101 GUIDE TO SCULPTED BY AIMEE
Bridging the gap between the minimalist and the beauty obsessed, Sculpted by Aimee redefines what it means to be a beauty brand by keeping things simple, inclusive and effective.
Not only are the brand’s products designed to be multi-functional, approachable and made for real people, but they’re also committed to skincare-first formulas. Beyond the products, Sculpted by Aimee’s philosophy truly makes it stand out from the rest. Believing beauty shouldn’t be complicated or intimidating, the namesake label speaks in real, relatable language (not industry jargon) and empowers us to learn, experiment and feel confident at every stage.
Celebrating its latest launch at Cult Beauty, we caught up with Sculpted by Aimee’s founder, Aimee Connolly, to get up close and personal with the best-kept beauty secret that’s intended to be shared.
IN THIS ARTICLE:
- Meet Aimee Connolly
- The Making Of Sculpted By Aimee
- Sculpted By Aimee’s Main Mission
- Makeup With A Multi-Tasking Mindset
- Aimee’s 5 Golden Rules To Beauty
- Aimee’s 5-Minute Face
- What’s Next For Sculpted By Aimee
MEET AIMEE CONNOLLY
Turning her curiosity into passion, Aimee Connolly’s first foray into the beauty world started at a very young age, when she would sneak into her mother’s makeup bag as a toddler to play dress-up with her lipsticks. Pursuing her love for cosmetics as a teen, the founder went on to gain counter experience with brands such as Benefit and Urban Decay where her dreams started to become reality. “Aside from these experiences feeling like the coolest job ever for a school student, they were also real eye-openers for me,” says Aimee.
“I quickly realised that it wasn’t just about the makeup itself, but also the education behind it, helping people feel confident and enjoy the process. That early exposure inspired me to build a brand rooted in making beauty approachable and empowering. Since then, I’ve built over a decade of experience as a professional makeup artist. I consider myself a born educator, I love to teach, guide and empower others. Making beauty accessible to all is truly my mission.” And it was that passion for education and inclusivity that inspired Aimee to create Sculpted by Aimee – a brand rooted in simplicity, confidence and joy.
THE MAKING OF SCULPTED BY AIMEE
Designed to strip back the noise in the beauty industry and bring it back to basics, Sculpted by Aimee is celebrated as the best-kept secret that everyone’s invited to share.
“I started the brand because I wanted people to experience beauty in an authentic and joyful way, with products that really work and feel good to use. As a makeup artist, I’ve always loved helping others feel confident in their own skin, and I wanted to take that beyond the makeup chair. I knew there was space for a brand that made beauty feel simpler, more approachable, and more empowering,” explains Aimee.
At its core, Sculpted by Aimee is about more than just makeup, it’s about how beauty makes you feel. It’s the pleasure of finding something that works, the joy of a quick and easy routine that makes a big impact and the confidence that comes from feeling like the best version of yourself. “What started as a passion project has grown into a trusted beauty brand, built on community, honesty and the simple belief that great products should be for everyone.”
SCULPTED BY AIMEE’S MAIN MISSION
Building confidence in beauty and empowering through education, Sculpted by Aimee’s philosophy centres around ensuring beauty is joyful, not overwhelming, and that when something makes you feel good, you naturally want to share it with the world. “Ultimately, Sculpted is about creating a space where everyone feels included, empowered and free to enjoy beauty on their own terms. Everything we do is built around three key pillars:”
To Empower – by creating high-performing, multi-functional products designed to help women feel confident and like the best version of themselves. It's about balancing product performance and the simple joy that beauty brings.
To Educate – The vision has always been to make beauty uncomplicated. The brand breaks things down so that everyone, no matter their level of experience, can enjoy using our products without pressure or confusion.
To Glow Together – By celebrating individuality, not perfection. There are no rules, no pressure and definitely no gatekeeping. Sculpted by Aimee doesn’t take itself too seriously and it’s here to have fun.
