Trinny London has unveiled a new initiative to promote female-founded businesses at its flagship store on King’s Road, London. Every six months, three businesses featured on founder Trinny Woodall’s Instagram series, The Elevator Pitch, will have the opportunity to showcase their products in-store.
The first brands to be featured in-store include:
The Smooth Company
Launched from founder Áine Kennedy’s attic in 2022, The Smooth Company started with The Smooth Stick, a hair-taming wand that controls flyaways without leaving hair hard or greasy. Since then, the brand has introduced a continuously expanding range of hair styling products, loved by celebrity hairstylists, influencers, and customers.
Seep
Believing that everyone should be able to carry out their household chores without hurting the planet, Seep was established by founder Laura Harnett in 2020 with a collection of sustainable, plastic-free cleaning tools, from sponges and scourers to cloths, cleaning kits and bin bags.
Chalk House Jewellery
Made in London, Chalk House Jewellery was founded by Malaika Carr with a mission to create “stunning, sophisticated and fashionable” jewellery that combines elegant architecture with high quality design. The brand is known for its unconventional shapes and vibrant colours.
Speaking about the initiative, Woodhall said: “I’ve met so many female founders through The Elevator Pitch, and I wanted to find a way to support them beyond the screen.
“Bringing their products into our flagship is a natural next step and gives them an opportunity to expand their reach while offering our customers something new and exciting.”
Trinny London opened its debut store at 31 King’s Road in London’s Chelsea in September 2024.
Spread across two levels, the flagship offers the brand’s full suite of products and services, including cleansers, exfoliators and serums, as well as foundations, blushers, lipsticks, and more.
Downstairs, customers can find ‘The Studio’, offering a selection of pre-booked appointments, from in-depth, one-to-one consultations across skincare and makeup.
Trinny Woodall commented: “I’ve met so many female founders through The Elevator Pitch, and I wanted to find a way to support them beyond the screen. Bringing their products into our flagship is a natural next step and gives them an opportunity to expand their reach while offering our customers something new and exciting.”
Trinny London opened its debut store at 31 King’s Road in London’s Chelsea in September 2024. The flagship spans two levels, offering the brand’s full range of products and services, including cleansers, exfoliators, serums, foundations, blushers, and lipsticks. The lower level, known as ‘The Studio,’ provides a selection of pre-booked appointments, featuring in-depth, one-to-one consultations across skincare and makeup.
