Charlotte Tilbury Beauty Unveils Wonderland on London’s Legendary Carnaby Street

Charlotte Tilbury Beauty has brought its Beauty Wonderland retail concept to one of London’s most photographed streets, opening a new store on Carnaby Street that extends the brand’s push into high traffic, experience led locations. The site, which sits within Shaftesbury Capital’s Soho estate, follows the successful expansion of Tilbury’s Covent Garden flagship and comes as the brand continues to strengthen its UK bricks and mortar footprint.

Positioned as a fully immersive beauty destination, the Carnaby Street store carries the brand’s full make up, skincare and fragrance range, alongside seasonal gifting edits from the 2025 Christmas Magic Gifting Universe. Inside, customers will find spaces that mirror the brand’s signature storytelling approach. Charlotte’s Boudoir has been designed for one to one tutorials and transformations, while the Pillow Talk Party Room offers a private setting for masterclasses, content moments and events. The store will also host pro artist programming and in store training sessions intended to inspire the next generation of beauty talent, pointing to a broader education and community play rather than a purely transactional shopfront.

“Darlings, I am so excited to open my first-ever Beauty Wonderland on London’s iconic Carnaby Street… fully dedicated to empowering, educating, and inspiring the next generation of pro artists. It is the ultimate hub for artistry magic!” comments Charlotte Tilbury MBE.

The opening aligns with Carnaby Street’s wider festive activation, which this year includes a run of beauty, fashion and food pop ups aimed at driving evening and weekend footfall into the Soho neighbourhood. For Shaftesbury Capital, securing a high profile, globally recognised British beauty brand for a gateway unit underlines Carnaby’s positioning as a launchpad for experiential retail. For Tilbury, whose brand has long leaned on theatre, digital content and celebrity fronted campaigns, it provides a central London stage during the crucial pre Christmas trading period.

The Carnaby opening also shows how the Beauty Wonderland idea is being rolled out across key UK cities. After debuting the format in London and expanding it to Glasgow and Brighton, the company is increasingly using Wonderlands as a way to deliver consistent visual identity and service standards across different properties. Each site features high impact interiors, space for services and social first moments, and a full assortment so that hero products such as Magic Cream, Pillow Talk and the brand’s fragrances can be discovered in person