In 2020, Charlotte Tilbury defied the odds and experienced a significant boost in sales, despite the challenges brought about by the COVID-19 pandemic. The company’s ability to adapt to the changing consumer landscape was a key factor in its success. With the closure of physical stores during lockdowns, Charlotte Tilbury focused on its online sales, which accounted for two-thirds of all transactions. In fact, the company was able to repay £3.2 million of furlough cash.

An impressive aspect of Charlotte Tilbury’s online strategy was the introduction of innovative features to enhance the virtual shopping experience. The brand launched a tech-enabled virtual store that featured a Tilbury avatar and provided e-video beauty consultations. These initiatives proved to be highly effective, as online sales more than doubled, reaching £109 million, representing a remarkable 115% increase.

While many beauty brands delayed their product launches due to the pandemic, Charlotte Tilbury stayed on track with its launch program. This decision helped the brand stay relevant in a time when makeup took a back seat in consumers’ priorities. By continuing to introduce new products, Charlotte Tilbury was able to maintain its market presence and seize opportunities for growth.

Social media also played a crucial role in Charlotte Tilbury’s success. The brand boasted a strong presence on platforms like Instagram, where it garnered 4.4 million followers. Charlotte Tilbury herself was actively involved in cultivating a dedicated online following, ensuring that the brand remained at the forefront of consumers’ minds. This was particularly significant during a time when social media communication became even more prevalent as people spent more time online.

Despite the impressive sales figures, Charlotte Tilbury reported a pre-tax loss of £9.9 million, primarily due to one-off costs associated with the Puig buyout, amounting to £29 million. However, the underlying profits soared by nearly 44% to £32 million, highlighting the brand’s resilience and ability to navigate challenging circumstances.

As Charlotte Tilbury embarks on a new chapter under the ownership of Puig, it will be interesting to see how the brand continues to innovate and captivate consumers in the ever-evolving beauty industry.

Useful links:
Charlotte Tilbury Official Website
Charlotte Tilbury on Instagram