Interview | Jordana Franks of Jordana Ticia Cosmetics

Jordana Ticia Cosmetics has changed a lot since Jordana Franks launched it with a handful of liquid lipsticks a decade ago. The range is bigger, the audience has exploded, and the brand now has a place on Space NK’s shelves — something Franks dreamt of for years.

What hasn’t changed all that much is the way she approaches product. Franks still draws heavily on her experience as a makeup artist, as well as the things she finds herself wanting from her own makeup bag. Customer feedback plays a big part too.

That combination has helped Jordana Ticia build a loyal following and carve out its own place in the UK beauty market, while Franks has remained closely involved in the products that carry her name.

We recently sat down with her to talk about building a beauty business from the ground up, landing in Space NK, and why she thinks independent founders deserve far more attention in the beauty industry.

What inspired you to create Jordana Ticia Cosmetics?

I never actually set out to start a beauty brand.

I was working as a freelance makeup artist whilst at university, and I became obsessed with liquid lipsticks. At the time, they were everywhere in the US, but there were very few options available here in the UK. I remember thinking, “Why can’t we get these here?”

That curiosity quickly turned into an opportunity. With a loan from my grandpa and dad, I launched Jordana Ticia Cosmetics with three shades of liquid lipstick. What started as one product has grown into a full cosmetics brand, but my approach has stayed the same. Every product we create has to be something I’d genuinely want in my own makeup bag, balancing professional performance with products that are easy for anyone to use.

What product makes the best introduction to the brand?

Without question, our Bronzer Duo.

It sums up everything we stand for. It’s a two-in-one compact with a cream and powder that work together, designed to make application quicker while giving a really seamless, long-lasting finish. It’s professional enough for makeup artists but easy enough for someone doing their makeup in five minutes before work.

It’s also the product that really changed the trajectory of our business. One of the things I’m most proud of is the shade range. I spent a huge amount of time developing 13 shades that genuinely cater to a wide spectrum of skin tones, and seeing that inclusivity recognised by customers, makeup artists, and retailers around the world has been incredibly rewarding.

What has been the biggest highlight?

Launching into Space NK was an incredibly emotional moment because I’d been trying to make retail happen for years.

But if I’m honest, I don’t think it was actually the launch itself.

The biggest highlight has been seeing people genuinely choose our products. Walking into stores and seeing empty spaces on shelves where our products have sold out, reading reviews from customers who have no idea who I am, and realising the brand has grown beyond just me. That’s when it starts to feel like you’re building something that has a life of its own.

What advice would you give to those wanting to launch their own beauty brand?

Don’t underestimate how much there is to learn beyond creating a great product.

Of course, branding, packaging, and marketing are all incredibly important, but they’re only part of building a successful beauty business. Spend time understanding manufacturing, margins, cash flow, supply chains, and how retailers actually buy products. Those are the things that will keep your business alive.

Speak to your customers constantly and let their feedback shape your decisions. Some of our best ideas have come directly from listening to our community.

Finally, don’t underestimate how long success can take. People often see brands when they suddenly appear in major retailers and assume they’ve come from nowhere. In reality, many of us have spent years working behind the scenes before anyone notices.

Don’t build your business around quick wins. Build it around the legacy you want to create five or ten years from now. Having that long-term vision will help you make better decisions when things get tough. For example, it can be tempting to heavily discount products just because you need cash to pay a supplier next week, but decisions like that can damage the brand you’ve spent years building. Short-term pressure should never dictate your long-term strategy.

What’s next for Jordana Ticia Cosmetics?

We’re preparing for our biggest chapter yet.

Over the next year, we’ll be expanding internationally, continuing to grow our retail partnerships, and launching products that we’ve been developing behind the scenes for a long time.

Alongside that, we’re investing heavily in improving what already exists. Sometimes the most exciting innovation isn’t creating something new — it’s making a product people already love even better.

What does your daily beauty routine look like?

I’m definitely an all-or-nothing kind of person, so my beauty routine really depends on how busy life is.

Some weeks, I’ll do a full face of makeup every day because I love the process of getting ready and, working in beauty, it’s a chance to wear and test different products. Other weeks, especially when work is hectic, it’s just my morning skincare routine, SPF, a lip balm, and I’m out the door.

What are three beauty products you can’t live without?

Our Bronzer Duo because I genuinely can’t do a makeup look without it. Whether I’m doing a full glam look or something more natural, it’s the one product I reach for every single time.

A great foundation or skin tint is also essential. I love trying new formulas, but my tried-and-true favourites are the Haus Labs Triclone Skin Tech Foundation, the Kylie Cosmetics Skin Tint Blurring Elixir, and, more recently, I’ve been loving the L’Oréal Paris True Match Hyaluron Tinted Balm Solid Foundation.

And blush. I’m a blush girl through and through. Our Blush Duos are among my favourite products we’ve ever created. I never really change how I apply blush, but I love switching up the shades depending on my mood, the season, or the rest of my makeup. I could never pick just one favourite.

What’s the best beauty advice you’ve been given?

Don’t be afraid to set your cream products with powder.

A lot of people worry that using setting powder will make their makeup look dry or cakey, but I actually set my entire face after applying my cream products and before going in with my powder bronzer and blush. It creates a really smooth base, helps the powder products blend much more seamlessly, and keeps my makeup in place all day.

The key is what you do afterwards. I finish with a dewy setting mist to melt all the powders together and bring the glow back, so you get the longevity without losing that skin-like finish.

What person or brand would you love to collaborate with?

I’d love to collaborate with someone like Sabrina Carpenter, Zara Larsson, or Tyla. They all have such fun, feminine beauty aesthetics and aren’t afraid to embrace sparkle, which fits our brand perfectly.

From an influencer perspective, my dream collaboration would be Golloria. She already uses our products, so it would feel completely authentic rather than forced. Beyond that, I have so much respect for the impact she’s had on the beauty industry. She’s helped push the conversation around inclusivity forward in a way that’s educational, honest, and constructive, all while creating incredible content. I think she’s a brilliant example of using your platform to make the industry better.

What’s not getting the attention it deserves in the beauty industry right now?

I think founders who built brands from the ground up deserve more recognition.

Celebrity-founded beauty brands naturally attract huge attention from day one because they already have an audience behind them. But there are so many incredible founders who have spent years developing products, learning the industry, building teams, navigating tough times, and growing their businesses without that advantage.

I’d love to see more of those stories being told. Not because celebrity brands don’t have a place, but because there are so many entrepreneurs building exceptional beauty businesses from scratch whose journeys are just as inspiring. Shining more of a spotlight on them would give aspiring founders a more realistic picture of what it takes to build a brand and prove that you don’t need millions of followers to succeed.

Jordana Ticia Cosmetics is available at Space NK in the UK, and online at jordanaticia.com in the US. For more exclusive conversations with beauty founders, explore our beauty interviews archive.