A great example of how traditional notions of expertise and authority have been redefined in the age of consumer empowerment. Lauren Luke’s journey from South Shields taxi driver to global cosmetics guru and entrepreneur is an inspirational case study for anyone who dreams of turning a personal passion into a viable business. Despite a lack of formal beauty training, no money and limited video production skills, her makeup tutorials have attracted a global audience of millions – 34 million YouTube views at last count.
This month she launched her own cosmetics range in the US. What can only be a distant dream for most UK entrepreneurs has been achieved by a single mother from South Shields in a matter of months, thanks to her spirit of self expression and the transformational power of YouTube.