Certain women have stood out as inspirations for me in forging my career path; one of them is style and beauty expert Trinny Woodall. She’s authentic to her core, and was a self-care pro long before it was a hashtag.
Over the years the vivacious Brit has has empowered countless women around the world and gained a fiercely loyal following. Whether it was giving them personal makeovers, writing books (including the “What Not to Wear” series), connecting with women on “Oprah,” or simply because they’ve fallen in love with her fresh and streamlined makeup and skincare line, Trinny London (www.trinnylondon.com). Since she launched the line in 2017, it’s become so popular there’s now a “Trinny Tribe.”
And now I’m thrilled to report that Trinny London is in Boston. This week marks the opening of her Back Bay shop at 115 Newbury St. — a bright, beautiful pop-up space (it will be here for six months) filled with flowers and lined with her coveted products that focus on creating a radiant and natural look, and a simplified routine for women.
A few of my favorites include: the Miracle Halo, a subtle illuminator that lights up cheekbones; the Bounce Back Intense Peptide Moisturizer — a skin nourisher like no other; and the Trinity, a stick for lips, cheeks, and eyes with colors on each end — one dewy, one matte. All in all, the brand is smart, streamlined, and in sync with the feel and function that today’s modern woman wants.
Trinny shared her thoughts with me just before her Boston store opened this week.
Gretta: How would you describe your approach to lifting women up in your work over the years?
Trinny: I started doing makeovers in boarding school. I was quite shy as a child and I saw one of the first ways to give confidence is with makeup — to make women feel appealing and full of life. It’s using the outside to make them feel wonderful inside. Transformation is so personal.
GM: Can you share a few details about how the launch of Trinny London happened?
TW: I was 50 and had bought my dream home. We had written 11 books and I felt it was time to start a company. There’s this moment when you’re at a different stage in life, but it’s difficult to give yourself a runway. So I ended up renting out my home. It was difficult but I did it. And then I went and sought out investors.
GM: Who was your target audience?
TW: We have customers from their 20s to their 70s. However, I found that not many people were talking to people in the Gen X space. Also I am that woman. I’m grown-up now. And once you have convinced that woman of what you’re doing for her, she’s unbelievably loyal. I just like catching them when they know who they are as a woman. They feel anything is possible, and they say, ‘You bring me energy.’
GM: How did you develop the products and restructure women’s routine in a way that’s different from what we’ve known in the past?
TW: We do makeup, color, complexion, and skincare. I want you to wear color that’s a cream base, and hybrids that make you look amazing that don’t make you look like you have makeup on and smother your skin. And then there’s skincare — like skincare serums. I was looking to reduce stress on your skin that are caused by cortisol, that makes you look wizened. We also developed a degree of really good cleansing. Then, the concept of exfoliation — so many women in Gen X and baby boomers have dry skin. Then Vitamin C is important to prevent brown spots. That’s an essential.
GM: What’s the experience you want people to have in the stores?
TW: We started purely online, and for shops we have 35 locations; 54% of women want to shop in-store. For every person we sit down with, they’ll get the confidence of really well-researched data and personal advice and guidance, and also have a journey of joy and discovery. It’s very intimate.
GM: Why is Boston a great place for Trinny London?
TW: What I feel about the Boston woman is, that she feels like the best version of herself. She’s a tiny bit understated. She’s going to invest in things that help her feel she has an energy to give a glow back to her skin — not just an over-made highlighter. We thought long and hard about the location. We’ve created a team there of skincare experts who aren’t intimidating, so you can go and graze, and give yourself a freeing experience. I can’t wait for Boston.
