"The DTC-focused model gained popularity during the pandemic with the likes of online-only brands Glossier and Trinny London booming over the last year. When digital-first brands reach peak zeitgeist, there is a temptation to go into retail says Tinny London founder Trinny Woodall. She says these brands need to rethink the retail space and avoid opening a traditional beauty store."
"At the heart of Trinny London's strategy is the Match2Me algorithm which allows customers to tailor makeup to their skin, hair and eyes. The tech was inspired by the "thousands of women who have walked out of a department store in certain lighting, with an orange foundation". Match2Me, says Woodall, "takes out anyone in the journey who could give false information"."
Retail has been reshaped by the pandemic, with lockdowns altering consumers' relationship with the high street. Direct-to-consumer beauty brands expanded rapidly as digital-first players like Glossier and Trinny London boomed, prompting a need to rethink physical retail and avoid traditional store formats. Trinny London's Match2Me algorithm personalizes makeup by matching products to skin, hair and eye attributes, aiming to remove misleading in-store recommendations. Cashierless stores such as Amazon Go, Tesco and Morrisons trials accelerated low-touch and touch-free payment innovation, offering richer behavioral data. Multi-brand marketplaces evolved as department stores declined, changing curated retail and distribution strategies.
Read at The Drum
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