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The new ‘cool girls’: how DTC darlings such as Trinny London are upending beauty
Oct 1, 2020
The Glossiers, Birchboxes and Trinnys of the world are forcing traditional beauty giants to rethink content, branding, personalisation and direct selling. The Drum catches up with beauty’s new school of ‘cool girls’ to find out more about how they’re changing the face of an entire industry.
You might know Trinny Woodall best as one half of Trinny and Susannah, the brutally honest, fashion-conscious Brits who – back in the noughties – dressed down the nation on BBC show What Not To Wear.
For a whole generation of women on Instagram and Facebook, however, Woodall is fast becoming a new kind of beauty and style influencer through regular content series such as ‘Closet Confessions’ (which delves into tricky fashion topics like how to choose the right shade of pink or the right pair of jeans) and ‘Makeup of the Week’ (tutorials on everything from ‘no-makeup makeup’ to red lippie).
Since 2017, she has also been the founder and chief exec of premium beauty brand Trinny London – a startup that operates primarily online and offers women of all ages mini ‘stackable’ personalised skincare and beauty products that can easily fit in their handbags.
Within five months of launching it had made £1m in revenues and has been growing ever since. It’s secret sauce? A mixture of digital marketing, organic content and offering customers tailored one-to-one experiences in-person and online. And it’s not just for young women.
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