Irish beauty brands feature in Bridget Jones: Mad About the Boy

Irish skincare and wellness brand deDANÚ has been featured in the Bridget Jones: Mad About the Boy, which is the latest Bridget Jones film.

The Athlone-based business was set up in 2020 by Leah Fletcher and her husband James Demello, who met in Vancouver in Canada and returned to Fletcher’s native Athlone to launch it.

Their products, which include botanical products, oils, creams and serums are made in a scientific environment at a local premises. They were the first in Ireland to add cannabigerol into their skincare products.

According to media reports, Fletcher said that a team working on the Bridget Jones film set design contacted her about a year ago with a view to using some of the company’s products.

“Someone who been working on the film had used our face cream for postpartum acne, and she had loved it, and she thought of us straight away, because it matches in what they wanted to do on set,” she explained. “So they contacted us and we didn’t really believe what it was at first, because it seemed a bit too big for a small little brand.”

DeDANÚ products ended up being included in 11 scenes throughout the film. They can be seen on Bridget Jones’ bedside locker and dresser, along with on her mantlepiece and in her bathroom.

“They even featured us in a pharmacy scene – they took a lot of our branding and logo posters and put them up inside the pharmacy and in the front window,” said Fletcher.

“The inclusion of our products in the film not only highlights the brand’s commitment to quality and authenticity, but also showcases Irish craftsmanship on an international stage. You could never buy that type of publicity and exposure.”

Meanwhile, Sculpted by Aimee also turned up on the Bridget Jones fim. The brand’s Essential Brush Set makes an appearance in a scene, with the company saying that some of its products were also used on the cast during filming.