Trinny London taps Michelle Marks as new CMO to drive global expansion
The appointment is pivotal for the brand’s accelerated global expansion and brand development.
UK – Michelle Marks, formerly Global Director of Digital Brand at Charlotte Tilbury, has been appointed Chief Marketing Officer (CMO) at Trinny London, the UK-based skincare brand.
Mark takes over the role from Shira Feuer, who exited Trinny London in 2024 and later joined Marcia Kilgore’s direct-to-consumer beauty label, Beauty Pie, as Chief Marketing Officer earlier this year.
This strategic hire marks a critical step in Trinny London’s global expansion plans, with Marks expected to leverage her expertise in brand marketing and digital innovation to deepen emotional connections with consumers and drive the brand’s growth, particularly as it prepares to enter the US market.
According to the brand, Michelle Marks will oversee the launch of new campaigns in September that spotlight Trinny London’s “Match2Me” personalization tool.
The initiative will centre on women over 30, reaffirming the brand’s commitment to its primary consumer base.
Marks brings a strong background from Charlotte Tilbury, alongside experience at Meta, Sony Music, and the BBC, where she is known for her strategic vision and innovation in digital marketing.
She expressed enthusiasm about contributing to Trinny London’s mission to make beauty effortless, personalized, and joyful, signalling a keen focus on building brand storytelling and marketing momentum on a global scale.
Her appointment represents a strategic pivot for Trinny London, which has been evolving from a digitally native brand into one investing in brand marketing and physical store expansions, aiming to capture and resonate strongly with a wider international audience.
Trinny London offers a wide range of skincare and makeup products designed for ease, personalization, and performance.
Its makeup line includes foundations, tinted serums, cream eyeshadows, lip and cheek colours, and multitasking sticks, all housed in stackable packaging.
The skincare collection features cleansers, moisturizers, serums, and targeted treatments formulated to address hydration, ageing, and skin clarity.
Trinny London’s makeup bestsellers include the BFF Cream SPF 30, Plump Up Peptide⁺ Serum, and Eye2Eye Cream Eyeshadow.
On the other hand, the brand’s bestselling skincare products include the Plump Up Peptide⁺ Serum, Bounce Back Moisturiser, and Be Your Best Enzyme Balm Cleanser, which are praised for their firming, hydrating, and cleansing benefits.
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