Charlotte Tilbury to bring 'Beauty Wonderland' to Carnaby Street amid expansion

Charlotte Tilbury has selected Carnaby Street for its latest store opening in London, marking a significant milestone in the brand’s retail expansion.

Opening later this year - and spanning 4,200 sq ft - the new store will be located at "one of the busiest entrance points" to the popular shopping street.

It will stock Tilbury’s collection of skincare, makeup and fragrances, as well as offer expert advice from the brand's pro-make-up artists.

Commenting on the opening, Tilbury said: "London’s limitless spirit of creativity and self-expression is so inspiring!

"From the early days of my career as a make-up artist setting beauty trends at the seminal shows of London Fashion Week through to launching my first ever counter at Selfridges - the city has played such an integral part in my career.

"It’s the city where I opened my first ever Beauty Wonderland, and Covent Garden is now home to my biggest flagship store – it’s an innovative, immersive hub of beauty education, expertise and artistry, a re-imagining of the customer experience.

"In London, you can dare to dream it, dare to believe it and dare to do it!"

Charlotte Tilbury will join Soho’s line-up of brands, including other recent arrivals PURESEOUL, TALA, and Farm Rio.

It comes as Tilbury has already made a significant impact on London's West End, with the opening of its upsized flagship store in Covent Garden, which tripled in size earlier this year.

The brand also opened a new store in Brighton on 3 July. Situated at 39 East Street, the coastal boutique became Charlotte Tilbury's sixth standalone location in the UK.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: "Carnaby Street is known for being home to some of the best, internationally recognised brands that the retail industry has to offer.

"It is a vibrant hub of high-quality, sought-after names that resonate with its London consumers, just as much as the huge volume of domestic and international visitors Carnaby Street attracts.

"CharlotteTilbury is theatrical and immersive, something that mirrors the foundation and heritage of Carnaby Street, and its global appeal and innovative approach are the qualities we look for, to ensure we deliver the elevated retail experience people have come to expect here."

The brand’s ongoing retail expansion comes alongside a wider push in digital, including the recent launch of ‘Charlotte’s Darlings Loyalty Club’ and ‘Easy Beauty School’, a free virtual masterclass series aimed at beauty beginners.