Tilbury is working her Magic in virtual world
Charlotte Tilbury MBE is the most recognisable makeup artist in the world. Her eponymous skincare and makeup brand is loved by all ages across Ireland, her Magic Cream moisturiser and Pillow Talk collection have made the brand a household name in just eight years. Charlotte explains her ethos for building her makeup empire: ‘My Magic Cream moisturiser is the product that started my company. And since launching in 2013, it has been my mission to empower everyone with a research-powered skin care routine. When it comes to new product development, we identify what the consumer needs before they even know they need it. I am meticulous in my pursuit of the best products so that everyone, everywhere, can unlock their confidence and feel like the most beautiful versions of themselves through the power of skin care and makeup.’
Charlotte has always had a strong digital presence. Before everything had to go virtual, pre-pandemic she was on every platform from Instagram to YouTube, giving everyone a chance to see her work on famous faces behind the scenes. She says, ‘So many of my celebrity clients are close friends of mine too, so it hardly feels like work at all! I’ve been so fortunate over my career to have so many amazing opportunities and I still do. I have been so honoured to create beautiful bridal looks for my gorgeous friends — from Amal Clooney to Kate Moss, Sabrina Elba, Claudia Schiffer and Poppy Delevingne.’
Since the pandemic, Charlotte has had to pivot herself and her business. She says, ‘We have always been committed to serving our customers wherever, whenever and however they want to shop and now, we are using our digital and technology prowess to make it even easier to shop beauty from home or wherever you are. I launched my Virtual Consultations — it was so important to me to give the customers the same one-to-one experience and personal connection they would have with my beauty experts but virtually.’
Charlotte’s integrated shopping technology enables her beauty experts to assist customers remotely with product recommendations and tips in real time. Beauty is important at this time, Charlotte says, ‘When anyone wears my products, I want them to feel confident, empowered and like the most beautiful versions of themselves. It’s the psychology of makeup – when you look good, you feel good and the world reacts to you in a powerful, positive way.’