Client Overview

Charlotte Tilbury is one of the world’s most influential luxury beauty brands, with a presence in major department stores, boutiques, and high-profile retail counters across the UK and Europe. The brand is synonymous with glamour, innovation, and a flawless customer experience — from the artistry of its makeup to the immaculate presentation of every counter.

The Challenge

With 51 beauty counters in the UK and 188 across the EU, Charlotte Tilbury required a consistent, luxury-aligned hygiene solution to support in-store makeup artistry and daily operations.

The challenges were threefold:

1. 
   Aesthetic Consistency – Existing hygiene products on counters appeared generic and did not reflect Charlotte Tilbury’s premium brand look.
   
2. 
   Operational Consistency – Counters across multiple countries needed identical hygiene standards, products, and supply reliability.
   
3. 
   Brand Alignment & Compliance – Hygiene solutions had to meet EN standards while maintaining the elegant visual identity central to the brand experience.

The Solution

The Pro Hygiene Collection partnered with Charlotte Tilbury to create a bespoke range of branded hygiene products that aligned seamlessly with the brand’s visual and operational standards.

Key Deliverables

• 
  Custom Bottle Design & Branding
  
  Developed exclusive bottles featuring Charlotte Tilbury’s signature rose-gold tones, branded labels, and refined finishes — designed to sit beautifully alongside premium product displays.
  
• 
  Tailored Product Range
  
  Supplied a suite of professional-grade hygiene products, including brush cleaners, surface sanitisers, and sponge shampoos — each formulated to meet EN14476 and EN13697 standards for antiviral and antibacterial protection.
  
• 
  Uniform Experience Across 239 Counters
  
  Implemented a streamlined supply and replenishment system for all 51 UK and 188 EU counters, ensuring identical products, packaging, and performance in every store.
  
• 
  Sustainability & Ethical Standards
  
  Delivered all products in recycled ocean-bound plastic bottles, fully vegan, cruelty-free, and PETA-approved formulations — aligning with both brands’ sustainability commitments.
  
• 
  Luxury Finishes & Visual Integration
  
  Every bottle and display item was designed to complement Charlotte Tilbury’s signature merchandising, creating a discreet yet impactful visual presence that reinforced luxury while maintaining visible hygiene assurance.

The Impact

• 
  Seamless Brand Consistency
  
  Each counter, from London to Lisbon, now features identical, bespoke-branded hygiene stations — creating visual harmony and reinforcing brand trust across the network.
  
• 
  Enhanced Client Experience
  
  Counter staff report increased confidence in hygiene protocols, while clients appreciate the visible commitment to cleanliness presented in an elevated, luxury way.
  
• 
  Operational Efficiency
  
  A unified supply chain simplified stock management, reducing counter-level stockouts by over 40% and ensuring uninterrupted service.
  
• 
  Brand Reputation Protection
  
  By integrating hygiene into the visual identity rather than hiding it, Charlotte Tilbury strengthened consumer confidence and safeguarded its reputation for excellence.
  
• 
  Sustainable Impact
  
  Over 20,000 recycled plastic bottles re-introduced into circulation, supporting both brands’ sustainability pledges.

Client Feedback

“The Pro Hygiene Collection understood that for Charlotte Tilbury, hygiene isn’t just compliance — it’s part of our brand experience. The custom-branded bottles, elegant finishes, and reliable logistics allowed us to maintain our luxury standards while reassuring clients that every brush, surface, and tool meets the highest hygiene benchmarks.”

— Retail Operations Manager, Charlotte Tilbury

Conclusion

By combining luxury design with scientific hygiene performance, The Pro Hygiene Collection helped Charlotte Tilbury redefine what beauty-counter hygiene can look like — premium, consistent, sustainable, and on-brand.

Today, across 239 counters in the UK and EU, Charlotte Tilbury delivers the same level of elegance, safety, and trust — supported quietly and flawlessly by The Pro Hygiene Collection.