Businesswoman Rani Dabrai took inspiration from the comment about ‘becoming invisible after turning 40’ to think about creating a new luxury skincare range, Nyrah Beauty.
It helped that she knows Cosmetic Creations principal Aiden Corcoran, who has blazed a trail in Ireland as a contract manufacturer, as well as developing his own cosmetics brands.
The pair got to know each other through Entrepreneurs’ Organization (EO), a global peer-to-peer network of c.14,000 entrepreneurs.
“The EO is a global force but there are only about 50 members in Ireland,” Dabrai explains. “We became friends, and for me relationships trump everything to be successful.
Conversations about the Nyrah brand started around the concept of this mythical woman over 40, and the invisibility of the mature woman.
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“I noticed that the beauty counters for women of a certain age are all negatively focused on anti-ageing, erasing the past, reversing time, instead of emphasising values that honour experience and celebrate the prime of women. So we focused on revitalising and enhancing mature complexions with scientifically-based solutions.”
It took about a year and a half to take the concept from development to finished products. There are strict timelines for researching, testing and harnessing the scientific formulations that the healthcare company created.
“If I didn’t have Aiden’s expertise, I possibly wouldn’t have taken it to the next level,” says Dabrai.
Rani Dabrai is a long-time entrepreneur. Her mother is from Newcastle West and trained as a nurse. Her father is from Mumbai in India and met her mum on a holiday in the Canaries.
Their daughter was raised in the UK and did a Media Studies degree at Sheffield University before gravitating to PR work in London.
“My heart was drawn back to Ireland. I used to holiday with my cousins in Limerick every summer, and that is where we decided we wanted to live,” Dabrai explains. “However, my mum is heading off to live in the Canaries now, as she thinks it’s too cold here.”
In 2007, Dabrai launched Miss Moneypenny, which provided virtual assistance to companies with remote call-answering, concierge service, providing streaming payment options and virtual meetings.
“I had teams in eight countries, but it was tough trying to sell the concept from where I was living in west Limerick. There wasn’t a big demand for that kind of admin support.”
House of Moneypenny Ltd is still trading, and Dabrai is involved in other ventures too.
So what’s her advice for female entrepreneurs? “Be rigorous and believe in yourself. A lot of talented women have imposter syndrome, so listen to your inner voice and speak up to be heard.”
The Nyrah Beauty range is not competing on price. The ‘Transform’ bioRetinol Booster (€93/30ml) contains Bakuchiol (vegan retinol), Revinage (a plant-based alternative to retinoids), linseed oil, rosemary oil and almond oil. The combo promises to even skin tone, prevent and repair fine lines and wrinkles, and soothe and nourish the skin. “Like all good habits, start slowly and build up to use nightly,” the brand advises.
Nyrah Beauty’s advice for maturing women is that ‘hydration is non-negotiable’. The brand’s ‘Drench’ Triple Molecular Weight Hyaluronic Serum (€63/30ml) contains hyaluronic acids that leave the skin “moisturised, repaired, protected and naturally glowing”.
The ‘Glisten’ Superfood Sea Serum (€78/30ml) has a formulation of avocado, seaweed, spirulina, peony and Aloe Vera. The promise is that the superfood nutrients come together to densify and hydrate, while peony and Aloe Vera supercharge the natural antioxidant properties of the skin.
Brand publicists claim that “the result is dewy skin that glistens like the ocean and is ready to take on whatever the day throws at you”.
For skin cleansing, ‘Undress’ Transforming Vitamin E Gel Cleanser (€54/50ml) is billed as a unique blend of plant based anti-oxidants, such as milk thistle, red bush tea, orange peel oil, sunflower seed oil, and avocado oil.
Though Nyrah Beauty is entering a crowded market where multinational brands hold sway, Aiden Corcoran is a dab hand at brand creation. In response to the pandemic, his company, now trading as Lynsolife, developed the Airmedica hand sanitiser brand, which has been a huge success.
The enterprise has manufacturing plants in Mayo and Cork, and the Nyrah Beauty branding, packaging and e-commerce website is up there with the best.
“The packaging was very personal to me and something I felt passionate about while working with the team,” says Dabrai. “If I could I would have handmade it myself! I am obsessed with peacocks, the symbol of the brand, and I collect peacock items for my home, along with Buddhas.
“The peacock represents pride, self-esteem, sexuality and independence, and their plumage is magnificent. It was very important to capture this with the teal gift box and reflect this colour throughout the packaging and the phials.”
For Dabrai, ‘Nyrah’ is the perfect brand name. “It means The Light in Arabic – the light of beauty that honours every age through the journey of life and adds value to the way women look, feel and live.”
After the product launch, Dabrai’s day-to-day role encompasses marketing and public relations.
“It’s not just about throwing a launch party but working in tandem with Lynoslife by being the voice of the brand and the women it represents. The idea of a cooling mist that refreshes your complexion in the evening comes from an understanding of the issues that affect women with busy lifestyles.
“Regarding the brand operations, I complement the existing sales team in terms of reaching out to our audience so they can hear the message. We are trying to avoid positioning Nyrah Beauty on that anti-ageing counter for the invisible woman. For the time being, Nyrah can only be purchased online.”
For a supercharged woman who radiates energy and positivity, has she any skin-deep secrets other than Nyrah Beauty’s range of skin elixirs?
“I drink a lot of water, eat lots of fresh fruit and veg, and I like to get to bed about 9.30pm, and rise early at 5.30am or 6am with a revitalising shower. I always cleanse my skin every night before bed and use the Hyaluronic Acid, as I find it really effective and revitalising.”
