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What's Behind Charlotte Tilbury‘s Success in China?

by Ker Zheng

This article was originally published on Beauty Matters.


UK-based cosmetics brand Charlotte Tilbury recently made headlines after acquisition overtures were made by the likes of Unilever, L’Oréal, and Shiseido, valuing the company at well over $1 billion. A potential sale to a larger conglomerate could accelerate its expansion plans in the China market.

But little do people know that Charlotte Tilbury is now one of the hottest cosmetics brands in China; its popularity is driven by its easy-to-use, versatile, and relatively inexpensive products. A potential acquisition and expanded distribution network could mean big growth plans for the brand in China, which could become the world’s largest consumer market as soon as the end of this year.

We take a look at Charlotte Tilbury’s history and positioning in China, and discuss what makes the brand so appealing to Chinese consumers. 

How Charlotte Tilbury Built Its Brand in China

As early as 2018, Charlotte Tilbury began working with a mix of key opinion leaders (KOLs) and key opinion consumers (KOCs) to promote its brand, even before it officially started selling products in China. In fact, it worked with thousands of influencers on Weibo to post about the brand and its products, as well as beauty tutorials and review videos. Read More on Beauty Matter