When Trinny Woodall first came to Brown Thomas to run a pop-up of her beauty brand Trinny London, she did so with a homemade makeup stand.
"We were on the floor above", she tells me now, sitting in the same luxury shop surrounded by bright yellow Trinny London stands, pots of lip glosses, highlighters, blushes and more, and an impressive lighting rig for the content creators circling, eager to meet her.
Five years after that first visit, Trinny London has launched in Brown Thomas this week.
"I literally bought things at IKEA to make a beauty stand because we were only online, and it's just so different from now and how far we've come. It's a really lovely thing for the people who work with Trinny London to see that evolution. Lots of people were here that first time."
By the time we speak, Woodall has already completed a day of interviews, meet-and-greets, spontaneous beauty makeovers and innumerable selfies, and she's still brimming with passion. I, no doubt, join the legions of people asking how the Londoner keeps her energy so high.
"I want to look after my body really well because I know if I were to go out every night, drink very late, smoke and have the sun, it would deplete a lot of my energy", she says. "I kind of pace myself and every morning I'll have strong routine.
"I get up, I'll have a 10 minute meditation on the Calm app, I do a bit of lymphatic drainage for two minutes, do my skincare routine for three minutes and then I do exercise, and by 8:30am, I've sort of ticked the boxes. I naturally would be lazy about all those things, so I get them out of the way."
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It's a routine that her followers will know intimately as the entrepreneur frequently shows all aspects of it, from waking, bleary-eyed in bed, to freshly out of the shower and doing some quick facial massage while still in her bath towel.
"I always say to somebody, if they say they don't have time, I say, can you wake up half an hour earlier because you're going to reap the rewards and benefits so much if you get some of those things in", she says.
A solid breakfast, no sugar after lunch, and a host of supplements complete the puzzle, but for Woodall, fashion is as much a tool for keeping positive and spreading joy as anything else is. For her, instead of dressing from the inside out, she reverses it.
"How you present yourself is how people treat you. If you feel that you dress in a way that's a little invisible, it's darker colours, it's classic, there's nothing there that sparks interest, you will feel more invisible perhaps. You might have the most exciting personality ever but most people see you before they hear someone talk.
"It's about, do you want to walk into the room and feel present?", she adds, stressing that it's not about "vanity metrics".
"Dressing for me is about bringing joy and knowing that I walk down the street and I'll wear this, and I'll bring joy to other people. They might go, 'what's that mad woman doing?' I don't care, I don't worry.
"For people thinking, 'I can't do it for myself', do it for the people around you who might then go, 'oh, that's so lovely, or, 'you made me smile today.'"
No matter how expressive or minimal her outfits of the day are, Woodall always manages to balance it with a flawless beauty look. Her brand has been designed with adaptability and accessibility in mind, something that she proves time and time again with her hurried tutorials often in the back of a London taxi.
When asked about creating makeup that works with mature skin, she replies that she wants to "try and remove the word 'mature skin'".
"I think it's such a beauty industry word. It's sort of like, I was youthful and now I'm mature. It's like, am I a cheddar cheese?
"When you think your skin has lost a bit of its oomph, because we lose about 2% of collagen when we get to perimenopausal state in our skin, so how can you get that vibrancy back in your skin?"
Her skincare products put an emphasis on science-backed ingredients, which she notes can have "profound" effects on our skin.
"And then it's about reset. You might have done your makeup the same since you were 20.
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"I think women stick to a makeup in which they, maybe in their 20's felt, 'I've found myself, my first sense of my identity'. But when they're 40 their skin has changed and it might not sit so well."
Men, meanwhile, she says apply the same logic to their fashion choices and the age that "they first had their most successful sexual conquest", in her opinion. We agree to leave that one there.
Having already enjoyed enormous success with What Not to Wear, the television makeover series she hosted with Suzannah Constantine, Woodall has spoken before about her experiences with being an entrepreneur and the highs and lows you have to weather on your journey. Now, her focus is purely on "learning to be the best CEO I can be".
"It's about how can you lead a team and how can you be strategic and about staying in your own lane and not looking at, 'what is everyone else doing?' Thinking, what is our mission that we set out to do? We want women to fearlessly feel their best self. It's not just about how you look, we need to shift how you feel about yourself. And so anything we do or develop, our thought is, how can we do that even more?"
