The competition by Adobe and Enterprise Nation, which supports the start and growth of businesses, invited start-ups to create a simple page in Adobe Express to share their business story. In addition to the pop-up stores, the ten chosen businesses were also featured on billboards throughout Oxford Street. 

Elizabeth’s TRU SKN aims to increase the diversity and inclusion in the cosmetics industry with sustainable products, prioritising ethnic consumer needs, and giving customers more options and choice. She wanted to reflect her core values in the products, including confidence, empowerment, inclusivity and creativity.

The start-up was established in November 2022, and secured funding from the University of Westminster’s 125 Fund, now known as The Ignite Fund. The initiative provides funding to current Westminster students to realise their dream projects, such as start a business, develop a website, purchase equipment, or take part in a course. 

In the same year Elizabeth received the Westminster Enterprise Network (WeNetwork) Rising star award after taking part in the Westminster Big Idea Competition; an annual University-wide student and graduate business idea and innovation competition, in partnership with Santander Universities UK. 

Elizabeth has also recently visited Singapore as part of the Westminster Working Cultures (WWC) initiative, where she had a chance to meet, network and visit the workplaces of Westminster alumni. WWC aims to enhance the employability of undergraduate students, through several free short-term opportunities, utilising the support of a global network of alumni and partners.

Throughout her studies and journey of developing TRU SKN, Elizabeth was greatly supported by Westminster’s academic staff, including Tej Lalvani, Visiting Professor at Westminster Business School (WBS), previous ‘dragon’ of BBC’s Dragons' Den and CEO of Vitabiotics; and Dr Irene Brew-Riverson, Senior Lecturer at the School of Organisations, Economy and Society (SOES).

Talking about her Oxford Street pop-up store and TRU SKN, Elizabeth said: “Having a pop-up shop on Oxford Street was a dream come true. The exposure and visibility we gained were priceless, allowing us to connect with a vast audience and reach potential customers who may not have discovered our products otherwise.

“Reflecting on this moment, I am reminded of the immense support the University of Westminster's Ignite Fund provides. They played a pivotal role in helping me kickstart TRU SKN. I am grateful for their unwavering support, encouragement, and commitment to empowering student entrepreneurs like myself. The University has been instrumental in my entrepreneurial journey, always there to offer support and guidance. I am thankful for their constant belief in my business and their willingness to assist in any way they can,” she added. 

Learn more about Business and Management courses at the University of Westminster.