Here’s why Charlotte Tilbury chose Liverpool for her first stand-alone store outside London

Beauty brand Charlotte Tilbury has chosen Liverpool for its first stand-alone store outside London – and it’s Liverpool’s well-known love of glamour which helped attract the celebrity favourite.

A new 1,000sqft ‘Beauty Wonderland’, Art Deco-inspired and decorated in signature rose gold and deep burgundy, will open in Liverpool ONE on Tuesday.

Seven years after the brand first arrived here, its make-up and skincare ranges have become hugely popular.

And it’s a feeling that’s mutual because founder Charlotte Tilbury is just as excited about Liverpool.

“Darlings, I’m so thrilled to bring my award-winning make-up and magic & science skincare to the magnificent metropolis of Liverpool!” says Charlotte. 

“Liverpool has such a vibrant culture, full of incredible history and home to music legends – that’s why Liverpool is the perfect location for my new Beauty Wonderland store. The beauty lovers of Liverpool are famous for their unrivalled glamour – I wanted to celebrate this with the ultimate in-store beauty boudoir experience inspired by the decadent vanity tables loved by Hollywood icons.

“I cannot wait for you all to visit!”

Kate Moss in new Charlotte Tilbury campaign

Charlotte Tilbury has grown in success in the city ever since it launched in John Lewis, and its emphasis on glamour is a natural fit. Add the appeal to the many visitors and tourists coming to Liverpool, especially on cruise ships with its closeness to the waterfront attractions, and Liverpool was a clear frontrunner for a stand-alone.

Celebrity links and glossy mag credentials have also helped win the brand a devoted Liverpool fanbase.

Earlier this month, the make-up artist announced her friend Kate Moss as the face of her Studio 54-inspired holiday collection, starring in a hyper-glam campaign alongside actor Lily James and supermodels Twiggy and Jourdan Dunn.

So, what can lovers of the products expect when the dazzling new beauty destination opens on Tuesday?

Assistant manager at the new store Alex Brocklehurst says there’ll be no mistaking the old Hollywood-style glitz which the brand is famous for – and there are some new additions which are sure to be a hit with Liverpool customers.

“As soon as you walk in you know it’s Charlotte Tilbury because of the way she always does things – the fixtures, the lighting, the packaging, everything is beautiful,” says Alex.

Charlotte Tilbury

To the back of the store there will be the Beauty Boudoir which has four dedicated sections where the team will do all of the one-to-one makeovers.

There’ll be prosecco, and teas and coffees, to give it a more personalised feel for customers. The boudoir also be available for exclusive events for bridal parties, hen parties, birthdays, or just girls’ nights out, so they can book the space for however long they want, get their makeup done, have a prosecco and hour-long make-up appointments.

There’s a skincare area as well with a skincare chair where the team will be doing mini facials, ‘glow and gos’, showcasing the range of skincare products including new ones launching around Charlotte’s original hero product, Magic Cream.

The new store on the corner of Paradise Street and College Lane isn’t only aimed at young women – Charlotte is all about looking fabulous from 18 to 80.

“Charlotte started with the 10 iconic looks which are ‘easy to use, easy to choose, easy to gift’ so we do have a lot of men who come and shop with us for their partners and their daughters, and they find it a lot more approachable because of that,” adds Alex. 

“Nothing is over-complicated, everything has a reason behind it, which is a massive thing for our customers in Liverpool. And she caters to all ages, not just directed towards a specific age group, so it feels like it’s for everybody.”

Keep up to date with Liverpool ONE here.