A conversation with Taher Khaliq, CTO of Global Beauty Brand: Trinny London

Trinny London is a global digital beauty brand whose mission is to give every person the confidence to be the person they truly want to be.

The company was founded in 2017 by our CEO, Trini Woodall, who has since grown the business into one of the fastest growing D2C brands in Europe, with revenues soaring to £55m at the end of 2021.

Trinny London: Rethink your daily routine

What do you think makes this company unique?

Trinny London is blazing a new trail for the beauty industry. We work directly with the consumer in an industry where there have traditionally been many barriers to online shopping, so there is a strong focus on using technology to educate the market and improve online shopping.

Since the beginning, we have invested heavily in technical innovation to create the industry-leading Match2Me personalization service. Our sophisticated algorithm allows customers to find makeup and skincare products that perfectly match their skin type and combination of skin, hair and eyes.

Another unique part of Trinny London’s D2C strategy is our global Trinny Tribe online community. With over 100,000 members in 30 countries, Trinny Tribe Facebook and Instagram groups, independently started by a handful of dedicated customers, are a place where women can support and empower each other by sharing beauty tips and discussing new product launches. Groups are home to a brand’s biggest fans (and harshest critics!), whose reviews and wishlists have been instrumental in our product development strategy.

How has the company developed over the past couple of years?

At Trinny London, we’re always working on the next big thing. Ultimately, we want to be a one-stop shop for women’s needs. Since 2017, Trinny London has grown from a handful of team members working behind Trinny’s kitchen table to a team of over 180 people, and the brand now has a global following.

Earlier this year, we entered a new vertical: skin care. I led the technical team when we were challenged to develop Match2Me for skin care. This was a more difficult task; skin care has a much wider range of external factors to consider than makeup, from sun exposure and stress to lack of sleep or menopause.

After much experimentation, we got it right and have largely credited the success of this technology to date – in fact, over 75% of our customers use Match2Me when shopping, it has been very successful in helping people feel more confident and empowered to shop for skincare on the Internet.

Along with the expansion of our product range, our global footprint has increased. Customers can now shop at Trinny London in 180 countries – up more than 90% since 2019 – and just a few months ago we opened our first permanent US store at Saks Fifth Avenue in New York.

What can we hope to see at Trinny London in the future?

We’re really only at the beginning of what we want to achieve with Trinny London – we’re moving fast and as a technical team it’s our job to support and realize that ambition through innovation and optimization. There is much to come and we are already hard at work adapting and evolving our technology stack to match the exciting new verticals we plan to enter.


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