Trinny London U.S. Expansion: The Next Big Step for the British Beauty Brand

Trinny London, the British beauty brand founded by Trinny Woodall in 2017, is making strides with its Trinny London U.S. Expansion plans. As the company continues to grow, it’s exploring funding options to further strengthen its position in the U.S. market. The move reflects the brand’s commitment to scaling its operations in one of the largest beauty markets worldwide.

Trinny London’s Bold Move Into the U.S. Market

The Trinny London U.S. Expansion comes after the brand’s initial success in North America. In late 2024, Trinny London opened a pop-up in New York City’s trendy SoHo neighborhood. This marked the brand’s first direct retail presence in North America. The pop-up provides personalized consultations for makeup and skincare, giving customers a hands-on experience with Trinny London’s products.

The New York location is a strategic step toward understanding the market’s needs and determining the best location for a permanent store. According to Trinny Woodall, “Now is the time, because I think we’ve got enough traction in the U.S. to open a store.”

Retail Growth and Product Expansion

Trinny London’s U.S. expansion efforts are also supported by its growing product offerings. The brand’s skincare line includes favorites like Plump Up Peptide + HA Serum and Take Back Time Eye Treatment. Additionally, the BFF Collection and Just Joyous lipsticks have become highly popular in the U.S.

The company’s expansion strategy focuses on personalized, multifunctional beauty products that cater to the unique needs of U.S. consumers. This focus on customization positions Trinny London as a standout in the competitive beauty market.

Funding Plans for Further Growth

In a bid to accelerate its U.S. Expansion, Trinny London has hired a banker to explore funding options. With previous investments from Unilever Ventures and Downing, the brand is now looking for additional resources to fuel its growth. Sources indicate that Trinny London’s sales have reached around $80 million, reflecting its strong position in the global beauty market.

The expansion aims to build on the brand’s success in its third-largest market, the U.S. The goal is to enhance brand awareness and create a lasting presence across the country.

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