Capstone Project: Business Proposal for Aloura Beauty Ltd

Abstract

This business proposal presents a comprehensive feasibility study and strategic plan for Aloura Beauty Ltd, a direct-to-consumer cosmetics startup registered in Ireland under the Companies Registration Office. Operating within the growing hybrid beauty segment, Aloura Beauty specialises in the development and commercialisation of skincare-infused makeup products, targeting a primary demographic of female consumers aged 18 to 34 years. The proposal addresses the increasing consumer demand for multifunctional beauty products that combine cosmetic efficacy with dermatological benefit, a trend identified in both primary survey research conducted by the founders and secondary market analysis drawing on industry sources. The study encompasses a systematic market analysis of the Irish and European cosmetics industry, including competitive positioning, lifecycle assessment, and regulatory compliance under EU Cosmetic Regulation (EC) No. 1223/2009 as administered by the Health Products Regulatory Authority of Ireland. An organisational and operational framework is presented alongside a detailed product line comprising five skincare-infused products manufactured through an outsourced model with Shero Cosmetics. Financial projections spanning three fiscal years are provided, incorporating sales forecasts across two digital channels (Shopify and TikTok Shop) with corresponding Income Statements, Balance Sheets, and Cash Flow Statements prepared using the indirect method. Projected Year 1 revenue of approximately €1.08 million and a Profit After Tax of €515,000 demonstrate the commercial viability of the direct-to-consumer model within the Irish market. The findings support the feasibility of Aloura Beauty establishing a sustainable competitive position within the skincare-infused makeup segment, with planned expansion into the United Kingdom market beyond the three-year projection period.