Pureplay beauty brand Trinny London is converting its pop-up into its first permanent store on King’s Road in Chelsea next month. In-store services will include one-to-one consultations across skincare and makeup, as well as "fun-filled" makeup lessons with the British beauty brand’s professional makeup artists. The brand was founded in 2017 by Trinny Woodhall and primarily targets women over 35. Trinny London is also available in department stores Fenwick, Harvey Nichols, and Liberty.