Sofia Tilbury’s China debut creates Gen Z buzz

What happened With makeup led by Sofia Tilbury, Mark Gong’s show at October’s Shanghai Fashion Week drew attention both on and off the runway. Tilbury, Global Artistry Director at Charlotte Tilbury and niece of the brand’s founder, made her first trip to the Chinese mainland to oversee the show’s looks, a move that signals the brand’s growing focus on China. “Collaborating with fashion designers has always been part of our identity,” she said backstage. Working with Gong, Sofia Tilbury crafted a “good girl gone bad” aesthetic and storyline inspired by the character of Charlotte from Sex and the City. “Mark’s creativity is impressive,” Sofia Tilbury said. “A show with a kitchen on the catwalk (which involved models carrying muffins and taking a turkey out of the oven) is definitely out of the ordinary. Makeup plays a key role in his storytelling, adding depth to the narrative.” Porcelain skin was paired with soft pink-nude lips, using shades like Runway Royalty (one of Sofia Tilbury’s personal favorites) and Pillow Talk Pink, for the innocent looks. More daring looks featured winged dark vinyl eyes and red lips layered with Ruby Blur and the China-exclusive Berry Blur. Charlotte Tilbury’s Magic Cream moisturizer, originally developed for professional backstage use, also featured, with skincare becoming more of a focus for the label in recent years. The brand’s approach to makeup, Sofia Tilbury said, is about enhancing natural features rather than masking them. Looking forward, she hinted at more products incorporating advanced skin technology. The Jing Take British makeup brand Charlotte Tilbury only entered the Chinese market in 2019, but has grown rapidly. With a focus on skincare, complexion, and color products, the brand is positioning itself as a leader in high-performance beauty for make-up professionals and everyday consumers alike. Influencers have played a crucial role in boosting the brand’s visibility on platforms like Weibo and Xiaohongshu, where cult products like the Pillow Talk “airbrush” range of makeup are frequently showcased, creating a strong appeal among younger audiences. Sofia Tilbury’s Shanghai Fashion Week debut earlier this month underscores the brand’s increasing focus on China’s lucrative beauty market, particularly targeting Gen Z and younger consumers. The brand is looking to engage with this demographic, not just through products but through deeper cultural involvement. Charlotte and Sofia Tilbury have built a formidable presence at international fashion weeks and high-profile events, recently creating the makeup look for Celine Dion’s performance at the Paris Olympics closing ceremony. Niece Sofia’s growing influence within the brand is helping it tap more deeply into Gen Z’s aesthetic sensibilities and usage preferences, such as by creating curated makeup wardrobes and pre-designed looks to avoid product overwhelm. Sofia Tilbury’s collaboration with designer Mark Gong and appearance at Shanghai Fashion Week – where she also judged Labelhood’s Youtopia award for emerging talent – marks a deliberate effort to deepen the brand’s foothold in China’s beauty market, where youth culture is a major force. By merging fashion and beauty in culturally relevant ways, the brand is attuned to the rapidly shifting preferences of China’s young consumers, positioning itself as both aspirational and trendsetting. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Sofia Tilbury’s China debut creates Gen Z buzz