Charlotte Tilbury hits back at dupe culture with ‘Legendary. For a Reason’ campaign

By Alessandro Carrara | Published: 16-Jan-2025

The UK beauty mogul is celebrating her signature make-up products that have become ‘staples in celebrity red carpet clutches and make-up artists’ kits’

Charlotte Tilbury has hit back at dupe culture through a new beauty campaign for 2025.

The make-up brand’s ‘Legendary. For a Reason’ campaign is described as a “celebration of Charlotte’s best-selling products” and “undupable viral sensations”.

Tilbury said she “bottled over 30 years of artistry and expertise” to create her product range, which she claims cannot be replicated.

“Developed with world-leading scientists, my award-winning beauty wardrobe of transformative, game-changing make-up and skin care formulas instantly enhance and amplify your natural beauty,” said Tilbury, founder and Chief Creative Officer.

“Beauty secrets that have revolutionised the beauty industry and become legendary.”

The Puig-owned brand highlighted its Hollywood Flawless Filter, Beauty Light Wands, Airbrush Flawless Finish, Pillow Talk Lip Cheat Lip Liner and Magic Cream as part of the campaign.

The celebrity make-up artist has spoken out about dupe culture before, having sued Aldi in 2019 for imitating her Filmstar Bronze & Glow palette.

Tilbury won the legal battle, with a High Court judge finding that the discount retailer had infringed on the brand’s copyright.

Charlotte Tilbury  has also announced five new shades for its Hollywood Contour Wands as part of the campaign, which use treated pigments to create a natural and uniform cheek contour.

“I love to see how my legendary icons have changed people’s lives around the world,” Tilbury added.

“There is a reason why they are staple icons in every celebrity red carpet clutch and in every makeup artist’s kit.”

It follows the news of Tilbury upsizing her flagship store in Covent Garden, following “stellar success” at the London, UK location. 

The new site opened on 9 January and is triple the size of the previous store at 4,300sq ft.

It also features the first-ever Skin Spa, which offers four facial treatments using the brand’s skin care line.  

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