Sculpted by Aimee is Ireland's number one MUA-founded makeup brand, using founder-led tutorial ads and strong Irish-pride brand identity to drive DTC and retail growth.
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See all ads on AdLibrary →Sculpted by Aimee is Ireland's leading makeup brand, founded in 2016 by professional MUA Aimee Connolly. Known for its contouring palettes and complexion products, the brand is stocked in 400+ stores across Ireland and the UK and continues to build DTC international reach through founder-led social campaigns. Also searched as Sculpted.
Sculpted by Aimee's ad strategy is inseparable from its founder: Aimee Connolly's credibility as a professional MUA is the primary trust signal for every product. Tutorial-style creative — showing application techniques for contour, highlight, and complexion products — serves a dual purpose as both ad and educational content, with the product's ease of use demonstrated in real time. The brand's strong Irish identity generates community pride that amplifies organic reach beyond typical beauty brand norms. Browse their ads at <a href="https://adlibrary.com?q=Sculpted+by+Aimee&type=3">AdLibrary</a>.
Instagram is the primary channel — makeup tutorial and product application content naturally suits the visual-first platform. Reels and Stories carry new launch teasers and tutorials. Facebook handles the older-demographic gifting audience and Irish-diaspora audiences globally who maintain strong brand affinity. Founder-as-talent across all paid creative reduces reliance on third-party influencer costs while maintaining authenticity.
Copy leans on professional authority: 'Developed by Ireland's most-booked MUA' and 'The contouring palette professional artists trust'. Irish identity is a positive brand signal for both domestic and international audiences: 'Proudly made in Ireland' and organic references to Aimee's Irish roots feature in storytelling content. Product launches use countdown and exclusive-access mechanics to build anticipation.
Sculpted by Aimee demonstrates the power of founder-as-talent in beauty: having the brand creator appear in ads is not just authentic but credentially superior to third-party influencer partnerships for professional makeup. The tutorial format also extends dwell time on ads significantly, improving algorithm favour and conversion intent simultaneously. For founder-led beauty brands, leaning into the creator's professional expertise rather than lifestyle aspirationalism consistently builds stronger conversion rates.
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