Trinny Tag

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...