Behind the Mask – Charlotte Tilbury Hits German Market, Sets Sights on Middle East

BERLIN — Germany’s capital city has a new gloss, courtesy of Charlotte Tilbury. The transformational makeup and skin-care brand, led by the makeup-artist-turned-beauty-entrepreneur, enters Berlin’s KaDeWe department store in a soft launch this month. The glamorous, top-selling niche brand currently sells in the U.S., Canada, U.K., Ireland and the Netherlands. “Whilst other European countries may represent bigger beauty markets, we look for the right mix of retailer partner, key city locations and perfect timing,” Demetra Pinsent, chief executive officer of Charlotte Tilbury Beauty Ltd., told WWD. “Berlin is such a vibrant, trend-setting city and KaDeWe has been such a fantastic launch partner,”  she said. A special in-store event for the brand at KaDeWe with Charlotte Tilbury herself present is planned for April. The new counter offers both hands-off and hands-on help, including makeup instruction. While German consumers are known for cautious buying and their embrace of a natural makeup approach, the British brand’s message of female empowerment and confidence should appeal. Besides, says Pinsent, “Charlotte Tilbury is as much about helping and encouraging women who are less confident with makeup, as we are attracting women who embrace bolder beauty looks.” More German doors may soon open. Pinsent said the brand will expand its distribution beyond Berlin later this year, as

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