A little over a decade after her eponymous brand first arrived in North America, Charlotte Tilbury is crossing the pond again.
Tilbury’s full collection of makeup, skincare and fragrance will launch in Sephora Mexico from May 16, the brand announced on Monday morning, alongside plans to expand into two El Palacio de Hierro locations and a travel retail concession over the summer.
“The global demand for Charlotte Tilbury is undeniable,” founder Tilbury shared in a statement to The Business of Beauty, written in her signature all-caps. “Mexico felt like the perfect first step into the LATAM region,” she added.
After Charlotte Tilbury became the number three makeup brand in the US, “we felt we were poised and ready to expand into Latin America, and Mexico felt like the best place to start,” chief executive Demetra Pinsent told The Business of Beauty, noting that the country’s prestige beauty market is growing at near twice the global rate.
Pinsent described the brand’s international expansion strategy: “We launch in the most premium points of distribution in a market, and we keep our distribution relatively tight.” The full Charlotte Tilbury collection of makeup, skincare and fragrance will launch on Sephora Mexico’s app on May 16 and on the retailer’s website on May 19 before rolling out to 45 Mexican doors starting May 24. The line will subsequently arrive in two Palacio department store locations, including its Mexico City flagship, over the summer, with branded counters offering skin and makeup services. A Charlotte Tilbury travel retail concession will open in the Mexico City airport later in the year.
Despite softening consumer demand for the prestige cosmetics that Charlotte Tilbury excels in, the brand is still a bright spot in Spanish conglomerate Puig’s portfolio. Puig recorded an overall sales lift of 8 percent and net revenue of €1.2 billion ($1.5 billion) in the first quarter 2025, driven by its fashion and fragrance divisions and low double-digit growth in North and Latin America, according to an earnings release. Makeup sales dipped 4 percent in the same period.
The new market also gives founder Tilbury an opportunity to connect with fans of the brand in Spanish, a language she’s spoken since growing up in Ibiza, Pinsent added.
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Editor’s Note: This article was amended on May 12 2025 to share updated launch dates and a comment from the founder provided after publication.