A Day With Aimee Connolly, Founder Of Viral Beauty Brand Sculpted By Aimee

In this episode of SheerLuxe Behind The Scenes, we spend a full, fast-paced day with the brilliant Aimee Connolly, founder of Sculpted by Aimee. From early morning fittings and on-set glam to a deep dive into product development, retail and brand storytelling, we get an unfiltered look at what it really takes to build and scale a modern beauty business. Aimee walks us through the excitement behind the relaunch of her viral Cream Cushion Foundation, including logistics, formulation tweaks and the pressure of keeping bestsellers in stock. We also head to the brand’s flagship store, where the team showcase hero products like complexion duos, under-eye concealers and glow-boosting essentials, all designed around a “five-minute face” philosophy. Later, we join a creative meeting shaping upcoming campaign content and hear more about the brand’s evolving identity and global production journey. It’s a day full of beauty, business and behind-the-scenes honesty - plus, plenty of styling, skincare tips and real talk on what it takes to grow a cult brand in today’s competitive beauty landscape.