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.
A Manchester dentist to the stars is offering an exclusive discount for their hugely popular treatment
Kristen MacGregor-Houlston
A designer dentist in Manchester is offering composite bond treatment with a huge saving this month.
Rüh Dental, hailed as one of the top dental surgeries in Manchester and one which counts popular celebs like Helen Flanagan and Molly-Mae Hague as their patients, is offering readers a healthy 10% off composite bonding treatment this month.
The boutique surgery leads the way in creating a perfect smile that both stands out in a crowd but is effortlessly natural.
The whole process can be done in as little as 60 minutes too, depending on how much work you need.
If composite bonding is something you’re new to, it’s a straightforward, smile-perfecting procedure that is designed to give natural results and improve your grin, all whilst preserving the patient’s own teeth.
We caught up with leading dentist Dr Billal Arshad from Rüh, who is an expert in his field and is famed for his dental diligence and artistic flair.
He tells us “Composite bonding is a simple but effective treatment where we sculpt composite onto the teeth to make them look aesthetically pleasing.
“It’s a painless procedure that gives a natural look and lasts up to seven years without damaging the patient’s own teeth.”
You can find more about composite bonding from our Q&A session with Dr Arshad here.
Whilst Rüh Dental Manchester is also known for other treatments like their Invisalign treatments, general dentistry, veneers, etc, this offer is exclusively for composite bonding and for our readers. Quote TheManc10 when you call 0161 348 8738 to book.
Watch Lowry’s ‘Going to the Match’ come to life at this new immersive experience in Salford
Danny Jones
L. S. Lowry is one of Greater Manchester’s most famous sons, so much so that he has two statues, a hotel, as well as an entire theatre named after him, and now you can see one of his greatest works brought to life as part of an immersive new art experience over Salford Quays.
Just across from the main MediaCity campus, The Lowry Theatre is celebrating its 25th anniversary with a whole host of new additions, including what looks to be an exciting series of immersive gallery experiences entitled ‘LOWRY 360’.
Although world-renowned creative studio Layers of Reality has developed the large interactive exhibition room to bring almost any manner of artwork to life, the first couldn’t be anything else besides what is widely considered the local artist’s most iconic piece, Going to the Match.
Put simply, the new installation will fully surround audiences with the sights and sounds of Going to the Match, transporting them into the painting before they experience the original artwork firsthand.
This ambitious and starting new sensory experience has come to fruition thanks to the Law Family Charitable Foundation (LFCF), who support a wide variety of artistic, educational, cultural; health-based and environmentally-driven institutions like The Lowry.
It was LFCF who made the sizeable donation necessary for the theatre to purchase Lowry’s legendary depiction of matchday crowds and Northern life for a total of £7.8 million back in October 2022, bringing back home to Salford permanently.
Speaking on the immersive Lowry exhibit, Lowry’s CEO Julia Fawcett said: “This is one of the most ambitious and exciting projects we have ever undertaken.
“We’re transforming our gallery space in partnership with a world-class creative studio to create an unforgettable experience that will bring new audiences to L.S. Lowry’s work. We can’t thank Andrew Law enough for helping us realise this vision”
The best part of all is, since their goal in bringing the painting to Salford in the first place was for as many people to see it as possible, LOWRY 360 will remain completely FREE to access for its entire duration. Picture this but stood right in the middle of it as ‘The Matchstick Man’s world comes to life around you:
Layers of Reality is known for creating virtual and immersive experiences revolving around everything from Frida Kahlo and Salvador Dali to Tutankhamun, so you can trust in the pedigree being brought to the Lowry Theatre.
Moreover, this isn’t the only thing on at the Lowry during their 25th-anniversary programme by any means: families will be drawn to a free exhibition of Quentin Blake’s illustrations, featuring his most beloved characters and even a special portrait of the man himself drawn by Blake.
The Promenade Gallery will be transformed into a large-scale mural by French artist, Camille Walala; Manchester-born writer Jeannette Winterson will be hosting an insightful lecture on what makes Lowry’s world and history so special.
Visitors will also have an opportunity to see the new production of James Graham’s Olivier Award-winning play, Dear England, with a rewritten ending following the European Championships in 2024. There’s all this and plenty more to be found on the Lowry events page.
Touching on the rest of the 25th-anniversary events, Fawcett went on to add: “We’re deeply committed to reaching out to the local community and our learning and engagement programmes have been at the centre of our mission for the past two and a half decades.
“Gods of Salford takes this to a new level, combining social impact with the creation of an ambitious, challenging and professional production. It will foster new skills, create pathways into the arts for disadvantaged young people and sell tickets!”
“Over the past 25 years, Lowry has been on a remarkable journey. An ambitious plan to create a new home for arts and culture in the North West at the turn of the millennium is today the most visited attraction in Manchester and the cultural heart of one of Europe’s most successful regeneration projects.
“We are marking the moment with a spectacular programme that showcases the very best art and theatre. 2025 promises to be Lowry’s biggest and best year as we set our sights on the next 25.”
Hear, hear. LOWRY 360 opens on Saturday 3 May, so make sure to visit when you can – you can grab your free tickets HERE.
The Manc -
13th August 2020 
