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Celebrity makeup artist Charlotte Tilbury’s eponymous makeup brand is gearing up for an exciting new chapter. Puig, the Barcelona-based luxury group behind names like Dr. Barbara Sturm, Byredo and Jean Paul Gaultier, has announced plans to take full ownership of the brand by 2031—and Tilbury will retain her minority stake until then.
Tilbury, who currently operates as chairman, chief creative officer and founder of Charlotte Tilbury Ltd., has not revealed details about her role in 2031, when Puig assumes full control. However, according to WWD, she remains fully committed to the brand’s future growth.
Puig has played a key role in Charlotte Tilbury’s expansion since acquiring a stake in 2020, expanding the brand from its independent ownership under Tilbury since its founding in 2013. Reflecting on this evolution, Tilbury tells WWD: “In 2020, we established a partnership that has been pivotal in shaping our success. I am fully convinced of the value and potential that is still to be created and captured in the upcoming years by Charlotte Tilbury Ltd.”
The partnership’s success speaks for itself. As reported by Vogue Business, the “brand has more than tripled its net revenue” Since Puig stepped onto the scene in 2020. “Continuing this collaboration with my team and Puig feels like a natural progression, driven by the same innovation, vision and ambition that have defined this iconic brand over the years,” she added in conversation with WWD. “This extended partnership is a significant step forward, enabling us to further grow and solidify the brand’s position as a leader in the world of beauty.”
The brand’s success is no secret, loved by celebrities and TikTok content creators alike. In recent years, products we’ve seen explode in popularity include the brand’s often sold-out Hollywood Contour Wand ($42) and Hollywood Flawless Filter ($49) among others.
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