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Wink with Mink Lashes, an ethically-produced eyelash brand founded by Dublin Lash Artist Shona Mahon, has been announced as the winner of Pitch '24.
Aimed at supporting Irish start-ups, small businesses, designers, makers and entrepreneurs, the annual initiative offered a chance to win a €10,000 business development fund as some prime retail space in Arnotts.
Now in its fourth year, the competition saw five finalists - Wink with Mink, Lana Dullaghan Design, Mettle and Bloom, Pressed Flowers by Nell and Snoozip - take part in the 2024 Arnotts Christmas Market, with industry experts choosing the overall winner in January.
In the end, the decision lay in the hands of three judges from Arnotts: Ciara Crilly, Creative & Marketing Director; Donnine Burness, Deputy General Manager; and Caitriona McGovern, Head of Home and Lifestyle.
Speaking on Wink With Mink's win, Crilly said that the initiative aimed to "foster innovation and sustainability in the retail industry", with business owners like Shona delivering "fresh perspectives and creativity to our beauty offering."
Mahon created the Speedy Lash Starter Kit - a reusable and biodegradable at-home lash system - as a result of her own allergy to traditional lash extensions.
Spotting a gap in the beauty market following Brexit, she created a homegrown brand that could deliver salon-quality lashes to customers in an accessible and environmentally conscious way.
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The product proved to be a hit with customers over the Christmas season, with a reported 2,000 lash kits sold, and more than 400 customers hosted at their Wink with Mink Lash Bar in Arnotts.
Speaking on the win, Shona said: "Pitch’24 has been my highlight of 2024 without a doubt—it has rapidly expanded my business in ways I could have never imagined!"
