New York is about to be painted yellow.
British beauty brand Trinny London is expanding its presence in the U.S., with a New York City pop-up, which founder and chief executive officer Trinny Woodall is hoping will turn into a permanent fixture.
The pop-up store will be located at 124 Prince Street in SoHo and open for business on Monday for a minimum of four months. And of course, it will be kitted out with pops of the brand’s signature color: yellow.
The space will offer personalized one-on-one appointments for makeup and skin care customization, plus holiday gift sets, special events and more.
It will be the London-based beauty brand’s first store to open in North America, following a counter at Saks Fifth Avenue , unveiled in June 2022.
“Now is the time, because I think we’ve got enough traction in the U.S. that we know if we open a store, people are going to be excited. The U.S. is our third biggest market right now, and over the next year, I want to grow brand awareness,” Woodall said in an interview. “When you have your own space, and you’re not being constrained by the space of a department store where you have to fit into a bigger vision, we can then do our vision so people get immediately what our vision is.”