Affordable Glam, Backed by Nan: The Real Story Behind Clomaná Beauty

In a digital age flooded with beauty brands, few founders stand out quite like Chloe Walsh, the creative mind behind Clomaná Beauty. Known for her down-to-earth presence on social media and her ability to blend luxury with accessibility, Chloe has transformed what began as a modest family-funded business into a fast-rising name in the UK beauty industry.

Launched in 2018 with a £530 loan from her grandmother, Chloe’s entrepreneurial journey is rooted in family trust and pure ambition. At just 22, she poured her energy into building something that felt both premium and personal. What began as a brand that sold fake eye lashes has transformed and grown significantly since then. That belief, along with the boldness to back it up, laid the foundation for Clomaná Beauty — a brand that now sits proudly on the shelves of Sephora UK, Boots, ASOS, and Beauty Bay.

“I started my business with £500 from my nana - now it's made £5million'

Clomaná’s unique selling point is clear: affordable luxury. The products from the viral Marshmallow Sponge to glow-enhancing beauty essentials, are thoughtfully designed to look and feel high-end without the intimidating price tag. It’s beauty that feels elevated but remains accessible to everyday consumers. But beyond the product design it’s Chloe’s connection with her audience that makes the brand feel relatable. Tap the images below to explore and shop Clomaná products directly from your favourite retailers, including Sephora, Boots, and more.

Rather than operating behind closed doors, Chloe built Clomaná in the open — regularly engaging her community on TikTok and Instagram, involving them in product launches, packaging decisions, and even rebrands. This transparency built trust, turning customers into loyal supporters and giving Clomaná an edge over more traditional or corporate-led beauty brands. In fact, one TikTok showcasing the sponge’s texture alone pulled in over 1 million views, giving the brand a viral push and drawing in a wave of new followers.

What’s more, Chloe made strategic use of rebranding and adaptation. Early in the journey, she recognised that evolving the brand’s identity and offering fresh product experiences were crucial to long-term success. This ability to stay fluid while holding onto the brand’s core values: authenticity, accessibility, and style is something many entrepreneurs can learn from.

The story of Clomaná also serves as a reminder that you don’t need a huge budget to build a meaningful brand. Chloe started with one product and a clear mission. She didn’t rush into mass production or hire a large team. Instead, she focused on creating something worthwhile and let the brand grow organically through real customer connection.

In an interview featured on Influence Weekly, Chloe also announced the exciting next step: plans to open a multi-functional brick-and-mortar Clomaná store, Now fully open, the space brings the brand’s community experience to life in a physical setting. It’s a bold move that reinforces her strong grasp of brand-building beyond the digital space.

For aspiring founders, Chloe’s journey offers real insight:

• Start with what you have — in her case, a family loan and a vision.

• Be visible — people connect with people, and she is the face of her brand.

• Listen to your community — their feedback is free market research.

• Adapt when needed — evolving is not failure, it’s growth.

• Stay authentic — your story is your strength.

Chloe Walsh’s rise with Clomaná Beauty shows that in today’s world, transparency, relatability, and innovation often outperform big budgets and stiff corporate branding. She didn’t just sell beauty products she built a brand that feels like a movement.

As she continues to expand both digitally and physically, one thing is certain: Clomaná Beauty is more than a trending label, it’s a masterclass in building a community-led business in the modern beauty space.

You can follow Chloe’s journey on her Instagram and shop the Clomaná range via the official website.