Newcastle beauty firm thriving thanks to export market

Newcastle-based Niré Beauty, which manufacturers premium make-up brushes and accessories, is expecting more than half of its Christmas business to come from overseas customers.

Founded in 2015, the company started by selling its products to customers in the UK, but quickly shifted its focus as demand from other countries grew. It now ships regularly to France, Germany, Italy and Spain through its British and French websites, and is expecting the export market to account for 60% of its festive sales.

The rise in international trade has been driven in part by help from the Department for International Trade (DIT), which has been guiding Niré Beauty on its e-commerce strategy and providing assistance with translating marketing materials.

Niré Beauty’s founder, Erin Graybill, said: “Christmas is a very busy time of year for our business, as our products are perfect for gifting. Thanks to strong overseas demand, we’re expecting this year’s festive season to be bigger than ever.”

Graybill went on to praise the DIT for its help, saying: “DIT’s support has played a role in scaling the business by helping us build export sales through e-commerce and make improvements to our own website. It has also supported us in navigating issues like the language barrier. Good translation requires strong cultural - as well as linguistic - knowledge, and DIT has supported us in accessing translation services to ensure our marketing materials communicate our brand values accurately to overseas customers.”