From home business to Vogue: The Rise of House of Amor

Lucy Pearce's beauty brand, House of Amor, rapidly gained popularity on TikTok, marking the beginning of its flourishing journey. In just four years, this woman from Bristol has transformed from a part-time worker at a scrapyard into the successful founder of a beauty brand.

Founded by Lucy Pearce, House of Amor aims to help women easily achieve salon-quality beauty results at home, with a product line that includes lash extensions and nail wraps. The brand was officially established in 2021 and quickly gained popularity through product demonstrations on the social media platform TikTok.

"It's been a crazy journey, and one I never expected," Ms. Pearce said. Her business has been featured in prominent magazines such as Vogue, Glamour, and Vanity Fair. Growing up in Dundry, Bristol, and graduating from Chew Valley School, she displayed an entrepreneurial spirit from a young age. While pursuing various interests, she also worked part-time at her father's scrapyard.

The COVID-19 lockdowns prompted her to rethink her career path. At the time, she was selling strip lashes, but she saw a huge potential in the market for affordable beauty solutions for busy working mothers. Ms. Pearce stated that her brand aims to empower women. "I am a busy mum of three. I don't have time to faff around with lashes in the morning," she said.

This inspired her to create DIY lash extension products that can be self-applied at home in clusters, offering salon-quality results at a lower cost. In 2021, she invested approximately £500 to £1000 to launch House of Amor. The brand gained significant momentum when she started showcasing her products on TikTok.

"To begin with, I knew nothing about marketing. I just gave it a go because I loved the product," she said. Her lashes quickly went viral, generating an enthusiastic response. In an interview with John Darvall on BBC Radio Bristol, she recalled her disbelief when she sold 200 products within six minutes of launching. "I sat there crying. I just couldn't believe it. It was so surreal."

Since then, House of Amor has expanded to offer a full range of beauty products. In 2024, House of Amor's nail wraps were named "Best Beauty Product of 2024" by British Vogue, a milestone Ms. Pearce described as "surreal." In addition to its online presence, she now also owns a store in Winford, Bristol.

Beyond beauty, Ms. Pearce believes her brand can empower people and boost confidence. "We get messages from our customers saying our products have changed their lives," she said. "We've built an amazing community, and that's what we want to continue to do – empower people and make a difference."