Charlotte Tilbury to open first US store this summer

By Deanna Utroske contact

- Last updated on GMT

photo courtesy of the brand
photo courtesy of the brand
The color cosmetics, skin care, and fragrance brand led by makeup artist Charlotte Tilbury announced the location of its first own-brand retail shop in North America this week. The flagship store is a next step in what has been a steady progression of growth and global expansion for the relatively new beauty brand.

Charlotte Tilbury founded her eponymous brand in 2013, launching at Selfridges. She added a first stand-alone retail shop in the UK in 2015; and that same year, a partnership with Holt Renfrew brought the brand to Canada, as Cosmetics Design reported​.

Popular retailers in the US carry the brand now. Still, “I couldn’t be more excited to open my first Beauty Wonderland in the magnificent, magical Los Angeles,”​ exclaims Tilbury in a media release about the forthcoming store.

“As the home of the red carpet, there couldn’t be a more perfect location for my first stand-alone wonderland in North America, it’s like a home away from home for me,” ​believes Tilbury, who is well known for her work as a celebrity makeup artist with clients including Penelope Cruz, Kate Moss, Sofia Vergara, Jennifer Aniston, and Salma Hayek.

Features and functions

The first US Charlotte Tilbury store will open at The Grove in Los Angeles, California, the summer. The Grove was the location of her first outdoor beauty festival in 2014. And the new shop promises to be an extension of that—another instance of what Tilbury calls ‘retail theater’.

According to the brand’s media release, the store will have aspects of consumer education, new digital tech, “multisensory activations” (which are likely to be vignettes that function as both IG worthy scenery and experiential beauty, as well as on-site services.

“With all of my Beauty Wonderlands I have designed them to completely revolutionize and disrupt the way people shop,”​ Tilbury tells the press, calling her stores “beauty playgrounds for everyone from 18-80.”

“When you walk through the doors, I want you to feel like you are literally stepping into my world. A world full of beauty zones, from Rock ‘n’ Roll and Hollywood to Fashion and Magic, each created to make you dream and make your beauty dreams come true. There is something for everyone in this space,”​ she promises, adding, “you’ll never want to leave.”

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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