Look Fabulous Forever vlogger Tricia Cusden has won a legion of fans around the world with her videos offering fashion and beauty tips for more mature clientele. She told talkRADIO's Jonny Gould and his brother Ash about her online success and beating the beauty industry at its own game.
Sixty-eight-year-old Cusden runs her successful online business with her two daughters, helping older women to choose the right make-up and other products to suit their lifestyle.
"I was fed up with the way the beauty industry ignored me as a 65-year-old woman," she told Jonny and Ash. "I just thought I could do better than this.
"Instead of talking about anti-aging all the time, which I find mildly offensive, we [thought we would] do it from a pro-age perspective.
"When you're older, you're much less interested in what's the latest thing, and much more interested in just wearing some lovely make-up which enhances you and makes you look better.
"In the videos we're just showing how brilliantly an older face can come to life with a bit of nice colour and some good products."
Cusden is delighted to be filling a gap in the market, and she says her clients and fans are every bit as pleased.
"We get a wonderful response to everything we do," she said. "I get a lot of women saying 'at last, somebody is acknowledging us and our needs'."