Trinny London CMO on building a beauty brand from scratch

Since joining premium beauty brand Trinny London four and a half years ago as its first CMO, Shira Feuer has ushered the business through a large growth stage, and is credited with helping it turnover £150m in sales. Impressive numbers for this DTC company, founded in 2017 by Trinny Woodall, of What Not To Wear fame.

Feuer, who has previously held senior marketing roles at the likes of Disney and Burberry, has built a marketing team around Trinny London’s core focus areas. The team, she says, is “probably the biggest thing that shifts as you grow”.