Charlotte's Darlings Loyalty Club is Charlotte Tilbury's free loyalty program in the US, and it pays in two ways. Members earn 1 Loyalty Coin for every $1 spent, and coins convert to money off: 150 coins for $10 off and 300 coins for $20 off. Spend also moves members through three levels, Bronze, Silver (from $150 a year) and Rose Gold (from $400 a year), which unlock free beauty gifts, a birthday treat, free delivery and a personal Pro Makeup Artist. Coins expire 330 days after you earn them.
Last checked against Charlotte Tilbury's Charlotte's Darlings page and FAQ and the Charlotte's Darlings Loyalty Club terms (the loyalty section carries no date), all on the US site as of 24 October 2026.
This guide is written by Graeme, co-founder of Mage, a loyalty and customer accounts platform for Shopify.
Charlotte's Darlings Loyalty Club at a glance
| Feature | Details |
|---|---|
| Cost to join | Free: creating a Charlotte Tilbury account enrolls you |
| Who can join | People aged 18+ with an account for their country (this guide covers the US site) |
| Earning | 1 Loyalty Coin per $1 on products, plus 75 coins for completing your Beauty Profile |
| Redeeming | 150 coins for $10 off, 300 coins for $20 off |
| What a coin is worth | About 6.7 cents (our arithmetic: $10 off per 150 coins) |
| Levels | Bronze (free), Silver ($150 a year), Rose Gold ($400 a year) |
| Level window | 365 days from the day you join a level |
| Expiry | Coins after 330 days, converted coin rewards after 30 days |
| App | Yes, the Charlotte Tilbury Beauty app |
How to join Charlotte's Darlings
Creating a Charlotte Tilbury account on charlottetilbury.com or in the Charlotte Tilbury Beauty app enrolls you automatically, and so does logging in to an existing account. You need to be at least 18. Employees, Pro Artists and Magic Stars can't take part.
Accounts are specific to a country, with one per country, so coins, levels and rewards earned in one country don't carry to another. The club isn't available in 19 countries, including Mexico, Brazil, Japan and China.
Purchases from the 365 days before you create an account count toward your level, as long as they can be matched to the same email address. New accounts also receive a one-time 15% off code for a first order on the website and another for the app, and the website code includes free standard shipping.
How you earn Loyalty Coins
| Way to earn | Coins |
|---|---|
| Products bought on charlottetilbury.com or in the app, signed in | 1 per $1 |
| Products bought in selected Charlotte Tilbury own stores (Beauty Wonderlands) in the US and UK | 1 per $1 |
| Complete your Beauty Profile | 75 |
Coins arrive about a day after your order is dispatched, and Beauty Profile coins should appear within an hour. Services, gift cards, e-gift cards, virtual consultations, free gifts, shipping, the value of samples and taxes don't earn. Guest checkout earns nothing, and coins can't be added to an order afterwards. A returned order stops counting as a valid order, and coins or rewards used on it aren't refunded.
What a Loyalty Coin is worth
Charlotte Tilbury doesn't state what a coin is worth, but the conversion table makes it easy to work out. At 1 coin per $1, 150 coins is $150 of spend and returns $10 off, and 300 coins is $300 of spend and returns $20 off. Both steps work out at about 6.7% back on what you spend (our arithmetic), and the 75 Beauty Profile coins are worth $5 at that rate. The 15% off a first order is a separate welcome offer.
How to redeem coins and rewards
Members hold two kinds of reward, and both are redeemed with promotional codes at checkout.
- Loyalty Coin Rewards: coins convert into money off. The two options on the program page are $10 off and $20 off, and the full list sits in the Coin Shop inside your account. Once converted, a coin reward expires after 30 days.
- Level Rewards: each level unlocks product rewards, such as free beauty gifts, that can be used once per level when your basket reaches the qualifying amount shown in your account.
Only one promotional code works per order, so a Level Reward and a Loyalty Coin Reward can't be used together. Level benefits that apply automatically, such as free standard shipping from Silver, can be combined with either. Loyalty Coins and coin rewards can't be used in Beauty Wonderlands stores, and level benefits are redeemed on the website or in the app.
Bronze, Silver and Rose Gold levels
| Benefit | Bronze (free) | Silver ($150 a year) | Rose Gold ($400 a year) |
|---|---|---|---|
| 1 coin per $1, coin rewards of $10 and $20 | Yes | Yes | Yes |
| Free beauty gifts | Yes | Yes | Yes |
| Free birthday treat | Yes | Yes | Yes |
| Personal Pro Makeup Artist | No | Yes | Yes |
| Free standard delivery | No | Yes | Yes |
| Free express delivery | No | No | Yes |
The table also lists a 15% first-order offer. The website offer shows under Bronze only and the app offer under every level, while the discount terms describe both as one-time codes for new customers.
Earning is the same at every level: 1 coin per $1, with no multiplier for higher levels. What changes is service and shipping. Silver adds a personal Pro Makeup Artist consultation and free standard delivery, and Rose Gold adds free express delivery. Free gifts and the birthday treat get "more magical" with each level, in the program's words, but the items aren't named.
How levels are earned and kept
Levels follow your spend, and the clock is personal rather than a calendar year: a level lasts 365 days from the day you join it, based on what you spend in that period. The rewards and benefits of a level are valid only for those 365 days. If you move down a level, you get that level's rewards again, minus any you already used there.
The birthday reward is available for 2 weeks before and 2 weeks after your birthday, needs an order, excludes delivery costs and can be swapped by Charlotte Tilbury for an item of lesser or greater value. You can't pick the pencil sharpener to reach the qualifying amount.
