THE WHAT? UK beauty brand Trinny London has hired Michelle Marks, formerly the global director of digital brands at Charlotte Tilbury, as its new Chief Marketing Officer to lead brand storytelling and consumer engagement as the company accelerates its international growth.
THE DETAILS Marks, who joined in June, succeeds former CMO Shira Feuer and is tasked with refining Trinny London’s narrative strategy as it expands into the US. Under her remit, the brand will roll out new campaigns in September highlighting its “Match2Me” personalization tool, featuring women over 30 — the brand’s core demographic.
Trinny London, founded in 2017 by Trinny Woodall, has seen strong momentum, with sales rising 25% year-over-year to US$94 million in fiscal 2024. While best known for its prestige hybrid makeup and skincare, the brand has also grown its physical footprint, opening a flagship in London last year and pop-ups in New York’s SoHo and Boston (launching this month).
Despite earlier reports of fundraising, Woodall confirmed the company is self-financing expansion, citing profitability on an EBITDA basis. Recent investments include the Boston pop-up, which cost just US$45,000 to launch.
THE WHY? The appointment of a brand-focused CMO marks a strategic shift for Trinny London as it looks to build deeper emotional resonance with consumers and compete more aggressively in the US prestige beauty market. With profitability underpinning growth, the company is prioritizing authentic storytelling and personalization tools as key levers for differentiation against both legacy giants and digital-first rivals.
THE WHY? The appointment of a brand-focused CMO marks a strategic shift for Trinny London as it looks to build deeper emotional resonance with consumers and compete more aggressively in the US prestige beauty market. With profitability underpinning growth, the company is prioritizing authentic storytelling and personalization tools as key levers for differentiation against both legacy giants and digital-first rivals.
Source: The Business of Fashion
