A little bit over a decade after her eponymous model first arrived in North America, Charlotte Tilbury is crossing the pond once more.
Tilbury’s full assortment of make-up, skincare and perfume will launch in Sephora Mexico from Might 16, the model introduced on Monday morning, alongside plans to broaden into two El Palacio de Hierro places and a journey retail concession over the summer time.
“The worldwide demand for Charlotte Tilbury is plain,” founder Tilbury shared in a press release to The Enterprise of Magnificence, written in her signature all-caps. “Mexico felt like the proper first step into the LATAM area,” she added.
After Charlotte Tilbury grew to become the quantity three make-up model within the US, “we felt we have been poised and able to broaden into Latin America, and Mexico felt like the very best place to begin,” chief government Demetra Pinsent advised The Enterprise of Magnificence, noting that the nation’s status magnificence market is rising at close to twice the worldwide price.
Pinsent described the model’s worldwide growth technique: “We launch in essentially the most premium factors of distribution in a market, and we maintain our distribution comparatively tight.” The complete Charlotte Tilbury assortment of make-up, skincare and perfume will launch on Sephora Mexico’s app on Might 16 and on the retailer’s web site on Might 19 earlier than rolling out to 45 Mexican doorways beginning Might 24. The road will subsequently arrive in two Palacio division retailer places, together with its Mexico Metropolis flagship, over the summer time, with branded counters providing pores and skin and make-up companies. A Charlotte Tilbury journey retail concession will open within the Mexico Metropolis airport later within the yr.
Regardless of softening client demand for the status cosmetics that Charlotte Tilbury excels in, the model remains to be a shiny spot in Spanish conglomerate Puig’s portfolio. Puig recorded an total gross sales elevate of 8 p.c and web income of €1.2 billion ($1.5 billion) within the first quarter 2025, pushed by its style and perfume divisions and low double-digit progress in North and Latin America, in response to an earnings launch. Make-up gross sales dipped 4 p.c in the identical interval.
The brand new market additionally offers founder Tilbury a possibility to attach with followers of the model in Spanish, a language she’s spoken since rising up in Ibiza, Pinsent added.
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Editor’s Observe: This text was amended on Might 12 2025 to share up to date launch dates and a remark from the founder supplied after publication.
