Women We Love: Jane Swarbrigg, Director of Inglot Ireland

With 16 stores nationwide, a strong cruelty free ethos, and countless Instagram selfies painted to perfection with its products, since launching in Ireland in 2009, Inglot has made a huge impact on the beauty scene.

Behind its success on our shores is the Swarbrigg family; the formidable Geraldine Swarbrigg and her children and company directors Peter and Jane Swarbrigg.

A trained makeup artist, Inglot caught Jane’s experienced eye while travelling, and ever since she has worked tirelessly to establish the beauty brand.

Jane Swarbrigg
Photo by Kieran Harnett

At the same time, thanks to her wealth of beauty knowledge, behind the scenes insights (hello that picture with Jennifer Lopez), and natural charm and wit, her own following and profile has soared – she boasts an impressive 36.8k followers on Instagram alone.

We chatted to Jane about what sets Inglot apart in a crowded market, how she managed to keep the top-secret JLo x Inglot range under wraps, and what we can expect to see next from Inglot…

How did your family get involved with the Inglot brand?

My Mum and I discovered Inglot while travelling in 2009 and knew there was something very special about the brand.

We approached the owner, Mr Inglot, in Poland and very quickly opened our first store in Liffey Valley in July 2009.

Follow your gut instinct always. It’s important to take risks and get advice in order to succeed but always listen to that little voice in your mind.

Two years later my brother Peter joined as a partner as the business was growing quite quickly, thankfully.

Did you always think you’d get involved in the family business?

No, it sort of all fell into place but we all get along great so it made perfect sense!

As a makeup artist, what about Inglot sets it apart from its competitors?

From day one the quality of the products stood out to me considering its very reasonable price point and the fact that they do not test on animals.

Product wise in particular I adore the concept of the ‘Freedom System’ where you customize your own palette and fill it with products such as shadows and powders.

This essentially design the perfect palette to suit your own personal needs, taste and budget.

What was the biggest challenge in establishing the business?

Finding something unique and innovative is the biggest challenge in a currently swamped market, you need to be different and stand out in the crowd.

How influential has social media been to the success of Inglot in Ireland?

Social media has been a great tool over the years. It’s fantastic THAT you can share your message to thousands of people now at the click of a button.

Though I do believe the real work is done by our teams in the stores, as its good customer service that gains you loyal customers.

What are the best-selling products in the range?

The 77 Gel Liner. We sell an average of 68 per day that’s 3 every hour, pretty unbelievable!

The Inglot x JLo range launched earlier this year. How long did you have to keep the project under wraps?

I knew for a year and a half before we told our teams at the start of 2018.

Social media has been a great tool over the years. Though I believe the real work is done by our teams in the stores, as its good customer service that gains you loyal customers.

When we told our head office, stock and management team they all had to sign confidentiality agreements too.

It was so exciting. I don’t know how we kept it to ourselves for so long!

What about the collection are you most excited about?

Over the last few years I had stopped wearing highlighters as I was conscious they were highlighting my fine lines.

However, the components in the new highlighters were created using mica and pigments so crushed and refined that they don’t settle in any creases on the skin.

I’m blown away by them and have been bathing in the highlight ever since. I’m all about that Jlo glow.

I have to mention my favorite lip Combo too, the Flor Lipstick and Lipgossy Goldilips. Both products are really moisturizing with Vitamin E and Apricot Oil.

I also struggle to choose a favorites lipstick as there’s so many delicious nude shades.

You’ve amassed a significant following of your own. What’s your opinion on the value and future on the ‘influencer’ market?

I think although it’s becoming quite saturated now there will always be a place for influencers as this nation just loves to see real people and we do value the opinions of others.

Jane Swarbrigg
Photo by Kieran Harnett

I’m pleased to see people are becoming wise and educated to the reality of social media as it can be a too much sometimes particularly for younger generations growing up watching these unrealistic standards.

Many influencers are genuine and they’re the ones that will last and influence us in a good way.

What challenges have you faced in business as a young female entrepreneur?

Personally being a female entrepreneur hasn’t created any challenges I feel there are huge and equal opportunities out there.

However the fluctuating Irish market has always been a challenge throughout the 16 years I’ve worked in retail, particularly when we first started the business in the recession.

What do consider your greatest achievement?

With all the success Inglot has achieved the thing I am most proud of is the relationship we have forged with our team.

Follow your gut instinct always. It’s important to take risks and get advice in order to succeed but always listen to that little voice in your mind.

We have worked hard and continue to try to make the workplace a fun, positive experience full of opportunity and growth for our teams.

What women in Ireland, as well as Irish women abroad, do you most admire?

It has to be someone I relate to, and must say Marissa Carter and my mother are top of my list.

Both fearless savvy business women who built an outstanding careers and all while raising a family.

What is the most treasured item in your wardrobe?

My Louis Vuitton Twist Handbag.

Who’s closet would you most like to raid?

I love Emma Willis’ style particularly her suits, she’s so classy and of course, I’m obsessed with Meghan Markle the last few months, she is just effortlessly elegant.

What are you favorite ways to keep fit?

I love to train. It’s so great for the body and mind and my boyfriend is a PT so he’s helping me with meal and workout plans.

Photo by Kieran Harnett

If I’m feeling a little unmotivated I’ll jump in a bootcamp or strength and conditioning class when I need that extra push.

When it comes to skincare what tips can you share?

Hydration is key to your beauty regime so drink lots of water, always remove your make and clense tone and moisturize.

I’m testing out Inglot’s new skincare range at the moment and it’s amazing! It will be hitting stores in the coming months.

What’s your morning routine?

I’m not really a morning person. I tend to shuffle around, do a little beauty regime and have a cup of coffee while checking emails. Then once the coffee kicks in I’m good to go.

I’m testing out Inglot’s new skincare range at the moment and it’s amazing! It will be hitting stores in the coming months.

What is your greatest food pleasure?

The Lo-Cal Kitchen‘s oat pancakes – they are to die for!

I’m testing out Inglot’s new skincare range at the moment and it’s amazing! It will be hitting stores in the coming months.

What’s your favourite way to switch off?

I like the really simple things that don’t involve jumping in a car home, like chilling with my boyfriend on a Friday night after a crazy week.

He definitely relaxes me and we force ourselves to put the phones away.

I live beside the Phoenix Park in Dublin and love going for strolls on nice evenings too.

I’m from Mullingar and a country girl at heart so love being outdoors it’s my little haven in the city.

Where are your favourite places to eat and drink in Dublin?

I’m not a massive party person but I do like a boogie in Nolita and Zozimus in town.

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I think although it’s becoming quite saturated now there will always be a place for influencers as this nation just loves to see real people and we do value the opinions of others.

Food wise I tend to stay out of the city as I’m in there with work so often.

Dun Laoghaire or Malahide have some great spots, I love Scotch Bonnet and the Fish Shack in Malahide.

What’s the best piece of advice you’ve received?

Follow your gut instinct always. It’s important to take risks and get advice in order to succeed but always listen to that little voice in your mind.

Can you share any plans you have in the pipeline?

Yes we are very excited our big news, our new venture and expansion into the UK.

We have just taken over the UK franchise and have lots of exciting projects underway.

You can follow Jane Swarbrigg at Instagram (@janeinglot), Facebook (@Jane.swarbrigg, Twitter (@JanieinglotIre) and Snapchat (@janeinglot).

For more information on Inglot visit inglot.ie and follow them @inglotireland on Instagram, Twitter and Facebook.

Article by Erica Bracken, Editor at IndulgeMe.ie. You can follow Erica on Instagram, Twitter and LinkedIn.


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