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.
Manchester has been ranked one of the ‘most influential cities’ in Europe
Danny Jones
As per a development that we’d consider so obvious it’s barely worth writing about (even though we are), Manchester has been ranked one of the most influential cities in Europe.
In other news, water is still very much wet.
While there’s plenty of it here in Greater Manchester, given our standard rainy forecasts, when it comes to anything besides the weather, we deliver in spades.
Let’s be honest: we know it, you do too, and apparently so do plenty of other folks – and there’s some concrete statistics to back it up.
Case in point – First Chanel, now Vogue… (Credit: The Manc Group)
You’ll find all manner of surveys, polls and studies diving into how Manchester ranks across various categories, but knowing we boast nods such as ‘the original industrial city’, the place that helped split the atom and the place that the first modern computer was born, we know all about our global impact.
With that in mind, when we saw that Sixt had recently named us as one of the most influential cities in all of Europe, we couldn’t ignore the well-deserved pat on the back.
That’s right, although you might not associate the car rental company with this sort of stuff, as part of their new exclusive ‘Sixt Ride’ offering (think a posh taxi service), they looked into which cities have the most luxuries, tourist attractions and other cultural bonuses to their name.
Per their recent research, Manchester city centre didn’t just break into the top 100 but found itself among the 30 most influential cities in Europe.
You can see the full rankings table down below.
#
City
Country
*Fortune 500 Companies
Fashion weeks
Film Festivals
International Airports
5-Star Hotels
High End/Luxury Shopping areas
Michelin Restaurants
1
Paris
France
10
6
77
2
122
11
134
2
London
United Kingdom
12
3
241
3
182
5
81
3
Milan
Italy
1
4
52
3
29
5
22
4
Rome
Italy
2
0
97
2
65
4
21
5
Stockholm
Sweden
0
3
14
2
12
2
13
6
Madrid
Spain
5
0
38
1
42
2
29
7
Zurich
Switzerland
6
0
10
1
12
4
18
8
Munich
Germany
5
0
10
1
16
4
17
9
Berlin
Germany
1
1
76
1
40
2
21
10
Hamburg
Germany
1
0
16
2
17
3
16
11
Amsterdam
Netherlands
4
0
24
1
29
1
30
12
Copenhagen
Denmark
1
2
12
1
12
2
20
13
Barcelona
Spain
0
0
45
1
47
1
31
14
Lisbon
Portugal
1
0
38
1
49
1
20
15
Athens
Greece
0
0
41
1
52
2
12
16
Vienna
Austria
1
0
24
1
24
3
14
17
Bucharest
Romania
0
0
22
2
12
2
0
18
Warsaw
Poland
0
0
22
2
17
1
3
19
Glasgow
United Kingdom
0
0
17
2
4
2
2
20
Lyon
France
0
0
9
2
7
0
16
21
Prague
Czechia
0
0
16
1
60
1
2
22
Brussels
Belgium
0
0
18
1
14
1
29
23
Oslo
Norway
0
1
8
1
6
1
11
24
Manchester
United Kingdom
0
0
20
1
7
3
2
25
Budapest
Hungary
0
0
16
1
24
1
7
26
Dublin
Ireland
2
0
16
1
11
0
6
27
Naples
Italy
0
0
34
1
5
0
22
28
Porto
Portugal
0
0
8
1
28
0
10
29
Turin
Italy
1
0
21
1
4
0
10
30
Sofia
Bulgaria
0
0
22
1
14
1
0
31
Helsinki
Finland
0
0
5
1
10
1
5
32
Belgrade
Serbia
0
0
32
1
9
0
1
33
Marseille
France
0
0
5
1
4
0
12
34
Birmingham
United Kingdom
0
0
12
1
4
0
6
35
Minsk
Belarus
0
0
11
1
0
0
0
Read it and weep; we Mancs landed 24th on the leaderboard, just behind Norway’s capital, Oslo, and ever so slightly ahead of Budapest in Hungary.
As you can see, to identify the ‘most influential European cities’, they broke down how the 35 most populous cities on the continent and here UK (barring Russia and Ukraine) and what noteworthy cultural touchstones they possess.
For instance, did you hear that our very own Warehouse Project recently found itself breaking into the top half of the best nightclubs on the entire planet?
Going on to analyse everything from the number of Fortune 500 companies headquartered in the city, their connections to film, fashion, fine-dining and more, they found that Paris, London and Milan were the most influential (no surprises there), but we’re glad to be keeping such good company.
After all, in the last couple of years alone, Manchester city centre has welcomed the Metiers D’art fashion show, opened one of the biggest indoor entertainment venues in all of Europe, and still takes eternal credit for giving the world Oasis and, therefore, the Live ’25 reunion. Again, you’re welcome.
What do you make of Sixt’s study, and do you agree with their findings on the whole?
It goes without saying that we’d probably put ourselves higher on the list if anything, but then again, maybe we’re getting too used to being told how brilliant it is to live in this region.
Featured Images — Anthony Parkes (via Geograph)/The Manc Group
News
Police ‘delighted’ after Manchester man is jailed for running county lines drug operation
Emily Sergeant
A Manchester man has been jailed for his part in running a county lines drug operation that exploited vulnerable people.
Following an investigation by Greater Manchester Police‘s (GMP) County Lines Team, John Joyce, of Stuart Street in Manchester, was identified as operating a county lines drugs network that supplied Class A drugs across Greater Manchester, and was subsequently jailed for possession with intent to supply crack cocaine and heroin.
The investigation – which uncovered extensive evidence of drug supply – found that Joyce was the controller of the “CEE” line – a mobile number used to distribute crack cocaine and heroin.
Among that ‘extensive’ evidence was more than 31,000 text messages and 8,700 calls linked to drug dealing activity, and ‘flare’ messages advertising drugs for sale sent in bulk, as well as forensic analysis linking Joyce to two personal mobile numbers and vehicles used during the operation.
CCTV footage was also uncovered showing Joyce purchasing top-up vouchers for the drugs line.
#JAILED | Man sentenced to over 5 years in prison for running county lines drug operation
Our County Lines Team investigation uncovered extensive evidence of drug supply & found he was the controller of the “CEE” line, a mobile number used to distribute crack cocaine & heroin pic.twitter.com/WAdej9lLxU
And the final nail in the coffin was that a search of the 28-year-old’s Manchester apartment uncovered more than 460g of crack cocaine, heroin, drug paraphernalia, and cash.
Joyce fled the UK and headed to Dubai in an attempt to evade justice, but was arrested upon his return at Manchester Airport in October 2025.
“This case demonstrates our commitment to dismantling county lines networks that exploit vulnerable people and blight communities,” explained Detective Constable Josh Claxton, of GMP’s County Lines Team.
“Joyce’s operation was significant and his sentence reflects the harm caused by class A drug supply in Greater Manchester.
The Manc -
13th August 2020 
