Charlotte Tilbury is a cosmetics brand from the United Kingdom. The company is headquartered in London in the United Kingdom and it offers beauty and skincare products.
Charlotte Tilbury is named after the founder herself. Tilbury founded her company in 2013, so it is a relatively new beauty brand. The brand is about 20 years old. After launching in 2013, success came very quickly to the beauty brand. Charlotte Tilbury soon expanded to cover markets in Ireland, the US, Canada, the Netherlands, and Germany with physical stores in all of those locations. The brand also offers online distribution to almost the entire world.
Charlotte Tilbury has stand alone stores but the brand’s products are also sold in Sephora, Bloomingdales, Harrods, and Nordstrom. Products are sold in physical locations in the following countries:
- Hong Kong Sar China
- Macao Sar China
- New zealand
- United Arab Emirates
- United Kingdom
- United States
All locations and addresses are listed on their website.
Charlotte Tilbury sells both makeup and skin care products. The specific categories that are available include:
- Night cream
- Eye cream
- Facial oil
- Lip care
- Skincare kits
- Concealer and color corrector
- Powder and setting spray
- Glow booster
- Face palettes
- Face kits
- Brushes and tools
- Cream Bronzer
- Beauty Light wands
- Cheek Kits
- Eyebrow Makeup
- Eye Cream
- Brushes and Tools
- Eye Kits
- Lip Gloss
- Lip Liner
- Lip Care
- Lip Brush
- Lip Kits
In Addition to this wide variety of cosmetic products offered by Charlotte Tilbury, the brand also offers gift sets that make it a lot easier for consumers to shop for others. Many of these gifts are different sets that include a lot of the brand’s top selling products. This is a great marketing strategy done by the company because it makes gift buying a lot easier on the consumer which in turn can cause their products to reach new consumers who may grow very fond of the brand’s items.
The company also offers mini sizes of their most popular items. This is also a very smart strategy because their full size product prices and sizes can make customers hesitant to buy something for the first time. Consumers may not want to spend that much money on something they are not sure they will enjoy. Therefore, offering the mini sizes helps customers be able to try the products they’re interested in with a lot less risk. Once the customers try it and like it they will most likely purchase the full size because of the quality of the brand’s products, which will result in even larger profits and success for the brand.
Charlotte Tilbury has never and will never test on animals. They have the certification of the Leaping Bunny Approval to make it clear to their customers that the company is cruelty free. This is a very important aspect to have in the beauty industry and customers are looking for this gold standard approval more and more everyday.
Although the brand’s products are on the expensive end of the cosmetic company range, the high quality of every single one of their products make the price worth it for many customers.
Personalization Within Their Products
Charlotte Tilbury has a few features that help customers be able to personalize their products a bit more. These include build your own beauty and skincare kits, shop by eye color, and custom engraving on some of their packaging.
Build Your Own Beauty And Skincare Kits
Charlotte Tilbury has many different options for the build your own kits that include:
- Build Your Own Wedding Beauty Kit
- Build Your Own Easy Makeup Kit
- Build Your Own Flawless Complexion Kit
- Build Your Own Pillow Talk Beauty Kit
- Build Your Own Skincare Kit
- Build Your Own Birthday Beauty Kit
- Build Your Own Party Makeup Kit
- Build Your Own Eye Kit
- Build Your Own Lip Kit
This feature allows customers to make a personalized kit with all the products they want by selecting a product from each category available within the kit. When purchasing one of these kits the brand gives a 10% off discount!
Shop By Eye Color
Charlotte Tilbury created a collection that has different products and palettes tailored to different eye colors. The colors within the products are specifically made to highlight and match the color of the consumer’s eyes. This is a very interesting collection and is very smart to highlight on their website, especially for customers who may just be getting started with makeup and aren’t exactly sure where to begin.
Engravings on Products
Under the Gift section on Charlotte Tilbury’s website there is an option to engrave a lot of the products. Some of the products with the availability of this option include the Magic Cream, Airbrush Flawless Finish, Beautiful Skin Foundation, Magic Eye Rescue, and Air-Brush. It is £5 to add the engraving to an item. This adds a bit of personalization to gifts and can make the gift seem more thoughtful!
Pillow Talk is Charlotte Tilbury’s most popular shade. This shade is available in lip, cheek, and eye products. The brand and beauty influencers both claim the color compliments all skin tones and is everyone’s perfect shade. The most popular item with this shade is the Pillow Talk Lip Kit. The kit comes with a lip liner and lipstick in the Pillow Talk shade. The shade is a nude-pink color. The company has also expanded this collection by creating Pillow Talk Medium and Pillow Talk Intense for customers looking for darker shades of this color. This also helps the color suit a wider variety of skin tones.
