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A Sunday Tweet From Theo Paphitis Boosts Local Business Deroiste Natural Beauty

Written by Bedfordshire Chamber of Commerce | 25 May 2023

Deroiste Natural Beauty, a Bedfordshire-based business, has received a boost from Retail Entrepreneur Theo Paphitis. Esther Roche, Founder of Deroiste Natural Beauty, tweeted Theo about her business during ‘Small Business Sunday’ (SBS). Her Tweet began, “Hello Theo. I like helping people embrace their natural beauty, giving them the confidence to be their authentic selves...” She was delighted to be chosen as one of six weekly #SBS winners to gain a retweet by Theo to his near half a million Twitter followers. The weekly initiative, set up by Theo in 2010, now has over 3,000 #SBS winners and supports small businesses in the UK. 

Business and retail entrepreneur and self-confessed Shopkeeper Theo re‐tweeted Esther Roche’s message to his almost 500,000 followers. As a result, Esther now has more followers and extra orders for her inclusive, plant-based skincare products. Esther’s environmentally-friendly ethical business will also be profiled on the #SBS website (, which is exclusive to all Small Business Sunday winners.

Esther Roche’s mission is to empower users to embrace who they naturally are and not compromise their skin health due to societal pressure. She wants to represent every person who loves looking after their skin regardless of their skin tone. Her plant-based skincare range is inclusive and suitable for sensitive skin. Made from familiar ingredients that are effective at keeping your skin looking its best.

Esther said, “We have only been in business just under two years and already run pop-up stores in John Lewis, a household name in the UK. The recognition and support from Theo is a massive boost to improve the visibility of my small business, given how expensive advertising can be. The community supports each other, and I look forward to the invaluable advice to continue moving my business forward. I met Theo in person at the #SBS event and was able to thank him.”

Small business champion and Ryman Stationery, Robert Dyas and Boux Avenue Chairman Theo Paphitis said, “We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK. My vision is that everyone who has ever won an #SBS re-tweet from me becomes part of a friendly club of like-minded individuals who can share successes and learnings. The website will also give a valuable profile to the winners chosen, and I wish Deroiste Natural Beauty every success.”

Anyone looking for a re‐tweet from Theo should tweet him about their business on Sunday between 5 PM and 7.30 PM and include the hashtag #SBS. Six lucky businesses are re‐tweeted every Monday at 8 PM and invited to enter their profile on the new website, attend the annual #SBS networking event and take advantage of the networking opportunities. 

Topics: Deroiste Natural Beauty, Esther Roche

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