Puig has acquired Charlotte Tilbury

Puig has announced the extension of its partnership with Charlotte Tilbury, which began in 2020. Under the new agreements, the Spanish beauty giant will progressively assume full ownership of Charlotte Tilbury Limited by early 2031. In the meantime, the English make-up artist will retain a minority stake, continuing to play an active role in the company to ensure the brand grows further and strengthens its leadership in the world of cosmetics and skincare.

The Success of Charlotte Tilbury

Born in London and raised in Ibiza, Charlotte Tilbury realized, as a teenager, that a mascara could change her life, giving her confidence and the belief that the right makeup could empower anyone to conquer the world. She decided then that makeup would be her future. During one of her early jobs as a makeup artist, she met Kate Moss, who became her close friend and muse. Since then, Tilbury has been involved in hundreds of magazine covers and editorials for publications like Vogue, Harper’s Bazaar, and Vanity Fair. She has worked on shoots with renowned photographers like Mert & Marcus and Mario Testino and has collaborated on fashion campaigns and runway shows for brands like MiuMiu, Dolce & Gabbana, and many others. In 2013, she launched her eponymous beauty brand, earning numerous accolades and cementing her status as one of the most celebrated and influential makeup artists in the world. Her innovative product formulas, savvy social media strategies, eye-catching aesthetics, and support from icons like Kate Moss and Kylie Minogue, combined with collaborations with her nieces Sofia and Bella Tilbury, have been key to her success. Over the past year, she has worked with celebrities like Celine Dion and Cynthia Erivo, launched the new Exagger-Eyes Volume Mascara, partnered with Formula One, and is set to open a concept Skin Spa in London this coming January.

Charlotte Tilbury and Puig’s Results

The numbers also confirm Charlotte Tilbury's success. The brand has achieved excellent results since forming the partnership with the Spanish conglomerate five years ago, with revenues tripling. Thanks to its stellar performance, it has helped make Puig the fastest-growing multi-brand player in the beauty sector. According to its third-quarter earnings report, Puig’s makeup category grew by 7.3%, reaching €535 million in the first nine months of 2024, a 1.4% increase compared to the previous year. Will growth continue in the future? Puig, which already owns brands such as Rabanne, Nina Ricci, Dr. Barbara Sturm, and Carolina Herrera, seems confident and places great trust in Charlotte Tilbury.

The Partnership Between Puig and Charlotte Tilbury, According to the Key Players

Both key players seem optimistic and enthusiastic about their collaboration. Marc Puig, Chairman and CEO of Puig, stated: "It is a privilege to continue our strong collaboration with Charlotte and her team. We have achieved so much since [2020], and it is with great pleasure that we announce the extension of our partnership. Charlotte Tilbury is an outstanding brand, and I look forward to continuing our work together to make it grow even further." Charlotte Tilbury, Chair and Founder of Charlotte Tilbury Limited, expressed her confidence in the partnership, stating, "I am fully convinced of the value and potential that is still to be created and captured in the upcoming years by Charlotte Tilbury Limited." She concluded by affirming the strength of her collaboration with Puig: "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. 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."