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.
“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.
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.
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.
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.
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.
“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.
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.”
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.
Heaton Park’s ‘Gallagher Hill’ where people have been watching Oasis for free is no more
Thomas Melia
The Heaton Park viewpoint coined ‘Gallagher Hill’ which fans flocked to to watch Oasis for free has been closed off ahead of the remaining gig dates.
The particular high area of Heaton Park has gone viral online after Oasis fans have been using it to watch the Live ’25 shows for free, with a distant view of the huge screens.
But as thousands of ticket-holders flock back to the remaining Manchester gigs of Oasis Live ’25, fans who couldn’t manage to get any tickets will be disappointed to learn that the viral viewing point Gallagher Hill has been shut down.
Usually, this hill section of the Manchester green space isn’t filled with Gallagher supporters – it’s normally home to a herd of cows who use this land to graze and walk about on throughout the day.
Huge fences have now been erected around the area to prevent any further groups from gathering, with Oasis still set to perform on Wednesday, Saturday and Sunday.
Manchester City Council has said that there are also around 300 young trees that have been planted in this part of Heaton Park to develop a new woodland area.
The purpose of the fencing is ‘dual purpose’, a council spokesperson said: “Both to protect the environment from further damage and to dissuade people from gathering there. The necessary measure means the concert will no longer be visible from this area.”
After seeing videos of fans in this particular area, one TikTok user checked it out for herself asking her followers: “Would you get on Gallagher hill now?” before panning her camera to show cows grazing on the land.
Although fans of the Manchester icons were flocking to this spot in order to join in on the Oasis fun from afar, issues have been raised via safety concerns of visitors, the cattle herd and reports of litter.
Fans are now being directed to enjoy the many, many events taking place in the city centre, including the MCR Live Hub at Piccadilly Gardens.
‘Gallagher Hill’ in Manchester today ahead of the next Oasis shows. Credit: The Manc Group
Some fans have been very understanding reasoning this fair decision admitting, “Probably because of security and threats unfortunately”, while others express their disappointment asking, “How sad do you have to be to put that up?”.
One social media user, who was planning on taking a family member to this brand new Manchester landmark commented, “They could’ve utilised Gallagher hill”.
The fan went on to pose the question of making it an official viewpoint for concerts, posing the question, “£30 entry fee, is that too steep?”.
Councillor John Hacking, Executive Member for Employment, Skills and Leisure, Manchester City Council, said: “The atmosphere across Manchester has been electric over this last week with the whole city swept up in Oasis fever and peaking over the weekend with the first two hugely successful homecoming concerts at Heaton Park.
“As you would expect given the size of the concerts and numbers of people attending, we go through a continuous process with partners of re-assessing the plans in place for the concerts to ensure both public safety and that any environmental impact on our award-winning park is minimalised.
“The steps being taken ahead of the next concert regretfully mean the distant view of the large screens behind the event stage will no longer be there. Unfortunately our hand has been forced in having to put these additional measures in place to protect the very recent extensive planting of young trees in that location as we try to establish a new woodland area in the park, and the wellbeing of our cattle herd in the field, as well as to keep people in the park safe.
“Our advice to music fans who don’t have tickets for the concerts is to head into the city centre instead. The whole city is going all out to celebrate and help everyone have a good time. We’ve got some fantastic things going on with a real party atmosphere for everyone to enjoy whether they’ve got tickets for the Oasis gigs or not.”
The Maccabees’ Orlando Weeks on Gavin and Stacey, Glastonbury and comeback tour
Thomas Melia
UK indie band The Maccabees announced their comeback tour earlier this year alongside a very impressive All Points East headline date.
Since rocking into the music scene in 2007, The Maccabees have a Mercury Prize nomination to their name as well as three UK top 40 singles and one chart-topping album ‘Marks To Prove It’.
Just last year, the band ingrained themselves into UK pop culture for eternity thanks to the inclusion of their single ‘Pelican’ in the finale of the much-loved TV classic Gavin and Stacey.
The Maccabees have been a staple in British culture and indie music alike, and it’s safe to say fans were overjoyed when the news of a comeback tour was announced.
The Maccabees are coming to O2 Victoria Warehouse in Manchester on 21 and 22 August.
After nearly a decade apart, the lads are ready to hit the road again with a string of UK tour dates, which are in preparation for their huge All Points East headline date at the end of August.
