‘People buy from people – and that’s what makes the difference’

From her family farm in rural Co. Mayo, Elaine Kennedy handcrafts award-winning natural skincare products under her brand Hawthorn Handmade Skincare.

Kennedy talks to ThinkBusiness.ie about turning creativity into a business, overcoming rural challenges, and why authenticity is the best marketing tool of all.

Why did you set up your company?

I always had a creative streak, and I began making small batches of skincare products for myself, my family and friends. Everyone kept saying, “You should sell these!”

At the time, I was living in London and working in retail, so I knew exactly what it would take to put a product on the market. I used to say, “No, that’s not for me, I’m not a business person.” But the seed had been planted.

I started doing workshops on how to formulate natural skincare products and how to start a natural skincare business, and I became hooked. Not long after, I decided to move home to the family farm in Parke, Co. Mayo, set up my own manufacturing unit, and start from there. That was almost ten years ago, and I’ve been growing ever since.

What makes your company different and how do you stand out from the crowd?

We manufacture everything ourselves on site here in Mayo, which is unusual these days. Our products are made entirely from 100% natural, plant-seed ingredients, with no synthetic fillers or unnecessary chemicals.

Commercial brands often bulk out formulas with ingredients that don’t benefit the skin, but ours give your skin the full benefit of the natural ingredients. Customers tell us they really notice the difference.

Our balms, in particular, are bestsellers because they have a distinctive texture and leave the skin deeply nourished. Everything is inspired by the natural landscape around us, the Partry Mountains, Lough Carra and the wild habitat that surrounds the farm.

What challenges have you met and how did you overcome them?

Running a business from a rural area can feel isolating. When I first moved home from London, I didn’t know any other entrepreneurs locally, so it felt like I was figuring it out on my own.

Rural businesses face practical challenges too; broadband issues, transport links, and the extra cost of travelling to events or networking opportunities. Those things can be prohibitive, especially for small businesses.

One thing that’s really helped is opening up the studio to customers during the year. People love seeing where the products are made. It builds community, customer loyalty and a real connection to the brand.

What supports did you receive to set up your business and how could support for entrepreneurs be improved?

My first port of call was the Mayo Local Enterprise Office, and they’ve been a huge support; from expansion grants to the Trading Online Voucher scheme.

I also took part in Empower, a programme for women in the west of Ireland who had an idea or were starting a business. That was invaluable for building a network and realising that other women were facing the same challenges.

Later, I did the Enterprise Ireland New Frontiers programme, which helped me focus on growth.

If I could improve anything, it would be to have better links between the different supports. There are so many programmes and organisations, but sometimes it’s hard to find out what’s available, especially in rural counties. More collaboration and visibility would make a big difference.

What was the most important thing you learnt and what would you like to teach other businesses?

The most important lesson is to be authentic and don’t be afraid to be yourself. That’s the only real way to stand out.

Sometimes it’s hard to be authentic in business, but customers respond to it. A customer told me recently how much she enjoys my emails; I often just write about what’s happening on the farm or in the studio. People love that honesty. It reminds me that people buy from people.

The other thing I’d say is focus on your strengths. Entrepreneurs get pulled in so many directions, but when I come back to what I do best, creating and formulating, it recentres everything.

What are your plans for the future?

I’ve recently started learning the art of perfumery. It’s something I’ve wanted to do for years, to capture the scent of the Irish landscape, the wildflowers, the changing seasons, and the air here in Mayo.

I’ve been studying for nearly two years and am currently blending my very first perfume. I hope to launch it next year. Beyond that, my focus is on continuing to grow sustainably, staying true to my values, and creating products that reflect the beauty of the place I’m lucky to call home.

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