Keilidh Cashell is arguably the biggest, brightest and most exciting rising star on the Irish beauty scene right now. The beauty guru – who goes by the social media moniker @keilidhmua – has amassed a staggering 2.7million TikTok followers, and her easy-to-follow make-up hacks have racked up more than a hundred million likes.
The Monaghan born make-up-artist has built her brand KASH Beauty into an international success story – with what began as a bedroom hobby transforming into a global business. ‘I grew up in a small little town in Monaghan – the sticks as some may call it,’ Keilidh tells Styled By. ‘I’m the eldest of five, so our house was always crazy.
’ And amidst all of the ‘crazy’, Keilidh happened upon her creative streak – a passion for beauty products that she transitioned into her very own beauty brand business. And her inspiration came from a surprising source..
. ‘I absolutely love the Pirates of The Caribbean movies. I was always fascinated by the make-up and how they could completely change the actors into these characters,’ she admits.
‘I was always into art, I think as long as I’m doing something creative I’m happy. Funny enough I was always drawing faces, so it’s just translated to actual faces. ‘I would also practice on myself every day, just trying to get better.
’ Keilidh’s rise came as the business of beauty collided perfectly with the social media cultural revolution. By no means an ‘overnight’ or ‘insta-succ.