Charlotte Tilbury on building beauty's most distinctive social brand

How can brands stop chasing trends and start filtering content through their own lens?  Most beauty brands exhaust themselves trying to chase every fleeting TikTok trend, but Charlotte Tilbury has built an empire by doing the exact opposite. Marukh Budhraja, Global Head of Social for Colour and Complexions, joins us to discuss how the brand avoids the ‘trend trap’ by filtering every asset, comment, and campaign through the singular, authoritative lens of Charlotte herself. Learn how to maintain high-prestige consistency while executing mass intimacy at scale, and why a strong persona is the ultimate competitive advantage in a trend-obsessed space. Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected].