Autumn Derry-Wright
The cooking class participants.
‘By Babes’ is an up-and-coming cosmetic brand which released a lash serum in 2024. Due to the success of the product, they are expanding their collection adding items like lip liners and makeup bags to their portfolio. A lot of the success is owed to the face of the brand, TikTok influencer, Heather Bowling who promoted that the lash serum was the only product to grow her damaged lashes, with impressive before and after pictures. Heather had amassed a large following on multiple social media platforms including many loyal fans.
The brand By Babes had realised that whilst promoting their products they could also create a space for bonding amongst the consumers which would in turn create a loyal community.
In the past months, the brand has held movie nights and Pilates classes all free of charge for the community and recently they held a cooking class at Food Sorcery Cookery School in Manchester. The event included a sneak preview of upcoming products and a class on cooking sushi and gyozas.
40 girls attended the event including the brands founders Megan Jones and Heather Bowling. At the door everyone was greeted by Megan and Heather who signed everyone in and handed each person a pink ‘By Babes’ apron. Once everyone had arrived, the girls had 30 minutes before the class started to take pictures and get to know the other girls taking part. They also had a look at the new products the brand plan to release, both Megan and Heather were extremely involved walking round speaking to everyone and asking their opinions on the new products welcoming any feedback.
Products that will be released mid summer.
Once the class started the group was split in half one making gyoza and the other making sushi each group had professional chefs giving them a thorough demonstration on how to create each dish. Again, both Heather and Megan took part in these activities with one of them in each group, Heather explained “I love to hold these events, it gives me a chance repay the people who made this all possible, my loyal followers!” this made the groups feel closer to the founders creating trust for the brand.
Chef Nathan demonstrating the assembly of a gyoza.
After the food had been made everyone sat together and ate their creations, giving people chances to meet new people with many girls attending the event alone, it was a wonderful opportunity to make new friends.
Participants enjoying their food and socialising.
Overall, the event was extremely wholesome. It allowed people to make connections and experience a new skill with cooking but also created space for the brand to promote their new products in a way that made the group feel like a community and not just customers.
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