If you‘re a makeup lover, you‘ve undoubtedly heard of Charlotte Tilbury. The luxe brand, known for its iconic rose gold packaging and celebrity following, has taken the beauty world by storm since its launch in 2013. But if you‘re an Ulta Beauty devotee, you may be wondering: does Ulta sell Charlotte Tilbury?
The short answer is no—you won‘t currently find any Charlotte Tilbury products at Ulta stores or on Ulta.com. As a consumer and retail expert who‘s always investigating the latest beauty industry trends, I‘m here to unpack the reasons behind this notable absence and share some alternative ways to get your Charlotte Tilbury fix.
The Rise of Charlotte Tilbury
First, let‘s talk about why Charlotte Tilbury is such a big deal in the beauty biz. The brand was founded by British makeup artist Charlotte Tilbury, who has painted the faces of countless celebrities and supermodels over her 20+ year career. After working as a creative consultant for brands like MAC, Tom Ford, and Helena Rubinstein, Tilbury decided to launch her own line with a focus on "easy, effortless glamour."
The brand‘s signature products, like the Pillow Talk lip liner and Magic Cream moisturizer, quickly gained cult status thanks to their efficacy and Instagram-worthy packaging. Charlotte Tilbury has since expanded into a full range of makeup and skincare, with hero products in each category.
Industry sources estimate that the brand generates over $200 million in annual retail sales, with a growing presence in the U.S., Europe, and Asia. The brand has also garnered a slew of celebrity fans and ambassadors, including Nicole Kidman, Salma Hayek, and Amal Clooney.
Positioning in the Prestige Beauty Market
To understand why Charlotte Tilbury is absent from Ulta shelves, it‘s important to look at the brand‘s positioning within the larger prestige beauty landscape. Prestige beauty, which includes makeup, skincare, and fragrance products sold primarily in department stores and specialty retailers, is a $18.8 billion industry in the U.S. according to market research firm NPD Group.
Within this market, Charlotte Tilbury competes with other high-end brands like Chanel, Dior, Armani Beauty, and Hourglass. These brands are typically priced at a premium, with lipsticks averaging $30-40 and serums often reaching $100+.
Prestige brands also tend to have more selective distribution than mass market brands, often choosing to partner exclusively with certain retailers to maintain an air of luxury and exclusivity. For example, Armani Beauty is only sold at Sephora and Giorgio Armani boutiques, while La Mer is available at Saks Fifth Avenue, Neiman Marcus, and the brand‘s own website.
Why Charlotte Tilbury Isn‘t at Ulta (Yet)
So where does Ulta fit into this prestige beauty hierarchy? Historically, Ulta has been perceived as more of a mass market retailer, known for its mix of drugstore and professional salon brands at affordable prices. However, in recent years Ulta has been making a concerted effort to attract prestige brands and become a true "all in one" beauty destination.
This shift is evidenced by the introduction of the Ulta Beauty Collection of high-end skincare and makeup, as well as partnerships with luxury brands like Chanel Beauté, Kiehl‘s, and Dior. Ulta has also been remodeling many of its stores to include more prestige brand "boutiques" and expanding its space for services like skin consultations.
Despite these changes, Ulta is likely still perceived by brands like Charlotte Tilbury as being a step below competitors like Sephora and Nordstrom in terms of prestige positioning. In an interview with Glossy, Lucie Greene, worldwide director of the Innovation Group at JWT Intelligence, noted that for luxury brands, "being too mass or too accessible is still a concern…they don‘t want to be seen as too readily available."
This is especially true for newer brands like Charlotte Tilbury that are still in growth mode. Partnering with a more "mass" retailer like Ulta runs the risk of diluting the brand‘s luxury image and alienating its core customer base.
Charlotte Tilbury has likely chosen to focus its U.S. wholesale distribution on Sephora, Nordstrom, and Bloomingdale‘s in order to cement its position in the prestige market. The brand may also have inked an exclusive distribution deal with Sephora, precluding it from selling at competing retailers like Ulta or Amazon in the near term.
The Power of "Exclusive" Distribution
For luxury beauty brands, maintaining an aura of exclusivity is key to driving desirability and demand. By only being available in select retailers or geographies, brands create a sense of scarcity and specialness around their products.
Limiting distribution also allows brands to tightly control their image and the customer experience. Charlotte Tilbury likely wants to ensure that its products are being sold in an environment that communicates luxury, with knowledgeable sales associates and immersive product displays.
