Just two years after the brand entered the category in 2022, Trinny London’s skincare assortment comprises 42 percent of the 2017-founded beauty brand’s overall business.

“The retention is incredibly high, and consumers are buying into your complete routine, which is exciting,” said founder and TV personality Trinny Woodall in a conversation with Summer Fridays cofounder Marianna Hewitt moderated by WWD’s senior beauty editor Kathryn Hopkins.

This retention has been made possible largely on account of the brand’s data-informed approach to storytelling, Woodall said.

“We don’t just try to sell you product, we try to have interaction you as a girl and take into consideration what’s worrying you straight away, the way you’re feeling,” she continued, adding that roughly 1 million customers have accomplished the brand’s Match2Me skincare and makeup preference questionnaire, with Trinny London netting roughly 200 data points per survey taker.

Though the brand — which is within the technique of opening a U.K. flagship — doesn’t sell on platforms like TikTok Shop, QVC or Amazon Live, Woodall argued that “the whole lot we do is definitely social selling, due to the way in which we’ve got conversations with our audience.”

It’s a sentiment that also rings true for Hewitt, who introduced Summer Fridays with cofounder Lauren Ireland in 2018 as one in every of beauty’s earliest influencer-led brands.

“We all the time say we wish to create products that work, and a part of that’s community engagement around product development,” said Hewitt, who — working example — spun a recent franchise out of the brand’s hero Jet Lag Mask offering in March with the induction of a Jet Lag Undereye Serum.

The brand has also been steadily rolling out additional iterations of its Lip Butter Balm, most recently adding a Birthday Cake flavor in February; the following will land in June.

“By allowing our community to be an element of our product development, they feel like they’ve a way of ownership when the products come out, and that they’re asking for products which we’re actually creating,” Hewitt said.

The brand, which ranks because the number-one skincare brand by earned media value per CreatorIQ, can also be strategic about the way it leverages different social platforms. “Instagram may be very curated, it’s about sharing this visually strong brand world of Summer Fridays; TikTok is more about discoverability, education — it’s a little bit more fast-paced, so we could be a bit more fun and playful,” said Hewitt.

While Woodall looks to Meta for “two-way conversations,” her brand is increasingly experimenting with long-form video on YouTube via beauty tutorials, myth-busting and the founder’s signature how-tos and styling suggestions. “We’ve an eight-minute watch time on YouTube, and we even have a 35 percent U.S. audience — for us, its an interesting platform to take into consideration how we are able to tell stories that girls feel emotionally connected to, to ensure that them to then discover the brand.”

As Summer Fridays, which recently entered Sephora U.K. and is eyeing further expansion into Western Europe, grows its global presence, replicating the extent of community engagement it has cultivated within the U.S. is high priority.

“Constructing localized teams wherever we grow is useful since the communication is different, the community is different, social platforms are different — we are able to’t have a one-size-fits-all approach as we enter recent places,” Hewitt said.