From TV Makeover Queen to Beauty Empire Builder: Why Trinny Woodall's Story Matters for Female Founders
Take inspiration from Trinny Woodall, founder of Trinny London, the fast growing beauty brand aiming to give everyone the tools they need to feel their best.
Hello, Denyse here, and a very warm welcome to We Are Mimosa, a place for women building brands which are aligned with their purpose and values, and who care about making the world a better place.
As we continue our series on women building unforgettable brands, I'm excited to share Trinny Woodall's remarkable journey from TV makeover expert to beauty empire builder. Her story perfectly illustrates how understanding your purpose, knowing your audience, and staying true to your values can create a brand that doesn't just sell products – it transforms lives.
The Power of Seeing the Invisible
When Trinny Woodall launched Trinny London at age 53, many thought she was crazy. Direct-to-consumer beauty was "too crowded." She was "too old" to start something new. The market was "too competitive."
But Trinny saw something others missed: millions of women over 35 who felt invisible to the beauty industry. Women who wanted more than just products – they wanted to feel seen, understood, and empowered.
This wasn't just about makeup. It was about challenging the beauty industry's obsession with youth and creating a brand that celebrated women at every age. Five years later, that vision has built a £180 million empire that ships to 180 countries.
Building Trust Through Technology
"We've never succeeded at anything this big before."
Trinny heard this often in her early days of pitching to investors. But she knew something fundamental: technology could bridge the gap between online shopping and the personal touch of a beauty counter.
Enter Match2Me, Trinny London's proprietary algorithm that analyses skin, hair, and eye colour to provide personalized product recommendations. This wasn't just another beauty quiz – it was about enabling women to make confident choices about their makeup, even without trying it on first. Today, over 75% of customers use Match2Me when purchasing, proving that technology and personal touch can coexist beautifully.
The Power of Unfiltered Connection
In a world of filtered perfection, Trinny chose authenticity. Her social media presence – often filming from her bathroom in pyjamas – broke every rule of polished beauty marketing. But it worked because it was real.
The Trinny Tribe, now 90,000 members strong across 30 countries, grew organically from this authenticity. These Facebook groups, started by passionate customers, became more than just fan clubs – they're communities where women support each other, share advice, and celebrate their journeys.
Breaking Through the Age Barrier
"You're too old to start something new."
Imagine pitching to investors who end meetings upon learning you're over 50. Trinny faced this repeatedly, but refused to let age define her potential. Instead, she transformed it into her superpower, understanding exactly what her target customer needed because she was one herself.
Transforming Limitations into Opportunities
When initial funding ran out, Trinny sold her designer wardrobe to raise £60,000. She turned her bathroom into a filming studio. She leveraged her 20 years of TV experience to connect with women online. Every limitation became an opportunity to innovate.
The results speak for themselves. Within a month of launching, Trinny London made £1 million in revenue. During Covid lockdowns, when traditional beauty retailers struggled, sales tripled and quadrupled. Why? Because Trinny had already built something more valuable than a beauty brand – she'd built trust.
Going Beyond Beauty
Today, Trinny London isn't just about makeup. Through initiatives like her "Elevator Pitch" series on Instagram, Trinny provides a platform for other female entrepreneurs to share their stories and grow their businesses. The brand enriches women's lives by fostering confidence, community, and connection.
Lessons for Female Founders
Looking at Trinny's journey from TV personality to beauty empire builder, there are so many insights for those of us building purpose-led brands. Let me share what stands out to me:
First, there's something powerful about really seeing who's being overlooked. Trinny didn't just identify women over 35 as a market gap – she understood their deeper needs because she was one of them. She felt their frustration with beauty counters that didn't understand them, with marketing that made them feel invisible.
Who's being overlooked in your industry? What needs aren't being met?
Then there's how she approached innovation. Instead of following the standard beauty industry playbook, she let purpose drive her decisions. Match2Me wasn't just a fancy algorithm – it solved a real problem women faced when buying makeup online. How could technology help you better serve your customers?
The way she built trust is fascinating too. In an industry obsessed with filtered perfection, she showed up in her pyjamas, filming from her bathroom. No pretence, no polish – just real conversations about beauty, aging, and confidence. Her community grew because it was authentic.
What would it look like for you to show up authentically for your audience?
Perhaps most importantly, she thought bigger than her products. Trinny London isn't just selling makeup – it's creating experiences, fostering connections, and standing for something meaningful. Through initiatives like the Elevator Pitch series, she's lifting other women entrepreneurs.
How could your brand create value beyond your products?
If you're enjoying these insights about building unforgettable brands, check out our complete mini-series, where we dive deep into the building blocks of brand admiration. From understanding brand equity to developing strong strategy and defining your brand's unique essence, each piece offers practical guidance for creating a brand that truly resonates.
Over to You
I'd love to hear what part of Trinny's story resonates most with you. Are you building a brand for an "invisible" audience? Have you found innovative ways to build trust with your community? Share your experiences in the comments below.
If this piece inspired you, please take a moment to "❤️" and share it with other female founders who might need this message today.
Until next time,
Denyse
P.S. If you're curious about creating an unforgettable brand like Trinny, in addition to my mini-series on building an unforgettable brand, check out my Summer Business School series on business planning which includes a piece about marketing on a shoestring.
About me
If you’re new to my work, it might be helpful if I explain who I am and what I do!
I’m Denyse Whillier, a former Chief Executive with more than 25 years of business experience under my favourite Sézane belt. I upcycle my skills and experience to provide business mentoring and strategic support, reimagined for female founded businesses.
My mission is simple. It’s to make it easier for women to build thriving brands which are aligned with their purpose and values and to close the gender gap in entrepreneurship, one female founder at a time.
To find out how I can support you on your business journey, check out this link. And if you’d like to know more about the results my clients get, here are some of my case studies.
One-off advice | 3-hour intensive | Ongoing monthly business coaching | Done-for-you business audit