Making It Work: Self-tan and skincare maker aims to grow European sales

Founded in Belfast in 2004 when many people were still using sunbeds, 4Beauty’s self-tan product He-shi Tan has become one of the most popular in Ireland

Shelly Martin, managing director of 4Beauty: ‘We’ve always tried to be where the customer is, and that’s brought its own challenges, but it’s really helped us with our growth.’Picture: Arthur Allison/Pacemaker

The entrepreneurs behind the first Irish self-tanning product are targeting sales growth in Europe in the wake of the pandemic. 4Beauty was set up in Belfast in 2004, when self-tanning was not a common phenomenon, with most people accessing tanning services, often sunbeds, in beauty salons.

Hilary McMurray, the founder of the business, was already supplying beauty salons with tanning products, so launching her own range felt like a natural move.

“It was a natural ...