In fact, having a product that‘s "hard to get" can actually be a selling point for many consumers. A study by Harvard Business Review found that "restricted access" can make a product seem more unique and valuable, leading customers to perceive it as higher quality.
The allure of an "exclusive" brand was also cited as a key factor in Sephora‘s successful strategy of scooping up emerging prestige brands before they hit the mainstream. By bringing brands in-store when they‘re still "under the radar," Sephora is able to create a sense of discovery for its customers and establish itself as a go-to destination for what‘s new and next in beauty.
Where to Buy Charlotte Tilbury
If you‘re determined to add some Charlotte Tilbury to your makeup collection, you still have plenty of options beyond Ulta. The brand has a robust DTC business on CharlotteTilbury.com, with a wide array of products, sets, and limited edition releases.
You can also shop the full Charlotte Tilbury line at Sephora, both in-store and online. The brand has prominent placement on Sephora.com, with branded videos and tutorials to help guide your purchase.
Department stores like Nordstrom and Bloomingdale‘s also stock a selection of Charlotte Tilbury bestsellers, both in-store and online. You may even be able to score some free samples or gifts with purchase.
Finally, if you‘re open to buying secondhand, you can often find gently used or even new-in-box Charlotte Tilbury products on resale sites like Poshmark and Mercari. Just be sure to check the expiration date and seller reviews before purchasing.
Charlotte Tilbury Dupes at Ulta
If you‘re not ready to shell out $30+ for a Charlotte Tilbury lipstick or $60+ for an eyeshadow palette, fear not. There are plenty of affordable alternatives available at Ulta that can help you achieve a similar look. Here are a few of the best Charlotte Tilbury dupes I‘ve found:
| Charlotte Tilbury Product | Ulta Dupe | Price |
|---|---|---|
| Pillow Talk Lip Liner | NYX Slim Lip Pencil in "Peekaboo Neutral" | $4.00 |
| Matte Revolution Lipstick in "Very Victoria" | L‘Oreal Colour Riche Matte Lipstick in "He Thinks He‘s Matte-cho" | $7.99 |
| Hollywood Flawless Filter | L‘Oreal True Match Lumi Glotion Natural Glow Enhancer | $10.99 |
| Cheek to Chic Blush in "Love is the Drug" | Milani Baked Blush in "Dolce Pink" | $7.99 |
| Magic Foundation | IT Cosmetics Your Skin But Better Foundation + Skincare | $40 |
While these dupes may not be an exact match for the Charlotte Tilbury originals, they can help you achieve a similar effect without maxing out your Ulta Rewards card. And who knows—you may even discover a new drugstore gem in the process.
The Future of Charlotte Tilbury at Ulta
As of now, Charlotte Tilbury and Ulta have not announced any plans to partner up. However, the beauty retail landscape is always evolving, and it‘s possible that we could see Charlotte Tilbury on Ulta shelves in the future.
Ulta has been steadily growing its roster of prestige brands in recent years, and it‘s clear that the retailer is investing heavily in this segment. In 2020, prestige brands made up nearly half of Ulta‘s total sales, according to the company‘s annual report.
Industry analysts also predict that the post-pandemic beauty consumer will be more discerning and selective with their purchases, potentially leading to a "flight to quality" in the prestige market. This could create opportunities for Ulta to attract even more high-end brands looking to reach a wider audience.
However, Charlotte Tilbury‘s current distribution strategy of focusing on Sephora and luxury department stores appears to be working well for the brand. In a 2019 interview with Vogue Business, Charlotte Tilbury CEO Demetra Pinsent shared that the brand‘s U.S. sales had quadrupled since launching at Sephora in 2018, with plans to expand to 100 Sephora doors by the end of 2019.
Partnering with Ulta would undoubtedly give Charlotte Tilbury access to a larger potential customer base, but it could also undermine the brand‘s prestige positioning and exclusive appeal. Ultimately, the decision will likely come down to the brand‘s long-term growth strategy and target audience.
As a beauty lover myself, I would be thrilled to see Charlotte Tilbury on Ulta‘s shelves one day. However, I also respect the brand‘s decision to maintain a more exclusive distribution in order to preserve its luxury status.
At the end of the day, whether you‘re shopping at Ulta, Sephora, or a department store counter, the most important thing is finding products that make you look and feel your best—regardless of the name on the label. So go ahead and experiment, mix and match, and have fun building your own unique beauty routine. That‘s the true magic of makeup, if you ask me.
