Charlotte Tilbury, the famous UK makeup and skincare brand, just launched an official online store on Amazon in the US. The announcement came on September 24, 2025, marking a big step for the luxury beauty label. Known for glamorous products like Magic Cream and Pillow Talk lipstick, Charlotte Tilbury is now part of Amazon’s Premium Beauty program. This move shows how even high-end brands are jumping onto Amazon to reach more shoppers. With cool features like makeup tutorials and a virtual shade-finder, the brand is blending social media vibes with online shopping. Let’s break down why this matters, what’s new, and how it fits into beauty trends.
Charlotte Tilbury started in 2013 and quickly became a favorite for its bold, red-carpet-ready looks. Founder Charlotte Tilbury, a celebrity makeup artist, called Amazon “one of the most trusted, go-to destinations for online beauty shopping.” Her brand is already sold at big names like Sephora, Ulta Beauty, Nordstrom, and its own stores. Adding Amazon expands its reach even more, especially as online shopping grows. This is a smart move to meet customers where they are—on their phones and laptops.
The Amazon store isn’t just a basic shop. It feels like a mix of Instagram and a fancy website. Shoppers can watch videos of Charlotte herself doing makeup tutorials. These show how to use products like her famous foundations or eyeshadows. There’s also a virtual shade-finder tool to help pick the right colors, like lipsticks or concealers, without trying them in person. These features make shopping fun and easy, especially for new fans who discover the brand online.
Why Amazon? It’s becoming a beauty giant. From 2021 to 2024, Amazon gained 7.3 percent of the beauty market, according to NielsenIQ. A 2023 Morgan Stanley report even predicted Amazon will beat Walmart to become the top beauty retailer in 2025. It already sells affordable brands like CeraVe and The Ordinary. But now, it’s pulling in luxury names too. Charlotte Tilbury joins other premium brands like Drunk Elephant, Milk Makeup, and Estée Lauder on Amazon’s Premium Beauty section. There’s also a Luxury Stores area with high-end labels like La Prairie, sold through Saks Fifth Avenue.
- New Store Launch: Charlotte Tilbury opens its official Amazon US store on September 24, 2025.
- Cool Features: Shoppable tutorial videos and a virtual shade-finder make shopping interactive.
- Big Retail Reach: The brand is already at Sephora, Ulta, Nordstrom, and its own shops.
- Amazon’s Beauty Growth: Amazon gained 7.3% market share in beauty from 2021–2024.
- Premium Trend: Luxury brands like Tarte and Estée Lauder also sell on Amazon to control their image.
This list shows how Charlotte Tilbury is mixing tradition with new tech to stay ahead.
The move helps fight fakes too. Fake versions of pricey products like Charlotte Tilbury’s creams often pop up online. By having an official Amazon store, the brand can make sure customers get real products. This protects its reputation and builds trust. Other luxury brands, like Tula and Chantecaille, have done the same to stop knockoffs and take charge of their Amazon presence.
Beauty shopping is changing fast. Amazon’s rise is pushing stores like Ulta and Sephora to step up. Ulta is even launching its own online marketplace this fall to compete. Amazon’s edge is its huge audience and fast shipping. For Charlotte Tilbury, this means reaching people who might not shop at Sephora or department stores. It’s a chance to grab new fans, from teens to busy moms, who browse Amazon daily.
Social media is buzzing about the launch. Fans on X posted about snagging Tilbury’s lipsticks with Prime shipping. Some shared screenshots of the shade-finder tool, calling it “genius.” Others love the tutorials, saying they feel like a masterclass with Charlotte. These reactions show how the brand’s fun, glamorous vibe fits Amazon’s fast-paced world.
What’s the bigger picture? Beauty is no longer just in stores. Online shopping now rules, especially for younger shoppers like Gen Z and Gen Alpha. Brands need to be where customers are. Amazon’s data also helps. It can tell Charlotte Tilbury what products sell best or what shades are hot. This makes planning easier and keeps stock fresh.
There are challenges, though. Luxury brands risk looking less exclusive on Amazon. Charlotte Tilbury’s high-end feel could take a hit if it’s too easy to buy. Plus, some shoppers still want the in-store experience—trying products before buying. But the brand’s wide reach, from Nordstrom to its own boutiques, balances this. It’s not leaving stores behind; it’s adding options.
What’s next? Charlotte Tilbury might add more Amazon features, like live-streamed makeup classes or exclusive kits. Other luxury brands will likely follow, as Amazon keeps growing in beauty. For shoppers, this means more choices and faster delivery. For the industry, it’s a sign that even the fanciest brands can’t ignore Amazon’s power.
This launch matters to everyone. If you love makeup, you can now get Charlotte Tilbury’s glowy looks with a click. If you’re a small brand, it’s a wake-up call to compete online. And for Amazon, it’s proof it can sell more than just books and gadgets—it’s a beauty destination.
The move reflects a changing world. Beauty is about ease, trust, and fun. Charlotte Tilbury’s Amazon store nails all three. As the brand grows, it’s bringing its signature glamour to more faces, one Prime package at a time.
