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.
Salford City set to reverse kit colour following clear cut fan vote
Danny Jones
Salford City FC are set to make a historic change, or rather turn back time, as the Greater Manchester side looks set to change its main kit colour back to orange.
The Ammies are undergoing another big overhaul – the most significant since the ‘Class of 92’ bought the club back in 2014 – with supporters being invited to give their thoughts on the direction they want to see the club going in.
Currently sitting ninth in the third tier after making a positive start to the 2025/26 campaign, Salford City have been met not only with fresh investment in recent months but a fresh push for change from the ground up.
Including, as it turns out, the kit colour. After genuine calls to reverse the kit colour from the fans, the Salford board took a fan poll, with over three-quarters of all those who took part voting to return the City jersey to orange.
As you can see, 77.1% of Ammies confirmed that they were in favour of bringing back the predominantly orange and black shirt, shorts and socks; the switch is expected to happen before next season.
The League Two side has made it clear that promotion to the Championship is the big target over the next few years, and as the new consortium headed up by Gary Neville and David Beckham continues to try and transform the club once again, they’re looking to make big statements.
It doesn’t get much more foundational than restoring the orange shirts that Salford City wore for the best part of four decades prior to the initial takeover.
The decision itself comes after a thorough ‘heritage consultation’ process, where the older Neville brother and other key figures took supporter feedback into consideration, including the majority kit vote.
In terms of announcing the change, they’ve had plenty of fun revealing the outcome on social media, too.
Sharing a full statement on the club website, SCFC went on to detail that there is “significant work to be undertaken at the Peninsula Stadium to update cladding and seats, amongst other infrastructure upgrades that are already due to take place.”
Hoping to combine their “tangerine heritage with modern style to create a striking orange identity”, the overall brand aim is now simpler than ever: “when you see orange, you will know what it means. This is Salford. Proud. Unmistakable.”
Long-time supporter, Richard Kedzior – who also owns the recognisable orange and black flag that hangs in the west stand – said of the news: “I’m delighted that we’ve reverted back to orange, which over a 40-year period was the colour we were always associated with prior to the change to red.
“It’s a welcome return to tradition as well as giving us back our unique identity that will once again identify us all as proud supporters of Salford‘s premier football club.”
Before the reversal was fully confirmed, co-owner Neville discussed the potential change in a room full of passionate Salfordians.
Old Dead Tree fanzine committee member, Kev Wright, continued in the statement: “The orange kit represents Salford’s true identity. It sets us apart and reminds everyone that we are our own Club, not just a shadow of Manchester United.
“When we play in red, the comparisons are inevitable, and people can mistake us for something we’re not. Salford is different. It’s about local pride, about belonging to a community with its own history and its own future. Orange gives us a distinct voice and a colour we can call our own. It’s more than just a kit – it’s a statement that we are Salford, and proud!”
Signing off, fellow Ammie Deb Sculthorpe believes that this could be the ‘fresh start’ that the 85-year-old footballing outfit needs, adding that “timing is everything and now is the time.”
A further consultation is set to take place regarding the club crest, too, as some have also suggested reverting the modern logo to the old Salford Central-style badge, with more information to be shared as and when.
What do you make of the decision to swap the modern Salford red for Greater Manchester‘s second city classic orange strip, Ammies?
Police appeal for witnesses after motorcyclist dies in fatal M60 crash near Salford
Emily Sergeant
Police are appealing to the public for witnesses and footage after a crash on the M60 claimed the life of a motorcyclist.
The appeal comes after Greater Manchester Police (GMP) were called to reports of a road traffic collision between three cars and a motorbike between junctions 15 and 16 on the M60 on the clockwise carriageway, near Salford, at around 6.15pm this past Sunday (12 October 2025).
When officers arrived on the scene, they found that the rider of the motorbike, a man in his 60s, had sadly died after suffering fatal injuries.
The incident led to a partial closure of the M60, with the motorway needing to be shut for several hours after the collision.
Two of the three drivers involved in the fatal incident have now been arrested on suspicion of causing death by dangerous driving.
Traffic is being held on the #M60 clockwise between J15 (#M61) and J16 (#Kearsley) due to a serious collision involving a car and motorbike.@gmpolice@NWAmbulance on scene.
— National Highways: North-West (@HighwaysNWEST) October 12, 2025
With the arrests made and the police investigation ongoing and proceeding at pace, GMP’s Serious Collision Investigation Unit is now appealing for anyone who may have witnessed the incident to contact them.
They are also keen to speak to anyone who may dashcam footage from the area in the moments leading up to the crash.
Anyone with any information or footage from the incident is urged to contact GMP on 0161 856 4741, quoting log 2294 of 12/10/2025, or they can head online to use to ‘report’ tool or LiveChat function on GMP’s website – www.gmp.police.uk.
The Manc -
13th August 2020 
