#FollowAINMHÍ
Meet Sarah Farrar, founder of AINMHÍ, the award-winning Irish Heritage Beauty brand inspired by nature, science and storytelling. Originally from Liverpool and now living in Kilgarvan, Sarah combined her background in cosmetic chemistry with a love for Irish botanicals and folklore to create 100% natural skincare products that celebrate Ireland’s landscape and legends.
After leaving her career in product development, Sarah took the leap into entrepreneurship with the support of the New Frontiers programme — and AINMHÍ was born. Her mission? To build a beauty brand that does good for people, community and planet.
To get us started – how would you describe yourself in 6 words or less?
Easy-going, stubborn, determined, adaptive, lots of notions
Tell us about your business and what inspired you to start it:
I moved to Kerry in 2022 for work and was blown away by the nature, beauty and stories all around me. My job was developing products for other companies, and one day I heard on the radio about the New Frontiers programme and all the support available for starting your own business. So I quit my job and went for it!
Just like that, AINMHÍ was born. I used my knowledge of science, cosmetic actives, natural Irish botanicals and the rich heritage of Irish stories and legends to create a line of award-winning, 100% natural, Irish Heritage Beauty products.
Tell us a little bit more about you (background, career path before founder life, interests):
I grew up in social housing in inner-city Liverpool and went to an old-school convent secondary school run by nuns. One teacher told me to study Chemistry at college if I never wanted to be out of work — so I did (thank you, Dr Perkins!).
My first “big girl” job was as a development chemist in a lab making personal and home care products (think moisturiser, shampoo, laundry detergents). I spent six years there, learning to formulate just about everything and travelling across the UK and Ireland consulting with companies that sold globally. In 2022, I moved to Kerry for work — and the rest is history.
Fill us in on your female founder journey:
The best part of being a female founder is the women you meet along the way. It’s true: women support women. I’ve met some of the most supportive, warm, generous, caring and strongest women on this journey.
The hardest part? Finance. I had no idea that less than 2% of investments go to women-founded businesses, or how tough it would be to secure funding. I also didn’t realise how few people from working-class backgrounds are represented in entrepreneurship. If I had a euro for every time someone suggested I “just borrow” €50K+ from family, sell off assets, or get a mortgage extension, I’d be a millionaire.
What I’ve learned is the odds may be against me, but with the support around me, I’m more determined than ever to succeed.
How has being part of the AwakenHub community helped your business?
AwakenHub has helped my business immensely. I’ve met so many women who listen, support and truly want to see me succeed. Through the community, I’ve had recommendations for reliable, trustworthy services I needed (and was going in blind!) and have been introduced to people who can help me on the journey.
Do you have an ‘ask’ for the community?
Yes! I’d love a follow on Instagram or Facebook. I’m close to my 1,000-follower goal — every follow counts!
As a founder, what are your non-negotiables? What values or principles do you live by? Who or what inspires you?
My company must always be a source of good for the community, locally and globally. For over a year before I put my first bottle on a shelf, I supported rewilding projects, children’s charities, animal charities and community initiatives. When I needed support for my tiny start-up, the community showed up for me — and I’ll never forget it.
Where do you see yourself in 12 months and 5 years?
In 12 months, I’d like to open a hub in my hometown of Liverpool. In 5 years, I’d love to launch the AINMHÍ Academy, where we nurture and train cosmetic chemists by sponsoring courses and fees for local school-leavers.
What are your top three tips for other women founders?
Make time for you. Founding a company is stressful; you need downtime.
Trust your instinct. Everyone has opinions, but you know yourself best.
Do it the night before. If it can be prepared ahead of time, do it. You’ll need that headspace tomorrow.
Six words to live by:
Be kind. Do good. Live well.
Thank you to Sarah for sharing her founder journey with us. You can follow and support her work here:
👉 Give AINMHÍ a follow and help Sarah reach her 1,000-follower milestone — every follow counts!