A Little Bit About The Founder, Charlotte Tilbury
Charlotte was born in London and raised in Ibiza, which opened the doors for her to be inspired by many creative artists, musicians, actors, and writers. Her parents both had creative careers so she knew and was interested in using her creativity her whole life.
When she was 11 she met the famous makeup artist Mary Greenwell and this was her main introduction into the world of makeup. Later when she was 13 she wore mascara for the first time and instantly realized how people reacted differently towards her. It quickly made her feel more confident and empowered which is what made her walk even more towards the makeup industry path.
Before starting her own company, Charlotte worked with many famous companies to design their beauty lines. Some of these companies included Helena Rubenstien, MAC, Armani, Burberry, and Tom Ford. She also worked as the makeup director for runway shoes for companies such as Prada, Miu Miu, McQueen, Cavalli, Lanvin, and Chloe. Charlotte had a lot of amazing experience in the fashion and beauty world before she decided to become an entrepreneur herself.
Her first business line as an entrepreneur was creating cover looks for fashion magazines. She created over 100 Vogue covers and is the only makeup artist to have created three different Vogue covers that launched at the same time in different countries. Throughout her career Charlotte has won a variety of awards for her work in the beauty industry.
Pro Beauty Tech Services
Charlotte Tilbury also has entered the services industry by offering different services such as consultations and masterclasses to its customers. These services are all found under the Pro Beauty Tech category on the website and they include:
- Virtual services
- Virtual consultations
- Online services
- Beauty Secrets + Tutorials
- Refillable Makeup
- Magic Engraving
- Beauty Subscriptions
- Live Masterclasses
- In-Store Services
- In Person Consultation
- Bridal Makeup Artist
- Beauty Finders
- Foundation Pro Shade Match Tool
- Concealer Pro Shade Match Tool
- Pro ARtistry Shapewear Tool
- Pro ARtistry Brightening Tool
- Pro ARtistry Magic Cream Tool
- Find Your Complexion Match
- Lipstick Finder
- Skincare Routine Finder
This sets Charlotte Tilbury apart from the other beauty brands because the company does its best efforts to help their customers learn more about makeup and how to properly use their products. Many companies sell all the products they can but never provide resources for the education on how to utilize them. Charlotte Tilbury making the investment to educate their consumers is also a great way to improve customer retention.
Recycle the Magic With Charlotte Tilbury
Charlotte Tilbury has a new sustainability project that revolves around their product packaging generating less waste. The brand’s magic moisturizer is one of their best sellers and although the original packaging was very beautiful, it generated a lot of waste when consumers would go through containers and get new ones constantly.
Charlotte Tilbury saw this issue and addressed it by creating new packaging for the product that is refillable. The new packaging contains an inside container piece that can be removed when the item is empty and a new one can easily be inserted so the entire pretty pot does not have to be discarded.
The brand is running a deal for anyone that sends in their old magic moisturizer container to be recycled. The customer will receive 20% off of a new reusable pot and a refill on their website. The steps to complete this return, recycle, and refill for 20% off are explained here.
To complete this project and correctly recycle the returned pots, Charlotte Tilbury is partnering with Handle. Handle is a circular economy company that helps companies avoid their used and empty beauty packaging from ending up in landfill.
Charlotte Tilbury’s Tik Tok Success
Charlotte Tilbury has always had a lot of success with the adult demographic, however it recently grew a lot in the teenage and young adult demographic because of Tik Tok. Famous Tik Tok creators began to make videos using the Beauty Light Wands, the Pillow Talk Lip Kit, the Hollywood Flawless Filter, and the Airbrush Flawless Setting Spray.
The Beauty Light Wands were the first to go viral on Tik Tok. Creators promoted the highlighter, blush, and bronzer ones and quickly sold them out worldwide. The Pillow Talk Lip Kit quickly became a beauty favorite because of the neutral but elegant color of the shade. The Hollywood Flawless Filter and the Airbrush Flawless Setting Spray gained their popularity with influencers soon after and consumers started to sell out those products too. Recently, Charlotte Tilbury was able to catch back up with demand and these products are available on a consistent basis again.
Many Innovative Aspects Has Set and Kept Charlotte Tilbury Apart From Other Cosmetic Brands
Charlotte Tilbury has been very successful in the short 20 years that the company has been in operation because of the quality products and services the brand offers. Although Charlotte Tilbury is a lot newer when compared to other popular beauty brands, it has done many things to gain and maintain its success. The variety of products along with the services it offers for its customers provide a very encompassing and unique customer experience.
The brand’s customers can not only purchase great quality products, they can also learn how to use them correctly, which will increase their product satisfaction inturn increasing customer retention. Customers have the option of live chatting or video calling Charlotte Tilbury’s beauty experts which makes it very convenient and accessible to all consumers to learn about their products.