Charlotte Tilbury Expects Her Two New Products To Become ‘Instant Viral Sensations': ‘A Product Does Not Launch Until It Is Perfect'

Forbes

18-06-2025

Charlotte Tilbury
Right on the heels of the announcement earlier this month that Charlotte Tilbury will be the first-ever official beauty partner of the Dallas Cowboys Cheerleaders, her brand is leaning into what it is calling its 'Unreal Summer'—which includes the release of two new products.
Inspired by the cult favorite Unreal Skin Tint, the Unreal Blush Healthy Glow comes out June 18, with the Unreal Lips Healthy Glow Nectar Oil available to buy the next month on July 15.
'With every beauty innovation I create, I always put skin first, supercharging each formula—whether it is skincare or makeup—with science-backed, skin-loving ingredients to create incredible formulas that are suitable for all skin types,' Tilbury tells me via email. (She calls me 'darling'—so very signature of her—multiple times. It's a beauty writer's dream come true.)
Up first in Tilbury's Unreal Summer Collection is the launch of the brand's Unreal Blush, which is available to buy today. 'I wanted everyone to be able to mimic the way your skin blushes when you've spent the day on the beach and look fresh, radiant and healthy, so I have created a holiday glow-up in a stick,' she says, calling the blush a 'summer-glow filter effect, bottled.'
Charlotte Tilbury's Unreal Blush features six shades.
The blushes come in six shades, and 'it looks and feels like a second skin,' Tilbury says.
'I am also obsessed with the viral blonzing trend, which mimics that gorgeous, sun-blushed glow that looks like you've just spent the day at the beach,' she says, calling the product 'the lovechild of blusher and bronzer.' The Unreal Blush also leans into the glazed blush trend, and the application is simple, she teaches me: apply the product around the forehead and in a 'W' shape across the nose and cheeks and blend.
'Everyone will be asking if you've been on holiday, have spent a day at the spa or have just been on a juice cleanse,' she assures me.
The Unreal Blush, released June 18, is part of Tilbury's Unreal Summer Collection.
The Unreal Lips also come in six shades, and she tells me she worked with leading Parisian experts and mixologists to produce what she calls her 'mood boosting scent technology,' which 'is proven to enhance feelings of happiness.' (Lip products have long been known to make me happier, but now it's science-backed happiness.)
'It's a sensory dream,' she says.
The innovations don't end there, as it turns out—two of the six lip shades, Pink Watermelon and Strawberry Vanilla, adapt to the pH of each wearer's lips to 'reveal a one-of-a-kind shade that's unique to you,' Tilbury says, also telling me that she 'meticulously designed' the product's applicator to hug the contours of the lip and 'distribute the optimal amount of product.' The Unreal Lips are, in her words, 'a lip hug in a tube.'
The six Unreal Lips shades are designed to not only look good, but boost happiness.
The Unreal Lips fill in the look of fine lines and are scented, as 'I have never enjoyed the sickly sweetness of existing lip oils out there, so we tested iteration after iteration to perfect my essences so it's like bottling the nectar of each fruit so they smell super natural,' she says. The fruits available? The aforementioned Pink Watermelon and Strawberry Vanilla, plus Coconut Water, Cherry Glaze, Pure Peach and Candy Fig.
Unreal Lips drops on July 15, including the Pink Watermelon shade, seen here.
Tilbury is president, chairman, chief creative officer and founder of her eponymous brand—and when your name is on the company, it absolutely has to be done right.
'A product does not launch until it is perfect, which can sometimes take years,' Tilbury says, adding that those who shop her products 'deserve nothing but the best.'
'I cannot wait to see my Unreal Blush and Unreal Lips become instant viral sensations,' she adds.