Nothing costs more than £15 in the Ruby and Millie range. Accessibility is a key concern for the women who have developed relaxing boutiques designed as playgrounds for customers. "All cosmetics cost basically the same to produce," Millie admits. "I've seen suppliers who make eyeliner pencils for Chanel and for Tesco - it's the same people that make it and the same pencil, it's just the image and the packaging that you are buying into."

Knowing this doesn't stop Millie from falling for expensive brands. "I would still buy a Chanel product because I like the packaging and I like what it says, the way it looks on my bathroom cabinet - I know that's rubbish... I would still buy into that marketing hype even though I know better. There is something quite fulfilling about it."

The Ruby and Millie philosophy is about enjoying make-up and using it as a fun way to empower and give women confidence. They are currently working on a book (due to be published this September) and rolling out the Millie and Ruby range. "We're in Holland at present but in June 2000 we'll be in Japan and Thailand," says Ruby. "In September we launch in Taiwan, we're looking at Italy and other parts of Europe and North and South America. By the end of 2001 we should have a pretty big global impact," adds Millie. Success, they believe is not about making piles of cash but about being able to keep their integrity. "It's our name on everything," says Millie.