Hey, it's Chloe. Get seated with a cup of tea because this is a story and a half... and I still feel like I'm just getting started. Every time I tell this story, it seems to go viral. Ready?
Okay so, throwing it back to the 1st of December 2018, my brand launched. I got into makeup through struggling with eczema all of my life, I felt like I had no choice but to learn all the techniques to try cover it. I always remember a No7 green tinted balm I would use to cover the redness, with lots of dermablend foundation slapped on top.
Every day I would sit and learn how to do makeup so it was inevitable one day I'd master it. Once I did, I had friends and family asking me to do their makeup. From there, more people started to ask and thats when I started my role as a self employed makeup artist.
I launched with 100 pairs of strip lashes. I was tired of doing someone's makeup and them sticking lashes on that didn't match the look at all. So this was the fix!
My clients were purchasing the lashes and I reinvested it all back into the business, going on to launch other products. Honestly, I was just having fun. I didn't ever think it would turn into what it has today...
I started posting on TikTok when it became a thing. I would get laughed at by a few girls who lived local to me, but that didn't stop me (and thank the lord it didn't)
My TikToks started to go viral and my sales went up. Then... The Marshmallow Sponge launched. Well, what a special moment. A moment that had a huge impact on the makeup industry.
Everyone wanted one.
I think it was around 1-2 years before we hit a real obstacle. A legal battle. Long story short, at the end of 2023 I had to change the brands name.
I was so worried. A name change? what if everyone forgets who we are?
Luckily, we were in retailers like Sephora and more. We also had our famous Marshmallow Sponge. But theres no denying we didn't feel the impact in 2024. Sales dipped, TikTok shop changed a lot and honestly we had to learn to pivot and adapt fast to keep alive.
Fast forward to now and we are stocked in Selfridges, Sephora, ASOS, Space NK, Boots, John Lewis and more. We also have Cmfrt, my premium nightwear brand that is dedicated to those who genuinely want to improve their self care routine. Cmfrt is an experience, not just a brand. I really and truly care about how others feel when they're at home and seeking comfort.
Clomana also has The Soft Skin Cream and more. We are venturing into skincare and makeup... so exciting.
The next goal for Clomana? Global expansion...
Theres so much I've missed out but I don't want to keep you too long.
Chloe Walsh
Founder of Clomana and Cmfrt
