A Growth Engine for the UK

When Tricia Cusden launched Look Fabulous Forever in late 2013 with an edited range of makeup products for older women, she placed some video tutorials on YouTube as an experiment. What happened next astonished Tricia. “The videos have had a phenomenal impact and turned us into an international Internet business,” she says. The Look Fabulous Forever YouTube channel instantly became Tricia’s main promotional vehicle and, in its first year of trading, the company more than doubled its sales targets. To date, the 12 videos on Look Fabulous Forever’s YouTube channel have had a phenomenal 911,000 views. Asked if she can pinpoint the reason for the company’s runaway YouTube success, Tricia says “all of our videos have the phrase ‘makeup for older women’ in the title, the second most searched for term by our demographic. We’re also one of very few companies meeting a real demand. The big players are only now waking up to the opportunity we knew existed.” Between December 2014 and January 2015, 10,500 people from 24 different countries visited the Look Fabulous Forever website, an increase of around 1,000% compared to the same period in the previous year.