New York is about to be painted yellow.
British beauty brand Trinny London is expanding its presence in the U.S., with a New York City pop-up, which founder and chief executive officer Trinny Woodall is hoping will turn into a permanent fixture.
The pop-up store will be located at 124 Prince Street in SoHo and open for business on Monday for a minimum of four months. And of course, it will be kitted out with pops of the brand’s signature color: yellow.
The space will offer personalized one-on-one appointments for makeup and skin care customization, plus holiday gift sets, special events and more.
It will be the London-based beauty brand’s first store to open in North America, following a counter at Saks Fifth Avenue, unveiled in June 2022.Â
“Now is the time, because I think we’ve got enough traction in the U.S. that we know if we open a store, people are going to be excited. The U.S. is our third biggest market right now, and over the next year, I want to grow brand awareness,” Woodall said in an interview. “When you have your own space, and you’re not being constrained by the space of a department store where you have to fit into a bigger vision, we can then do our vision so people get immediately what our vision is.”
The goal is to have a permanent store in New York and the pop-up will give the brand an understanding of size and location.
By the end of November, Trinny London will have a total of 33 concessions and stores.
The brand opened its London flagship in September, which Woodall said has been “phenomenally successful.” It also just inked a deal with British department store chain John Lewis to be in six of its top-performing stores.
Australia and Ireland are also important markets for the brand.
“Australia is about 20 percent of our revenue, and America is about 10 percent so I’m hoping, with this pop-up, and I’m going to be over there every month now for a week, that we will grow that quite quickly.”
Trinny London’s skin care lineup includes Plump Up — Peptide + HA Serum, $89; The Elevator — Neck and Décolleté Concentrate, $88, and the latest launch, Take Back Time Eye Treatment, $84. The brand’s makeup favorites include the cult BFF Collection and the newly launched Just Joyous lipsticks, $34 each.
