My Story

My story encapsulates what Hello Dame is all about.  It started in February 2020, at the beginning of the pandemic.  I, like so many others, lost my job due to COVID-19.  I was working as a Marketing Consultant for a Digital Health company – so the irony of losing my job to a virus wasn’t lost on me!  I did apply for other jobs, but I wasn’t sure if I wanted to work for someone again.  However, I had to do something – especially as a single mum to two teenage girls.  I couldn’t afford not to – both on a mental and financial level.

It was a combination of being midlife, wanting to do something that made me happy and good old social media that spurred me on.  TikTok came to the rescue, as bizarre as it sounds.  I noticed so many young people in their 20’s running micro businesses and making a living – while truly enjoying the process.  That inspired me.

Something must have been ticking over in my mind…

As we came out of lockdown, I started to go out more and one evening, I decided to make a real effort, so I bought some false eyelashes to wear.  I adjusted them to my liking and felt, well, really rather beautiful!  I got lots of compliments, so I thought that perhaps there was something in lashes and I bought 50 samples to give away through TikTok, to validate my views and see if others shared my lash enthusiasm too.

I was thrilled with the response and all the positive comments I received so I launched Hello Dame London.  I had to scale up quickly, it was September and I wanted to formally launch my business before Christmas (just eight weeks away).  With help from Sophie and Adam (you know who you are!), I launched a completely new, exciting brand.

If someone had told me in August 2020, that I would use TikTok to launch a successful business and that I would get to the FINALS of the Pure Beauty awards with a product that I designed, I would have said,

You’re crazy!

Not a chance in hell!

Who me??? Don’t think so.

But I know nothing about e-commerce…

But I am not a product designer…


I can’t because I don’t know how.

However, despite all of the above, I did it and here we are now!

I leave this beautiful quote by Marianne Williamson for you to reflect on because it’s so true:

“Our deepest fear is not that we are inadequate.  Our deepest fear is that we are powerful beyond measure.  We ask ourselves, who am I to be brilliant, gorgeous, talented and fabulous?

Actually, who are you not to be?  Your playing small does not serve the world.  There is nothing enlightening about shrinking so that other people won’t feel insecure around you.”

A big virtual hug to you, and I hope you love your lashes as much as I do!

Zoe x



Playful - my ethos is lighthearted and friendly

Hello Dame wants to be playful, light-hearted and friendly; it’s about not taking things too seriously and having lots of fun along the way.

The brand wants to build a community of like-minded women who embrace Bold Beauty.  Let’s throw those awful stereotypes out of the window! 

Considerate - hello dame has a conscious

It’s about having a conscience.  About sharing good fortune with those less fortunate.  My belief is businesses have a moral duty to be a force for good in the world. That’s why we support The Pink Ribbon Foundation.  Read more here.

Stylish - design products that create some joy

It’s also about joyful style.  I want Hello Dame to create joy!  So you feel delighted and relish the careful attention to detail that I add to my lashes – oh, and the odd free gift!

 Finally, Hello Dame is about striving for excellence and always seeking to improve.

Beautiful lashes for beautiful women



bold, brave and beautiful

I refute the cultural norm that women become less attractive as they age. Instead, I passionately believe that women get more beautiful with age.  Our society is youth obsessed and older women are often led to believe that they are invisible over the age of 50.

So many women begin to feel irrelevant and ignored as they age and I hope you feel inspired at Hello Dame London to be the gorgeous, glamours, sexy women you so deserve to be.

Remember, you are not invisible!

Sensational false lashes designed for the midlife woman
Our fantastic lashes, designed for older women, will make you feel ageless
Award winning magnetic lashes designed for mature women
Stunning lashes designed for the older woman who has never worn false lashes before