Kildare's Sonia Deasy says her home county has shaped her skincare brand in more ways than people realise
Newbridge mum-of-five and Pestle & Mortar founder, Sonia Deasy talks about building her business from the ground up
“Trust your instincts sooner. You don’t need to have everything figured out to take the next step. Progress comes from action, not perfection — and resilience is just as important as talent.”
When asked what advice Sonia Deasy would give to her 25-year old self, this is her reply.
The busy mother-of-five, knows firsthand the struggle of finding a simple skincare routine that works. Drawing on her family's six generations of Indian natural healing wisdom, she founded Pestle & Mortar in 2014.
“My journey into skincare started very personally. I struggled with my own skin for years and felt overwhelmed by complicated routines and products that promised everything, but delivered very little. I became fascinated by understanding why skin behaves the way it does and how truly effective formulations are built. What began as personal curiosity quickly turned into a passion — and eventually, Pestle & Mortar was born out of a desire to simplify skincare without compromising on results.”
Growing up in Newbridge with her parents, Paul and Santosh Sood, and her five siblings, she always had an interest in business. Her dad, an engineer by trade, ran a clothing and footwear store on the main street for over 40 years. Sonia, a UCD graduate in Philosophy, got hands-on experience in retail when she managed the family store, before setting up her own wholesale fashion business.
She later married photographer Padraic Deasy and became a partner in the business. The couple ran a hugely successful photography studio on Cutlery Road in Newbridge.
Regarded as one of the leading portrait photographers in the country, Padraic was named as the European Photographer of the Year in 2011. However, the duo decided to close the studio in 2017 as Pestle & Mortar continued to grow.
What began as a small, founder-led brand has since grown into an internationally recognised skincare name, stocked in leading retailers across Ireland, the UK, Europe, and beyond. In fact, it is now stocked in over 16 countries. It launched its second standalone retail store at Dundrum Town Centre last January.
Pestle & Mortar has built a loyal global community through products such as its Pure Hyaluronic Serum and Superstar Retinoid Night
Known for its simplicity and efficacy, how does the brand strike a balance between science and beauty?
“For me, science always leads — beauty follows. We start with ingredients that are clinically proven and genuinely beneficial for the skin, and then we strip away anything unnecessary. The beauty comes from clarity: clean formulations, thoughtful textures, and products that feel good to use because they work. When science is done right, beauty is a natural by-product,” explains Sonia.
She stresses that every product starts with a real skin concern — something people actually struggle with.
“From there, I work closely with our formulators to identify the most effective ingredients and delivery systems. I’m very hands-on during testing, especially when it comes to texture and performance over time. If it doesn’t earn its place in a routine, it doesn’t make it into the range. Simplicity is always the final filter.”
As trends come and go, what is the next big thing in “clean beauty”?
“I think we’re moving beyond buzzwords. Consumers are becoming more educated and are demanding transparency, evidence, and integrity. The future of clean beauty is results-driven minimalism — fewer products, better formulations, and honest communication. That’s something Pestle & Mortar has always stood for, so in many ways, we’re already there.”
Sonia is conscious that sustainability is increasingly important to consumers and she points out that sustainability isn’t about quick wins; it’s about long-term responsibility.
“We focus on reducing excess packaging, making smarter material choices, and creating products that people actually finish rather than discard. We’re also constantly reviewing our supply chain to find better, more responsible solutions. It’s an ongoing journey, but one we take very seriously.”
She admits one of the hardest lessons she has learned is “letting go of perfection”.
“When you care deeply about quality, it’s easy to want control over every detail. Learning to trust your team, make decisions with incomplete information, and keep moving forward — especially during uncertain times — has been challenging but essential.”
As a mum-of-five and founder of a worldwide skincare company, the work-life balance must be hard to achieve.
“Honestly, it’s something I’m always working on. I don’t believe in a perfect balance, but I do believe in boundaries. Being present — whether at work or at home — matters more than trying to do everything at once. I’ve learned that rest isn’t a luxury; it’s part of being effective.”
She is hugely proud of her local roots and her connection to her community.
“It’s incredibly important. Kildare is home, and that grounding has shaped the brand in more ways than people realise. Staying connected reminds me why we started — real people, real skin, real lives. Whether it’s local employment, partnerships, or simply staying approachable, that sense of community keeps us authentic.”