Trinny London lands retail deal with Selfridges

As well its founding city, London, the digital-only brand will branch out into Selfridges stores across Manchester and Birmingham

Colour cosmetics brand Trinny London has announced a pop-up retail deal with luxury department store Selfridges.

The digital-only brand, founded by fashion expert and television personality Trinny Woodall, opened its first pop-up in London, UK, earlier this year.

Woodall told Cosmetics Business in May that she launched the first concept store in an effort to better understand how the retail space plays a role in online business.

Talking to Cosmetics Business, Woodall said: “I’m really interested to see how we fit in that space.

“There’s an interesting thing in that hall, there’s the handbag brands, like Dior and Chanel, they’re classic heroes.

“Then you have the origin of the history of make-up, which to me is immersed in France and French culture, so i look at Lancôme and those kind of brands.

“Then there’s those clean American brands like Clinique, its not about feminine woman its about being scientific and I think where do I fit in, and aesthetically too.

From October, for a limited time customers will be able to shop the stackable cream-based make-up products in across Selfridges' London, Manchester and Birmingham stores.

The brand will appear in London from 4-10 October, 14-20 October in Manchester and 25-31 October in Birmingham.

Trinny London is also taking its online Match2Me concept in-store, which - tapping into Woodall’s fashion background - helps customers find the right shade to suit their skin tone, hair and eye colour.

The personalised service will be fronted by Trinny London’s make-up team, with each slot taking 45 minutes.

Woodall will also be appearing at each store location, giving shoppers the opportunity to meet her, and will host a make-up masterclass at Selfridges in Manchester’s Trafford Centre.

Woodall also wants to ensure women will be able to achieve the same looks at home.

She added: “I want that woman to leave the experience and know that she can take it home and do it herself. That’s going to be one of the biggest components that we want to deliver.

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