‘The ultimate beauty playground’ – Charlotte Tilbury and Avolta unveil renovated counter at Heathrow

UK. Charlotte Tilbury has partnered with Avolta to reveal a renovated flagship counter at the World Duty Free store in Heathrow Terminal 5. It marks a major refresh of the brand’s first-ever travel retail location, opened in July 2019.

Described as “the ultimate beauty playground”, the newly refurbished counter is designed to elevate the customer experience, offering an immersive beauty environment that spotlights Charlotte Tilbury’s best-selling lines.

It features enhanced digital screens, a Charlotte Tilbury Lipstick Plane and the Hot Lips Way Finder – elements exclusive to the brand’s travel retail locations. It offers Charlotte Tilbury’s hero makeup, skincare and fragrance products alongside travel retail-exclusive sets.

To celebrate the re-opening, Charlotte Tilbury hosted a special ‘Radiant Re-Opening’ event in February. Travellers passing through Terminal 5 were treated to an interactive experience featuring live music, personalised engraving and express Glow + Go skincare treatments.

A key highlight of the renovation is the introduction of new beauty services. The counter now features a full-sized Charlotte Tilbury Skincare Bar and a Lead Artist demonstration table, enabling tailored one-on-one consultations with Charlotte Tilbury Pro Artists.

Avolta Head of Beauty UK Delphine Poultney commented, “We’re delighted to have refurbished Avolta’s original Tilbury Terminal counter at the front of our flagship World Duty Free store in Heathrow Terminal 5.

“This was the first Charlotte Tilbury counter in travel retail and as part of this refurbishment we have included more consultation touch points, so that there is an increased focus on service. Dedicated areas are also featured for skincare, fragrance and grab & go gifting. Our customers are going to love the Tilbury experience at this new-look counter.”

Charlotte Tilbury General Manager for Travel Retail, Gregoire Walter added, “With over 40 counters worldwide, our flagship store at London Heathrow Terminal 5 has always held a very special place in our hearts as it was our very first travel retail counter. Its recent renovation brings us immense joy and we eagerly look forward to welcoming passengers from around the globe.”

At the Heathrow counter travellers can access several complimentary express beauty services, including:

15-minute services

• Glow + Go Express Facial
• Find Your Foundation Match
• How To Contour
• Charlotte’s Signature Eye, Lip or Brow Look
• Find Your Perfect Scent Match

30-minute services

• Fly Flawless – An express facial featuring a cleanse, mask application, and hand & arm massage, finished with complexion-perfecting foundation application.
• Beautify Before You Fly – A personalised beauty consultation guided by Charlotte Tilbury beauty experts.