Jordana Franks on Building Jordana Ticia and Scaling into Retail

Jordana Ticia Cosmetics has evolved significantly since Jordana Franks launched the business with a handful of liquid lipsticks a decade ago. Today, the product range has expanded, the audience has grown rapidly, and the independent label has landed shelf space at UK beauty retailer Space NK—a retail milestone Franks spent years pursuing.

Yet her approach to product development remains anchored in her practical roots. Franks continues to draw heavily on her background as a freelance makeup artist, her personal routine needs, and direct consumer feedback.

That combination has helped Jordana Ticia cultivate a loyal following and establish a strong presence in the competitive UK cosmetics market while remaining founder-led.

In an interview with China Cosmetics, Franks discussed bootstrapping a cosmetics brand, navigating prestige retail distribution at Space NK, and why independent entrepreneurs deserve a larger spotlight in beauty industry narratives.

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 while 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 formulas 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 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 recognized 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 physical 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 realizing 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 operational fundamentals that will keep your business alive.

Speak to your customers constantly and let their feedback shape your decisions. Some of our best product 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 founders spend years working behind the scenes before anyone takes notice. Don’t build your business around quick wins—build it around the legacy you want to create five or ten years from now, especially as investors shift focus to long-term innovation over fast burn rates.

Having that long-term vision will help you make better decisions when cash flow gets tight. For example, it can be tempting to heavily discount products just because you need cash to pay a supplier next week, but short-term pricing decisions can damage the brand equity you’ve spent years building.

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 optimizing our core collection. Sometimes the most impactful product innovation isn’t launching something entirely new—it’s refining a formula that customers already love.

What does your daily beauty routine look like?

I’m definitely an all-or-nothing person, so my daily routine depends entirely on my schedule.

Some weeks, I’ll do a full face of makeup every day because I love the creative process and, working in beauty, it’s an opportunity to wear and wear-test different formulas. 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 complete a makeup look without it. Whether I’m doing full glam or a natural look, it’s the one product I reach for every single time.

A great foundation or skin tint is also essential. I love testing new formulations, but my tried-and-true favorites are the Haus Labs Triclone Skin Tech Foundation, the Kylie Cosmetics Skin Tint Blurring Elixir, and 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 favorite products we’ve ever created. I rarely change how I apply blush, but I love switching up shade choices depending on my mood, the season, or the overall makeup look.

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

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

Many consumers worry that setting powder will leave makeup looking dry or heavy, but I set my entire face after applying cream products and before layering powder bronzer and blush. It creates a smooth, even canvas, helps powder products blend seamlessly, and extends wear time throughout the day.

The key is the finishing step: finish with a hydrating setting spray to melt the powders together and restore luminosity, ensuring long wear without sacrificing a natural, skin-like finish.

What person or brand would you love to collaborate with?

I’d love to collaborate with artists like Sabrina Carpenter, Zara Larsson, or Tyla. They all embrace fun, expressive beauty aesthetics and shimmer, which aligns naturally with our brand style.

From an influencer perspective, my dream collaboration would be with Golloria. She already uses our products, so a partnership would feel authentic rather than transactional. Beyond product placement, I have tremendous respect for her influence on the cosmetics industry. She has driven crucial conversations around shade range inclusivity in an educational, honest, and constructive way.

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

I think independent founders who build brands from the ground up deserve far more industry recognition.

Celebrity-backed beauty brands naturally command immediate consumer and media attention because they launch with built-in distribution and audience reach. But many self-funded entrepreneurs spend years formulating products, learning retail operations, building teams, and scaling without that shortcut, even as some struggling beauty founders are forced to navigate public distress to find partners.

I’d love to see more of those self-made entrepreneurial stories highlighted across beauty media—not to diminish celebrity brands, but to give aspiring founders an authentic, realistic picture of what it takes to build a durable beauty business from scratch.

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.