Trinny London expands Australian presence with founder-led events
British beauty entrepreneur Trinny Woodall wrapped up a six-day Australian visit that combined a Sydney pop-up, Melbourne retail appearances, and the launch of a new skincare treatment. As founder of Trinny London, she brought her personalized approach to beauty to both cities, connecting with customers, business leaders, and beauty enthusiasts.
Sydney Pop-Up Brings Beauty to Paddington
From October 17 to 22, Trinny London occupied 410 Oxford Street in Paddington for a six-day pop-up offering free personalized consultations, product discovery, and the chance to meet Woodall herself. Professional makeup artists provided one-on-one advice, product demonstrations, and tailored recommendations.
The Sydney event also included a collaboration with Spacenow IRL, a pop-up platform, offering shoppers a chance to win a $500 shopping spree at the temporary store. For Trinny London, the pop-up served as a way to unite its online community in person, creating buzz around the brand and its new products.
Melbourne Visit Celebrates Female Entrepreneurship
Prior to the Sydney event, Woodall spent time in Melbourne, engaging with customers, local entrepreneurs, and her Trinny London team. A notable event was a NAB-hosted gathering of over 70 female business leaders and entrepreneurs, celebrating women in business.
In a conversation with NAB’s Casey Morecroft, Woodall discussed her journey in building a global beauty brand, adapting to changes, and the significance of confidence, resilience, and supporting women. She also met with the Emporium Melbourne team and Australian personalities like Dannii Minogue, Victoria Devine, Erin Deering, and Anna Baird, founder of Bared Footwear.
Throughout the visit, Woodall documented her experiences across social media, sharing product demonstrations, retail visits, and behind-the-scenes moments with her team. The Melbourne appearances reinforced the role of founder visibility and community engagement in Trinny London’s broader marketing strategy.
Woodall’s Australian visit coincided with the launch of Trinny London’s latest skincare innovation, the Take Back Time Overnight Hand Treatment. Priced at $133, the two-step treatment combines a targeted hand concentrate with a microneedling tool to address visible signs of ageing, including pigmentation, crepey texture, and loss of firmness.
In an interview in Sydney, Woodall shared that the product was inspired by her own observations of changes in her hands. This launch follows the Neck Elevator treatment, expanding the brand’s focus on targeted skincare beyond the face.
Since its founding in 2017, Trinny London has evolved from a digital-first beauty brand to an international makeup and skincare company. Australia is a key market, with physical stores in Westfield Sydney, Bondi Junction, Chadstone and Emporium in Melbourne, Chermside in Brisbane, and Karrinyup in Perth. These stores offer product experiences, personalized consultations, and beauty classes.
The Sydney pop-up expanded the brand’s retail presence, providing an alternative to traditional shopping centers. Trinny London’s global reach includes over 1.6 million customers, with a sales rate of one product every 30 seconds, totaling about 2,880 products daily or over a million annually.
Sydney‘s beauty industry is currently lively with pop-ups, as brands engage customers through immersive experiences and giveaways. BOOIE Beauty, co-founded by Celeste Barber and Claire Greaves, is hosting its debut pop-up at Westfield Warringah Mall from October 26 to November 1, featuring product trials, shade matching, and a Barber appearance on October 27.
The Ordinary is bringing its convenience store-inspired Mini-Mart concept to 207 Oxford Street in Darlinghurst from October 28 to November 1, featuring exclusive collectable skincare variety packs, expert product advice, complimentary Pick ‘n’ Mix, slushies, and Gachapon prize games. Professional haircare brand KEVIN.MURPHY is also joining the action, partnering with Sydney florist POHO Flowers in Double Bay for a one-day activation on October 26 to celebrate the Australian launch of its new FLAWLESS 6-in-1 Bond Building Styling Lotion.
Industry Trends and Market Impact
The new hand treatment reflects a broader industry shift toward targeted skincare solutions for underappreciated body areas. Consumers are increasingly seeking products that address specific ageing concerns beyond traditional facial routines.
Expansion and Community Building
Trinny London’s physical retail expansion across major Australian shopping centers supports its hybrid digital-physical strategy. Each location offers consistent brand experiences through consultations and educational masterclasses.
