Key Takeaways
- Charlotte Tilbury launches a digital storefront on Amazon’s Premium Beauty, enhancing accessibility of luxury products.
- New features include “Shop the Look” videos and a “Find My Shade” tool for seamless shopping experiences.
- Amazon’s expansion highlights its growing influence in the beauty retail sector, with Charlotte Tilbury ranking as a top brand in the U.S.
Launch of Charlotte Tilbury on Amazon
Charlotte Tilbury, the luxury makeup and skincare brand, is officially launching its digital storefront on Amazon’s Premium Beauty store in the U.S. on September 24, 2025. This marks a significant step for the brand, enhancing its reach to millions of customers in the United States. The expansion positions Amazon as an increasingly important player in the beauty retail market, which has recently welcomed other notable brands like The Ordinary.
Founded by British makeup artist Charlotte Tilbury, the brand has gained considerable traction in the U.S. and is now ranked as the third-best prestige beauty brand. Well-known products, such as the Airbrush Flawless Finish powder and Hollywood Flawless Filter, lead their categories, further enhancing the brand’s prestige.
The new partnership with Amazon will revolutionize the customer shopping experience with innovative digital features. A standout addition is the “Shop the Look” videos, enabling customers to buy products featured directly in beauty tutorials for the first time. This functionality makes product discovery more engaging and intuitive.
Additionally, a new “Find My Shade” tool will assist U.S. shoppers in identifying their ideal shades for Charlotte Tilbury foundations and concealers. This will enable a more personalized shopping experience, allowing customers to confidently select products that suit their needs.
The full range of Charlotte Tilbury products will now be available to consumers across the U.S. This includes the acclaimed “immediate skin revival” skincare line featuring products like Magic Cream and Magic Serum, along with the universally appealing Pillow Talk makeup collection.
Melis del Rey, General Manager of Health and Beauty at Amazon U.S. stores, highlighted Charlotte Tilbury’s innovative approach and artistry, stating that the brand is a perfect fit for its Premium Beauty section. “We’re excited to bring her legendary beauty products to our U.S. customers,” she stated, emphasizing the added convenience and selection for beauty shoppers.
Charlotte Tilbury herself expressed her enthusiasm for the launch, stating that she aims to share “the magic of confidence” through her products. She believes that this collaboration will connect even more beauty lovers to her globally adored brand, which has garnered a strong following among celebrities, influencers, and makeup artists alike.
In a market as significant as the U.S., combining Charlotte Tilbury’s luxury offerings with Amazon’s trusted platform seeks to supercharge the brand’s presence and engage a broader audience. The initiative aims to make luxury beauty more accessible and redefine the online shopping experience for consumers wishing to explore high-end beauty products.
Visit the new Amazon Premium Beauty store to discover the unique Charlotte Tilbury offerings and enhance your beauty routine with some of the industry’s most sought-after products.
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