Charlotte Tilbury partners with Practical Magic 2

Charlotte Tilbury Beauty is the official make-up, skin care and fragrance partner for the Warner Bros. Pictures sequel Practical Magic 2. The film, starring Sandra Bullock and Nicole Kidman as modern-day witch sisters, is scheduled for release in cinemas on September 11.

This marks the brand's first-ever film collaboration. According to a company statement, the partnership reflects a shared belief in the power of cosmetics to transform not only how people look, but how they feel. It will see the brand celebrate themes of magic, confidence and empowerment with its products appearing in the movie. This includes Sandra Bullock's character Sally Owens holding the Puig-owned brand's Pillow Talk Blush Balm Lip Tint in Cherry Talk.

Magical Product Kits

To celebrate the tie-in, Charlotte Tilbury has launched six curated magical kits available on charlottetilbury.com and the brand’s Easy Beauty for You app. Each kit bundles popular items with savings of 10% to 15% compared to purchasing the products individually.

Founder's Perspective

Brand founder and makeup artist Charlotte Tilbury expressed her excitement about the partnership. She linked the film's themes to her own cosmetic philosophy. Full of charm, mystery and meaningful storytelling, the film celebrates something she has always believed: that magic is all around us, Tilbury said.

She stated that her work for over three decades has been about decoding and demystifying secrets learnt from working with the world's biggest stars, bottling them into award-winning products. The goal is to let everyone experience the confidence-boosting power of a Tilbury transformation. Tilbury calls this internal sensation that Tilbury feeling, noting that the greatest change is not only what you see, but how it makes you feel.

The Link to Routine

She drew a direct parallel between ritual and routine. Like the enchanting story of Practical Magic 2, every cosmetic regimen begins with intention, Tilbury explained. For her, unlocking the magic of confidence through makeup and skincare, which makes you believe in yourself and dream bigger, is why cosmetics are truly practical magic.

The collaboration is currently active, with the kits available for purchase ahead of the film's autumn release.