Charlotte Tilbury, the globally recognised makeup, fragrance, and skincare house, is preparing to open a major store on Carnaby Street in Soho later this year. The brand will occupy a 4,200 sq ft gateway unit at a key entrance to the iconic shopping district, reflecting its ongoing expansion in London’s West End.
The new premises will offer customers the brand’s award‑winning skincare, cosmetics, and fragrances through a personalised experience. Visitors will receive tailored advice from Charlotte Tilbury’s team of pro-makeup artists in a space designed to deliver an immersive and theatrical retail encounter.
Located at one of the busiest access points to Carnaby Street, the store will join newly arrived names including PURESEOUL, TALA, and Farm Rio, enhancing the street’s mix of internationally recognised brands. This move extends the brand’s footprint in Central London following its expanded flagship opening in Covent Garden late last year, which tripled the store’s previous size.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: “Carnaby Street is known for being home to some of the best, internationally recognised brands that the retail industry has to offer. It is a vibrant hub of high‑quality, sought‑after names that resonate with its London consumers, just as much as the huge volume of domestic and international visitors Carnaby Street attracts. Charlotte Tilbury is theatrical and immersive, something that mirrors the foundation and heritage of Carnaby Street, and its global appeal and innovative approach are the qualities we look for, to ensure we deliver the elevated retail experience people have come to expect here.”
In response, Charlotte Tilbury MBE, President, Chairwoman, Chief Creative Officer, & Founder of the company, highlighted the significance of London in shaping the brand: “London’s limitless spirit of creativity and self‑expression is so inspiring! From the early days of my career as a make up artist setting beauty trends at the seminal shows of London Fashion Week through to launching my first ever counter at Selfridges – the city has played such an integral part in my career. It’s the city where I opened my first ever Beauty Wonderland, and Covent Garden is now home to my biggest flagship store – it’s an innovative, immersive hub of beauty education, expertise and artistry, a re‑imagining of the customer experience. In London, you can dare to dream it, dare to believe it and dare to do it!”
The forthcoming Soho store will further reinforce Charlotte Tilbury’s relationship with Shaftesbury Capital, owner of much of the West End portfolio. The partnership has brought several landmark openings in the area, supporting the brand’s continued growth and visibility in London’s retail landscape.
This announcement follows a wave of recent openings across Soho, with debut locations for TALA and Autry; flagship stores for Farm Rio and PURESEOUL; and pop-up presences from emerging labels such as De La Vali and Speltham. The arrival of Charlotte Tilbury adds to the momentum by offering customers a full-service beauty destination at Carnaby’s most prominent entrance point.
