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Beauty

KEILIDH CASHELL ON CREATING HER VERY OWN MAKEUP LINE

Created by famed makeup artist, @KeilidhMua, Kash Beauty is the beauty brand your makeup bag has been waiting for.

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When it comes to beauty influencers, Monaghan’s own Keilidh Cashell would be classed as one of the originals. Kicking off her career in 2015 by uploading tutorials and makeup reviews to YouTube, Keilidh quickly became one of the biggest beauty influencers - not just in Ireland, but across the globe. A title she still holds today, Keilidh has appeared on billboards across the US as the face of American beauty brand Morphe Cosmetics, collaborated with some of the most famous names in beauty and guest starred on RTE’s hit show, The Glow Up. Now boasting a 3 million following on TikTok, it really was only a matter of time before Keilidh Cashell created her own makeup line: Kash Beauty.

Here, we sit down with Keilidh herself to find out more about what it was like setting up a brand of her own. Plus, she reveals her makeup must-haves and best beauty advice.

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Q: DESCRIBE KASH BEAUTY IN JUST 3 WORDS…

A: “Innovative, edgy, versatile…and luxury. I know that’s 4 words - but I can’t pick just 3!”

Q: WHAT INSPIRED YOU TO CREATE YOUR OWN BEAUTY LINE?

A: “I think it’s every makeup artist's dream to have their own brand, and it has always been a massive goal of mine. I just didn’t think it would be this early on in my career! It makes me feel so grateful to everyone who has supported me and allowed this dream to become a reality.”

Q: WHAT HAS BEEN YOUR FAVOURITE PRODUCT YOU’VE CREATED SO FAR?

A: “You’re asking me to choose between my babies here! But the products we have gotten the most talk about 100% is our sculpt sticks. They melt beautifully into your skin and create a stunning glow. Anyone who has tried them says they have changed their makeup game and that is the biggest compliment for me.”

Q: WHEN DESIGNING YOUR FORTHCOMING LAUNCHES, HOW DO YOU KNOW WHEN YOU’VE NAILED IT?

A: “There is so much back and forth when creating products, and so many samples I go through. I know it’s the one when even after testing it for a number of weeks, I still get excited to use it every day…that’s how you know you’ve created magic.”

Q: WHAT’S THE KASH BEAUTY PRODUCT EVERYONE SHOULD OWN?

A: “Secret Treasure palette. It’s the most versatile golden brown smokey eye palette. I use it on the eyes - of course. But also for my eyeliner, for my brows, the shimmers as highlighters, for creating fake freckles, and it could even be used for bronzer or contour. I love a versatile product!”

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Secret Treasure Eyeshadow Palette

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Q: IS THERE ALSO AN UNSUNG HERO WITHIN THE RANGE THAT WE REALLY NEED TO TRY?

A: “Our brush sets. Brushes are often forgotten about when talking through tutorials online, but your tools are the most essential thing when creating looks. I believe I created the perfect brush set that will allow you to create any look possible.”

Q: DO YOU HAVE ANY TECHNIQUES TO MAXIMISE YOUR PRODUCTS’ EFFICACY?

A: “I think using products for more than one purpose is very efficient. So, for example, use your blush as your lipstick, and vice versa.”

Q: WHAT’S THE BEST BEAUTY ADVICE YOU HAVE EVER BEEN GIVEN?

A: “Less is more and more is more - it depends on the occasion! Honestly, doing whatever makes you feel good and happy is what’s most important. Makeup isn’t a mask to cover up, it’s part of your identity. The same way we buy certain clothes, or style our hair a certain way, makeup is a huge part of our identity and the most important thing is doing what makes us feel like us.”

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Q: …AND THE WORST?

A: “Thinking that one makeup look fits all, or that there’s only one way to do certain things. Makeup is about experimenting and should be fun.”

Q: IF WE WERE TO ASK YOU TO EMPTY YOUR HANDBAG RIGHT NOW, WHICH BEAUTY ITEM(S) ARE WE GUARANTEED TO FIND?

A: It’s ironic…because being the massive beauty lover that I am, you would expect loads - but truthfully I don’t bring out much. My face loves makeup, it eats it up and it doesn’t budge so I never have to top up. But right now, you would find KASH Beauty vintage rose lip liner and femme lipstick, along with my current favourite perfume: Montale Amber Musk.”

Q: YOU CAN ONLY CHOOSE ONE: WINGED EYELINER OR A NUDE LIP?

A: “Oh dear…this wouldn’t be as hard if winged liner wasn’t such a massive trend at the moment - but I think I would have to give up winged liner. Never wearing a nude lip again? Couldn’t be me, it’s part of my face at this stage.”

Q: WHAT’S NEXT FOR KASH BEAUTY IN 2022 AND BEYOND?

A: “Lots and lots of newness, it’s never-ending! For me personally, I just want to continue building the brand and becoming the brand I’ve always dreamed of and to make it as big as it can possibly be!”

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