The secret to going viral is a bit of good fortune. At least, that’s what many believe.
But when you look at Shrine, a company that continues to return to the trending section again and again, you start to think there might be a knack to going viral after all.
This Manchester cosmetic business blew up right at the beginning for launching the now-famous glitter boob and bum trend; went viral again when they shared their success story; and even managed to make headlines when the world went into lockdown for at-home hair dying products.
“We’ve always tried to be trendsetters,” Shrine’s Niamh Gillan tells The Manc.
“For us, it’s about being disruptive. We try to be original – and we communicate that across social media.
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“It’s what makes us different.”
Shrine is like the anti-corporation. Almost everything they do goes against the traditional business bible; and it’s worked a dream.
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Set up just a few miles outside of Manchester city centre near the Etihad, the Shrine team is 11-strong – all female, and all below the age of 28.
Each member of staff essentially runs their own little department, with key messages and updates communicated not via letters or emails – but through Instagram Live and TikTok.
Today, more than half a million loyal followers are sharing Shrine style ideas, ordering products and signing up for masterclasses.
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Even in this complicated climate, the company is generating millions.
“Everyone really gets along, it’s like a family here,” Niamh beams.
“We love working here, we love the products and the people we work with.
“We want people to know that.”
Back in 2016, MMU student Jenna Meek decided to invest her life savings on a business idea – setting up what was then known as ‘The Gypsy Shrine’ from her bedroom.
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She chose glitter and stick-on jewels as fashion statements, and these images struck a chord with students before being picked up by The Daily Mail and The Sun.
That summer, you couldn’t go to any live music event without seeing someone sporting the glitter boob trend. It was suddenly a fixture of festival fashion; like sunglasses, hats or hair dye.
Pre-festival popup stores in the likes of London and Los Angeles attracted enormous crowds – and within a matter of months the brand was collaborating with film studios and music giants.
World-renowned studio Warner Brothers selected The Gypsy Shrine to host a stand in support of their Wonderwoman film; recognising the brand’s focus on female empowerment.
Another collaboration for a Halloween and social collection followed, before the brand teamed up with festival Coachella to throw a Palm Springs party in 2018.
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Within two years of setting up, The Gyspy Shrine was synonymous with festival dress.
But the brand had ideas that went beyond fashion for wild weekends.
Dropping a couple of words from their moniker, Shrine began to broaden its offering to focus on more areas of lifestyle – moving into creative cosmetics and hair care.
It was good timing. The festival scene has temporarily collapsed due to COVID-19, but even when quarantine began, Shrine was as in-demand as ever.
“Over the past few months, there’s been lots of people ordering our at-home hair dye,” Niamh explains.
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“We launched it in February and it took off as we went into lockdown.
“From there, demand went up as people couldn’t go to hairdressers.
“We’re getting lots of inquiries about our hair dye dropping – it’s where you can drop the pigment into conditioner and use that to cover your hair.
“It’s semi-permanent and you can create your own shape.”
Founder Jenna still features heavily on Shrine’s social channels – hosting Q&As about particular products and even taking part in Instagram Live sessions with hair salons.
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The brand audience is bigger than ever before. And there’s plans in the pipeline to reach this ever-growing base of fans.
Shrine has dipped its toe in international waters before, but now it’s preparing to take the plunge and dive head first into the American market.
“We’re looking to launch in the US – that’s all in the works right now,” Niamh explains.
“We’re hoping to grow into being a key brand over there. That’s the plan for the next year – but the big aim is worldwide.
“Hopefully, we can keep this going and start to trade with retailers all over the globe.”
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Thousands of brands out there are still attempting to go viral. For many, it’ll be a case of good fortune.
But with Shrine, it just feels like a matter of time before that name starts trending again.
“We know our audience and they know us,” Niamh says.
Building this kind of special relationship is a rare thing. But Shrine has done it. And it sounds like there’s much more to come.
See what Shrine is offering right now by visiting the official website.
Charli XCX announces massive Manchester arena gig as part of long-awaited UK and European tour
Emily Sergeant
Charli XCX has finally given UK fans the news they’ve been waiting for.
After the genre-bending popstar announced back in June a series of US gigs this autumn to support and celebrate the release of her eighth studio albumMusic, Fashion, Film – which was met with critical acclaim following its release in late July – fans in her home country were wondering when she would announce UK dates to accompany these.
