This report provides a strategic ranking of the top 10 competitors and alternatives to Charlotte Tilbury, the British luxury beauty powerhouse. Since its launch in 2013, Charlotte Tilbury has redefined the “glamour” segment of the beauty industry, blending celebrity artistry with high performance formulas and iconic rose gold packaging. This analysis identifies brands that compete for the same “Glamour & Glow” target market, evaluates their branding strategies, and assesses their standing in the 2025 to 2026 consumer landscape.
Our Ranking
The ranking is based on a weighted scoring system across three core pillars:
1. Target Market Overlap (40%)
- Demographic Alignment (20%): Focus on the “Millennial & Gen Z” luxury consumer who values both performance and status.
- Price Positioning (20%): Brands operating in the prestige/luxury price bracket ($30 to $100+ per item).
2. Branding & Aesthetic (30%)
- Visual Identity (15%): Use of luxury packaging, “Old Hollywood” or “Modern Glamour” aesthetics, and recognizable brand codes.
- Brand Voice (15%): The use of “Artistry led” marketing, celebrity endorsements, and viral ready product naming.
3. Consumer Sentiment (30%)
- Trust & Loyalty (15%): Performance in industry indices (e.g., Vogue Business Beauty Index) and community engagement.
- Innovation & Trend Power (15%): Ability to create “hero” products that dominate social media and search volume.
Top 10 Ranking: Charlotte Tilbury Competitors & Alternatives
| Rank | Brand | Market Overlap | Branding Score | Sentiment Score | Total Score | Key Strength |
| 1 | Pat McGrath Labs | 9.5 | 9.8 | 8.5 | 9.3 | Ultimate Artistry & Luxury |
| 2 | Hourglass | 9.0 | 9.2 | 9.0 | 9.05 | Complexion Perfection & Ethics |
| 3 | Rare Beauty | 8.5 | 8.0 | 9.8 | 8.75 | Community & Viral Sentiment |
| 4 | Fenty Beauty | 8.8 | 8.5 | 8.8 | 8.7 | Inclusivity & Global Power |
| 5 | NARS | 9.2 | 8.2 | 8.4 | 8.65 | Professional Heritage & Edgy Glam |
| 6 | Westman Atelier | 7.5 | 9.5 | 8.5 | 8.4 | “Clean” Luxury & Chic Packaging |
| 7 | Gucci Beauty | 8.0 | 9.6 | 7.5 | 8.35 | High-Fashion Branding |
| 8 | Huda Beauty | 9.0 | 7.5 | 8.2 | 8.25 | Social Media Dominance |
| 9 | Dior Beauty | 8.5 | 9.0 | 7.0 | 8.2 | Classic Luxury & Status |
| 10 | The Ordinary | 6.0 | 7.0 | 9.5 | 7.4 | Skincare Innovation & Value |
1. Pat McGrath Labs
Founded by the “Mother” of makeup, Pat McGrath, the brand shares Charlotte Tilbury’s obsession with high glamour, gold accented packaging and “runway to real life” artistry. Among makeup enthusiasts, sentiment is extremely high; if Charlotte Tilbury is seen as owning the “Glow,” Pat McGrath is revered for her unmatched “Pigment” and “Luxury Artistry.”
2. Hourglass
Known for its sleek, architectural packaging and innovative Ambient Lighting technology, the brand targets the same affluent consumer seeking an ultra smooth, “airbrushed” finish. Sentiment is very strong, with a rating of 9.0, and Hourglass is often the first alternative for consumers who find Charlotte Tilbury’s Magic products too heavy or too scented, offering a more refined, fragrance free luxury experience instead.
3. Rare Beauty (by Selena Gomez)
While more minimalist in its packaging, the brand competes directly for the same Gen Z and Millennial demographic, prioritizing themes of vulnerability and natural beauty over traditional Hollywood Glamour. Sentiment is exceptionally high, effectively the gold standard for 2025, with a rating of 9.8, and its viral Soft Pinch blushes are now the primary competitors to Charlotte Tilbury’s Pinkgasm wands.
4. Fenty Beauty (by Rihanna)
Bold, inclusive, and modern, the brand may lack the Old Hollywood vibe but matches Charlotte Tilbury in global brand power and its ability to create coveted “it” products. Its sentiment is extremely strong, consistently ranking in the top 3 of the Vogue Business Beauty Index, and it has become the go to choice for consumers who prioritize shade range and a distinctly “cool girl” take on luxury.
5. NARS
The edgy alternative to Charlotte’s more “darling” persona, NARS leans into professional grade formulas and provocative product names, such as “Orgasm,” to define its identity. With high trust and a sentiment score of 8.4, it remains a staple for achieving the polished, “professional glamour” look that Charlotte Tilbury helped popularize.
6. Westman Atelier
Founded by Gucci Westman, the brand represents the Quiet Luxury answer to Charlotte Tilbury, offering creamy, skin first formulas housed in incredibly chic, weighted packaging that feels both modern and elevated. Sentiment is rapidly rising among older Millennials who are moving away from full glam looks toward an “expensive skin” aesthetic that emphasizes subtle radiance and natural polish.
7. Gucci Beauty
Vintage, eclectic, and ultra luxurious, the brand’s gold ribbed lipstick tubes are among the few that truly rival Charlotte Tilbury’s rose gold aesthetic for pure vanity appeal. Sentiment is very strong on branding, though it sits slightly lower in terms of standout product “hero” status when compared with Tilbury’s most iconic launches.
8. Huda Beauty
Similar to Charlotte Tilbury in its influencer led growth, this brand also focuses on transformative, full coverage glamour that dramatically shifts a look from everyday to red carpet. Sentiment shows massive search volume and intense social media engagement, although some consumers perceive its formulas as “heavier” than the typical Tilbury aesthetic.
9. Dior Beauty
The ultimate status symbol, the brand’s Dior Addict and Backstage lines compete directly with Charlotte Tilbury’s lip and complexion products for a coveted spot in every luxury makeup bag. Sentiment remains tied to its high status and heritage, even though it is sometimes viewed as less innovative than more artistry led brands in the market.
10. The Ordinary
Minimalist and clinical, the brand’s aesthetic sits in stark contrast to Charlotte Tilbury’s glam, yet they compete directly in the skincare makeup hybrid space, targeting similar high performance, complexion focused consumers. Sentiment has historically been very strong, with the brand topping the Beauty Index for years before being overtaken by Charlotte Tilbury in 2025, and it now serves as the go to alternative for the science first consumer who prioritizes efficacy over theatrics.
Conclusion
In 2026, Charlotte Tilbury remains the global leader in “Digital Glamour,” but faces significant pressure from Pat McGrath Labs in the artistry segment and Rare Beauty in the emotional/community segment. For consumers seeking the Tilbury Aesthetic (Rose Gold, Glow, Glamour), Hourglass and Gucci Beauty are the most formidable branding rivals.
