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.
Spike in antisemitic incidents reported after Manchester synagogue terror attack
Emily Sergeant
A new report has revealed that there was a rise in antisemitic incidents reported following the Manchester synagogue terror attack.
In case you need a reminder, the shocking knife and car attack took place on 2 October 2025 on Yom Kippur – the holiest day in the Jewish calendar – at the Heaton Park Hebrew Congregation Synagogue, and during the incident, two men sadly lost their lives during the attack – Adrian Daulby, 53, who was shot dead by Greater Manchester Police (GMP) while trying to stop the attacker from entering the synagogue, and Melvin Cravitz, 66, a worshipper who also helped stop the attacker.
The attacker was named as 35-year-old Jihad al Shamie – a 35-year-old British citizen of Syrian descent who lived in Prestwich – who at the time was on bail for an alleged rape, before being shot dead by police.
In the wake of the attack, the Community Security Trust (CST), which monitors antisemitism in the UK, said 40 antisemitic incidents were reported on 2 October last year, and a further 40 were reported the day after – more than half of which involved direct reactions to the deadly attack.
These were the highest daily totals in 2025.
A spike in antisemitic incidents were reported after the Manchester synagogue terror attack / Credit: Google Maps | GMP
Three of the reported incidents on 2 and 3 October involved ‘face-to-face taunting and celebration of the attack to Jewish people’, according to the CST.
39 of the reported incidents were antisemitic social media posts referencing the attack, abusive responses to public condemnations of the attack from Jewish organisations and individuals, or antagonistic emails sent to Jewish people and institutions.
The Manchester synagogue attack was the first fatal antisemitic terror attack in the UK since the CST started recording incidents in 1984.
Overall, 3,700 anti-Jewish hate incidents were recorded in 2025 – which is said to be up 4% on the incidents recorded in the year before – and the CST revealed that this the second-highest annual total ever recorded.
There was also a spike in reported anti-Jewish hate incidents following the Bondi Beach killings in Sydney in December of last year too, the CST said.
Dave Rich, who is the director of police at CST, told Sky News in a statement: “We need a more robust approach to the kind of extremism that drives antisemitism.
“Jewish people in Britain used to be able to go about their lives without ever thinking about antisemitism, and now it’s the topic of conversation around every dinner table. That’s new.
“It feels for a lot of Jewish people like we’re in a different world now, the atmosphere is different, the climate has changed for Jewish people and the amount of antisemitism is part of that.”
Featured Image – GMP
News
Trailer released for new romcom Finding Emily set and filmed all across Manchester
Emily Sergeant
The first trailer for a new romcom that’s set and filmed all across Manchester has been released.
The film, titled Finding Emily, tells the story of a lovesick musician, played by Spike Fearn, who meets his dream girl on a night out, but ends up with the wrong phone number, and so teams up with a driven psychology student, played by Angourie Rice, in a bid to find her.
Together, the unlikely duo spark a hilarious campus-wide frenzy that tests their own hearts and ambitions along the way.
The film – which is directed by Alicia MacDonald, and based on a screenplay written by Rachel Hirons – is produced by Working Title Films, is set in the fictional Manchester City University, and is due to be distributed by Focus Features and Universal Pictures across the UK and internationally this spring.
The talented ensemble cast groups together big names like Minnie Driver with rising stars like Ella Maisy Purvis, Yali Topal Margalith, and Kat Ronney, as well as other established actors including Timothy Innes and Nadia Parkes.
Filming took place in Manchester between August and September 2024.
The two and a half-minute trailer has been shared with the world today, and when we say it’s a Manc film, we mean it… we quite literally lost count of how many of our city’s famous locations can be spotted in just the trailer alone.
The trailer has been released for new romcom Finding Emily set and filmed in Manchester / Credit: Universal Pictures & Focus Features (via YouTube)
There’s everything from Manchester Central Library and Piccadilly Records, to Canal Street and the Gay Village, the Northern Quarter, the Crown & Kettle pub in Ancoats, and even the Emmeline Pankhurst statue in St Peter’s Square featured for all to see, alongside what’ll, presumably, be dozens of other famous locations.
Oh, and not to mention, if you keep your eyes peeled when watching the trailer, you can even see a small clip of Stockport band Blossoms playing a gig in there too.
The Manc -
13th August 2020 
