Lottie London
Budget“Cruelty-free Gen Z makeup, made in London.”
Lottie London is a UK-born cruelty-free makeup brand launched in 2014 by Charlotte Knight — the entrepreneur behind Ciaté London and Skin Proud — aimed squarely at Gen Z with affordable, trend-led, vegan-friendly color cosmetics. The brand built a viral following through its Superfake Mascara (a lash-tinting tubing mascara), the Freckle Tint (a self-tanning freckle pen), and a roster of TikTok-friendly hero products under £15.
Knight, an interior designer turned celebrity nail technician, founded Ciaté in 2009 before launching Lottie London five years later as a Gen Z-focused sister brand priced for impulse purchase. The brand became known for fast-react product development — launching new SKUs in response to TikTok trends — though parent Brand Agency London entered administration in 2025, and the brand's distribution has since been in flux as it seeks a buyer.
Known For
Flagship Products
- Superfake Tubing Mascara
- Freckle Tint
- Out Out Glow Liquid Highlighter
- Browzilla Brow Pencil
Brand Philosophy
Cruelty-free, trend-led makeup designed for Gen Z — fast to market, affordable, and built around viral hero products.