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.
The viral factory in Oldham that sells £2 Colin the Caterpillar cakes
Thomas Melia
A factory in Oldham has gone viral online after sweet fiends discover they sell ‘Colin the Caterpillar’ cakes for less than half price.
There are some things that just go hand in hand: a brew and a biscuit, peanut butter and jelly and Brits and their crazy obsession with a character chocolate cake from M&S called Colin the Caterpillar.
Since hitting the shelves in 1990, more than 15 million Colin the Caterpillars have made their way from supermarket shop floor to our sweet-treat-awaiting plates.
Who would’ve ever guessed that the home to this cheeky chappy, who M&S have made their unofficial mascot (after Percy Pig, of course), has been crafted and created right here in Oldham?
The utterly delicious Colin the Caterpillar cake which you can get for £2 at Park Cakes.The shelves at Park Cakes are stacked with Colins and Connies.Credit: The Manc Eats
Established in 1937, The Park Cake Bakeries – or just Park Cakes, colloquially – has been serving up this critter-inspired cake for over 30 years, and savvy shoppers have flocked to their factory shop to get their hands on some very sweet savings.
There’s a whole range of cakes on offer at this Oldham dessert factory shop, including slabs, sponges, loaves and even sweet pies too.
Whether you’re a firm believer that the birthday person deserves all of Colin’s white-choc face or you precisely cut it up so everyone gets some, Park Cakes has the solution, selling bags of the character’s chocolatey face so you can have one all to yourself.
The cake isn’t the only thing that leaves a sweet taste in your mouth, as the prices will too. Colin the Caterpillar, who normally retails for just under a tenner, is sold for around £2 at this Oldham factory shop.
It’s always the ones that look unassuming, isn’t it?
Alongside producing one of the most adored cakes in the UK, they’re also responsible for lots more of your favourite supermarket sweet treats, and we’re definitely not complaining.
You can let your sweet tooth go wild in this factory shop as they sell everything from rainbow birthday cakes to sticky toffee puddings.
There’s so much on offer too, how about a giant bag packed to the brim with misshapen golden flapjacks that’ll last you over a week and cost you less than a fiver? Sounds like a plan to me.
If you haven’t had enough of your Easter chocolate fix, why not trek over to Oldham and stock up on even more chocolate and sweet treats? Trust us, there’s plenty to choose from.
Park Cakes factory shop can be found on Ashton Road in Oldham and is open from 10am-4pm, so go and grab yourself a seriously sweet deal before everyone else beats you to it.
Mini Colins, small in size but still packed with all that chocolatey goodness.Flapjacks and cookie dough bites are just some of the wonderful treats you might be able to get hold of.Credit: The Manc
Featured Images — The Manc Group/Adam Higgin (via Facebook)
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The ‘headphone dodger’ proposal that could see people who play loud music on public transport fined
Danny Jones
A group of politicians are calling for people who play music and videos out loud on public transport to be fined, and not just a small fee, either. How about a grand?…
Yes, a new idea floated by members of the Liberal Democrats would see so-called ‘headphone dodgers’ hit with a penalty of a whopping penalty of up to £1,000.
Obviously, the idea would need government backing in order to make it through as an official bill, but it seems several Labour and Conservative MPs agree, and the suggestion alone already has caused plenty of online discussion.
Should 'headphone dodgers' who play loud music and videos on public transport face a fine of £1,000?
Sparking quite the water-cooler conversation too, the proposal is something that clearly taps into a fairly common nuisance among the general public and one that has increased in the era of smartphones, tablets and so on.
While it’s definitely something people can relate to, and the highly reactionary idea of charging them such a large sum of money, many on social media have noted that while the concept is one they can get behind, the figure seems excessive to most.
The no-headphone fine would apply to those playing music and video out loud on buses, trains and trams at what would generally be considered an obnoxious volume; if given the green light, this rule would be included in the railway byelaws and the current ‘Bus Services Bill‘ amended.
It has been suggested that a potential national campaign deterring this kind of behaviour would follow, with the party arguing plainly that commuters deserve to “enjoy a moment of peace.”
A similar policy has emerged regarding drivers as well.
This push from the Lib Dems comes after they commissioned a poll which found that “more than half of Brits said they would not feel empowered to ask somebody to turn down their music” while on board public transport, with over a third confessing they’ve come across the issue before.
Lisa Smart, the party’s home affairs spokesman, said: “Far too many people dread their daily commute because of the blight of antisocial behaviour — and headphone dodgers playing loud music on buses and trains are some of the worst offenders.”
She went on to add, “It’s time to take a stand for the quiet majority who just want to get from A to B in peace.” It is believed that both politicians in power and members of the opposition have already expressed support for the idea, even if specifics like the severity of the fine are up for debate.
The Manc -
13th August 2020 
