, her husband, Brian, and our photographer, Chani.

“I’ll get the door for you,” says Brian and for approximately two seconds, I revel in the attention – until Chani banishes me behind the curtain so I can’t be seen in the photos.

“Cork women are a different breed,” Pippa says, reflecting on how well the Poco launch went earlier in the day. Brian nods furiously.

Is now a good time to tell her I’m not from Cork? Maybe not.

“They’re always so up for it and positive. They’re helpful and nice, and enthusiastic. This morning, they were outside at half eight – pure glam.”

“I’m never nervous about coming here. Cork is a vibe. I always know the women here will support me.” The Dean, the Montenotte Hotel and Liberty Grill are some of her favourite spots in the city.

If it seems like everything was smooth sailing for Pippa, it’s largely down to her can-do attitude.

In 2023, she stepped away from UP Cosmetics, the beauty brand she co-owned with makeup artist Úna Tynan.

Just last year, the TV production company she owned with Brian was dissolved. “I’ve had loads of setbacks, loads of failures,” she says. “Nothing comes easy to anyone.”

Effortlessly chic, Pippa has nailed the jeans-and-a-nice-top aesthetic, and pairs her all-black look with a herringbone blazer. The “perfect Instagram life” doesn’t exist, she tells me.

“That conversation is for another day. I’ve learned that the failures actually aren’t failures. It’s all experience for what not to do the next time. If everything went swimmingly constantly, you’re not learning anything. It’s just not real life. Sometimes it’s really hard and it’s shit when something doesn’t go right. That’s where the tests are.”

Just today, Pippa and Brian were on the phone trying to resolve a problem in between launching the brand. 

“We just have to get on with it and move on. When that’s sorted, there will be something else, but that’s the way it goes.”

Being stocked at an “institution” like Brown Thomas is a full circle moment for the former Miss Kildare winner.

“It’s definitely a pinch-me moment. I remember my grandad [rugby legend and gynaecologist, Karl Mullen] and my mum [Louise] bringing us to the Gaiety Panto in Dublin and before that, we’d go down and see the Christmas windows in Brown Thomas. It holds special memories for me.”

Established in late 2023 with just one product – Universal Glow, a multi-purpose serum/primer with SPF – the brand hit the ground running and sold out in two weeks.

A lot was at stake. The entire brand’s reputation depended on the success of one serum, but after trialling several iterations of the formula, Pippa really believed in this one.

“I wanted to start with a skincare product that was for everyone, whether you’re 16 or 106, male or female. I’d worked with the chemists and the manufacturers to make sure we got it right and knew once we got it into people’s hands, they would love it.” Brian shouts over, “I’m wearing it.” I have to admit, his skin is flawless.

“We had to knock on a lot of doors. I knew I wanted it to be made in Italy but it was very difficult to get in with anyone good that would work with us. I’d call someone and say I’ll be in Italy tomorrow when I’d no flights booked or anything.”

AN ITCH TO SCRATCH

Authenticity can be manufactured for the sake of garnering social media plaudits but it’s very clear that Pippa is kind, thoughtful and a genuinely hard worker. Her work ethic can be traced back to her early life.

“I always had an interest in business. In school, I was always getting into trouble for not wearing my uniform properly and putting on foundation. I didn’t know what I wanted to do, but I knew I was creative. I wasn’t the conventional good student.”

Coming from the glare of the public eye after a successful modelling career, Pippa realised the business route was still an itch she wanted to scratch. 

“Since the age of 7 or 8, I was always the one organising things. If I wanted something done, I’d do it myself. I was tired of advertising other people’s brands. I wanted to be doing it myself.”

So, what did she do? Pippa started with the hardest working items in a woman’s closet – jeans. Most women will know the perennial struggle of trying to find a pair of jeans that flatter and hug your body in all the right places.

“Everyone told me it wouldn’t work, that people wouldn’t buy jeans online.” 

But her core circle – Brian included – were with her every step of the way, from the e-commerce shop to the pop-ups and Fashion Factories. 

Reportedly selling 149,000 pairs of jeans in her first five years of business, Pippa beat the odds and made it work. 

The jeans came in different leg lengths and were lauded for the way they catered to an Irish woman’s body – no gaping at the back or chafing on the thighs.

Pippa had officially entered the lifestyle arena, armed with a wealth of knowledge she would harness to launch a new arm of the business.

Beauty was an integral part of her life from a young age, the love of which she got from her late mother. 

“Mum was so glamorous, she loved makeup.” October marked 10 years since her passing and Poco Beauty very much honours her memory.

“I’ve always had such a massive interest in beauty and that definitely came from my mother.” A single mother and a Cordon Bleu-trained cook, Louise taught Pippa to invest in hero products.

“Back then, there was no online, so she would have every magazine – Vogue, Cosmo and all the Irish ones. I always remember her buying products that are still staples, like Yves Saint Laurent Touche Éclat, anything by Chanel.”

A MATTER OF CHOICE

Being influential online opens up a whole discourse on women’s looks but opting to wear or not wear makeup is about autonomy and choice, says Pippa. 

“My granny [Doreen] and my mum taught me the impact that makeup could have on a woman. It’s more than just putting on a bit of mascara – it empowers you. It makes you feel alive and confident. That was instilled in me at an early age. It’s not about the makeup itself, but how it makes you feel.”

It’s hard to imagine but Pippa has had many makeup fails throughout the years.

“I obviously went through loads of wild stages of wearing mad makeup, things that didn’t suit me, very pale lips and blue eye shadow, but they’re all trends and phases you have to go through.” Brian, with a gusto I haven’t seen from him until this moment, shouts, “Fake tan.”

A lifelong advocate, I am personally offended by his statement and insist that there’s nothing wrong with wearing tan from a can.

“No, no,” says Pippa. “He’s right. I still love tan but this was orange.”

Together since 2008, the couple seem united in their approach to life, business, and parenting.

Their 16-year relationship has survived the death of Pippa’s mother, a heartbreaking miscarriage and the dissolution of several businesses.

“No gatekeeping,” I say, “Please give me some tips on keeping the spark alive.” Pippa, glancing at her husband, says, “Do I have any regrets?” She’s joking but Brian is sincere when he says, “If you’re friends, it helps.”

“I know not everyone works together,” she says, “but I think if you stay connected and make time for each other, whether it’s going to the cinema or having a date night every week. Those things are important because life is busy, or you might have kids.”

Speaking of, the boys love getting in on the business and, from a young age, were constantly asking questions about the products or the packaging. 

GETTING INTO IT

“I think it’s great they’re taking such an interest in what goes on. When they see us working hard, it makes it easier for them to have a concept of where we are on days that we’re at work. Our eldest boy was doing his homework in the office the other day and he was asking about our Christmas boxes and how many we were going to order.”

So, what’s next for the blonde-haired beauty maven? “As the business expands and grows internationally, we might need to seek outside investment. 

"Everything we’ve done has just been pumped back in to grow the business further and that costs a lot of money to buy stock and to grow our team. 

"When we go international, when we go to America, we will probably need help on that, so we’ll see what the future holds.” 

"There’s a “very exciting launch” coming next year and big plans for next Christmas.

“We have a clear vision – we’re excited to bring it to life.”

• POCO Beauty is available in Brown Thomas, Cork