A London-named, digital-first beauty brand founded in 2017 by Trinny Woodall, known for makeup 'Stacks' and its Match2Me shade tool.
Trinny London is a beauty brand that sells makeup and skincare, mostly online. Its signature idea is the Stack: cream-based, multi-use pots that click together, which began when founder Trinny Woodall decanted her makeup essentials into small portable pots. Its range also includes serums, cleansers, moisturisers and skin tint drops. Skincare products named on its site include The Elevator for neck and décolleté, Plump Up, Overnight Clarity, Be Your Best and Bounce Back. The site says the brand does not follow trends and focuses on innovation, and offers free returns within 30 days.
Trinny started the brand in 2017 from her kitchen table, after meeting more than 3,000 women who struggled to find makeup and skincare routines that were easy to use and worked. She is a former TV presenter. She has said, "For me, life is all about empowering women," and the brand says it aims to give people the tools to be their best, putting skin health first. A 2021 profile gave the average customer age as 37 and said virtual make-up matching appointments were introduced during Covid.
A key tool is Match2Me, which recommends makeup shades and a personalised skincare routine from a few questions about skin, hair and eyes. The site says it has helped millions. The Lookbook shows 160 non-professional models aged 18 to 83 with similar colouring. The brand says it runs its own labs and clinically tests products before launch. These are the company's own claims.
The brand is London-named and ships worldwide, with free UK standard delivery over £50. A published 2021 profile put its team at 179 people. We could not find a head office address. In person it has appeared through a Selfridges pop-up and Fenwick counters across the UK, as reported in 2021, plus events, masterclasses and residencies with makeup artists described on its site.
Community matters here. Its "Trinny Tribe" Facebook groups are run by volunteer ambassadors, with tens of thousands of members each, and the brand works with them without payment. Woodall says honesty with customers is essential. Jobs in a business like this include product development, digital marketing, community, customer care, data and retail events. We did not find culture detail from employees.
Website: trinnylondon.com
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