Charlotte Tilbury Blends Ritual and Emotion With First-Ever Fragrance Collection
For the past decade, Charlotte Tilbury has worked to become a renowned name in the beauty space. She's grown her career from being a makeup artist, to creating content through YouTube and blogging and then launching her first beauty product. The beauty titan's journey is straight out of a makeup dream, sitting at the top of her cosmetic empire, which just announced its first-ever collection of fragrances.
In line with the brand's ethos, these scents are not your ordinary perfumes; combining the power of manifestation, emotions and perfumery. "You can spray on a feeling and manifest magic with the power of scent, unlocking the frequency you wish to emit to the world," Tilbury says. Unlocking six varying feelings through the scents entitled "More Sex," "Love Frequency," "Joyphoria," "Magic Energy," "Calm Bliss" and "Cosmic Power," Tilbury wants to bring new meaning and intention to your beauty routine.
Charlotte Tilbury tells Hypebae exclusively why the brand chose fragrance as its next step, what manifestation means to her, and the legacy she wants to leave.
For more on perfume, check out our coverage of Kylie Jenner revealing the inspiration behind Cosmic's fragrance notes.
On the decision to expand into fragrances
I've always believed fragrance has the power to change and transform how you feel. In the same way that I have witnessed the metamorphosis of people in my chair as a makeup artist and how it gives them happiness and confidence, I knew that fragrance could hold the same transformative power. I wanted to create a spectacular, olfactive revolution in the beauty industry. I wanted to bottle six universal feelings so that everyone could boost the emotion they desire.
On the power that scent has on memories and emotions
I have always believed the brain is like an emotional map. When you smell a specific ingredient, a certain part of your brain is stimulated. Thanks to the cutting-edge technology of IFF and their incredible SCENTCUBETM AI algorithm, they were able to identify the exact ingredients that were shown to unlock certain feelings, allowing me to bottle six fragrances that are proven to make you feel these specific emotions. I grew up in Ibiza and whenever I use "Joyphoria," I am transported to the days of my childhood in the sun. It takes me back to dancing with pure abandon on the beach until sunrise—moments of pure escapism, celebration, abandonment and fun. It's joy and happiness in a bottle.
On the process of picking scent notes and naming the fragrances
When I began the creative process, it was the six universal feelings that came first—the emotions I knew I wanted to bottle: love, happiness, energy, serenity, empowerment and seduction.
Whether it's through formula, color, technology or science, I want my products to be world-class, so I knew I had to work with master perfumers—the best noses in the world. I had a very specific vision that I painted for them and they were able to capture that through the art of scent creation and science.
It was an incredible privilege to work with Anne, Dominique and Juliette, who are world-renowned perfumers and some of the best noses in the industry. When they're all together, it's like being at the perfumer Oscars. Celine Manetta and her science expertise were invaluable in creating scents that make you feel, due to her expansive knowledge in the field of scent-emotion.
On the role of manifestation and why she chose these six emotions
I've always believed in the power of manifestation. I always say, "Dare to dream it, dare to believe it, dare to do it." I believe it's this mantra that has helped me build such a successful beauty brand over the past 10+ years. With these fragrances, I wanted six universal feelings that would speak to everyone. I chose these six universal emotions because I believe everybody needs more of them in their lives.
With my new fragrance collection, you can spray on a feeling and manifest magic with the power of scent, unlocking the frequency you wish to emit to the world. I also created magical incantations for each scent to unlock the power within. They are mantras that I say during my magic fragrance ritual. I say them as I spray the feeling over my pulse points and it awakens the scent, helping me manifest how I want to feel.
On the impact she hopes to leave in the beauty world
Since launching my brand in 2013, it has always been my mission to make everyone, everywhere, feel and look like the most beautiful, confident version of themselves. I believe life is all about the magic of confidence and that is why I founded Charlotte Tilbury Beauty.
When you feel confident, it unlocks your power for great potential, creates opportunity and can change your life. When we are able to unlock confidence, the power it brings is limitless. If one person is empowered, it creates a ripple effect and a positive virtuous circle. They can go on to change their community and those communities could go on to change the world.
That's why I always say you have to "Dare to dream it. Dare to believe it. Dare to do it," because we all have the power to give everyone, everywhere, the confidence to look and feel their best and make dreams come true.
Charlotte Tilbury's "Fragrance Collection of Emotions" can be purchased on the brand's website.
