A Q&A with Founder Deirdre UI Chathmhaoil
World Trade Center Dublin is thrilled to highlight one of our most successful, woman-owned companies, Rí Na Mara. WTC Dublin is proud to share that it has recently launched in the U.S. and is off to a strong start. Consumers are looking for natural, high-quality European products, which Rí Na Mara delivers.
In the dynamic world of skincare, Rí Na Mara stands as a beacon of innovation and sustainability. As 2024 marks the remarkable 20-year milestone for this trailblazing brand in the skincare industry, the visionary force behind Rí Na Mara, Deirdre UI Chathmhaoil, takes us on a captivating journey that has led to this momentous occasion. In this engaging interview with WTC Dublin, we explore not only the brand’s two decades of excellence but also its newfound availability at Walmart, alongside discussions on product highlights, challenges, inspiration, ethical practices, and promising future prospects.
Congratulations on reaching the remarkable milestone of 20 years in the skincare industry this January! Could you reflect on some of the key highlights and challenges that have shaped Rí Na Mara’s journey over the past two decades? How do you plan to mark this special anniversary, and do you have any surprises in store for your loyal customers and supporters?
We are so excited to reach the 20-year milestone; the years have just flown by. With so many exciting opportunities and events, it is difficult to pick just one highlight. My personal one was winning Business Woman of the Year; it empowered me and made me feel more confident in myself and my business. All the different awards, from product innovation to marketing champion, meant so much to our family and everyone connected to Rí Na Mara, endorsing the brand. Other highlights were the diverse collection of people from around the world that I met along the way. One aspect I am proud of is having our children grow up alongside the business.
Challenges were numerous, from getting products on shelves with a shoestring budget to surviving the worldwide recession and navigating the impacts of Covid-19. Through these challenges, we have soldiered on, adapted, and innovated. As we celebrate our 20th anniversary, we are excited to reward our loyal fan base with special offers, competitions, and giveaways.
Can you tell us about the inspiration behind starting Rí Na Mara and what sets your skincare line apart from others in the industry?
Working as a Registered General Nurse in a Dermatology unit in London sparked my interest in natural skincare. This led me to study Cosmetic Science, and upon moving to Connemara, I was struck by the underutilized seaweed off the West coast of Ireland. The therapeutic properties of seaweed and its balanced nutrients inspired me to create beauty treatments and cosmetics based on hand-harvested Irish seaweed. This natural approach and focus on marine algae set Rí Na Mara apart.
Rí Na Mara has received several awards for its skincare products. Could you share insights into the formulation process and the key factors contributing to their success?
Rí Na Mara’s success lies in our nutrient-rich ingredients and natural formulations. We emphasize sustainable harvesting techniques for seaweed, maintaining its vitamins and proteins. Clean beauty is our priority; we use safe, natural ingredients and avoid anything harmful to the skin or environment. We have incorporated exciting ingredients like Hyaluronic acid into our products. Customer feedback guides us in constantly improving and updating our formulations.
Rí Na Mara products are now available at Walmart.com. How did this partnership come about, and what impact has it had on your brand’s growth and accessibility to customers?
We’re thrilled to have Walmart showcasing our products. Establishing this partnership took time, but it is worth it for the brand exposure and easy accessibility to customers. Having built a loyal customer base through trade events and digital marketing, having our products on Walmart’s platform provides convenience and quick delivery for our customers across America.
With such a diverse range of skincare products available today, how does Rí Na Mara stay innovative and meet the evolving needs of consumers?
A: We stay connected with our customers through social media, trade events, and influencer collaborations. Customer feedback and focus groups guide new product development. Staying updated with cosmetic industry trends and being a part of the Society for Cosmetic Scientists helps us anticipate and meet evolving consumer needs.
Can you give us a sneak peek into any upcoming products or innovations that Rí Na Mara has in store for its customers?
We’re excited to introduce a Seaweed and Retinol overnight cream and an overnight mask, responding to customer demand and evolving skincare preferences.
Customer reviews play a crucial role in building brand trust. How does Rí Na Mara consistently deliver exceptional results, as evidenced by your customers’ feedback?
We reach out to customers for reviews and feedback, implementing changes based on their input. We prioritize clean, natural ingredients. Over 20 years, we have built a close relationship with our customers, making them feel like part of the Rí Na Mara family.
Rí Na Mara’s commitment to using natural and sustainable ingredients is admirable. Could you elaborate on your approach to ethical sourcing and eco-friendly practices?
We prioritize sustainable harvesting of seaweed, use organically certified ingredients, and avoid harsh components.
Our packaging materials are recyclable or biodegradable, reflecting our commitment to ethical practices.
The beauty industry is competitive. What strategies does Rí Na Mara employ to remain a top choice for skincare enthusiasts worldwide?
Building personal connections with customers and the market is our main strategy. We engage through social media, newsletters, and events. Influencers also promote our products. Connecting with students at NUI Galway keeps us attuned to marketing trends and the younger generation’s preferences.
Looking back on your journey as the founder of Rí Na Mara, what have been some of the most rewarding moments, and how do you envision the future of your brand?
The most rewarding moments include creating a brand, receiving positive feedback, and building a close relationship with customers. As for the future, we envision expanding into hospitality and spa industries, extending our range, and exploring new marketplaces. This journey has been special, and the support of our customers has been invaluable.
