How Trinny London's new stackable beauty launch works

The fashion expert’s first cosmetics launch Trinny London is designed with today’s time-poor consumer in mind

Fashion expert Trinny Woodall has entered the cosmetics industry with a launch designed to change the way consumers use, carry and think about make-up.

Trinny London took Woodall five years to develop and features a range of cream-based products all packaged in stackable circular pots.

In a video, the former What Not to Wear presenter said: “We are taking you from the weight in your make-up bag to the beauty and the lightness of The Stack… no longer do you need brushes and paraphernalia to do your make-up.”

Consumers are able to personalise their ‘stack’ online, by visiting trinnylondon.com and completing a series of questions that help identify eye, hair and skin colour.

The online tool is called Match2Me and promises to suggest the best products to suit each individual in just five clicks.

The ambassadors used on the Trinny London website are said to be drawn from Woodall's social media following representing 'real women of all ages'.

Products include: Just A Touch foundation and concealer, Cheekbones contour, Golden Glow bronzer, The Right Light highlighter, Face Finish mattifying balm, Flush Blush blusher, Lip2Cheek multi-tasker, Lip Glow lip balm/gloss, Lip Luxe lip colour and Eye2Eye eyeshadow.

Trinny London is positioned as a premium offering with a pre-made stack of three products called Bright Lip Stack coming in at £60.

Individual pots range in price from £16-35.

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