Charlotte Tilbury is one of the fastest-growing makeup brands globally. In 2020, Spanish fragrance and fashion major, Puig, acquired a majority stake in the brand in a US$1 billion deal and international expansion has accelerated.

The brand has just launched its first-ever mobile app – Easy Beauty For You – in 34 countries, including Australia and New Zealand, to offer beauty lovers all the inside secrets the celebrity makeup artist has perfected, the lowdown on the right products to use and how to apply them. Claiming to be a beauty tech world first, it offers a truly immersive beauty experience in one app, teaming AI and deep learning.

The brand has been pushing the boundaries of tech beauty for some time now and its Pro Skin Analysis, Pro Beauty and Pro Shade Match tools have become hot favourites with devotees worldwide. The skin analysis tool only launched last month and uses a list of questions coupled with a selfie to target hydration, dark circles and wrinkles and more.

Last April, Charlotte Tilbury also added several new features to its metaverse shopping experience, including Pillow Talk Virtual Beauty Wonderland with a host of shopping and product application features and a 3D volumetric avatar of Ms Tilbury herself.

Supermodel Bella Hadid was announced as the latest face of Charlotte Tilbury in March, following in the footsteps of Kate Moss, Jourdan Dunn, Lily James and 60s icon Twiggy. She fronts a new campaign for the brand’s Airbrush Flawless Lip Blur liquid lipstick, a new extension of its number one selling franchise.

My app is like having me in your pocket – 24/7 – so that everyone, everywhere, can download beauty confidence, says Tilbury. “It’s always been my mission to democratise and decode beauty and skincare and this incredible app achieves this – its incredible artistry at your fingertips!! This has been years in the making – the tech has finally caught up with my vision to make easy beauty for you!! It’s powered by my years of expertise and my unique artistry algorithm, backed by data science and customer insight”.

The brave new world feeling is the major theme. There are app-only exclusives covering back-in-stock favourites, sell-out products and new beauty secrets to entice beauty mavens. Finding perfect foundation matches and personalised skin recommendations takes only 60 seconds. Tilbury’s first-ever video library combines  her how-to tutorials,  quick application tricks and more exclusive app-only content

Charlotte Tilbury Beauty goes beyond being an industry leading beauty brand – it is a technology company revolutionising the beauty industry, says Corinne Suchy, Chief Growth and Technology Officer at Charlotte Tilbury. “Inspired by Charlotte’s industry-disrupting vision, we love to find that line where technology is indistinguishable from magic, and we will continue to bring our customers and community incredible innovation”.

Charlotte Tilbury products are available exclusively from Mecca in Australia. For more information and where to download the new app – go to www.charlottetilbury.com. A major step forward in the beauty industry as more and more brands roll out their latest developments in beauty tech at this week’s Viva Technology in Paris and the annual CES in Las Vegas, the world’s most influential tech event.

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