Lead vocalist for The Maccabees, Orlando Weeks, sat down with us to talk reuniting with fellow bandmates after almost a decade, as well as all things Glastonbury and the upcoming All Points East headline slot.
Orlando Weeks from The Maccabees | The Interview
The Maccabees have played Manchester almost 20 times since entering the music scene in 2007. What is it about our Manc crowds that keeps pulling you back?
Manchester has a musical heritage, which means there are enough venues that we can come back to so many times and people not be sick of us. The crowds are great, it’s always a good gig and always a good night out.
Having that kind of heritage and pride in your city makes it the kind of place [bands] want to come back to.
This will be the band’s first time playing O2 Victoria Warehouse, and after playing a variety of Manchester City centre music venues, how excited are you to be playing this one for the first time?
I’ve had friends that’ve played it, and everyone said that it’s a good gig. I have no doubt it’ll be good.
Due to incredible demand, you’ve had to add a second date after the first show sold out – what’s it like for you hearing news like this?
The original offer for us was to play All Points East, and so when we got that, it made up our minds to play these summer shows.
Getting to play once in Manchester will set us up [for this headline slot], and getting to play twice will set us up even better. I love being in Manchester anyway, so to have a little bit longer to have a wander and a drink is great.
What was it like getting back into the rehearsal process with the rest of the band after nearly 10 years of not performing or touring together?
It’s very odd how powerful muscle memory is. It’s crazy how quickly all of the songs, structures and playing came back to us.
When we used to play, I invented so many completely useless little triggers for me to help remember lyrics or a chorus that I’d get stuck on, and I still remember those foot taps and placements that bring it all back.
Felix [White] boasted before we even started rehearsing that he remembered everything off by heart, and he could go straight into a gig. To be fair to him, it’s amazing how much his brain has retained.
At your first show in nearly a decade at The Dome in London, you created artwork to raise funds for theMS (Multiple Sclerosis) Society. Will fans be able to buy your artwork and support this charity at both the Manchester dates?
There will be an MS charity stall as well as one for Doctors Without Borders. If you’re reading this or coming to either of the gigs and have anything that you can contribute to either of those charities, then we as a band would be extremely grateful.
This 2025 tour sees support from indie rock band, Sorry – how excited are you to head out on the road with this talented group?
The Maccabees have always been very lucky to travel around the world with other bands who are amazing, and Sorry are definitely part of that list.
You have a reason to get down early, because if you’re a fan of The Macs, you’ll be a fan of Sorry. I can guarantee that you’ll have a good time.
The Maccabees are taking part in some of the biggest events in the British music calendar[Glastonbury, All Points East]. How does it feel to have such immense support nearly 20 years into your career?
20 years in and 10 years off. There are a few people who aren’t in the band but have been such a big part of it, even through the 10 years that we weren’t really doing anything. They would say if you ever did wanna do something, there’ll be people there.
I just didn’t know that [The Macabees reunion] would be as popular as it has been. It’s very hard to explain or get your head around, really.
On the topic of Glasto, how surreal was it to be playing this major music festival for the third time?
I think we’ve been at least four times, maybe five times.
Headlining ‘The Park’ stage was special, and it was also the first time my son came and saw me on a stage singing. It was a great ‘take your son to Work Day’. We had Florence [Welch] coming out and singing with us, too.
I’ll remember all of The Maccabees’ Glastonbury experiences, but I think that’s the one I’ll hold onto for the longest.
Speaking of surreal moments, your song ‘Pelican’ featured in the finale of British favourite, Gavin and Stacey. How did this opportunity come about?
I think Matt might’ve texted me, but it was Christmas and I was swept up in all sorts of celebrations. We got a lot of messages after it aired because an insane number of people watch the show.
It’s all thanks to James Corden and Matt Horne, who have always been fans from early on. It was very flattering and very nice to be part of [Gavin and Stacey].
And finally, after playing Manchester so many times, are there any shops or special spots that you always make sure to visit when you’re in the city?
I remember when we were in Manchester last time for ‘The Farewell’ tour, I’d started running by then – and I loved the canals.
Usually, I defer to local friends and I’ll just let them take me to whichever pub or place they recommend – Wherever they go, I go.
The Maccabees are set to play two nights at O2 Victoria Warehouse in Manchester, and there are still tickets available for their second date HERE.
The Manc -
13th August 2020 
