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Trinny London, the makeup and skin-care brand from British TV host and entrepreneur Trinny Woodall, achieved 25% sales growth in 2025, reaching more than $93 million in revenue.
“Retail doubled [this year] which for us [was significant] because we’d always been 90% DTC,” Woodall told Glossy. “There was this sense of wanting to become a full retail brand [this year].”
Woodall launched her brand online in 2017 and currently serves as founder and CEO. She told Glossy that adding retail to the direct-to-consumer model was one of the company’s largest challenges to date. To do so, she expanded the retail team, including hiring managing director Mark Smith, formerly of Sweaty Betty activewear and the U.K. bike shop chain Evans Cycles, to grow the retail team and internal infrastructure.
“In the U.K., we do a lot of [shop-in-shop] concession — we don’t do wholesale,” Woodall said. “We thought, ‘How do you start retail where you still own 100% of your customers’ data?’ For us, that’s important, because we do a lot of data analysis and personalization.”
The team’s solution was simple: launch pop-up shops in key markets to increase awareness, get to know customers and drive sales — and it worked. During six month pop-up, from May to October, on Prince Street in New York City, the brand’s awareness grew from 5% to 15%, particularly among 25- to 35-year-olds.
Then, in September, the team opened a six month pop-up in Boston, a top U.S. market for the brand. In an era where pop-ups can cost $1 million to build out — often with custom displays and plenty of large-scale photo opps — Woodall has driven her team to be frugal and fast.
“We want to give a feeling of Trinny London, but I do not believe in having a huge [capital expenditure] in a pop-up; it’s a waste of money,” Woodall told Glossy. “I don’t want to spend $200,000 on a pop-up, so we think, ‘How do we make it look beautiful?’ Because our packaging is beautiful, we have great imagery, and we don’t need the sort of Instagram moment where you spend a fortune.”
In 2025, the company went from 21 retail stores to 41, including U.S. and U.K. pop-ups and small retailers outside the U.S. Woodall told Glossy that the company will repeat this success across the U.S. in 2026, focusing on women 35 years old and up in markets outside Los Angeles and New York.
“[We want to meet] that woman who’s maybe stuck a long time with a brand and she wants to move [to a new brand], but she just needs something to emotionally connect with,” Woodall said. “You need grassroots for that. You can do that with a big wholesale deal, but you could land [flat] and be penetrating [the market] like little bits of sand, and I want us to have momentum.”
