Part 2: Trinny London vs. IT Cosmetics

Trinny London: A Masterclass in Age-Inclusive Beauty

In the ever-youthful landscape of the beauty industry, Trinny London emerges as a refreshing outlier—one that caters to the mature woman and elevates her, celebrating the confidence and wisdom that come with age. Founded by the indomitable Trinny Woodall in 2017, this brand isn’t just filling a gap in the market; it’s redefining the rules of the game. While many brands chase the fleeting allure of youth, Trinny London dares to embrace the beauty of every age, positioning itself as a movement for those who refuse to be invisible.

The Numbers Behind the Narrative

Let’s start with some hard numbers. Since its launch, Trinny London has achieved remarkable growth. In 2023, the brand was valued at over ￡180 million, with year-on-year sales growth of approximately 60%. This is no small feat in an industry saturated with new entrants vying for attention. The brand’s flagship product, the BFF Cream, is a standout, with one unit sold every 23 seconds during peak periods. The brand has also amassed a loyal following on social media, with over 1.1 million followers on Instagram and a thriving community that engages regularly with Trinny’s content .

Behind these numbers lies a deeper story—one of authenticity, connection, and the shrewd use of digital marketing. Trinny Woodall’s personal touch is evident in every aspect of the brand. Her frequent appearances on social media, where she shares makeup tips, product tutorials, and style advice, are more than just marketing; they are masterclasses in how to build a brand that feels personal and accessible. This is a brand that doesn’t just sell products—it sells a philosophy of self-empowerment and confidence at any age.

Authenticity: The Unseen Force

In a market crowded with celebrity-led brands, authenticity is the currency that matters most, and Trinny London has it in spades. As Trinny herself puts it, “Beauty isn’t about looking younger, it’s about looking fresher and feeling more confident.” This ethos resonates deeply with the brand’s audience—women who want to enhance their natural beauty rather than mask it.

This isn’t just marketing spin; it’s reflected in the products themselves. The Trinny London range is designed with the practical needs of mature women in mind. The stackable makeup pots, for instance, are a reflection of Trinny’s understanding of her customers’ desire for simplicity and convenience. The BFF Cream’s success is a a further example of this, offering skincare benefits tailored to mature skin. The product’s adaptability and ease of use make it a staple for women who value both quality and practicality in their beauty routines.

“Trinny London has redefined the beauty industry for mature women. Trinny Woodall’s ability to connect with her audience through genuine, relatable content, combined with her innovative approach to beauty products, has made her brand not just successful, but a go-to for women seeking authenticity in their beauty routine.”

— Sali Hughes,

Comparison with IT Cosmetics: Lessons in Scaling with Purpose

When discussing brands that have successfully navigated the mature beauty market, IT Cosmetics is the inevitable comparison. Founded by Jamie Kern Lima in 2008, IT Cosmetics was built on the premise of solving real skin problems, particularly for women dealing with issues like rosacea, aging, and uneven skin tone. The brand’s hero product, the CC+ Cream, became a global bestseller and played a significant role in the brand’s rapid growth, ultimately leading to its acquisition by L’Oréal in 2016 for a staggering $1.2 billion.

So, what can Trinny London learn from IT Cosmetics? Firstly, the importance of a founder-led narrative cannot be overstated. Jamie Kern Lima’s personal struggle with her skin issues was central to IT Cosmetics’ story, much like Trinny Woodall’s hands-on approach is to Trinny London. Both brands have built strong communities around the idea of solving real problems for real women—IT Cosmetics with its skin-perfecting products and Trinny London with its age-inclusive range.

However, where IT Cosmetics leveraged its success into a massive exit, Trinny London remains independently owned, with Trinny Woodall retaining full control over the brand. This independence allows for a nimbleness that is often lost after acquisition, enabling Trinny London to quickly adapt to market trends and consumer feedback.

Strategic Growth and Expansion

Unlike many brands that seek rapid expansion, Trinny London has taken a more measured approach. Rather than flooding the market with products, the brand has expanded its range thoughtfully, focusing on quality and utility. This strategy has paid off, with new product launches regularly selling out and receiving rave reviews from both consumers and industry experts.

Trinny’s approach to growth is also evident in her cautious but deliberate exploration of new markets. In 2023, the brand expanded into skincare, with products like the Overnight Clarity retinoid-based serum quickly becoming customer favourites. This move into skincare reflects a broader trend in the beauty industry, where consumers are increasingly looking for products that offer both cosmetic and skincare benefits. Trinny London’s entry into this space was a natural extension of its existing product line, allowing the brand to offer a broader product positition within beauty.

Future Prospects: The Path to a Strategic Exit

So, what does the future hold for Trinny London? While the brand remains independently owned, its continued growth and strong market position make it an attractive target for acquisition. However, Trinny Woodall’s ongoing involvement in the brand suggests that any potential exit would be carefully considered, ensuring that the brand’s integrity and core values are preserved.

As the beauty industry continues to evolve, Trinny London stands out as a brand that understands the value of authenticity, community, and quality. These are the pillars that have supported its success so far, and they are the same principles that will guide its future, whether that involves an acquisition, an IPO, or continued independent growth.

Final Thoughts: Learning from Trinny London

Trinny London offers a masterclass in how to build a brand that resonates deeply with its audience. By staying true to its founder’s vision and focusing on the real needs of its customers, the brand has carved out a unique niche in the beauty industry. As it continues to grow, Trinny London serves as a powerful example of how age-inclusive beauty can be both a market success and a force for empowerment.

A quick thought: Naming a celebrity brand?

When deciding whether to brand a celebrity product with the celebrity’s name, the impact on exit is a key consideration. A celebrity’s name can undoubtedly provide instant recognition and draw on the existing fan base, but it can also limit the brand’s reach if it becomes too closely associated with the individual rather than standing on its own merits.

Consider Rare Beauty, founded by Selena Gomez. The brand’s name doesn’t directly reference Gomez, which allows it to develop an identity that extends beyond her personal brand. This strategic choice has enabled Rare Beauty to cultivate a broader appeal, resonating with consumers who may appreciate the brand’s commitment to inclusivity and mental health advocacy, even if they aren’t necessarily fans of Gomez herself. By creating a brand that isn’t solely defined by her celebrity, Rare Beauty has positioned itself for long-term success, with the potential to outlive any fluctuations in Gomez’s personal fame.

In contrast, branding that leans heavily on a celebrity’s name might find quick initial success but could struggle to evolve as a standalone entity. The decision ultimately depends on the long-term vision for the brand and its target market, with the goal of achieving a balance between leveraging celebrity influence and cultivating an independent brand identity.

Thanks for reading!

If there are other beauty brands or business models you think deserve a closer look, I’d appreciate your insights. Understanding these dynamics helps us all navigate this ever-evolving industry, so please feel free to share your thoughts.

Coming up next...

In part 3 of the 5 part series, we’ll delve into Made By Mitchell, the bold and vibrant beauty brand created by UK makeup artist Mitchell Halliday. We’ll explore how this brand, known for its striking colour palettes and innovative products, has quickly risen to prominence within the beauty community. We’ll also compare its journey to that of P.Louise, another UK-based beauty brand that has garnered a dedicated following. Through this comparison, we’ll examine the importance of niche marketing, product differentiation, and community-building in driving the success of influencer-led brands. Stay tuned to discover how Made By Mitchell is carving out its own space in the competitive beauty landscape, and what lessons can be learned from its rapid ascent.

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