Michelle Marks joined Trinny London in June as chief marketing officer after serving as global director of digital brands at Charlotte Tilbury. Marks replaces Shira Feuer and will focus on refining storytelling and increasing awareness as the UK label expands into the US. The brand plans September campaigns highlighting its Match2Me personalisation tool and targeting women over 30. Trinny London reported a 25 percent revenue increase to $94 million for fiscal 2024, supported by e-commerce, department-store placements, a London flagship, and US pop-ups including SoHo and an upcoming Boston pop-up.
"[Marks] is in the head of our consumer, and she's brand first. We've never actually had somebody who's brand first," founder and chief executive Trinny Woodall told The Business of Beauty. In September, the brand will unveil a series of campaigns focused on its popular online personalisation tool, "Match2Me," which assesses users' skin types and devises custom beauty routines. The ads will feature women older than 30, its core age demographic, explaining the benefits of the service in a range of settings, said Woodall.
Marks joins the eight-year-old beauty startup at a new peak in its revenue. Sales jumped 25 percent year over year to $94 million in its fiscal 2024 that ended in March, buoyed by an ongoing retail expansion. The brand's prestige makeup and skincare products, like its $52 matte-finish foundation or $92 peptide serum, are typically sold on its e-commerce site and at department stores like Saks Fifth Avenue and Fenwick.
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