Sadie’s Secrets eyebrow tint takes off in top shops

“MY SON took one, I’ll have to get another one.”

This is what people are saying about Sadie’s Secrets eyebrow tint product, according to its developer, Jill Keogh.

While the product was primarily developed for women as they get older, younger people are using it as well, including men.

“Younger people are using it as well, men are using it in their beards,” said Jill.

Currently there are two products in Jill’s range namely the coolant skincare stick and the eyebrow tint.

Jill explained a little further how Sadie’s Secrets came about.

“Another girl and I own a salon called Avail Hair and Beauty Salon, in the Avoca Building, Rathcoole but we closed in 2020 due to the pandemic.

So during the lockdown I did a course run by Enterprise Ireland and KPMG.

They encouraged me to think outside the box and I came up with the idea of a product range for older women,” said Jill.

From working in a salon for 20 years Jill found that her clients felt there was not that many products for women when they got older.

It took approximately four years for Jill’s idea to come to fruition and her products were launched in March.

While working from home for her Sadie’s Secret business Jill also avails of the Avail Hair and Beauty Salon in Rathcoole to pack up orders and she also supplies her product to Avoca there.

“The Coolant skincare stick sold out quickly, we had 550 of them in the salon at Avoca, but they sold out over one weekend, I’m getting a larger order,” said Jill.

The eyebrow tint has been even more popular.

“The eyebrow tint has sold out a good few times, it’s available in Arnotts and Brown Thomas, and Uniphar have distributed it to 50 pharmacies.

“It’s also available in six Avoca stores.

“It’s a great success, I didn’t think it would be as big a success,” said Jill.

One of the attractions of this product is that it means users do not have to go to a salon.

“People just want to cover grey and lighter hair without going into a salon, I just wanted to make it easier for them.

“As women get older they don’t know what to get,” said Jill.

As Sadie’s Secrets has become so busy, Jill – who is the sole owner – is looking for someone to work full-time for her.

The beauty therapist has also stayed up to date with all the different courses that the Local Enterprise Office has available.

Jill’s business is named after her granny, Sadie.

“She’s one of my number one clients,” said Jill.

The Sadie’s Secrets products will also be available in Avoca in Belfast and Uniphar will distribute them in Europe too, according to Jill.

“To go global is the dream,” said Jill.