Being The Brand: Meet The Ladies Behind TRND BTY

STELLAR PROMOTION: Brb, going on a beauty spree!

Ireland is awash with fantastic female entrepreneurs. Having worked with TRNDBTY on our Love Island coverage this summer, we wanted to get to know the two ladies behind the scenes a little better. Meet founders Grace Reed Carroll and Karen Dempsey…

Tell us a little about yourselves and how you first got involved in the beauty industry!

GRACE:  I am a qualified Food Scientist that has always had an interest in the beauty industry. In 2015 I had a job in sales and marketing, and it really got me excited for business as a whole so I took a leap of faith and set up e-commerce beauty site TRNDBTY.COM and haven’t looked back!

KAREN: I always had a passion for makeup and beauty. I was a beauty therapist and MUA, then went into sales for International Cosmetics & Fragrances, and started a distribution business back in 2014.

What made you want to start TRNDBTY?

GRACE: We really wanted to make on trend hard-to-get brands more accessible in Ireland. We wanted you to be able to shop what you’re seeing on your social media feed at ease, with quick shipping times and no customs.

What have been the main challenges you’ve faced?

KAREN: With the pandemic, I think planned launches and then delays or changes were quite challenging. We always work hard not to have products out of stock, but we were also so lucky to keep everyone employed and continue to grow the business.

GRACE: Honestly, the biggest challenges we have faced is being women in business. It’s a harder hill to climb with a lot more rocks in the way and no one can deny that.

You’ve got some amazing brands on site, what are your favourites?

GRACE: I use J Cat Beauty, Olaplex and Higher Education every day. Couldn’t be without them!

KAREN: Oh god, I love so many to be honest. I love Loving Tan (exclusive on TRND), Declaré Skincare (they are skincare geniuses!), JCAT Aquasurance is an amazing product and Rebeluna brushes (they are Irish too!).

What’s next for TRNDBTY?

GRACE: Continuing on our journey of being the leaders in bringing brands into Ireland. We have been the first to bring many, now well known brands into Ireland and we will continue!

KAREN: Lots of newness and exciting launches… watch this space! We will continue to bring the shopping experience to a new level.

Beauty Ed Vicki’s favourite brands on site


A staple of many a MUA’s kit, this brand is famous for their eyeshadow bases and richly pigmented palettes.


An American salon brand that’s really high-end and specialist, their products work hard to create volume, bounce and hold.


A really fun brand with fab scrubs and masks, I love the ClayDate face mask and the Frozé Body Wash.

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