Poco Beauty Makes Its UK Debut at Selfridges

Selling a million units of a single product in under two years is impressive — especially in a beauty market flooded with endless launches. But that is precisely the track record Poco Beauty brings as it officially lands in the UK.

Founded in 2023 by Pippa O’Connor Ormond, the Irish brand that topped the bestseller lists at luxury retailer Brown Thomas is making its physical debut at Selfridges in London, Manchester, and Birmingham.

The driving force behind that early success is the Universal Glow Original (£32) — an all-in-one SPF 30, skin booster, primer, and colour corrector that launched the brand and swiftly achieved cult status. But it isn’t the brand’s only multi-tasker. In fact, Poco Beauty’s entire approach focuses on a ‘fewer but better’ philosophy, built around skin-first formulas that are both vegan and cruelty-free.

“I wanted to create a beauty collection that fits effortlessly into real life — for busy women who want to look fresh and feel pulled together without overthinking it,” says O’Connor Ormond. “It had to be simple, effective and beautiful.”

The rest of the range splits its focus between Italian-formulated complexion products and Korean-formulated skin treatments. Alongside the hero glow product, the Universal Glow range expands into an Illuminating Eye Cream (£32) enriched with niacinamide and vitamin E, plus a radiance-boosting Vitamin C & Hyaluronic Acid Serum (£39).

For weightless coverage, there is the Skintuition Foundation (£32) and Skintuition Concealer (£23), both designed to feel breathable while bringing skin-benefiting ingredients to the mix. On the skincare side, the Dreamglow collection draws on Korean formulation expertise, offering Hydrogel Eye Patches (£36), Toning Pads (£38), and Transforming Hydrogel Masks (£29 for a set, or £12 individually) aimed at plumping and restoring natural luminosity.

“I’m thrilled for Poco Beauty to be making its first step into the UK market and to be debuting at Selfridges nationwide. Selfridges is an iconic retail destination known for championing innovative beauty brands, making it the ideal partner for our next phase of growth,” O’Connor Ormond adds.

Poco Beauty is now available at Selfridges and online at selfridges.com, as well as pocobeauty.com, which ships across the UK and US.