Fairytale beginning for natural beauty start-up

The history of make-up inspired the name of Emma Hyland’s beauty start-up MuMe.

“Mume means cherry blossom,” said the Wicklow-based entrepreneur. “It came from a fairytale I came across about a princess who falls asleep under a cherry blossom tree. The cherry blossom flowers fall around her eyes enhancing her beauty. She looks so beautiful that the local women start painting these cherry blossom motifs around their eyes and that, according to the ...