Charlotte Knight

Brand: Lottie London

Founder: Charlotte Knight

Sales: Overall sales of the three brands founded by Charlotte, Ciaté, Lottie London and Skin Proud (launching in late August 2021 stateside), is $30 million, with one-third of sales generated by Lottie London.

Launched: February 2015 in the U.K.; September 2018 in the U.S. (with

Point of difference: “Being a Gen Z-focused brand, our #lottiesquad community is at the forefront of all we create. Affordable, vegan, fast to market and bold we create for them and with them by heroing the trending faces and voices of our community. Inclusivity, creativity and expression is what defines a true Lottie look and makes us stand out,” said Charlotte.

Distribution: The brand entered Walmart stores nationwide and online in June 2021, making it the third U.S. retailer that Lottie London has added to their roster within the past year. It’s also sold at, Urban Outfitters, ASOS’s U.S. site and LookFanastic’s U.S. site.

Newness: “For Pride this year we launched Stamp Liner: Love edition exclusively on Stamp comes in three shapes: heart; butterfly; smiley face and part of the revenue goes to Kaleidoscope charity (through September 30). We just launched Superfake Mascara, a great and affordable mascara which we think will become a staple in every handbag (on and launching in Walmart stores in early August). We also have two very exciting collaborations coming up with great globally-known entities that every Gen Z loves. One launches at the end of August in-line with the movie premiere at the end September (hint hint) and the other is set for February 22,” said Charlotte.

Sustainability: “Lottie is proudly vegan, including our makeup brushes, and PETA-approved cruelty free,” said Charlotte. “The majority of Lottie products do not have outer packaging (unless absolutely required for POS units) to reduce unnecessary wastage and we are currently exploring ways in which to maximize post-consumer resin (PCR) in our manufacturing processes. We give back to our environment and community through collaborations with meaningful and relevant charities. We have more lined up to roll out later in the year.”

2021 plans: “2021-2022 is all about becoming a staple Gen Z makeup brand that is known for bold looks, expression, creativity and inclusivity that American consumers sample and fall in love with—whether it’s our best-selling TikTok hack-led products such as freckle tint, stamp liners, mega brows or worldwide known nostalgic collaboration collections,” she said.  “We are coming to conquer their hearts and provide affordable tools for their creativity and expression.”

Marketing/communications: As the brand’s Gen Z target audience is predominantly present online, social media channels such as TikTok, Twitch and Instagram is where Lottie focuses key awareness efforts.

Best advice ever received: “When you have been in the driving seat controlling all aspects of the business for a reasonable time, it feels alien to allow someone else to take over some responsibility and decision making,” said Charlotte. “But as Steve Jobs so wisely said, ‘It doesn’t make sense to hire smart people to tell them what to do, we hire smart people so they can tell us what to do.’ Surrounding myself with exceptional, seasoned talent in all aspects of the business has allowed me to hire and grow the team with confidence. We are a dynamic, super passionate group of people sharing the same goal and vision with such love, respect and admiration for each other. It’s truly magical!”