Aideen Kates brand True Beauty is so popular that retailers are demanding to stock it

Die-hard make-up aficionados rejoice - you can now pop into your local pharmacy to stock up on True Beauty by Aideen Kate’s stunning, award-winning range of luxurious cosmetics.

Following the incredible support and success the brand has received since its launch in 2022, True Beauty is delighted to be announcing its expansion into over 30 more nationwide retailers as they celebrate their first birthday.

To mark the occasion, founder Aideen Kate Murphy - one of Ireland’s most beloved make-up artists and award-winning influencers - will be hosting in-person appearances, mini make-up demos and offering bespoke colour-matching in several locations over the coming weeks.

“What an incredible whirlwind this first year has been for True Beauty – I can’t believe how fast the time has gone! We are beyond excited to announce our plans to expand our range into more retail outlets nationwide.

To celebrate the launch, we’ll be offering some exclusive in-store promotions as well as hosting “Teach & Try-Ons”, where I’ll be chatting all things makeup, hosting mini-demos and colour-matching our products bespoke to our customers.  I’m so excited to get back to meeting people and talking through the product range”

Aideen’s glistening career has spanned just over a decade, equipping her with a wealth of first-hand knowledge and experience in the beauty industry. This, combined with Aideen’s drive to launch a heartfelt make-up brand that cultivates body positivity as opposed to simply paying lip service to it, is what led to the birth of True Beauty.

Founded with a clear vision to inspire, Aideen’s mission is to provide world class cosmetics as a medium for self-expression; a luxe, high-quality toolkit that enables people to celebrate and showcase their authentic selves.

Never before has the term “you do you” shone through a range of products quite like the brand’s entire collection. This ethos forms the backbone of the brand’s multi-award-winning product range- a shining reflection of their innovative formula development and shade design.

True Beauty’s entire lips, eyes and face make-up collections will be available to purchase in store, including their bestselling True Essentials Face Palette (RRP €39.99) and the Royal Blush Lip Trio (RRP €34.99), featuring the do you. lip liner, self love lipstick and manifest lip gloss, which are now also available individually.

For more information on stockists and in-store appearances, check out