Businesswoman made up over firm’s success (From The Advertiser Series)

Businesswoman made up over firm’s success

9:25am Tuesday 22nd December 2009

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A SINGLE mother whose fascination with make-up began when she was bullied at school is now achieving global success thanks to the launch of her own cosmetics range.

Lauren Luke, from South Shields, South Tyneside, is likely to become a millionaire, only months after first appearing on YouTube to give make-up tips through demonstrations recorded in her bedroom.

Her videos received more than 57 million hits from people around the world, and Miss Luke – who left school at 15 after falling pregnant – has now become the creator of the By Lauren Luke make-up range, which is selling fast across the US.

The 28-year-old has also signed a book deal with publishers Hodder and Stoughton, and has created a Nintendo DS game called Supermodel Makeover.

She has also recently secured a television show with shopping channel QVC to sell her products in the UK, with the broadcaster saying it was “deluged” with inquiries about her products even before her first show aired last week.

Miss Luke said her make-up range has changed life for her and her 11-year-old son, Jordan, and she is now excited about the future.

“At school I was bullied and had no friends. I used to sit at home in my bedroom and try out different bits of make-up and styles,” she said.

“Then I fell pregnant and dropped out of school and did dead-end jobs. So, to have this success doing something I love, and really making something of myself, is brilliant.

“I can’t believe how things have taken off. It feels like a dream.”

Miss Luke first discovered the power of the internet while selling branded cosmetics on auction site eBay, and responded to customer demand for demonstrations of how to use the products by recording a series of make-up tutorials for YouTube.

Under the name Panacea 81, she built up a global following for her videos, and was approached by branding company Anomaly, which realised the extent of her global online fanbase, and put her in touch with cosmetics firm Zorbit to launch By Lauren Luke.

Miss Luke, who describes her staple style as using “mad colours,” said she is hugely excited about the potential of her range.

“I always dreamed of having my own make-up line where I could develop products that made people feel special, that I myself would be over the moon to wear,” she said.

“The excitement that comes from make-up is something very personal. We all have our own reasons for being so excited by it, mine is definitely because of the colour and the fact it can bring out the best in everyone.”

Alison Young, beauty broadcaster at QVC, said: “Miss Luke already has a huge fan base who love her unscripted, unrehearsed and down-to-earth tutorials.

“If she translates that approach onto the TV screen, we are sure that her product range will be a huge global hit and help inspire people to follow in her footsteps and make their dreams a reality.”

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