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.
Pop-up park and rides announced to manage ‘sheer volume’ of people travelling to Manchester city centre
Daisy Jackson
Four new pop-up park and rides will open in Greater Manchester from this week, to help people travelling into the city centre over the Christmas period.
Transport for Greater Manchester has announced the scheme will kick in to handle the ‘sheer volume’ of people heading into town for festive events and Christmas shopping, with around 80,000 extra trips made in one weekend alone last year.
The news comes after a weekend that saw car parks congested and the city streets gridlocked with traffic.
TfGM is now encouraging people to use public transport – including the new park and ride services – instead of driving this winter.
The four park and rides will provide an extra 1000 free parking spaces, with frequent bus shuttles then completing journeys into Manchester city centre.
Millions of people are expected to visit this year for events including the Manchester Christmas Markets, shopping, football matches, concerts and nights out.
The Bee Network is hoping to help all those people save cash, beat traffic, and keep the city centre moving.
Other measures being introduced this year, as part of a joint approach by TfGM, Manchester City Council and Greater Manchester Police (GMP), include later-running trams at weekends, temporary parking restrictions and traffic measures, and round-the-clock CCTV monitoring.
Trams will run until 1am on Fridays and Saturdays over the Christmas period, with extra double trams running at busy times.
Temporary weekend parking restrictions are being introduced on Swan Street and Liverpool Street, with weekend closures inbound on Corporation Street to reduce congestion around Shudehill, and a no right turn from the Arndale car park to ease congestion on Withy Grove.
The four new park and rides, with 1,000 extra parking spaces, will be open every Saturday and Sunday from this Saturday (22 November) until 21 December.
They’ll be located at Booth Street West, Central Park, Belle Vue and Irwell Place.
People are urged to plan their journeys carefully this Christmas.
Danny Vaughan, Chief Network Officer at TfGM said: “Christmas is one of the best times to enjoy Manchester – so much is going on and there’s such a buzz to the city centre. Our message is clear … the Bee Network is the best way to get there and home again. Board the bus, jump on the tram and plan your journey in advance.
“With plenty of frequent buses and trams to and from the city centre, single bus fares from just £2 and trams from just £1.40, the Bee Network is the easiest, quickest and most affordable way to travel this Christmas.
“Our pop-up park and rides mean you don’t need to struggle for parking in the city centre, but can park for free and finish the journey on a dedicated bus for just £2 single or £4 return and completely free for under 16s.
“As well as the new pop-up park and rides, there’s also 24 park and ride sites across Greater Manchester where you can park for free and jump on the tram – with all the locations and latest tram times available in the Bee Network app.
“We know roads and the network are going to be really busy, especially at weekends. That’s why we’re working closely with Manchester City Council and GMP on a joined-up approach to keep people moving safely around the city as they experience the brilliant things it has to offer.”
Councillor Tracey Rawlins, Executive Member for Clean Air, Environment and Transport, said: “Christmas is always a hectic period on our roads and this year we are redoubling our collective efforts to keep the transport network moving across Greater Manchester.
“With millions of people set to visit Manchester City Centre we are urging people to plan their journeys ahead of time and where possible, leave the car at home. There are a huge number of ways to get to town, be that a bus, tram or train, and these will often be a quicker and cheaper alternative.”
GMP appeals after pedestrian potentially involved in police pursuit dies following M60 collision
Emily Sergeant
A public appeal has been issued after a pedestrian was killed following a collision between the M60 and M66.
Greater Manchester Police (GMP) explained that the pedestrian – confirmed to have been a 19-year-old man – was struck by a vehicle travelling southbound on the M66 as it meets the M60 at Simister Island at around 9:40pm this past Sunday evening (16 November).
According to investigating officers, it’s believed the deceased male may’ve been in a car previously involved in a pursuit with a GMP patrol.
A blue BMW X3 was initially spotted driving at speed on Bury Old Road and then went through a red light, which led to a police pursuit.
Police lost sight of the vehicle, before subsequently finding it on the Junction 18 roundabout of the M60, where it was believed to be abandoned after having collided with another vehicle, and the passengers had fled the scene on foot along the motorway.
Once the BMW passengers had fled the scene, this is what is thought to have lead to a collision with a Tesla – where the 19-year-old man sadly died.
Now, police are appealing to the public for information, witnesses, and CCTV or dashcam footage.
At this time, no arrests have been made in relation to the incident, and in line with what is said to be ‘normal procedure’, referrals have been made to GMP’s Professional Standards Directorate and the Independent Office for Police Conduct (IOPC) for investigation.
Speaking as the appeal has been issued, DC Ian Lawton from GMP’s Serious Collision Investigation Unit (SCIU), said: “Officers initiated a pursuit in accordance with policy after a vehicle failed to stop for police after being seen driving at speed, and the subsequent collision and tragic fatal injuries are now part of an independent review with the IOPC.
“We extend our condolences to the family, and are appealing for anyone with information to please come forward and report.”
Can you help? Any with any information is asked to contact GMP on 0161 856 4741, quoting reference number 3150 of 16/11/2025, or information can also be shared using the ‘report’ tool or LiveChat function at www.gmp.police.uk.
Alternatively, you can contact Crimestoppers anonymously on 0800 555 111.
Featured Image – David Dixon (via Wikimedia Commons)
The Manc -
13th August 2020 
