OVERVIEW
Charlotte Tilbury’s Pro Beauty Tech vertical is a premium extension of the brand: tools, experiences, and interactive beauty-technology offerings. The refresh aimed to produce a unified visual treatment for this vertical, so that the set of tools would feel like a family (cohesive) but also be able to stand independently (modular) depending on context.
OBJECTIVES
Ensuring consistency in visual language across multiple “beauty tech” tools (e.g. matching tools, device UI, tool pages)
Maintaining flexibility so each tool could retain its identity yet not feel disjointed or off-brand
Satisfying stakeholders (CMO, marketing leads, business owners) on both aesthetic and performance fronts
Streamlining handoff and scalability: creating a design system / toolkit that supports future expansions
COLLABORATION
Partnered closely with creative agency art directors, iterating visual directions and modular components.
Presented concepts to stakeholders and the CMO, aligning on brand, usability, and campaign goals.
Facilitated feedback loops that balanced luxury aesthetics with tech-focused clarity.
SOLUTION AND IMPACT
Developed a streamlined toolkit of components, badges, overlays, and typography rules, enabling visual consistency across the suite.
Designed modular layouts so each tool could stand alone or visually integrate seamlessly.
Result: Stakeholder buy-in achieved early, design handoff simplified, and a scalable system ready for future expansions.
KEY TAKEAWAY
Collaboration, clarity, and a modular approach created a unified, flexible Pro Beauty Tech ecosystem — elegant, intuitive, and built to grow.
