Brand built on a foundation of ageing with dignity

After watching her grandmother’s face age with grace, Jill Keogh was inspired to create a brand built on the foundation of ageing with dignity.

Not only that, but she wanted to ensure her products were as natural and sustainable as they could be, right from the beginning while delivering visible results and being super easy to use.

And so, Sadie Secrets was born. Founded by Irish entrepreneur Jill, who has worked in the industry for more than 22 years as a beauty therapist, image consultant and skin specialist, Sadie’s Secrets is inspired by Jill’s grandmother, Sadie, a woman who exuded timeless elegance throughout her life.

The first product to launch from the brand is the Eyebrow Tint (RRP €29). It’s available in four shades, from Lightest and Lighter brows to Darker and Darkest.

Jill said: “I initially developed the Eyebrow Tint with older women and those experiencing menopause in mind, as I recognised a gap in the market for a straightforward, effective solution to address greying brows while gradually enhancing their colour.

“The product was designed to provide an easy, at-home option for instant grey coverage, alongside the added benefit of gradually tinting the eyebrows. However, since its launch, it has become very popular among a younger demographic too, including both women and men.”

Additional shades

She added: “So many appreciate the convenience of managing their brows at home, as some find that even the lightest salon tints can result in overly dark brows. In response, I’ve recently introduced two additional shades – Lightest and Darkest – to cater to a broader range of hair colours, from light blonde all the way to black.”

“The Eyebrow Tint also supports melanin production, helping to slow the greying process, and many customers have reported that their brows appear fuller after consistent use over a few weeks.”

Jill offered an application tip: “Apply the tint lightly, avoiding a heavy-handed approach. One common observation, particularly with older clients, is the tendency to avoid trimming eyebrow hairs for fear of disrupting their shape, which can result in overly long brows. A careful, minimal trim prior to applying the tint can significantly enhance the overall look.”