Charlotte Tilbury’s U.S. Growth Fast-Tracked by Puig with Amazon Collaboration

Charlotte Tilbury reinforces its digital strategy in the US market. The British makeup and skin care brand, controlled by Puig, has announced the opening of its official Amazon US store. The landing comes as part of the ecommerce giant’s Premium Beauty program, in which the company has incorporated several prestigious brands in recent years.

Founder Charlotte Tilbury has described Amazon as “one of the most trusted and trusted destinations for online beauty shopping”. The new site includes features inspired by social media and the brand’s own website, such as interactive videos with tutorials from the makeup artist and a virtual shade search tool.

The deal expands Tilbury’s reach in the U.S. market, where it is already present through specialty chains such as Sephora and Ulta Beauty, digital platforms such as Revolve and Fwrd, selective retailers such as Violet Grey and department stores such as Nordstrom, in addition to its network of company-owned stores.

For Puig, the entry into Amazon United States means consolidating the digital visibility of one of its most strategic brands, at a time when the Spanish group is accelerating its growth in the U.S. market, one of the most competitive for the beauty category. Currently, Charlotte Tilbury is already marketed through ecommerce in countries such as Spain and France.

Charlotte Tilbury will allow Amazon to gain ground in the beauty category

In recent years, the giant has strengthened its commitment to high-end cosmetics, which had traditionally been dominated by specialized distribution. According to NielsenIQ data, Amazon gained 7.3% market share in beauty between 2021 and 2024, and a Morgan Stanley report anticipated that in 2025 it will become the leading distributor in this category ahead of Walmart.

The platform’s storefront already includes brands such as The Ordinary, Hero Cosmetics and CeraVe, as well as prestige brands such as Drunk Elephant, Milk Makeup, Tarte, Tula and much of the Estée Lauder Companies portfolio, with Estée Lauder leading the way. In parallel, Amazon operates a Luxury Stores space, which concentrates higher-priced references with partners such as Saks Fifth Avenue, where brands such as Chantecaille and La Prairie are sold.

The incorporation of Charlotte Tilbury responds to the strategy of prestige brands to strengthen control of their presence on Amazon and combat the dupes that proliferate in the marketplace. In this sense, having an official showcase allows companies to ensure the brand experience and differentiate themselves with content tools and personalized services.

Puig posted sales of €2.29 billion in the first half of the year, an increase of 5.9% compared to 2024. All segments grew on a like-for-like basis: fragrances and fashion rose by 8.6%, skin care by 8.6% and makeup by 2%.

Adjusted net income amounted to €247 million, 3.9% more than in the same period of the previous year. Adjusted gross operating profit (ebitda) was €445 million, up 8.6%, with a margin of 19.4%. The operating income reached €332.3 million, up 6.2%, while the group’s net debt fell to €1.42 billion.