British beauty brand Charlotte Tilbury steps into gaming space with Genshin Impact launch

Today marks the launch of Charlotte Tilbury's first ever gaming collaboration, via a Genshin Impact tie up.

In a LinkedIn post, Kelsey Christou, Senior Gaming Projects Manager, said: “Many of you know my love for gaming, makeup and all things beauty so it's been incredibly exciting to work on this project and I am so proud to have been a part of making it happen.”

“So many people were involved in this, but special shout out to Sam Wahab, Jodie Tuley, and Harminder Matharu from Charlotte Tilbury for championing the power of gaming; Hamudi Matough, Jerlene Ng, Giordano B. Torgianni, and the entire miHoYo team; and Scott Zeall and Louis Rickard at Miai.”

At the heart of the campaign is Mona Megistus, a "mysterious and mesmerising" astrologist from the gaming realm.

Charlotte Tilbury commented: "We are known for pushing boundaries and doing the unexpected, because the unexpected is where true innovation lies. Gaming, like makeup, is a form of artistic expression, where creativity, community, fun and freedom come together.”

"The mysterious and mesmerising astrologist shares my love for the stars and divine artistry, and we both have boundless passion and dedication, which allows us to think limitlessly and pursue our biggest and boldest dreams, whether it’s in Teyvat or the real world.”

“That's why each magic box is Mona inspired and filled with exclusive limited edition collectables, from a velvety makeup bag to cosplay essentials. There is something for everyone to love - it’s the perfect gift for everyone from gamers to skincare lovers and more."

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.