Seaside Glow: Inside Charlotte Tilbury’s Brighton Boutique by Laia Farran Graves

There’s a certain gloss associated with Charlotte Tilbury, so when I was invited to the brand’s recent Brighton store opening, I was keen to see how this translated on the shop floor.

The eponymous brand was launched by Charlotte Tilbury MBE in 2013, with the aim to empower women and give them confidence. In a letter published on her website on International Women’s Day, Tilbury writes: “Every day, I’m on a mission to empower everyone, everywhere to feel like the most confident version of themselves. I believe life is about confidence and when you feel confident, it unlocks your potential, creates opportunity and can change your life.” It’s a message that not only feels accessible, it also defines the brand’s identity.

The standalone boutique, nestled in The Lanes, is the perfect fit for Brighton’s carefree and beauty-loving crowd, offering a moment of escapism just minutes from the seafront. At the opening, we were invited to have our make-up done in-store, an experience that allowed me to try some of the products first-hand. We were then joined by fellow journalist, author, and Brighton local Sali Hughes, who introduced the launch and spoke about the brand with great insight, before we headed to lunch at Brighton Beach House. The entire day was beautifully curated, in a way that mirrored the brand itself.

Inside, the space is colourful and bright, with enticing counters and signature Hollywood-style lighting that encourages customers to sit, try, and play. There is also a dedicated make-up artist studio that can be booked, reinforcing the concept of beauty being about experience and transformation.

Since the launch, I’ve walked past the boutique a number of times and noticed that the atmosphere is consistently upbeat and inviting, and I believe Brighton itself plays an interesting role in shaping the store’s character. The pace here is mostly leisurely, allowing for time to explore and discover.

The product edits will vary, of course, but they lean into showcasing some of the brand’s best-selling and most-loved products—the hydrating Magic Cream, a supercharged formula backed by years of research; the lip glosses, which give a vinyl-like shine without stickiness; the radiant Hollywood Flawless Filter, inspired by the perfecting effects of social media and cinematic lighting; and the universally flattering Pillow Talk lipstick, designed to give everyone “the most beautiful lips of their life.” These hero products speak for themselves, and offer a tangible starting point into the brand.

In a city that has always embraced individuality over uniformity, the store feels entirely on point, and is perhaps the first of many more luxury brands that are ready to join life by the beach, where beauty, creativity, and lifestyle come together effortlessly.

Brighton-based Laia Farran Graves is a fashion journalist and Forbes contributor. She is also the author of the luxury book series which includes The Little Book of Prada and the Little Book of Fendi.