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How Hildun Beauty grew from small Irish business to powerhouse beauty brand
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Founded by beauty editor turned entrepreneur Suzy Griffin Dunn, Hildun Beauty has made strides since its inception in 2022, quickly becoming an award-winning Irish brand and a make-up favourite for many.
When beauty editor Suzy Griffin Dunne noticed a gap in the market for top-shelf, high-performance luxury make-up at a fair price point, she knew she would be the one to fill it. Using her maternity leave to set the wheels in motion, she embarked upon a mission to collaborate with the world’s leading R&D teams and develop a new era of high-performing beauty products.
And so, Hildun Beauty was born.
When the brand launched, Hildun wasn’t just introducing a new cosmetics brand, but a beauty movement. With experience in reviewing, trialling and visiting the manufacturing houses of the world’s leading luxury beauty brands, Suzy quickly learnt what made formulas stand out in terms of performance. And so, she ensured that her brand’s formulas could compete with the most expensive in the world, but at a more palatable price point.
With no marketing budget and just a small curated collection of luxury high-performance products, Hildun hit the market in 2022. Hildun’s Silk to Set Kajal eyeliners were launched with no spokesperson or ‘face’ to the brand. It spoke for itself. Word soon spread about the ‘viral Kajals’ and so far the Silk to Set Kajal eyeliner has won three national UK beauty awards, including the prestigious ‘Bazaar Best of the Best’ eyeliner award.
A blueprint for growth
In late 2023, Hildun Beauty approached TBM Solution with a familiar challenge. They were working with a traditional Irish fulfilment provider solid on the basics, but not quite equipped for the next stage of Hildun’s growth journey. Suzy and her team were looking for more than pick and pack; they needed a partner who understood tech, could personalise experiences, support market expansion, and most crucially, wouldn’t miss a beat when it came to service or pricing. In short, they needed a fulfilment partner that thought like a brand builder and a partner.
Conor Muscroft, Sales Manager at TBM Solution, lays out the blueprint of how their work with Hildun Beauty helped the brand conquer the UK beauty market.
“Our first priority was to deeply understand Hildun Beauty’s goals,” Conor explains, “Suzy had built a brand based on trust, transparency, and a personal connection with her audience. Any fulfilment solution had to reflect that same ethos.”
Over several months, TBM Solution built a tailored system that empowered Hildun Beauty to operate at scale while keeping the consumer experience personal and seamless. The team integrated tech that allowed for real-time tracking and inventory transparency, enabled personalisation and streamlined the flow of orders between Ireland and the UK. They mapped it out and provided a clear UK fulfilment plan.
“Crucially, our support extended beyond warehousing. We provided insight, analytics, and e-commerce integration that gave Suzy’s team the confidence to push further into new territories,” Conor tells us. “And push they did.”
“Hildun Beauty’s growth was exponential — and the wider world noticed.”
From full-page features in The Sunday Times praising the brand’s clean formulations, chic aesthetic, and Suzy’s authentic approach to scaling up through TikTok Shop UK, Hildun has taken huge leaps in both reach and consumer engagement.
“The truth is, our work with Hildun Beauty hasn’t felt like a typical client engagement,” Conor says. “It’s been a partnership in every sense. As they’ve grown, we’ve grown. We’ve celebrated milestones and tackled complex cross-border problems. Suzy’s vision, paired with a sharp instinct for branding and product, has built something special. We’re proud to be the backstage crew making sure the spotlight shines exactly where it should.”
Adamant that fulfilment shouldn’t be a bottleneck, but a brand builder, TBM Solution believes that they’ve found their perfect match in Hildun Beauty: ambitious, creative and always thinking ahead.
From Dublin and London, from Instagram to TikTok Shop, this is what scaling in style looks like.
To learn more about TBM Solution, visit tbm-solution.com.
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