She first made her name more than two decades ago on the hugely famous British TV show What Not To Wear, which specialised in revamping the looks of individuals who had been nominated by their friends for makeovers.

But these days, the founder of the $108-million-a-year beauty brand Trinny London Trinny Woodall actively avoids seeking out trends.

“At Trinny London, we are not trend driven at all,” Trinny exclusively told Best Picks from the Park Hyatt Hotel in Sydney on Monday.

“Being trend driven is fantastic initially as you can have phenomenal sales. But as soon as that trend is over, people move on. It’s not sustainable.”

How Trinny has built her “Trinny tribe” and massive customer base instead is to look at trends in the beauty world — whether that is an ingredient or a concep

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