Charlotte Tilbury is launching a storefront on Amazon Premium Beauty in the US to “supercharge” its reach in the region.
The Puig-owned luxury make-up, skin care and fragrance brand will debut its store on 24 September, which is said to “mark the latest milestone for the brand in the US”.
The partnership merges Charlotte Tilbury’s award-winning products with Amazon’s retail prowess in the US, with beauty one of the fastest-growing categories for the ecommerce giant.
Amazon US reaches more than 100 million unique beauty customers per month.
Customers will be able to shop Charlotte Tilbury across Amazon stores, from the Amazon Premium Beauty storefront to shoppable streaming television and shoppable Alexa audio.
“Darlings, I am so excited to supercharge our phenomenal presence in the US with the launch of Charlotte Tilbury in the Amazon Premium Beauty store,” said Tilbury, founder of the eponymous beauty brand.
“As one of the world’s most virally loved brands and most organically searched beauty brands, I am thrilled to be able to connect with even more beauty lovers across the US.
“The US is one of the biggest beauty markets in the world, and Amazon is one of the most trusted, go-to destinations for online beauty shopping.
“As a pioneering, innovative and technology-first brand, this collaboration allows even more beauty lovers to discover my award-winning, bestselling, globally adored viral sensations.”
A broad assortment of Charlotte Tilbury products will be on offer in the storefront, including Magic Cream, Airbrush Flawless Finish Powder, Hollywood Flawless Filter and Pillow Talk Lip Cheat.
The move will help cement Charlotte Tilbury’s position in the US beauty market even further.
The brand is the number three prestige beauty brand overall in the US, according to data by Circana from January 2025 to May 2025, and is the number one brand for face powder with Airbrush Flawless Finish powder.
Charlotte Tilbury’s storefront will feature “engaging content”, including Amazon Premium Beauty’s debut of ‘Shop the Look’ videos, which allow users to shop the beauty brand’s tutorials via a direct link to each product featured.
‘Find My Shade’ is a new virtual tool designed to help Amazon customers discover their preferred shade of Charlotte Tilbury foundations and concealers.
Melis del Rey, General Manager, Health & Beauty, Amazon US Stores, said: “Charlotte Tilbury is a global icon in the beauty industry – her innovation, artistry and digital-first approach make her a perfect fit for Amazon Premium Beauty.
“We are excited to bring her legendary beauty products to our US customers and offer even more access to luxury beauty in Amazon’s online store – with incredible selection, convenience, and a unique and engaging shopping experience.”
Other beauty players are investing in a storefront on Amazon Premium Beauty to accelerate its reach, from The Ordinary to Estée Lauder.