A LEADING Radio One DJ has given a boost to a North-East company supplying make-up for men.

Scott Mills, presenter of the station’s afternoon drive-time show, invited County Durham company astonmitchell to the studios in London, after reading out an email from the firm live on air.

With male grooming on the increase, friends Claire Mitchell and Kate Jones started the online retailer, based in Bowes, near Barnard Castle, last year, and saw an instant demand for their products, with orders from as far afield as Argentina.

One of the company’s key suppliers is Michelle Probst, personal make-up artist to Barack Obama, and astonmitchell’s site is one of a limited number of outlets worldwide to retail her Menaji range.

DJ Mills underwent a makeover for the radio station’s website and talked about the experience live on air.

Ms Mitchell said: “This was fantastic for us. It came as a result of a cheeky email I sent him a few weeks ago, asking if he was man enough to undergo a makeover.

“He read it out on air and discussed men’s make-up for a while and then I got a call to ask us down to the studio.

“There are two different benefits for the company by appearing on something like this. Firstly, we have a campaign going to make men’s make-up more acceptable, so guys who want to wear concealer or antishine will feel more comfortable and it becomes the norm, rather than a talking point. We feel publicity in general will help to achieve that.

“Scott Mills is a good-looking guy and it helps to make make-up more accessible and more acceptable if people see a celebrity like that trying it.

“In terms of a commercial perspective, it lets people know we are here, so if there are men out there who have considered it or haven’t as yet, but want to see what makeup is available, they know to try us.”

Ms Mitchell said that since Mills’ makeover last week, there had been an increase in orders and website hits.

Although there are men buying mascara or eyebrow products, Ms Mitchell said the company’s products were aimed at everyday use.

She said: “Scott Mills loved getting made-up and he was really quite fascinated because he wears make-up for TV appearances and it is usually quite heavy, so we were making him look natural.

“We gave him a goody bag and he said he would definitely use it.

“It isn’t meant to be obvious, some people may have problems with blemishes or little scars or even feel jaded.

“A bit of anti-shine may help if someone is going for an interview, they look natural, so people don’t have to know there are wearing it, but it can help their confidence.

“If you just want to iron out a few imperfections you can do that and no one would know.”

The company is hoping for a £200,000 turnover in 18 months.