The 34-year-old been had hinting at a UK and European leg of the Music, Fashion, Film Tour on social media over the past couple of months, but nothing was set in stone as of yet.
Then last night, Charli took to Twitter to announce that she ‘finally’ had some information coming today (11 September), and then followed it up with a teaser video – sending fans into a frenzy.
And now, it has been announced this morning that Charli XCX will be taking to the Co-op Live stage early next year.
Support on the UK and European leg of the Music, Fashion, Film Tour will come from US popstar Audrey Hobert.
Hobert has been having somewhat of a star-making year herself in 2026 following the release of her own critically acclaimed debut album, Who’s The Clown?, last year – with her streams racking up daily and drawing in massive crowds on the festival circuit this summer.
Charli XCX – Music, Fashion, Film Tour UK & EU Dates 2027
13 February – 3Arena, Dublin
15 February – OVO Hydro, Glasgow
17 February – Co-op Live, Manchester
19 February – The O2, London
22 February – Ziggo Dome, Amsterdam
24 February – Accor Arena, Paris
Upon release back in July, Music, Fashion, Film the album received acclaim from music critics, who praised its lyrical honesty and experimental production, as Charli took a sonic journey away from the undeniable mega hit that was her 2024 album BRAT, and into ‘Rock Music’ territory.
Music, Fashion, Film topped the charts in the UK and Australia, as well as in Belgium, Hungary, and New Zealand, while reaching the top 10 in countless other countries – including the US.
Charli XCX will be bringing the Music, Fashion, Film Tour to Manchester‘s Co-op Live on Wednesday 17 February 2027, and tickets will go on sale next week.
Featured Image – Henry Redcliffe (Publicity Picture)
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Manchester Christmas Markets 2026 opening date announced – including new spots
Emily Sergeant
Manchester Christmas Markets are merely months away, and the opening date and important details for 2026’s return have been announced.
It’s official… holidays are coming, and the countdown is on.
Just as we do every year, the Greater Manchester public has been eagerly awaiting news of when the city’s iconic Christmas Markets would be making a comeback for the 2026 festive season. And now, Manchester City Council has announced – initially via the MEN – that the famous wooden huts will be lining the city’s streets once again from the first week in November.
Now in their 27th year, Manchester Christmas Markets are known and loved for bring thousands of people into the city centre each year to fill up on the fantastic festive treats and to soak up all the Christmas atmosphere.
This year will see a bigger return of Albert Square, after the headline-grabbing partial return at last year’s event, with the big wheel also set to make a comeback.
The Manchester Christmas Markets 2026 return date has officially been confirmed / Credit: The Manc Group | Flickr
And there’s also set to be some new locations too for 2026, with Lincoln Square joining in on the action this year.
There will also be big changes to St Ann’s Square this year, according to the Council, with what is being described as a ‘brand new layout’ bringing in a bigger number of market stalls.
There will be a total of 210 stalls spread out across the city centre.
There’s officially eight weeks to go until the iconic wooden huts line the streets / Credit: Manchester City Council
Promising to be plenty on offer for seasonal shoppers of all ages, it has been confirmed that 2026 will see the iconic wooden ski chalet market stalls take over Albert Square, Lincoln Square, King Street, St Ann’s Square, Exchange Street, New Cathedral Street, Exchange Square, Corn Exchange, Cathedral Gardens, and Market Street.
Of course, everyone’s favourite big red legend, Zippy Santa, will also be back this year, although his location has not been set in stone just yet, so stay tuned.
“There’s nowhere that does Christmas quite like Manchester,” commented Councillor Pat Karney, who is the Christmas spokesperson for Manchester City Council.
“The return of Christmas festivities last year to Albert Square was a triumph and we’re looking to build on this success with a fantastic festive offer there again this year that is sure to be a hit with everyone who visits.
“Our legendary Christmas markets draw thousands upon thousands of visitors every year from right around the world and this year’s markets look set to be the very best yet, with a brand-new location in Lincoln Square just around the corner from Albert Square, and a brand-new look and even more stalls in St Ann’s Square.”
He concluded: “Christmas in Manchester will be absolutely magical this year and we can’t wait to welcome everyone and celebrate the festive season with them.”
Manchester Christmas Markets 2026 will officially open across the city on Friday 6 November and close on Tuesday 22 December – with the exception of Albert Square and Cathedral Gardens, which will remain open right through until Sunday 3 January.
The Manc -
13th August 2020 
