Trinny Woodall, once best known as the host of the groundbreaking fashion show "What Not to Wear," has emerged as one of the beauty industry’s most formidable entrepreneurs. At 60, the founder of Trinny London is not only redefining her legacy but also ensuring her daughter has financial security as they navigate their paths.
Recently, Woodall revealed she took money out of her successful company to secure housing for her daughter, Lyla Elichaoff, now 21. Speaking to the i newspaper, she openly shared her concerns about the future, particularly the worry of leaving Lyla homeless if anything were to happen to her. Having sold her own home to fund her business—a decision she grappled with for years—Woodall said, "I still don’t own a home. Most people at 60 are trying to pay off their mortgage." With insight, she added, "My future is very much vested in Trinny London, but for quite a time I had this thought: 'If I died tomorrow, Lyla would have no home.'" To mitigate her concerns, Woodall took the initiative to set aside sufficient funds for Lyla to purchase her own flat.
This thoughtful move stems from Woodall's deep-seated commitment as a mother; her worries mirror the challenges faced by many parents, especially those balancing personal aspirations with family responsibilities. Lyla, herself, has reflected on her mother’s career and the historical significance of their former television series. When asked whether they would be cancelled if "What Not to Wear" were aired today, Lyla and her friend Esme Bertelsen recalled the bluntness of the show, commenting, "You can’t really speak to people like ‘You’re so ugly’ anymore." Despite their critiques, they also mentioned they had never watched the show, which remains the backdrop of their mothers' fame.
Since establishing Trinny London, Woodall’s brand has grown exponentially. Introduced to the market just eight years ago, her beauty venture is now valued at £180 million, according to reports from The Times, and has sold products globally across 180 countries. Woodall's success story, marked by resilience and reinvention, is compelling considering she made significant sacrifices to launch her brand. Initially, she sold her four-bedroom Notting Hill home and even £60,000 worth of her clothes to cover her business's startup costs.
Reflecting on her foray back to entrepreneurship, Trinny noted the challenges she faced amid ageism and the complexity of creating trust with financial backers. "When you’re growing a business, you never learn how to be a CEO," she said. Yet her recent accolades, including winning the main award at the British Business Awards, have validated her expertise. "Two weeks ago, I felt like I actually earned my position. There were about 700 people there, and I just thought, ‘This is cool. This is actually great.’"
Woodall's approach to beauty has also evolved; she aims for inclusivity and personalization, which resonate with her customer base. Her products cater primarily to women over 35, and now include skincare initiatives alongside make-up lines. One of her flagship products, the BBF SPF 30 cream, is especially noted for its buildable coverage and natural finish.
Continuing her legacy as both entrepreneur and mentor, she has launched initiatives like the BBC Maestro course aimed at empowering aspiring businesswomen. By sharing her experiences and strategies, she hopes to cultivate the next generation of female entrepreneurs, emphasizing the importance of trust and connection within the industry. "Purchasing is about trust," she stressed. "I learned to create intimacy quickly, getting to know what makes people tick."
Woodall recently made waves as a guest dragon on the BBC’s "Dragons' Den," where she joined fellow business leaders to support upcoming entrepreneurs. Her extensive experience from television makeover shows to successful business ownership gives her unique insights to share with aspiring candidates.
The growth of Trinny London reflects broader trends within the beauty industry, particularly the shift toward online shopping during the pandemic. Despite previous hurdles—she faced personal tragedy following her ex-husband's bankruptcy and subsequent death—Woodall's perseverance has positioned her at the forefront of the beauty market today.
Addressing her past struggles, she recognizes the arduous path she was once on. "There was a period when the life I thought I would create had not... I had been earning a lot of money, I bought this big house... but then I wasn’t getting the revenue I needed," Woodall recounted. Now, with her flourishing brand and successful ventures, she is paving the way for future success not just for herself but also for her daughter.
The beauty mogul balances the duality of her life—being both the head of Trinny London and a devoted mother. By establishing financial security for Lyla, she ensures the importance of legacy, nurturing future generations to pursue their ambitions. Woodall’s growth, driven by both personal and professional experiences, paints the portrait of not just business acumen but also deep familial love.