Charlotte Tilbury’s Iconic Products Land at Bluemercury
Charlotte Tilbury Beauty, the award-winning global luxury makeup, skincare, and fragrance brand, has launched at Bluemercury, a leading US luxury beauty retailer, marking a strategic expansion to deepen its reach in one of its largest markets.
Charlotte Tilbury Beauty, the award-winning global luxury makeup, skincare, and fragrance brand, has launched at Bluemercury, a leading US luxury beauty retailer, marking a strategic expansion to deepen its reach in one of its largest markets. Available online and in 35 Bluemercury stores nationwide since March 12, 2025, the partnership introduces Charlotte Tilbury’s cult-favorite products—including the Magic Cream, Airbrush Flawless Finish, and its debut Fragrance Collection of Emotions—to Bluemercury’s curated luxury assortment.
Iconic Products and In-Store Experiences
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The collaboration brings Charlotte Tilbury’s bestselling “SKINSCREENS” and viral beauty icons to Bluemercury’s clientele, such as:
- Hollywood Flawless Filter: A luminescent complexion booster sold every 13 seconds globally.
- Pillow Talk Lip Cheat: A lip liner with one unit sold every 3 seconds.
- Fragrance Collection of Emotions: A new line of perfumes launched in 2024, marking the brand’s return to fragrances.
Customers can also access in-store services like personalized skincare consultations and “Tilbury Transformations”, aligning with Bluemercury’s emphasis on experiential luxury.
Maly Bernstein, Chief Executive Officer, Bluemercury has this to say about the partnership:
"Synonymous with glamour and innovation, Charlotte Tilbury beautifully complements Bluemercury's thoughtfully curated assortment. Charlotte is the embodiment of confidence and creativity, and we are very excited to have that energy shine through her iconic brand in our stores and online. We know our clients will fall in love with the products — if they haven't already — and we can't wait to share this incredible new partnership with them."
Retail Partnership Synergy
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- Charlotte Tilbury’s U.S. Growth:
- The U.S. is a top market for the brand, which ranked #4 in total beauty sales nationally in 2024.
- This launch follows parent company Puig’s 2024 IPO, which highlighted Charlotte Tilbury’s 23% revenue growth and global expansion into 50+ markets.
- Bluemercury’s Curated Edge:
- Bluemercury, acquired by Macy’s in 2015, operates 170+ stores with a focus on niche, founder-led brands and spa-like services.
- The retailer’s 2024 expansion into locations like The Corners of Brookfield underscores its strategy to blend accessibility with high-touch experiences.
- Market Context:
- The U.S. prestige beauty market is projected to exceed $40 billion by 2025, driven by demand for multifunctional, sensorial products.
- Bluemercury’s CEO Maly Bernstein emphasized the alignment: “Charlotte Tilbury embodies glamour and innovation—exactly what our clients seek”.
Founder Vision Meets Retail Expertise
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Charlotte Tilbury MBE, founder and Chief Creative Officer, stated:
"Darlings, I am so excited to SUPERCHARGE our growth in the US with the launch of Charlotte Tilbury at Bluemercury! The US is one of our BIGGEST MARKETS in the world and Bluemercury is an incredible LEADING DESTINATION for LUXURY BEAUTY, making this the PERFECT PARTNERSHIP that will bring the MAGICAL WORLD OF CHARLOTTE TILBURY to EVEN MORE BEAUTY LOVERS across the nation!"
Bluemercury’s focus on “hyper-personalized” service complements Charlotte Tilbury’s ethos of democratizing luxury beauty. The brand’s products, developed over 30 years of red-carpet expertise, are formulated to suit all skin tones and types—a key factor in their global appeal.
Broader Industry Shifts
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- Rise of Hybrid Beauty: Consumers increasingly seek products that merge skincare benefits with makeup, a trend Charlotte Tilbury pioneered with its “Skincare Hybrid” SPF and hydrating primers.
- Retail Differentiation: Bluemercury’s smaller store footprint (under 2,000 sq. ft.) and curated edit of professional-grade brands (e.g., Skinceuticals, Augustinus Bader) position it as a destination for discovery in crowded markets.
Why It Matters: As luxury beauty becomes more competitive, Charlotte Tilbury’s Bluemercury launch exemplifies how legacy brands can leverage strategic retail partnerships to amplify reach while maintaining exclusivity. For Bluemercury, adding a top-tier makeup and fragrance brand strengthens its position against rivals like Sephora and Ulta.
