Charlotte Tilbury has been named the Official Make-up, Skin Care and Fragrance Partner of the upcoming film Practical Magic 2. The collaboration marks the brand’s first-ever film tie-up and comes as Warner Bros. Pictures prepares to release the sequel on September 11.
The new partnership reflects a shared belief in beauty’s power to transform not only how people look, but how they feel, according to the company statement. Sally Owens, the character played by Bullock, is seen holding the Puig-owned brand’s Pillow Talk Blush Balm Lip Tint in Cherry Talk. This specific product placement aligns with the brand’s focus on lip products and the Pillow Talk line, which has been a commercial staple for several years.
Several curated Charlotte Tilbury “magical” beauty kits are available from charlottetilbury.com and the brand’s Easy Beauty for You app. These sets offer savings of 10% to 15% compared to buying the items separately.
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- The Practical Magic Book of Beauty Spells kit: Includes Airbrush Flawless Setting Spray, Exagger-Eyes Volume Mascara, Magic Energy fragrance, and Pillow Talk Blush Balm Lip Tint in Cherry Talk.
- Charlotte’s Magic Skin Moonlight: Contains Magic Serum Crystal Elixir and Magic Cream.
- The Pillow Talk Love Effect Spell kit: Comprises Matte Revolution Pillow Talk Original and Pillow Talk Lip Cheat.
- The Exagger-Eyes to Hypnotise Trance set: Features Exagger-Eyes Easy Eyeshadow Stick, Exagger-Eyes Volume Mascara and Rock ‘N’ Kohl in shade Bedroom Black.
- The Pillow Talk Kiss Charm: Includes Pillow Talk Blush Balm Lip Tint and Pillow Talk Lip Cheat.
- The Airbrush Flawless Feeling: Consists of Airbrush Flawless Finish powder and Airbrush Flawless Setting Spray.
Charlotte Tilbury’s namesake founder and makeup artist Charlotte Tilbury said, “Darlings, I am so excited that Charlotte Tilbury Beauty is the exclusive beauty partner of the unmissable Practical Magic 2.” She added that the film is “Full of charm, mystery and meaningful storytelling” and celebrates magic as something found in traditions, people, and the belief that anything is possible.
It is interesting to see how the brand frames these products not just as cosmetics, but as tools for a “Tilbury feeling.” The founder suggests that a simple routine can unlock confidence and help people step into their power, a marketing angle that has been consistent across the brand’s history. While the kits contain standard items, the packaging and the specific “spells” names attached to them are designed to give the consumer a sense of narrative engagement that goes beyond the product itself.
For years, the beauty industry has chased high-profile collaborations, yet few have matched the cultural weight of a major Hollywood franchise. By aligning with Practical Magic 2, Charlotte Tilbury taps into a nostalgia factor while simultaneously pushing new products into the hands of a broad audience. The inclusion of the fragrance and specific skincare items, rather than just makeup, signals an effort to capture the “glow” associated with the film’s characters.
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“My philosophy has always been rooted in the power of positive thinking, visualising your dreams and manifesting the life you want,” Tilbury continued in the statement. “For over 30 years, I have decoded and demystified the beauty secrets I learnt working with the world’s biggest stars, bottling them into award-winning make-up, skin care and fragrance so everyone, everywhere, can experience the confidence-boosting power of a Tilbury transformation.”
Ultimately, the collaboration aims to make the fantasy of the film accessible to everyday consumers. By bundling products into themed kits, the brand simplifies the purchasing decision, allowing fans to purchase a complete look that mirrors the characters’ styles without needing to curate the assortment themselves.