MAKEUP WITH A MULTI-TASKING MINDSET
Experiencing a real shift in how people approach beauty, Sculpted by Aimee understands that time is luxury and that most people don’t have the space in their day to spend hours doing their makeup. That’s why the brand puts multi-purpose cosmetics first, to simplify routines without compromising results.
“At Sculpted by Aimee, we champion our famous 5-Minute Face (we’ll get onto that a bit later). Our products are designed to be quick, effective and easy to use – so whether you’re at home, in the car or on the go, you can achieve a full face in minutes. Multi-functional products allow you to do more with less, and that’s something people really value right now. It’s beauty that fits into real life,” adds Aimee.
But how does the eponymous label make this happen?
“Our products will always be high-performing and simple to use. From effortless, easy-to-use formulas to multi-tasking packaging solutions, we ensure that you can really own your beauty routine. It’s fuss-free, feel-good beauty. We pride ourselves on hybrid formulas, meaning that we can effortlessly blur the lines between skincare and makeup. By having hybrid formulas, we ensure our products do more so you can do you. To do this, we always consider how the formula and format fit into our beauty consumers’ lifestyles. We are always listening to our community, as we test and decide what to develop next.”
AIMEE’S 5 GOLDEN RULES TO BEAUTY
Having explored the who, what and whys of Sculpted by Aimee, it’s time to uncover its founder’s top tips to feeling confident in your own skin. “For me It’s about using clean, skin-loving products to create a healthy, glowing look that feels just as good as it looks,” reveals Aimee.
And the best way to achieve this? Your skincare routine. Simply follow Aimee’s 5-step regime to discover your best skin yet.
Cleanse: DuoCleanse makes double cleansing easy and essential for a fresh, clean base. Prep: Liquid Glo brightens and primes your skin, boosting glow and prepping for the next steps. Target: Customise your routine with the Glow Collection serums, whether you need hydration, brightness or both. Moisturise: Cloud Cream is a ceramide-rich hug for your skin, soothing, plumping and locking in hydration. Protect: Beauty Base Protect offers SPF, glow, hydration and the perfect makeup grip.
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AIMEE’S 5-MINUTE FACE
Now we know how to create the ideal base, it’s time to get stuck into the founder’s signature 5-Minute Face. Yes, it’s actually a thing!
“I have always championed the 5 pillars of my 5-Minute Face because when each feature gets a little attention, you look and feel put together in minutes.” Created to highlight (not hide) your natural features, use Aimee’s below tips ensure you get the look you want in the time you need.
Base: Use foundations and concealers with built-in skincare to give you coverage with a natural finish. Good skin is the foundation of any makeup look. Cheekbones: Apply liquid Lights bronzer, blush and highlight to bring out your glow. Lashes: Define lashes with MyMascara or Lash Lift. Brows: Reach for the Easy Brow or Shape & Set to frame your face effortlessly. Lips: Add a little sculpt with our Line & Shine to defines your liner and add glow with gloss.
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By following the iconic 5-Minute Face and the 5 pillar golden rules, you’re not just applying makeup, you’re building a routine that puts skin health first and celebrates everything that makes you, you.
WHAT’S NEXT FOR SCULPTED BY AIMEE
“Looking ahead, we want to continue providing our global community with the tools, tips and confidence to create their best selves and always in a way that feels authentic and natural to them. We’re committed to making beauty fun, accessible and approachable, so it never feels overwhelming. A big part of our future is growing the Sculpted Sisterhood, a community where everyone is invited, supported and celebrated. We believe beauty should be inclusive and that sharing knowledge helps us all glow brighter together. Ultimately, we want to keep breaking down barriers in beauty, making it a joyful, empowering experience for everyone. Because when you feel good, you know it… and when you know, you glow. Sculpted by Aimee is here to make sure everyone’s in on that secret,” concludes Aimee.
So, what are you waiting for? It’s time to be in on beauty’s best-kept secret.
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
