New beauty brand is a nailed-on success in Norwich

It may be a new name on the block, but Filthy Gorgeous London's nail polishes are already a cult favourite with beauty fans – and are now available in Norwich exclusively at Jarrold. EMMA LEE meets one of its founders, Noelle Shine.

It's the ultimate dream – to turn your passion in life into a career. Noelle Shine is one of those lucky people who has done just that.

A self-confessed make-up junkie, during her career she's worked for big names including Estee Lauder, Jo Malone and Stila.

And she also describes herself as a rock chick.

In 2009 she and friend Adam Dargan – who have decades of experience of working in the beauty industry between them – pooled their knowledge and expertise to create their own beauty brand that was that little bit different. And the result is Filthy Gorgeous London.

One of the best things about a night out, or any event where you have the excuse to dress up, is the ritual of getting ready. Deciding on your outfit – jeans or dress, heels or flats – whether to wear your hair up or down, accessories and whether to go for sheer lipgloss or vamp it up with Monroe-esque red.

Noelle and Adam wanted to offer both beauty services and products and spotted a gap in the market for a one-stop-shop where their clients could be preened, polished and made party ready simultaneously and all from the comfort of one chair – from manicures and brow shaping and false lash application to airbrush make-up and hair styling.

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Everyone is counting the pennies at the moment, so it had to be high quality yet affordable – and quick to fit in with busy peoples' lives.

Following launches in London and Glasgow, Filthy Gorgeous London has come to Jarrold. They're currently offering manicures at the recently revamped beauty hall, with the possibility of expanding the range of treatments available on the menu. But, as Noelle explains, that's not all.

'We wanted to do a product line as well – and nails were first on the agenda. No matter how dire the economy you can update last year's outfit with this year's colour,' she says.

They are already making a name for themselves both within and outside the beauty industry with collaborations with Mahiki, Bungalow8, FHM, Sapphire Model Agency and Select Model Agency as well as celebrity manicurist Liza Smith.

There are more than 30 colours in the range – from a classic red, which is named after Noelle, to this season's jewel and spice shades. And there's the added bonus of them being free from the chemicals toluene and DBP.

Reflecting Noelle's love of rock music, the bottles all have a plectrum attached which can actually be used to strum a guitar – or can be worn as a necklace or bracelet charm.

Nail effects polishes have been a major trend this year – and Filthy Gorgeous has several in the range. For Christmas they've introduced some new crystal polish shades.

They contain six different sized glitter pigments – and with two coats you get the look of crystal nail art. Crackle top coats have been one of the most exciting innovations in nail polish for years – and the next generation are metallic magnet polishes.

Here comes the science bit: the polishes contain magnetically charged iron oxide pigments in the colour, plus a magnet in the lid. After applying the polish, while it's still wet, hold the magnet over the polish – the pigments travel across the nail beds and settle to create a ripple nail art effect. Filthy Gorgeous London has three shades in its Heavy Metal magnetic range – a liquid pewter, navy slate and a rich green.

Noelle says that it was important to them to create a product that was easy and quick to use.

'The brushes are thick with double the number of hairs, so your nail is coated in a couple of swipes,' she says.

'We wanted them to be high pigment, quick drying, glossy and long lasting. Nobody has the time to sit around waiting for their nails to dry.'

Filthy Gorgeous London nail polishes are stocked at Jarrold. Prices range from �9-�12. Phone 01603 660661 for information.