Charlotte Tilbury to open largest store in Covent Garden, reinforcing the West End as leading beauty destination : The British Beauty Council

London’s West End has long been a hotspot for beauty shoppers in the city. It’s turning up a notch come-January with Charlotte Tilbury’s brand new store

Covent Garden’s Beauty Quarter has become a destination for luxury beauty and fragrance, now home to the most stand-alone beauty boutiques within one square mile in London. 

From Tom Ford to Aesop, as well as numerous beauty pop ups (think Gisou and Vieve), the piazza and its surrounding streets are a go to for beauty shoppers. 

Charlotte Tilbury’s store expansion is a clear nod towards the district’s success. The brand is set to triple the size of its original flagship on James Street to create a Tilbury dream-world. 

Not only will the iconic Pillow Talk be brought to life at the store’s ‘Pillow Talk Beauty Bar’ and ‘Pillow Talk Parlour’, customers will be offered CT-services consisting of four benefit-led, results-driven facial treatments.

The facials, which will be exclusive to the new destination, take the brand’s current express services to the next level. Formulated alongside an expert facialist and aesthetician, they are designed to give customers Tilbury’s iconic, ‘magic’, glow. 

Charlotte Tilbury’s current store welcomed 625,000 visitors last year, with the brand reaching new heights as a result of collaborations and partnerships – remember its branded F1 Academy car? 

The viral powerhouse is a key driver behind parent company Puig’s sales growth, which led to a basis amounting to €2.2bn in the first half of this year. 

On the store opening, Tilbury said: ‘This really is the beauty store of the future – it has education, futuristic tech, Instagrammable moments, themed worlds, and bookable areas. This is a true celebration of my 30 years of makeup artistry, with all my tips, tricks and secrets to make everyone feel like a star. There is truly nothing like it.’

Although the Tilbury store won’t be open in time for Christmas shopping, the British Beauty Council team have rounded up the best spots to shop in Covent Garden this weekend: 

It seems that beauty’s strong-hold over London’s West End isn’t waning with Grown Alchemist opening a new, lab-like, store on Beak Street. 

Charlotte Tilbury Covent Garden will open on 9th January 2025. You can find out more about Covent Garden’s beauty stores here.