When Trinny Woodall founded her skincare and makeup company Trinny London in 2017, she was often met with skepticism. But since then, she has turned it into a successful business, seeing a sales boom during the coronavirus pandemic.
"We did triple, quadruple the business during lockdown," she explained, adding that before then, growth had been more steady. One of the ways Woodall has done this is through social media, both through her own and Trinny London's accounts and online Trinny London community groups, known as "Trinny Tribes."Now, being genuine and realistic online is a key part of Trinny London's brand and marketing strategy.
"How we tell the story of what we want to build is crucial as female founders," she told CNBC, adding that she learned to tell her story in a way that meant "people could hear what I wanted them to hear."