Back when 10 orders was a big deal!
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I was so excited to see these sacks filled!!
Lets take it back to 2009
My journey began at the ripe old age of 16 years, when I began working alongside my mum as an Asian bridal make-up artist. She opened her make-up studio called 'Arttitude Studios,' at the time - so fun fact for you, the brand name was actually my mums idea!
I worked alongside her whilst completing my studies. I hated school. I was a straight A student, but always a bit of a misfit amongst my classmates. I was a typical teenager with acne, braces, glasses and zero real friends. But at just 16 years old, I fell in love with make-up artistry, particularly beauty photoshoots for my mums business. Make-up gave me an outlet to feel more beautiful, and to feel like I belonged.
2010 - 2020
I completed my undergraduate degree in Biomedical science, did my registration portfolio, and continued focusing on my career. I completed my Masters in Clinical Science, and the NHS STP training programme in Haematology. I began working in a leukaemia and lymphoma specialist diagnostic lab.
I always pictured myself spending my entire life working as a scientist in the NHS. But the job I once loved, stopped bringing me the same level of fulfilment, it did when I started.
I continued working alongside my mum throughout this time, on a part time basis, and my passion for make-up artistry just grew and grew...
2018
In 2018, I felt a dramatic change in the make-up industry. All of a sudden, new brands were exploding all around me. There was a huge shift during this time, and big, loud, bold, colourful eyes were everywhere. My all time favourite!
This woke something inside me. I wanted to be deeply immersed in this industry, but I was battling the stigma of having a 'proper career,' vs. a creative career and pursing something I loved.
On a whim, I decided to launch my own eyelashes, for my mum to use on her clients. I never intended to sell these online, or to start an ecommerce store, but her clients loved them!
So many of them asked, why don't you sell these online?
2019
In 2019, I officially launched Arttitude Cosmetics online, and decided to just give it a go selling the lashes, and see what happens. On the 4th August 2019 - I made my first ever sale online! I was hooked!
The lashes soon expanded to glitter and face gems, as I was still living my festival days. But the fire for product development had already been lit and there was no stopping me now.
By 2020 I had launched my first eyeshadow palette, had my first ever rebrand, upgraded our lashes, and now sold water activated liners and lash glue-liner too!
2020 - 2023
I came at this brand with zero background in business or marketing. I have no family or friends in business and I had absolutely no clue what I was doing half the time... (I still feel like I'm winging it most of the time!)
Because of this, the initial growth was slow! It really took me a while to find my feet with the brand, and to get over the imposter syndrome I was facing every day. I'm a scientist, not a business owner I told myself every day.
But I had a raw passion for this. I fell in love with the make-up community, and the friendships I had built, and finally felt like I'd found a place where I belonged - where it was okay to be a misfit! The community really is so special in this space, and I have genuine love for so many of you!! So I decided not to give up, to keep pushing and keep going, investing every spare penny and every spare minute I had!
2023-2024
It took me a long time to stop treating this like a hobby, and start treating it like a real business, but as soon as my mindset started to shift - everything began to change. Your mindset is everything guys, trust me!! You are the only thing holding you back. Believe in yourself!
My launches were soon getting bigger and bigger, selling out faster and faster and the brand started growing at an exponential rate!
2025
Fast forward to 2025, we have rebranded again and have developed a speciality for colour cosmetics, particularly eyeshadow palettes. This comes as no surprise, since I have been a lover of bold colourful eye make-up my whole life!
The brand has now been sold in 49 countries, and is loved by thousands of customers worldwide!
I'm still working part time as a scientist, but dream of the day when Arttitude can replace my career.
Thank you to each and every single one of our customers, for allowing me the opportunity to chase my dreams, and to prove - that you don't have to stay in a career just because you've spent years in it. It's never too late to chase your dreams, and to start over.
All your orders are still packed by me or my family, in my spare bedroom? Arttitude Cosmetics is still a tiny brand. I'm super proud to have achieved so much for such a small business!