Do Charlotte's Darlings coins expire?
Yes. Loyalty Coins expire 330 days after you earn them, unless you convert them into a coin reward first, and a converted coin reward lasts 30 days. Levels, level rewards and level benefits last 365 days from joining the level. Coins also expire if your participation ends, whether you leave, are removed for breaking the terms, or Charlotte Tilbury ends the club.
What Charlotte Tilbury doesn't publish
- What the free beauty gifts and birthday treat are at each level, and the basket amount that unlocks each one. These sit in the Loyalty tab of your account.
- Any coin reward beyond $10 and $20 off, and what else the Coin Shop sells.
- What the personal Pro Makeup Artist involves, beyond a consultation from Silver and "regional variations and exclusions".
- Whether Silver's free standard delivery applies below the $50 free delivery message shown across the site.
- How an in-store Beauty Wonderlands purchase is linked to your account.
- A date on the loyalty terms. The program page has no "last updated" line either.
The fine print
- Charlotte Tilbury can change or end the club, its coins, rewards and levels at any time, including revoking earned coins, with no compensation.
- Coins and rewards have no cash value and can't be transferred. Reselling gets an account deactivated.
- Purchases earn only while you're signed in. Returns don't restore coins or rewards used, and a gifted product has to go back with the returned order.
- Disputes go through informal resolution and then individual arbitration in New York, with a class action waiver.
- Closing your account means future orders go through guest checkout and earn nothing.
What stands out about Charlotte's Darlings
The coin rate never changes. Every level earns 1 coin per $1 and redeems at the same $10 and $20 steps, so higher levels don't mean faster points. Charlotte Tilbury spends on service and gifts instead. In our view that suits the brand: a multiplier costs more with every dollar a top customer spends, while a consultation or a shipping upgrade costs a fixed amount.
Levels pay in what a makeup brand does best. A personal Pro Makeup Artist ties the upper levels to Charlotte Tilbury's own expertise, its makeup artists, rather than to a discount.
A level runs from the day you join it. Because the 365 days start at your upgrade, a customer who reaches Silver in August isn't reset in January. Counting the year before sign-up also gives existing customers a level on day one.
Profile data is paid for. The 75 coins for a Beauty Profile are worth about $5, and the profile drives the site's recommendations.
What members should know going in:
- The rewards are in your account. The gifts and the qualifying amounts aren't public, so you can't judge a level's value before you join.
- One code per order. A level reward and a coin reward can't be combined.
- Coins expire in under a year. At 330 days, a slow spender may lose coins before reaching 150.
Is Charlotte's Darlings worth joining?
If you buy Charlotte Tilbury more than once, yes, since it's free and every order earns about 6.7% back in coins. An occasional buyer gets the 15% welcome offer, but someone who spends less than $150 in 330 days can't convert any coins. A regular who spends $150 or more a year reaches Silver, which adds the personal artist and free standard delivery. Rose Gold at $400 a year adds free express delivery on top.
What Shopify brands can learn from Charlotte Tilbury's program
Charlotte's Darlings is built on a few choices that a smaller brand can copy.
- Keep the earn rate flat and spend on service. Paying every level the same 1 point per $1 keeps the cost of the program predictable. Put the extra value into things that cost you little per customer: free shipping, a consultation, an early look at a launch.
- Redeem in clean steps. Two reward tiers, $10 and $20, both at the same rate, are easy to explain on a page and easy for a customer to calculate. A short points-to-dollar table suits a brand with a small range.
- Give each member their own year. A tier window that starts when the customer joins a level avoids the January reset that wipes out progress. Counting earlier orders on sign-up gives existing customers a level straight away.
- Pay for data you want. A profile that earns coins gives a brand preferences it can use in recommendations.
If you're building a Shopify loyalty program with this shape, Mage supports spend-based VIP tiers with a Rolling Year progress window and tier retention, tier-specific rewards, automatic upgraded shipping at checkout, birthday rewards that scale by tier, points expiry a set number of days after earning, and rewards applied at Shopify checkout with no code to copy. Tier recalculation seats existing customers immediately, and a program start date controls which past orders count. On Growth and above, custom actions through the REST API or Shopify Flow can award points when a customer completes a step your store tracks.
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Frequently asked questions
Is Charlotte Tilbury's loyalty program free? Yes. Creating a Charlotte Tilbury account enrolls you in Charlotte's Darlings Loyalty Club, and Bronze costs nothing. Silver and Rose Gold are reached by spending $150 and $400 a year.
What is Charlotte's Beauty Universe? It is an earlier name for Charlotte Tilbury's member benefits. The current US program is Charlotte's Darlings Loyalty Club, and the old Beauty Universe page on charlottetilbury.com no longer loads.
How many Loyalty Coins do you get per dollar? 1 coin for every $1 spent on products, plus 75 coins for completing your Beauty Profile. Services, gift cards, free gifts, shipping, samples and taxes don't earn.
Can you use Loyalty Coin Rewards and level rewards together? No. Both are redeemed with a promotional code, and only one code can be used per order. Automatic level benefits, such as free standard delivery from Silver, can be used with either.
Do you earn Loyalty Coins on guest orders? No. You need to be signed in, and coins can't be added to a guest order afterwards.
Do Charlotte's Darlings levels reset every January? No. A level lasts 365 days from the day you join it, based on your spend during that period.
Graeme is the co-founder at Mage Loyalty. He heads product development, from complex loyalty migrations and large-scale data handling to building the features shaping the future of loyalty on Shopify.
