Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission - learn moreLike total solar eclipses and Victoria Beckham smiling in public, the arrival of a new beauty brand that really, really excites me only happens a handful of times a decade.In my role I am deluged, smothered, overwhelmed by beauty newness daily (bring out the tiny violin, I hear you say), but sometimes a new discovery makes the ‘suffering’ worthwhile.I feel the need, in today’s world, to say this missive is not financially motivated. No lucre has exchanged hands. This is purely old-school enthusiasm for a just-launched line that I have to share with you.Let’s cut to the chase: my discovery is a new-to-the-UK Irish beauty brand called Poco that focuses mainly on make-up and skincare, often melding the two categories.I like it for many reasons. The first is that the thoughtful and hydrating formulations and super-flattering colours work for every age. Secondly, it’s the affordable end of luxury (a mascara is £26 versus Chanel’s £37). Thirdly, it’s easy to use, with creamy, blendable make-up formulas that are pretty much goof-proof and, fourthly, I like how it looks. Simple, chic, durable design. Tick, tick, tick, tick.The brand’s founder Pippa O’Connor Ormond, 42, is a good advert for her wares. Like a younger Tess Daly, she is so beautiful and polished you want to hate her (fresh and dewy even straight off a flight), but I’ve met her and she’s a good craic so you just can’t. Big on Instagram (442,000 followers), she is very much the entrepreneur with a fashion line, blog and reality TV appearances in her past. She is also married to TV presenter Brian Ormond, has three young boys and somehow juggles it all.Poco has been in existence on the Emerald Isle since 2023, but has just launched in Selfridges and online in the UK. I’m not the only one to love it, either – it was the fastest-growing Irish beauty brand in 2025, it has delivered triple-digit year-on-year growth since launch and is the number one skincare brand across Brown Thomas department stores (the Irish arm of the Selfridges Group). Try some – I defy you not to like it!These are the four products that made it straight into my beauty bag…1. Universal Glow Treatment SPF 30, £32Super hydrating, this primer gives skin a gorgeous glow, smells divine and is lightly tinted for a polished finish. Sits well under make-up, too.2. TFD Brow Pen, £22With its 0.01mm diameter nib you can draw super-fine strokes to give thinning brows an ultra-natural boost.3. Dreamglow Hydrogel Eye Patches, £36 for 30 pairs Easy to apply, these are saturated with hyaluronic acid and ceramides to instantly refresh the under-eye area.4. Suede Sculpt, £23This contour stick is easy to use and creates youthful dimension and warmth. It was hard to choose between this and the Face Glaze (highlighter) or Universal Cream Stick (cheek and lip colour) as they’re all brilliant.pocobeauty.com or selfridges.comTHE LOOK OF THE IRISH: MORE BRANDS TO KNOWBrow Aid Created by Kim O’ Sullivan, whose expertise in face framers is unrivalled. She’s obsessed with creating products that give a natural look and also care for the hairs that are there. Try its Brow Boost Multi Stroke Marker (£16, browaid.co.uk).Sculpted by Aimee I’ve long been a fan of make-up artist Aimee Connolly’s brand due to its easy-to-blend, long-lasting formulas that deliver a pared-back, polished look at an accessible price. I love the HydraTint Moisturising Tinted Serum (£24, sculptedbyaimee.com).Hildun Beauty Ex-beauty writer Suzy Griffin Dunne’s brand does high-performing products in mesmerising shades. Its super-soft Silk To Set Kajal Liner (£18, hildunbeauty.co.uk) rivals Victoria Beckham’s, according to beauty guru Caroline Hirons. And it’s way cheaper.Darlo Such is the success of its Bounce rollers (£48, heydarlo.com) they sell out frequently. Boasting four large and eight medium heat-activated rollers plus 12 section clips, they deliver modern looking volume.Brush upSpoolies are the unsung beauty booster in every make-up artist’s kit. Use yours to brush brows upwards for volume and lift. Boots does disposable sets for just £2 for five, or, if you want a more permanent hero tool I like Nars Brow Spoolie Brush (£13, lookfantastic.com).Holy waterNot just brilliant at removing make-up, but sunscreen and impurities (aka dirt), too, CeraVe Purifying Micellar Water (£14.49, lookfantastic.com) also works overtime to hydrate and unclog pores.3 UPLIFTING NEW FRAGRANCESEstée Lauder Glimmer EDP (£67 for 30ml, esteelauder.co.uk). Opening with gourmand – aka sweet – notes of macaron rose and raspberry mousse accords, it is undercut with sensual amber and patchouli to add sophistication.Neal’s Yard Remedies Ardeo EDP (£85 for 50ml, nealsyardremedies.com). Part of a new mood-boosting range of scents, Ardeo has neroli and ylang-ylang to energise you. Jo Malone London Sea Salt & Bergamot Cologne (£58 for 30ml, jomalone.co.uk). This captures the freshness of the coast with a base of grounding driftwood for a super summer – and beyond – scent.