There are makeup artists, and then there’s Charlotte Tilbury. A true definition of the word “mogul,” Tilbury has done pretty much everything there is to do in this industry — she’s worked with top celebrities from Kate Moss to Kylie Minogue, created campaigns for almost every major fashion house, and been awarded an MBE by freaking Queen Elizabeth for services to the beauty and cosmetics industry. Finally, after much clamoring, Tilbury launched her own brand in 2013. It’s taken five years, but as of next month, you’re about to see a whole lot more of the Charlotte Tilbury line. The UK-born brand will launch on Sephora.com on September 13 and be on shelves in 40 Sephora locations across the United States and Canada on September 14.
Tilbury first launched the brand at Selfridge’s — in fact, it was the biggest launch Selfridges had ever seen — and opened her flagship store in London in 2015. Since then, she’s expanded to UK retailers like Harvey Nichols and Harrods. But in the U.S. (until now!) the brand was only sold at Bergdorf Goodman, Bloomingdales, and Nordstrom. A partnership with Sephora means the brand will be more accessible even to those of us who don’t frequent department stores, and, more importantly, to those of us with VIB points.
“I am SO thrilled to be extending my partnership with a brand who not only inspires fearlessness and empowerment in ALL but who also shares my passion, innovative spirit and mission to give everyone the confidence to achieve their dreams through the power and magic of makeup,” Tilbury said in a statement. “For me, Sephora was a natural partnership because of the amazing synergy between our brands. Two revolutionary, beauty expert, tech-forward, rule-breaking, educational playgrounds, brands of firsts, coming together to share even more makeup magic with the world!!”
When Charlotte Tilbury decides to partner, she partners hard. The brand will also be available for virtual try-on as part of Sephora Visual Artist App, and you’ll be able to find your exact shade match with Sephora Color iQ. Aside from the launch itself, there’s a long, glam list of related events to pencil into your calendar ASAP. First of all, naturally, this all kicks off with a contest. The brand is asking beauty lovers to create a look using the Superstar product range and post the finished look to Instagram. The winner will be crowned by Charlotte herself on September 13 and featured on Sephora’s Service Menu, which means your face could be featured at 40 Sephora stores. But game show voice that’s not all. Tilbury herself will be on hand at Sephora 34th Street in NYC for a meet and greet. She’s also curated a Tilbury Tour, in which the brand’s pro-artist team will crisscross Canada and the U.S. offering mini-makeovers and “exciting in-store surprises.” As of now, events are scheduled for September 15 at Sephora locations in Toronto, San Jose, Chicago, and Boston, and on September 16 in San Francisco. And one last thing: She’s also releasing her newest Bar of Gold Palette exclusively at Sephora, before it lands in other retailers in October.