In a standout moment for entertainment news Ireland, a rising Dublin beauty brand has scored the kind of international exposure most founders only dream about. The Smooth Company found itself in the spotlight after its styling tools were used backstage on Victoria’s Secret models ahead of the high-profile Los Angeles fashion show.
The runway spectacle, known for its glittering styling, camera-ready glamour and celebrity buzz, delivered a major boost for the Irish brand. According to posts shared by the company, Emmy-nominated hairstylist Mariah Montes used The Smooth Company’s products on model Melanie Moreno, helping create one of the sleek looks seen around the event.
Irish brand breaks through in a global beauty moment
For fans of Irish entertainment news and homegrown success stories, the moment marked a significant milestone. The Smooth Company shared video footage online showing Moreno’s slicked-back style being finished with the brand’s signature mint-coloured tools, including the Mane Master curved smoothing brush and the 4 in 1 Smooth Styler.
In a playful caption, the brand joked that while many people know Victoria’s Secret, they should also know the styling tools behind the finished look. The post quickly drew praise from followers, with supporters calling the achievement “incredible,” “well deserved,” and proof that the brand is “that girl.”
Why the moment resonated
- An Irish-founded company featured at a globally watched fashion event
- Products used by a top celebrity hairstylist
- Strong social media reaction that amplified the story
- Another sign of Irish brands breaking into international beauty and fashion circles
Founder celebrates a true pinch-me milestone
Founder Áine Kennedy also shared her excitement online, describing the backstage placement as a surreal achievement. Kennedy launched The Smooth Company in February 2022 from her attic, investing her full €10,000 savings into the business. Since then, the company has grown rapidly and Kennedy has already earned recognition on the Forbes 30 Under 30 Europe list.
That kind of journey adds extra weight to the story. In an era when celebrity news Ireland, fashion culture and social media trends often overlap, this was more than a product placement. It was a branding moment that positioned an Irish business within a major global entertainment setting.
What this means for the brand
Backstage use at an event like the Victoria’s Secret Fashion Show can be a game changer. It places a brand in front of:
- International stylists and beauty professionals
- Fashion followers tracking trend-led hair and makeup looks
- Consumers looking for tools linked to red-carpet and runway results
- Digital audiences driving viral beauty conversations
For readers interested in latest entertainment news Ireland, it also reflects how entertainment, style and online influence now move together. A single backstage clip can quickly become part of wider pop culture Ireland chatter, especially when an underdog brand is involved.
A feel-good win in entertainment news Ireland
Stories like this travel fast because they blend ambition, glamour and national pride. From a start-up launched in an attic to a product used on one of fashion’s most watched runways, The Smooth Company’s latest chapter is exactly the kind of breakthrough that grabs attention across entertainment news Ireland.
The clearest takeaway? Irish brands are no longer just watching global moments from the sidelines—they are helping shape them. And for anyone following entertainment news Ireland, this is one success story worth celebrating.
