Best known as the taller half of international style duo Trinny and Susannah, at fifty Trinny noticed women between the ages of 35 and 50 were being ignored by the beauty market. After months of work on the brand’s initial stock at her kitchen table, she invited 200 women for full Trinny London makeovers in her bathroom. Trinny found a way to capture women who are not traditionally comfortable with buying online to start shopping online, with personalisation to make them feel at home.