Interview: Charlotte Tiplady of Tatti Lashes

Liverpool best friends Charlotte Tiplady and Elliot Barton started Tatti Lashes in 2016 with a simple idea: great lashes shouldn’t come with a luxury price tag. What began as a side project between two lash artists from the city soon caught fire. Within months, their lashes were spotted on the likes of Khloé Kardashian, Cardi B, and Nicki Minaj.

Fast forward to today, and Tatti Lashes has become Europe’s top lash name, a beauty staple for both professionals and everyday wearers in more than 130 countries. In 2024 alone, more than six million units were sold worldwide.

We caught up with Charlotte to talk about Tatti’s journey from a £1,000 start-up to a global success story, her full-circle collaboration with Khloé Kardashian, and how she’s balancing motherhood, business growth, and life in Dubai while leading one of the UK’s biggest beauty brands.

What inspired you to create Tatti Lashes?

My business partner Elliot and I were both lash technicians by trade. We worked every hour running busy salons with full client lists. After I had my son, Teddie, in 2016, I realised I couldn’t keep up with those hours anymore. That’s when we started seriously thinking about launching our own lash brand.

We saw a real gap in the market for affordable lashes that delivered the same quality and look as professional salon lashes, but were easy for consumers to apply at home. Not only did I no longer have the time to service my clients, but I realised so many people didn’t have the time to sit in a chair for hours to have them applied either.

Elliot and I have been best friends for 18 years — we actually met at college studying art and fashion. I went on to run my own salon for 10 years, specialising in semi-permanent lashes, and was fully booked seven days a week. When Teddie came along, I knew it was time for a change.

Our first idea was to sell Tatti Lashes B2B. We invested £1,000 into producing four lash styles — just 50 pairs in total — and they sold out straight away. The demand snowballed from there. In the early days, we’d drive around Liverpool visiting salons to sell our lashes, packaged in a silver box we were so proud of. As demand grew, we set up our temporary HQ in Elliot’s lash salon and handled every part of the business ourselves.

What product makes the best introduction to the brand?

The brand has evolved so much over the years — a lot of people don’t realise that around 50% of our business actually comes from our professional lash range. We work with salons and lash technicians and are proud to be the UK’s number one professional lash brand.

Of course, our strip lashes are what most people know us for — they’ve become a go-to for makeup artists, celebrities, and beauty lovers, and have won multiple awards.

Right now, though, I’d say our 1-Step Press Lashes are the perfect introduction to the brand. I’m so proud of the quality, technology, and range of styles we’ve created. They’re pre-glued, completely foolproof, and make applying lashes quicker and easier than ever.

What has been the biggest highlight so far?

Definitely our collaboration with Khloé Kardashian in 2024. Khloé was actually one of the first A-listers to wear our lashes back in 2017, so it was such a full-circle moment. Working with her and her team in LA was honestly a dream come true — it was very surreal.

Another major highlight has been our retail expansion. Partnering with Superdrug and launching into more than 850 stores nationwide was huge for us, and we’ve just launched into more than 450 Boots stores too, expanding our offering even further.

What advice would you give to someone wanting to launch their own beauty business?

Perfect your product, have a clear vision, and research the best manufacturers in your category. Start small and grow steadily. And never be afraid to ask questions — reach out to people in your network and those you’re inspired by. Most people are happy to share advice and experience if you just ask.

What’s next for Tatti Lashes?

We’ve just launched into Boots, so our UK retail presence is really strong now. Ireland has been a big focus over the past 12 months and has helped us enter the wider European market.

The next phase is globalisation — the US and Middle East are two key territories for us. I am currently based in Dubai, where we’ve just secured distribution. The Middle East is a huge priority for us going forward, and we’ll be expanding across wholesale, DTC, and retail channels.

What does your daily beauty routine look like?

As a busy mum of three, I don’t have much time, so my beauty routine is minimal. I really focus on investing in good skincare, treatments, and facials. I’m on a bit of a wellness journey at the moment. I’ve been working out regularly and taking supplements to make sure I have energy and feel my best, which in turn helps me look my best.

What are the beauty products you can’t live without?

I’m a huge fan of ZO Skin Health and I never skip SPF — Heliocare is my favourite. I’m also obsessed with lip balm; I’ve always got a few on hand, and the Laneige Lip Sleeping Mask is my go-to.

Of course, Tatti Lashes 1-Step Press Lashes are a non-negotiable — they instantly wake up my face. I actually prefer them to mascara because they’re just as easy to apply and last up to five days. They’re perfect for pool days in Dubai or when I’m travelling. And I have to mention my Skinny Confidential Ice Roller — it’s amazing for reducing inflammation and tired eyes.

What’s the biggest beauty lesson you’ve learned?

It’s all about balance. Sleep, hydration, and supplements are key for me to look and feel my best. I’ve learnt beauty really does start from within.

What person or brand would you love to collaborate with?

Dua Lipa or Paris Hilton. I think both would be such fun, empowering fits for the brand.

What’s not getting the attention it deserves in the beauty industry right now?

It’s such a saturated industry, but one thing I’ve become really aware of — especially now that I have a daughter — is how accessible certain skincare products and ingredients are to young girls. They’re so easily influenced by TikTok and social media trends, and I think there need to be better safeguards in place so children can’t use products that could damage their skin barrier. It’s scary to think one wrong product choice could cause long-term damage.

UK customers can find Tatti Lashes at Superdrug and Boots, with the brand available in the US exclusively at tattilashes.com.