Charlotte Tilbury Responds to Dupe Culture with ‘Legendary. For a Reason’ Campaign

Charlotte Tilbury is taking a firm stand against dupe culture with the launch of her new 2025 beauty campaign.

The campaign, titled ‘Legendary. For a Reason’, aims to celebrate Charlotte’s iconic, best-selling products that have earned their place as “undupable viral sensations.” With this campaign, the makeup mogul is emphasizing the uniqueness of her signature products, which have become mainstays in celebrity red carpet clutches and makeup artist kits alike.

Charlotte Tilbury Responds to Dupe Culture with ‘Legendary. For a Reason’ Campaign as she proudly declares that her products are crafted from over 30 years of artistry and expertise, which she says cannot be replicated.

“Developed with world-leading scientists, my award-winning beauty wardrobe of transformative, game-changing make-up and skincare formulas instantly enhance and amplify your natural beauty,” said Tilbury, the founder and Chief Creative Officer. “Beauty secrets that have revolutionised the beauty industry and become legendary.”

The campaign highlights some of the brand’s signature products, including the Hollywood Flawless Filter, Beauty Light Wands, Airbrush Flawless Finish, Pillow Talk Lip Cheat Lip Liner, and Magic Cream. These are just a few of the beloved products that have stood the test of time, earning Charlotte Tilbury a loyal fan base.

Charlotte Tilbury Responds to Dupe Culture with ‘Legendary. For a Reason’ Campaign, reinforcing her stance on the authenticity and high quality of her formulas. She has also previously taken action against companies imitating her products. In 2019, the brand successfully sued Aldi after the discount retailer replicated her Filmstar Bronze & Glow palette, with a High Court judge ruling in her favor for copyright infringement.

The campaign also brings exciting news for fans of the brand’s iconic products: Charlotte Tilbury is releasing five new shades of the Hollywood Contour Wand. These new shades, using treated pigments, are designed to create a natural, uniform contour that enhances the cheekbones effortlessly.

“I love to see how my legendary icons have changed people’s lives around the world,” Tilbury said. “There is a reason why they are staple icons in every celebrity red carpet clutch and in every makeup artist’s kit.”

Charlotte Tilbury Responds to Dupe Culture with ‘Legendary. For a Reason’ Campaign, all while the brand continues to expand. Tilbury has also recently unveiled the expansion of her flagship store in Covent Garden, which now boasts a 4,300sq ft space—three times the size of the previous location. The upgraded store features the brand’s first-ever Skin Spa, offering four facial treatments using Charlotte Tilbury’s skincare line.

With her campaign and store expansion, Charlotte Tilbury continues to solidify her brand as a leader in the beauty industry, responding boldly to imitation and celebrating the uniqueness of her products.