Charlotte Tilbury

Charlotte Tilbury spent two decades painting Kate Moss, Naomi Campbell and Penelope Cruz on Vogue Covers and at Fashion Weeks for Tom Ford and Burberry before launching her own brand in 2013. The hero product was already famous backstage. It just had no retail name yet. Charlotte's magic cream was a private mix. Tilbury used on runway models, whose skin needed to photograph under hot stage lights minutes after arrival. The retail version went into Selfridges London at $105 US dollars per 50 millilitres. Other prestige beauty brands paid celebrities six-figure fees to hold up products they had never used. Tilbury sold the cream she had personally applied to those celebrities on real shoots before retail. The credibility worked differently.