Miai+ Unites Charlotte Tilbury with Genshin Impact for Gaming Partnership

May. 02, 2025

Miai+, the brand partnership specialist, has united iconic beauty brand Charlotte Tilbury with Genshin Impact, the blockbuster open-world adventure role-playing game, in a landmark partnership that sees the release of two co-branded limited edition beauty boxes.

The collaboration, which is Genshin Impact’s first-ever partnership with Charlotte Tilbury and Genshin Impact’s first international collaboration with a luxury beauty brand, includes the launch of two co-branded beauty boxes and co-branded collectables inspired by the popular characters in Genshin Impact - Mona Megistus, the Astrologist.

Mona becomes Charlotte Tilbury’s first-ever virtual beauty muse, and the latest in a long line of stars to collaborate with the brand – others include Kate Moss, Jourdan Dunn, Salma Hayek and Amal Clooney.

The two beauty boxes – the Charlotte Tilbury X Genshin Impact Starfell Treasure Box and the Charlotte Tilbury X Genshin Impact Starry Miracle Box – contain Genshin Impact co-branded merchandise as well as a selection of Charlotte Tilbury skincare and make-up products, including the brand’s Magic Cream moisturiser, Magic Serum Crystal Elixir and Airbrush Flawless Setting Spray.

The two iconic brands Miai+ has brought together are ideally positioned to collaborate and reap the mutual benefits of doing so.

The partnership is part of Charlotte Tilbury’s ongoing celebration of the combined magical worlds of gaming and beauty. The brand has a dedicated gaming TikTok channel and launched its official Twitch channel in 2023. It also highlights Charlotte Tilbury’s brand purpose and passion for empowering everyone, everywhere – all people, places, and platforms.

Charlotte Tilbury MBE, said:

“Darlings, I am beyond excited to reveal my VERY FIRST gaming partnership with Genshin Impact! Together, we have united our worlds to create a collection that celebrates exploration, magic and empowerment! At Charlotte Tilbury, 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 COMES TOGETHER! I always say you can ‘MAKEUP YOUR DESTINY’ – it's a mantra for this Charlotte Tilbury and Genshin Impact partnership because our combined purpose is to EMPOWER and INSPIRE YOU ALL to be the MOST CONFIDENT VERSION of YOURSELVES! Darlings, get ready to MAKEUP YOUR DESTINY!”

 

Louis Rickard, Partnership Manager at Miai+, said:

“This partnership between Charlotte Tilbury and Genshin Impact is a perfect example of how beauty and gaming can collide in a fresh, exciting, and authentic way. At Miai+, we’re proud to bring together two powerhouse brands to create an experience that speaks to fans across both worlds.”

 

The Charlotte Tilbury x Genshin Impact limited-edition beauty boxes will be available exclusively on charlottetilbury.com and the Charlotte’s Easy Beauty for You app in over 35 countries and regions from 30th April 2025. Customers will receive redeemable Genshin Impact in-game rewards for every box purchased.