On Wednesday, March 1, Charlotte Tilbury announced its newest face of the company: model Bella Hadid. Hadid will join Charlotte Tilbury’s roster of beauty muses, such as Kate Moss, Lily James, and Jourdan Dunn as a “beauty muse” for the popular makeup brand. The partnership will focus on instilling beauty lovers with inner – as well as outer – confidence.
“Bella is a generation-defining talent at the forefront of the cultural zeitgeist and I am so excited to reveal our creative partnership,” said Tilbury. “She is a modern day beauty icon, utterly mesmerizing, a true creative collaborator, and just as obsessed as I am with breaking boundaries and transcending the real and virtual worlds – we adore her energy.”
On a “mission to empower everyone, everywhere, and unlock their inner confidence,” Tilbury says of the pair’s shared belief that makeup does more than just make you look good – it has the power to help you feel your best mentally. “When you feel your most beautiful and confident, you can conquer your world and make your dreams come true,” adds Tilbury.
As Charlotte Tilbury is entering its 10th year and focusing on digital growth, it has turned to the model as its “beauty muse and beauty partner,” in part for her “leadership in digital spaces,” per a press release. “Their partnership will inspire stand-out product and digital beauty innovations, iconic campaigns, original content creation and disruptive global moments,” says the brand copy.
Charlotte Tilbury announced the news via an Instagram post with a a video clip featuring the duo on set together.
Bella Hadid also posted on Instagram on Wednesday announcing the news, writing, “Oh my goodness… Can’t believe this! if you know me you know my Flawless Filter or my lip cheat liner never leave my purse!!!”
The pair met at the Prince’s Trust Gala in New York in April last year, discovering they were similar at heart. Hadid says a connection was there from the beginning between her and Tilbury. “I’ve always known her makeup and I’ve always known her energy,” she said. “The universe wanted us to be together, and look where we are now!”
The model was already “genuinely obsessed” with Charlotte Tilbury formulas for red-carpet events, fashion shoots, and everyday makeup looks. “I instantly see the difference they make on my skin; they allow me to glow and grow from within,” Hadid said of the brand. “I just love them all. I feel incredibly lucky to be here and to be able to connect through art and spirituality and love for fashion and makeup and everything beautiful in life.”
Makeup artist Sofia Tilbury, who serves as the brand’s artistry director (and is also a “beauty muse,” as well as Charlotte’s niece), has worked with Hadid regularly in the past. “It is always such an honor to work with Bella – she has the most incredible, warm, positive energy, and we have so much fun working together on red carpets all over the world,” she said via a press statement, adding, “Bella truly loves makeup and knows how to use it to unlock confidence, embody a character and express her creativity and individuality.”
Obviously, this isn’t Hadid’s first beauty deal. She previously served as the face of Dior Beauty, a partnership that started in 2016, and she’s also a co-founder and partner of wellness ingestible brand Kin Euphorics.
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