Trinny London seeks funding to fuel US expansion

British beauty brand Trinny London is rumoured to be exploring funding options to drive its US expansion.

The business has hired a banker to explore options, having previously raised money from venture capital funds Unilever Ventures and Downing, WWD reported.

Founder Trinny Woodall first rose to fame as one half of presenting duo Trinny and Susannah (Constantine) on the Noughties makeover show, What Not To Wear.

She launched her brand, Trinny London, in 2017, offering a range of high-quality, versatile makeup and skincare products designed to be both effective and easy to use.

Ahead of its US expansion, the brand opened a pop-up in New York City at the end of last year. The space offered personalised one-on-one appointments for makeup and skincare customisation, plus a series of special events.

It marked Trinny London's first physical foray overseas following its counter opening at Saks Fifth Avenue in 2022.

The goal is to have a permanent store in New York, with the pop-up giving the brand an understanding of location and size.

Earlier this week, Trinny London launched a new initiative to spotlight female-founded businesses at its flagship in London.

Every six months, three businesses featured on Woodall's Instagram series, The Elevator Pitch, will stock their products in the store. The first brands to be featured include The Smooth Company, Seep and Chalk House Jewellery.