Notorious for her honest and authentic advice, Trinny Woodall founded Trinny London in 2017 with one purpose—to give everyone the tools they need to feel their best. Banishing overflowing makeup bags for good, Trinny London introduced a streamlined solution called the stack: cream-based, multitasking little pots of joy that click seamlessly together. Then the brand took on the world of skincare with a game-changing skincare collection. Today, they’re continuously creating innovative products to revolutionize beauty routines across the globe, with simplification and personalization always at the core of the brand.

Brand Founder: Trinny Woodall

Founded: 2017

Leadership: Trinny Woodall

2023 Full Year Expected Revenue Range: $75MM to $100MM

Categories: Color Cosmetics, Skincare

Distribution Channels: DTC, Department Store

Funding Rounds: Venture Capital

Total Funds Raised: $9.2MM Series A

Notable Investors: Unilever Ventures and angel investors, including Jane Henderson

What are some of your key business initiatives for 2023?

We will continue to grow skincare, and we've also got some very exciting new makeup launches coming up. We will also have a strong focus on international growth as well as growing our physical retail presence.

What are you most proud of having accomplished?

Reaching the “invisible women,” a previously untapped market. Trinny saw an opportunity to target the invisible woman—a demographic of women aged 35+ who have felt ignored in the world of beauty through Trinny’s personal conversations with them. Trinny London’s brand strategy and products are suitable for all ages and skin types, but Trinny wanted to ensure the brand was catering towards this specific demographic, creating a unique point of difference from other premium brands in the space. To this end, Trinny London ensures older women are represented through the brand’s Instagram. Trinny London has had incredibly positive feedback on social channels to reflect the brand’s customer base’s point of view that it’s about time we are shown women over the age of 30 having makeup applied—and that it’s inspiring and empowering that they include women of all ages in their posts.

What has been the biggest surprise since the brand was founded?

The community impact and support—following the launch of Trinny London, women came together to form a community to support each other online on both Trinny Woodall’s and Trinny London’s social channels. They ultimately created their own spaces for these conversations to take place and named themselves the Trinny Tribe. Now, the Trinny Tribe is a 90,000+ global beauty community that spans the world. Trinny Tribe members have made Facebook pages and Instagram sites dedicated to their location where members will give beauty advice to each other and promote and talk about new product launches. Trinny London is dedicated to fostering real-life connections between the brand and its customers because the customer sits at the heart of everything Trinny London does.

What aspect of your brand DNA fuels your competitive advantage?

The heart of the Trinny London business is to offer effortless, personalized beauty for people of all ages. The brand launched with the iconic stack—cream-based, multitasking little pots of joy that click seamlessly together—and Match2Me, an innovative personalization tool. The next move was skincare—highly effective formulations that transform how people look and feel about their skin and, consequently, about themselves.

Please share your insight on the future of the beauty industry.

We believe there will be increased focus on age inclusion as the market begins to see the opportunity of targeting a wider audience with more realistic imagery. We also believe there will be more education and understanding of the power of active ingredients by consumers, so they understand what is and isn't worth spending their money on.

What is the best piece of advice you’ve been given?

You never know what’s behind the closed door. So when you think you have no options, you have no idea what’s in front of you.

Paying it forward, what advice would you give to someone contemplating launching a beauty brand?

Top four tips for building a successful direct-to-consumer (DTC) strategy:
1. Trust your gut—it’s your most valuable advisor.
2. Invest in tech.
3. Strength is the ability to adapt.
4. Don’t underestimate the power of community.

If you could change one thing in the beauty industry, what would it be?

We would like to see a heightened focus on age inclusion in an industry that is still far too obsessed with youth.