Charlotte Tilbury debuts on Amazon Premium Beauty in the United States The partnership between Amazon US and Tilbury promises special content and British brand products just a click away
The digital beauty world welcomes a new, highly anticipated star. Charlotte Tilbury, the celebrity make-up artist who turned her name into a luxury empire spanning skincare, make-up, and fragrances, has officially landed on Amazon Premium Beauty in the United States. This isn’t just a commercial launch: it’s the opening of a gateway connecting Tilbury’s glamorous universe with the convenience and distribution power of Amazon, a giant that now reaches over 100 million unique monthly customers in the beauty products category alone.
The Charlotte Tilbury universe on Amazon Premium Beauty
Starting September 24, U.S. consumers can finally dive into Tilbury’s magic with just a click. The brand’s entire range will be available in the official store: from legendary formulas like the Magic Cream, adored by Hollywood celebrities for its instant skin-transforming powers, to the Magic Serum Crystal Elixir, enriched with innovative ingredients to hydrate, plump, and illuminate. Timeless icons such as the Pillow Talk collection, featuring the universally flattering lipstick that adapts to every complexion, and the Fragrance Collection of Emotions, blending artistic perfumery with the science of emotions, are also included.
Digital innovation in Amazon’s store
This new collaboration goes beyond a simple online showcase. The dedicated page on Amazon Premium Beauty has been designed as an immersive, tech-forward experience, recreating the sophisticated and glamorous atmosphere of the Tilbury world. The most groundbreaking feature is the “Shop the Look” videos, which turn the founder’s make-up tutorials into direct shopping experiences. While watching a Charlotte Tilbury look come to life, customers can click on each product and instantly add it to their cart. It’s an approach that mirrors the fluidity of social media but transposed into the world’s most powerful e-commerce platform. Another innovation is the “Find My Shade” tool, created to solve one of the most common hurdles in online beauty shopping: picking the right shade. Thanks to this virtual tool, Amazon customers can discover which Charlotte Tilbury foundation or concealer shade best matches their skin. This feature not only simplifies the decision-making process but also removes the fear of a wrong purchase, making the digital experience closer to an in-store beauty counter trial.
The U.S., a strategic market
In the United States, Charlotte Tilbury Beauty is already the third-largest prestige beauty brand, dominating two core categories: the Airbrush Flawless Finish powder and the Hollywood Flawless Filter highlighter, both hugely popular and viral on social media. Tilbury herself commented: “The U.S. is one of the biggest beauty markets in the world, and Amazon is one of the most trusted, go-to destinations for online beauty shopping. As a pioneering, innovative and tech-first brand this collaboration allows even more beauty lovers to discover my award-winning, best-selling, globally adored, viral sensations, loved by everyone from celebrities and supermodels to make-up artists and influencers around the world! My mission has always been to share the magic of confidence to everyone everywhere, connecting people through the power of beauty. Thanks to Amazon, this dream can now reach millions of people more immediately.”
Amazon and the growth of premium beauty
As BoF notes, in recent years Amazon has strengthened its Premium Beauty and Luxury Stores sections with brands such as Estée Lauder, Drunk Elephant, and Milk Makeup, growing its beauty market share by 7.3% according to NielsenIQ. Morgan Stanley research estimates that by 2025 Amazon could surpass Walmart, becoming the largest beauty retailer in the U.S. In this context, as Melis del Rey, General Manager of Amazon US Stores for Health & Beauty, highlights, the partnership with Charlotte Tilbury is a key step to consolidate leadership in the luxury segment and to “offer a unique and elevated shopping experience.” “Charlotte Tilbury is a global icon in the beauty industry. Her innovation, artistry and digital-first approach make her a perfect fit for Amazon Premium Beauty”. Del Rey said, adding: “We're excited to bring her legendary beauty products to our U.S. customers and offer even more access to luxury beauty in Amazon's online store with incredible selection, convenience, and a unique and engaging shopping experience”.
The new dimension of digital luxury
With its Amazon debut, Tilbury’s magic becomes more accessible than ever. The Magic Cream, the Hollywood Flawless Filter, and the Pillow Talk lipsticks are no longer backstage secrets but products available in seconds with the convenience of Amazon Prime. The new store perfectly embodies Charlotte’s philosophy: helping everyone become the most beautiful and confident version of themselves. It marks the beginning of a new era where luxury beauty merges with digital, bringing Charlotte Tilbury’s elegance directly into American carts.
