Fashion marketer shares how she’s made £15,000 from her side hustle in less than a year


Ms James works by day in the fashion marketing industry, but by night she’s the face behind beauty subscription box Tingle, offering a monthly dose self-care and self-love products at an affordable price. Ms James suffers from PTSD which has given her a new outlook on physical and mental wellbeing and hopes to encourage people to make self-care and everyday occurrence through Tingle.

Ms James found herself worried when her favourite beauty products ran low on stock during lockdown and turned to look for alternatives, inadvertently creating a beauty subscription box side hustle which sold over 1,000 boxes during Black Friday.

The boxes are now also stocked on Virgin Experience Days and Prezzybox.com, but Ms James admitted that seeing such success was not something she expected and continuing Tingle alongside full-time employment is difficult.

“It certainly is hard, but as the brand has grown I’ve been able to hire a small team to help, as I quickly learnt that I’m unable to do everything myself – other than curate our Instagram feed!

“I started Tingle without any help or financial input and it was certainly harder than I expected but I learnt a lot of lessons along the way.

“It’s now been a year since our launch and I will say that we’re in a comfortable position and Tingle is growing a lot faster than I ever dreamed it would and for that I’m very grateful.”

She continued: “I’ve had to gradually learn how to relinquish control and trust others. I built the website, created the logo, picked and packed orders, ran the social – literally did everything myself at the start meaning I was working day and night running Tingle and doing the day job.”

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At the very start of Tingle, Ms James’ was a one-woman-army, looking to take on and change people’s perception of self-care.

“I’m really into self-care, so when my favourite products started to run low during lockdown – I started to panic! I couldn’t go to the shops and online stores were focusing on essential items so I began to discover products and brands that I wouldn’t normally buy, which lead me to create Tingle.”

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She explained: “I wanted to allow other women to be able to take some time out for themselves and discover these amazing brands and innovative products and to be able to enjoy them at an affordable price

“I suffered a bad accident, which unfortunately left me with PTSD something that I’ve been learning to manage over the past 10 years – and when it comes to looking after our physical and mental wellbeing, one aspect that’s often overlooked is self-care.

“My main inspiration behind Tingle was to help women to make everyday a self-care day. Many of us are guilty of not putting ourselves first, and perceiving self-care as an indulgence.

“That simply isn’t true – ‘me time’ is a necessity. So with Tingle, we are essentially helping women to take that well deserved time out through beauty, by providing them with products to help them to relax and feel good.

We offer a £10 subscription as well as non-subscription boxes that range from £5-15 to ensure that nobody ever has to break the bank in order to feel good.”

She shared some inspirational words for other side hustlers looking to start a lucrative business: “Never be too scared to start!

“You literally have to ‘go hard or go home’. Research is key, I read so many books when starting out, and listened to many podcasts on confidence, as I realised it’s something I certainly needed in order to start Tingle.

“I think determination is really important but also knowing the market you’re entering and having knowledge of technology and social media is important too.”

Ms James explained that, unlike many other lockdown side hustles, Tingle is looking to continue long after the pandemic.

“We will soon be launching a range of beauty and skincare products which we’re very excited about, this will stay in line with the theme of self-care and includes everything from bubble baths to face masks which we’ll also aim to sell wholesale to stockists.

“I’d also love to continue growing Tingle worldwide and increase our number of stockists while also growing the team and brand on a whole.

“We were invited by Westfield London Shepherds Bush to do a shoppable pop up window in one of their retail units, where customers could scan a QR code and shop directly from our website while also visually experiencing Tingle through the window,” she added excitedly.

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