Conversation with… Charlene Flanagan and Niamh Ryan of Ella & Jo
The women behind Ella & Jo: A story of passion, purpose and success
Ella & Jo, the award-winning skincare brand founded in Ireland in 2017, has been capturing hearts with its innovative, customer-focused products. Created by Niamh Ryan, an advanced skin therapist and cosmetic scientist, and Charlene Flanagan, a professional MUA and social media expert, the brand has quickly established itself as a leader in the beauty industry. During a candid conversation, the co-founders reflected on their entrepreneurial journey, challenges, and future aspirations.
The spark behind Ella & Jo…
“We both had profound respect for each other as industry leaders in Ireland,” Charlene shared, recounting how their mutual admiration led to a partnership. With Niamh running a successful skin clinic for nearly 15 years and Charlene’s expertise in makeup artistry and education, their collaboration seemed destined. Their first product, the Squeaky Clean Brush Cleanser, addressed a simple yet overlooked issue: the connection between dirty makeup brushes and breakout-prone skin.
“We created a product that bridged the gap for consumers who didn’t even realise they had a problem. It was about finding a joyful, effective solution,” Charlene explained. From that one product, Ella & Jo has grown into a celebrated brand, known for putting the customer at the heart of its development process.
Lessons from the journey
Never Miss a Retail Update!Looking back on their seven-year journey, both co-founders offered heartfelt advice to their younger selves. For Niamh, it was all about focus: “Slow down. We spent so much time, energy and money trying to do everything instead of being crystal clear on our goals. Over time, Charlene’s thoughtful approach balanced my fast-paced nature, and together we’ve learned the value of strategic thinking.”
Charlene emphasised self-compassion: “You don’t need to have everything figured out. Find a network that supports you and recognise that mistakes are part of the process. For years, I would internalise those mistakes as judgements on my character, but I’ve learned to separate business from emotion. This clarity has made me a better leader and partner.”
Building a values-driven brand
The duo’s commitment to authenticity and core values has been instrumental in shaping their brand and team culture. “Our values align deeply with who we are as people. Wellness, joy, and quality are not just marketing slogans—they’re what we live and breathe every day,” Niamh said. This alignment is evident in their decision-making, including a four-year journey to perfect their Invisible SPF Mist, which they paused at the last moment to ensure the product met their high standards.
Their leadership extends to their team of 15 internal members and a network of consultants and partners. “We see everyone as collaborators, working together towards the same goals,” Charlene shared. “We’ve watched team members grow and evolve, and we pride ourselves on building out a positive, loyal and vibrant workplace.”
“At the end of the day, it’s about creating something meaningful. If we can give our customers permission to prioritise themselves, even for a moment, then we’ve achieved our mission.”
Navigating challenges
Entering the competitive skincare market wasn’t without its challenges, but Ella & Jo’s emphasis on community has been a cornerstone of their success. Their hero product, the Melt the Day Away Cleansing Balm, boasts an impressive 80% repeat purchase rate. “We’ve built an incredible community that resonates with our values and trusts our products to deliver joyful solutions to their skincare concerns,” Niamh noted.
Leadership has also been a learning curve. “It’s not something I was initially equipped for,” Charlene admitted. “But through business coaching, mentorship and sheer determination, I’ve grown into the role. It’s empowering to see how showing up authentically as a leader can benefit the team – and the business!”
Celebrating success and looking ahead
Ella & Jo’s success has been recognised with numerous accolades, including Best New Brand in the Prestige Category by CEW and winner for Best Irish Skincare Brand at the Image Beauty Awards. “Winning these awards validated all the hard work we’ve put into the business. It’s an amazing feeling to be recognised by the industry we’re so passionate about,” Charlene said.
As they look to the future, the focus is on growth and experiential retail. “We want to bring the joy of skincare back into physical spaces. Skincare is an experience and we want to
create moments that allow our customers to connect with our products on a deeper level,” Charlene explained.
Niamh added, “The conscious consumer is looking for quality, efficacy and authenticity. Our goal is to continue delivering products that not only meet their needs but also encourage
them to take moments of joy for themselves.”
Final thoughts
Throughout the conversation, Charlene and Niamh’s passion for their business, their team, and their community shone through. “At the end of the day, it’s about creating something meaningful. If we can give our customers permission to prioritise themselves, even for a moment, then we’ve achieved our mission,” Niamh concluded.
Ella & Jo’s journey is a testament to the power of values-driven entrepreneurship, resilience, and the importance of lifting each other up. Their story is not just about skincare; it’s about empowerment and creating joy in everyday moments.
As the interviewer, I found this conversation inspiring on both a professional and personal level. Charlene and Niamh are an empowering duo who genuinely care – and their authenticity shines through in everything they do. I thoroughly enjoyed meeting them and can’t wait to see what they achieve next.
