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Charlotte Tilbury has opened a new official online storefront on Amazon in the US, the brand announced today.
The UK cosmetics and skincare label debuted through the Amazon Premium Beauty programme on Sept. 24 as the online retailer continues to gain beauty market share.
In a statement, Tilbury described Amazon as “one of the most trusted, go-to destinations for online beauty shopping.”
The page will include several new features reminiscent of social media and DTC site features, including shoppable videos featuring makeup tutorials by Tilbury and a virtual shade-finder tool.
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The addition of Amazon further broadens Tilbury’s wide retail footprint in the US, which includes Sephora, Ulta Beauty, Violet Grey, Revolve, Fwrd, department stores such as Nordstrom and its own standalone stores.
Already a major retailer for mass and masstige brands like Medicube, The Ordinary, Hero Cosmetics and CeraVe, Amazon has bet on increasing its roster of premium labels in recent years through both its Premium Beauty and Luxury Stores storefronts. According to NielsenIQ, Amazon achieved a 7.3 percent market share gain in beauty from 2021 to 2024, and a 2023 Morgan Stanley research note predicted it would become the number one beauty retailer over Walmart in 2025. Specialty beauty has been adapting to compete, as Ulta Beauty will be launching its own marketplace this fall.
Tilbury joins a growing range of prestige labels that have launched on the e-tailer in recent years to combat dupes and take more control of their brand presence on the marketplace. Drunk Elephant, Milk Makeup, Tarte, Tula and most of Estée Lauder Companies’ portfolio including Estée Lauder have launched official Amazon stores in recent years in its Premium Beauty section. A separate luxury section includes beauty at top price points including Chantecaille and La Prairie, which are sold by Saks Fifth Avenue’s official shop.
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