Trinny London expands into brick-and-mortar retail

Although many cosmetics brands tend to rely on stores for customer product discovery and testing, until now the UK-based colour cosmetics and skin care brand Trinny London, has sold its products online. 

Now the business, which was launched by British TV makeover expert Trinny Woodall, has opened the doors of its first physical store – a sunny, yellow-fronted shop in Chelsea.

According to the brand, the space will feature designated breakout areas and interactive product-play spaces, as well as “skin care routine inspiration for beginners and aficionados.”

Personalisation is a key theme and there's a space to build a tailored line-up based on your skin goals, and to find colour cosmetics perfectly suited to your complexion.

Knowing the value of immersive experiences that keep the shopper entertained, the Trinny London store includes a Meet Your Match Room with pre-curated makeup looks and sets that are specially created for cool, neutral or warm undertones.

It also includes built-in, try-on technology to test out different looks, which is designed to give a fully personalised experience using the customer’s unique skin, hair and eye tones.

But it doesn’t just match makeup, it also shares the best clothing colours to suit the shopper's complexion, for both daytime and the evening.

And finally, shoppers can descend down the stairs to reach The Studio: a sanctuary dedicated to personalised consultations with a team of experts and unique community events. "It serves as a destination to relax, learn from our pros and feel part of the brand," it shared.